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Main obstacles to using personalization among North American marketers 2017

Leading obstacles to using personalization according to marketers in North America as of October 2017

The data displays the leading obstacles to using personalization according to marketing professionals in North America as of October 2017. The findings reveal that 23% of marketers found that data quality was the biggest obstacle to personalization.

Data quality	23
Understanding buyer behavior in context	20
Building a sustainable data architecture	17
Creating compelling offers and content	13
Integrating third-party data	10
Automating decisions at scale	9
Understanding who to personalize for (which experiences should I send to which channel)	8
Assembling a real-time view of your customer with full context	7
Organizational constraints/silos make it difficult to hold anyone accountable to personalization goals	3

Main obstacles to using personalization among North American marketers 2017

StatInvestor