State-of-Personalization-Report-Twilio-Segment-2023.pdf

The State of
Personalization
2023

Contents
2
4 Methodology
6 Key findings
8 Staying ahead of the curve
10 Want to retain your customers?
12 Investing in personalization
14 AI is driving next-level customer
experiences
16 The challenges of adopting AI for
personalization
18 Success metrics for AI-driven
personalization
20 Personalization and AI
22 Personalization in the age of privacy
The State of Personalization 2023
24 The path to earning consumer trust
26 Regional spotlight: Latin America
28 Personalization 2.0
30 The ROI of personalization
32 Gen Z’s awareness of personalization
creates higher stakes for brands
34 Balancing privacy regulations and
effective targeting
36 The key to unlocking customer loyalty and
higher LTV
38 Want to get the most out of your
customer data?
39 Recommended reading

3
Welcome to the fourth annual
State of Personalization report,
our yearly deep-dive into the
latest trends in personalization,
consumer loyalty, privacy,
and more.
Since last year’s report, the business landscape
has changed unequivocally.
Uncertain economic circumstances, intense competitive threats,
and rapid technological advancements have all significantly
impacted how businesses are thinking about their
personalization efforts.
At the same time, consumers are increasingly aware of how their
data is being used while expecting more from businesses as the
bar for personalization gets higher.
Through our extensive survey analysis from business leaders and
consumers alike, we’ll take you on a journey through the most
significant global trends in personalization for 2023. From the
latest advancements in AI-powered personalization to the rising
importance of consumer privacy, we’ll explore the strategies and
tactics businesses are using to connect with their customers on a
deeper level.

• Twilio Segment conducted this research
using online surveys distributed by
Method Communications.
• Survey respondents were n=3,001 adult
consumers who have purchased something
online in the past 6 months, and n=500 adult
manager+ decision-makers at consumer-
facing companies that provide goods and/or
services online.
• Respondents were from Australia, Brazil,
Colombia, France, Germany, Italy, Japan,
Mexico, Singapore, Spain, United States, and
the United Kingdom.
• Data was collected from March 8 to
March 24, 2023.
5

7
Businesses are increasing investment in
personalization despite economic challenges
Nearly 69% of business leaders are increasing
their investment in personalization despite
challenging economic headwinds.
AI is driving next-level customer experiences
More than 9 in 10 businesses (92%) are using AI-
driven personalization to drive growth in
their business.
Trust and transparency are key to data privacy
Only 51% of consumers trust brands to keep
their personal data secure and use it responsibly.
Investing in personalization delivers real
returns
Over half (56%) of consumers say they will
become repeat buyers after a personalized
experience, a 7% increase year-over-year.

Despite economic uncertainty,
it’s encouraging to see that 69%
of businesses we surveyed are
increasing their investment in
personalization.
This suggests that businesses recognize the value of
personalization in creating engaging and loyal customer
relationships, even in tough times.
However, with the increasing competition in the market
and a volatile economy, businesses need to be strategic in
their approach.
Implementing a customer data platform (CDP), for instance, can
streamline personalization by enabling companies to maintain
accurate customer profiles, segment audiences precisely, and
deliver targeted experiences through personalized emails and ads
that resonate with their audience.
69% of business leaders are increasing their
investment in personalization despite challenging
economic headwinds
The State of Personalization 2023 9

10
Want to retain your
customers?
Keep it personal

Looking more closely at the value of
personalization, it’s clear why the majority of
business leaders we surveyed are increasing
their investment in this area.
Our data shows that businesses are well aware of the benefits
that personalization can offer, with the majority citing the ability to
help retain current customers.
On top of retention, over half see personalization as a potent
strategy for acquiring new customers as well, even in times of
economic downturn.
“What we have in Segment is a platform for serendipity.
We’re able to react to many scenarios, innovate quickly,
scale resources, and bolster a culture of
digital transformation.”
Todd Wright,
Sr. Technologist, Toggle, Farmers® New Ventures
62% of business leaders cite improved customer
retention as a benefit of personalization efforts

12
Investing in
personalization
Overcoming the challenges to unlock value

While it’s heartening to see businesses
continue their aggressive investment in
personalization, such investment doesn’t
come without its challenges.
Much like gym-goers who sign up for a membership but never
show up – many businesses invest in personalization technology
but struggle to use it effectively.
Likewise, getting accurate, real-time data for their personalization
efforts continues to be a perennial challenge for businesses.
39% of businesses say that they struggle with
implementing personalization technology effectively
Half of companies feel like getting accurate data for
personalization is a challenge, a ten-point increase
year-over-year compared to 2022

14
AI is driving next-level
customer experiences

Reaching 100 million daily active users just two months after
launch, ChatGPT ushered in a craze for AI and machine learning
(ML) – and it seems businesses have caught on.
According to our survey, organizations are increasingly adopting AI
and machine learning to power their personalization efforts.
With these powerful tools at their disposal (running alongside
a customer data platform), businesses can better automate
personalization at scale and deliver tailored experiences to
customers in real time.
However, with great power comes great responsibility. Businesses
need to ensure that their AI/ML models are trained on high-
quality data and are aligned with their customers’ preferences
and values.
More than 9 in 10 companies (92%) are using
AI-driven personalization to drive growth in
their business
Case Study
How Norrona used AI to build a recommendation that
increased conversions by 50%
Read the full story here

16
The challenges of
adopting AI for
personalization

Despite the craze, the road to AI adoption is
paved with obstacles. The top challenges cited
by business leaders include lack of training,
security or compliance concerns, poor
organizational processes, and data quality.
By addressing these obstacles head-on, businesses can clear
the path for successful AI-driven personalization initiatives that
deliver value across the organization.
What are the biggest obstacles to leveraging AI in
your business?

18
Success metrics for AI-
driven personalization
Balancing cost and accuracy

19
It’s evident that businesses are still trying to
figure out what success looks like when it comes
to AI-driven personalization. Is it all about the
bottom line, or is there more to it than that?
Our data reveals diverse perspectives on the matter – some
leaders think in terms of cost or time-savings (42% of
respondents), while others prioritize improved accuracy of
data (47%).
As businesses navigate this evolving landscape, they must balance
financial priorities with the need for speed and automation in a
resource-constrained, dynamic market.
How does your company measure success in using
AI-driven personalization?

20
Personalization and AI
Building trust with consumers

Just 41% of consumers are comfortable with AI being
used to personalize their experiences
21
Our data shows that 41% of consumers are
comfortable with AI being used to personalize
their experiences, while the rest are either
not ready to befriend the machines, or simply
can’t forgive them for all the sci-fi movies
they’ve seen.
In all seriousness, as businesses continue to adopt AI-powered
personalization, it’s vital to consider the concerns of consumers
who may not be as receptive to the technology.
This finding underscores the need for transparency and education
around how AI is being used to create personalized experiences,
as well as the importance of respecting consumers’ boundaries
and preferences.

22
Personalization in the
age of privacy

1 in 4 (23%) consumers are less comfortable about
their personal data being used for personalization
purposes compared to last year
The evidence suggests that consumers are
increasingly aware of how their data is being
used and want to have more control over their
personal information.
Over the past 12 months, nearly a quarter of consumers have
become less comfortable with their personal data being used for
personalization, highlighting the importance of transparency and
trust in customer engagement efforts.
Businesses that can address these concerns and provide a
clear understanding of how customer data is being used are
better equipped to establish a strong foundation for successful
personalization efforts.

24
The path to earning
consumer trust

Trust is a major factor in the
success of personalization
efforts, and our survey data
reflects this – just half (51%) of
consumers trust brands to keep
their personal data secure and
use it responsibly.
With each new data breach or privacy scandal making headlines,
businesses have a lot of work to do to earn the trust of
their customers.
However, it’s not all doom and gloom. By being transparent about
data collection practices and respecting consumers’ privacy
concerns, businesses can start to rebuild trust with
their customers.
Only 51% of consumers trust brands to keep their
personal data secure and use it responsibly

26
Regional spotlight:
Latin America

When it comes to consumer
privacy, our data shows that
business leaders in Latin
America are leading the charge
with 71% of respondents
reporting an investment in
beefing up their security
measures.
This suggests that Latin American businesses are taking the issue
of data privacy seriously, and understand the importance of
protecting their customers’ personal information.
By prioritizing security, businesses in this region are demonstrating
their commitment to earning the trust and loyalty of their
customers, which will undoubtedly pay dividends in the long run.
71% of businesses in Latin America are enhancing
security protocols to address consumer privacy
concerns, significantly higher than all other regions
(52% Europe, 49% North America, and 42% APAC)

28
Personalization 2.0
The rise of first-party data

In response to rising consumer wariness around
personal data and privacy, more and more
brands are relying on first-party data to deliver
tailored experiences.
According to our survey, 78% of businesses consider first-party
data to be the most valuable source of data for personalization.
This data can include everything from purchase history to website
behavior, providing valuable insights into what customers want
and need.
“We are leaning into personalization, especially on our
owned channels like email and SMS, using Segment
data to send more relevant messages — rather than
generic ‘batch and blast’ campaigns. With Segment,
we are enhancing our personalization efforts across
campaigns like cart abandonment.“
Brad Greene,
Senior Director of Marketing Technology, Camping World
78% of businesses consider first-party data to be the
most valuable source of data for personalization

Once again, our data shows that consumers
want to feel like VIPs when they’re interacting
with businesses – with more than half of
consumers saying they’re more likely to
make a purchase if they’re offered a
personalized experience.
Personalization is the new black in the business world – it’s always
in style. By tailoring experiences to their customers’ needs and
preferences, businesses can create a bond that’s hard to break.
By investing in personalization, brands can boost customer
satisfaction, loyalty, and ultimately their bottom line. So, if you
want to win over your customers’ hearts (and wallets), it’s time to
start getting personal.
Over half (56%) of consumers say they will become
repeat buyers after a personalized experience, a 7%
increase year-over-year

32
Gen Z’s awareness of
personalization creates
higher stakes for brands

Gen Z, an increasingly influential demographic, holds distinct
preferences and behaviors as digital natives compared to earlier
generations. Growing up with smartphones and tablets at their
fingertips, they expect unparalleled digital experiences.
Overwhelmed by a flood of impersonal ads, members of this
generation are more likely to employ ad blockers or other means
to avoid advertising altogether.
To effectively engage these younger consumers, companies must
evolve and elevate their personalization strategies – a challenge
many have yet to conquer.
“With Segment, we can keep our audiences engaged
and recommend products that are highly relevant
to each individual user, based on current orders, past
purchases and preferences. Using Segment to power
our personalized recommendation engine has
had an extremely positive impact – we’ve seen a 10-15%
increase in items added to cart by enabling
these recommendations.”
Rishabh Sharma,
Software Engineering Leader, GoodEggs
Younger consumers are the most likely to react
negatively after an impersonal experience.
49% of Gen Z say they’re less likely to make a
purchase and 27% say they’ll stop shopping with the
brand or share the negative experience with friends
or family.

34
Balancing privacy
regulations and
effective targeting

35
Over a quarter of consumers
have noticed less targeted
personalization in the past
year, largely due to increasing
data privacy regulations and
Apple’s IDFA deprecation.
Although the journey towards more privacy-focused advertising
practices might lead to some bumps in the road, businesses have
the opportunity to fine-tune their approach.
As businesses adapt to these changes, focusing on privacy-centric
strategies like first-party data collection via CDPs can help improve
targeting accuracy and re-establish effective personalization
across digital channels.
27% of consumers surveyed feel personalization has
become less targeted over the past 12 months

36
The key to unlocking
customer loyalty and
higher LTV

37
Personalization is no longer just
a buzzword, but a key strategy
for businesses looking to drive
customer loyalty and
increase LTV.
In fact, 80% of business leaders report an increase in consumer
spending by an average of 38% when their experience
is personalized.
Consumers today want to feel valued and understood, and
personalization is a key tactic to achieve that. By tailoring
experiences to the unique preferences and behaviors of each
customer, brands can create a deeper connection that translates
into increased spending and brand loyalty.
80% of business leaders say consumers spend
more (38% on average) when their experience is
personalized

38
Want to get the
most out of your
customer data?
Join the 25,000+ customers on the Segment platform today.
Request a demo

39
Recommended reading
The Customer Data Platform Report 2023
Our new Customer Data Platform Report analyzes real data from the Twilio Segment platform (nearly 12
trillion API calls to be exact) to examine the biggest digital trends happening in customer engagement.
Find out more
Digital Advertising in the Cookieless World
Learn how to deliver personalized and more transparent experiences in the absence of
third-party cookies.
Find out more
Customer Acquisition Cost (CAC): A Guide for 2023
In this guide, we share the CAC formula and explain how to calculate it. We also look at what makes a
“good” CAC, how to determine an LTV:CAC ratio, and what steps you can take to improve both metrics for
long-term success.
Find out more

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