2024 State of Data-Driven Personalization in Marketing:

Opportunities & Challenges in AI, Social Media & More

In the ever-evolving world of digital marketing, there’s a superpower that’s been a game-changer for giants like Amazon and Netflix—data-driven personalization. It’s the not-so-secret sauce that transforms customer experiences and propels brands to success. But for many marketers, it’s still a riddle wrapped in data and waiting to be solved.

What Our Research Reveals

More than 80% of marketers agree that data-driven personalization is very or extremely important for improving customer experiences, but, only 48% of marketers said their companies are collecting enough data for this effort. And those that are collecting it… are they using it effectively? How are they using social media channels and AI technology in their personalization efforts?

We teamed up with Zontee Hou from Convince & Convert to conduct research to answer these questions, and more. In it, you will find:

Data Analysis

An overview of the current state of data and personalization in the marketing world.

Business Cases

Compelling reasons to invest in data and personalization to supercharge your business.

Actionable Insights

We lay it all out for you by outlining the seven things companies must do to use data to improve personalization.

About Zontee Hou

Zontee is Head of Strategy at the digital marketing and CX consulting firm Convince & Convert, and founder of Brooklyn-based digital marketing agency Media Volery.

She is a highly sought-after speaker who focuses on data and storytelling. Her nearly 20 years of marketing industry experience includes work for the IMF, the UN Food and Agriculture Organization, Allstate Insurance, Indiana University, Natixis, SAP, and many more. She is one of TopRank’s top 50 most influential content marketers and one of LinkedIn’s 16 marketers to follow in 2021, her work has garnered multiple awards including several PR News Platinum Awards and a Forrester Groundswell Award.

Zontee’s years of experience as a faculty lecturer at Columbia University and adjunct lecturer at the City College of New York—CUNY’s flagship college—inform her unique ability to draw connections between marketing methodology and business goals.