The State of Personalization

Twilio Segment’s third annual State of Personalization Report, a global look at the latest trends in personalization, first-party data, privacy, and consumer loyalty.

In this report, we surveyed nearly 3,500 businesses and consumers across five continents to get a pulse check of how attitudes and experiences with personalization have changed over the past 12 months.

Personalization and ROI go hand in hand:

• Nearly half (49%) of consumers say they will likely become repeat buyers after a personalized shopping experience with a retail brand

Investments in omnichannel are improving, but still have a long way to go:

• Only 35% of companies feel they are successfully achieving omnichannel personalization, up from 24% in 2021

Businesses are future-proofing their personalization efforts with first-party data:

• 37% of brands exclusively use first-party data to personalize customer experiences, a six percentage point increase compared to 2021

Download the full report to get the complete picture of the trends shaping the future of personalization.

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