Personalization Benchmarking Tool

How equipped is your organization to deliver personalized experiences to consumers?

Complete a quick survey to see how you compare to others in the market and what benefits could you potentially see from upscaling your personalization* maturity.

*Personalization is defined as utilizing data, analytics, technology, and machine learning to offer consumers experiences tailored to their individual needs, interests, and preferences

Personalization Benchmarking Tool

What was your estimated Revenue in 2023?

  • <$5M

  • $5M-$9.9M

  • $10M-$49.9M

  • $50M-$99.9M

  • $100M-$249.9M

  • $250M-$499.9M

  • $500M-$999.9M

  • $1B-$9.9B

  • >$10B

What was your marketing budget in 2023?

$

Which of the following best describes your industry?

  • Automotive

    Automotive

  • Financial Services

    Financial Services

  • Consumer Goods

    Consumer Goods

  • Education

    Education

  • Energy & Utilities

    Energy & Utilities

  • Entertainment, Media & Publishing

    Entertainment, Media & Publishing

  • Healthcare

    Healthcare

  • Hospitality

    Hospitality

  • Insurance

    Insurance

  • Life Sciences

    Life Sciences

  • Professional & Technical Services

    Professional & Technical Services

  • Retail

    Retail

  • Recreation & Sports

    Recreation & Sports

  • Technology

    Technology

  • Telecommunications

    Telecommunications

  • Transportation

    Transportation

  • Travel

    Travel

  • Other

    Other

What percentage of your company’s B2C customer experiences are personalized? definition

0%

  • 0%
  • 50%
  • 100%
  • <30%

  • 30% to 49%

  • 50% to 79%

  • 80% to 100%

How would you rate your company’s ability to collect accurate user data to enable personalization? definition

  • Poor: No user data is collected or used for personalization

  • Fair: Limited data collection (e.g., explicit data only, no implicit data) and minimal usage for personalization

  • Good: Moderate collection of data (e.g., implicit and explicit) to create a broader view of customers to provide moderate personalization

  • Excellent: Extensively collect accurate user data (e.g., implicit/explicit data, access level, user ID, event data) and combine it to create a 360-degree view of customers across brands/platforms to provide personalization extensively and accurately and maintain required standards of privacy and security

  • Don't know

How would you rate your company’s ability to leverage accurate user data to enable personalization? definition

  • Unable to track: No user data is collected or used for personalization

  • Fair: Limited data collection (e.g., explicit data only, no implicit data) and minimal usage for personalization

  • Good: Moderate collection of data (e.g., implicit and explicit) to create a broader view of customers to provide moderate personalization

  • Excellent: Extensively collect accurate user data (e.g., implicit/explicit data, access level, user ID, event data) and combine it to create a 360-degree view of customers across brands/platforms to provide personalization extensively and accurately and maintain required standards of privacy and security

  • Don't know

How would you rate your company’s data practices and processes for driving personalization of customer experiences? definition

  • Poor: Data largely lives across disparate areas or systems and usage is not governed

  • Fair: Some data and data processes are unified and governed

  • Good: Most data and data processes are unified and governed

  • Excellent: Nearly all data and data processes are unified and governed

  • Don't know

How would you rate your company’s ability to make data easily accessible to teams who need it to personalize your customers’ experiences? definition

  • Poor: Data is inaccessible

  • Fair: Some data is easily accessible

  • Good: Most data is easily accessible

  • Excellent: Nearly all data is easily accessible

  • Don't know

What best describes your company’s ability to offer a personalized omnichannel experience to B2C customers? definition

  • No ability: cannot recognize users across channels or serve personal content across channels

  • Partial ability: can identify users and provide a personalized experience on a few channels

  • Moderate ability: can identify users and provide a personalized experience across multiple channels for individual brand

  • Complete ability: can identify users and provide a personalized experience across multiple channels and multiple brands

What best describes the Key Performance Indicators (KPIs) your company uses to measure the success of personalization efforts? definition

  • No KPIs: We have no KPIs to measure the success of personalization efforts

  • Inconsistent KPIs: KPIs in place to measure success, but they are different across teams

  • KPIs, not Universal: KPIs are standardized, but not fully adopted by all teams

  • Fully-Adopted KPIs: KPIs are standardized and fully adopted by all teams

  • Don't know

What best describes the level of cross-functional collaboration used to execute your company’s personalization strategy? definition

  • None: No cross-functional collaboration; teams work in silos

  • Limited: Limited cross-functional collaboration and no cohesive personalization strategy

  • Moderate: Personalization strategy is well-defined, but collaboration is limited and disjointed across teams to achieve the strategy

  • Complete: Teams have clearly defined responsibilities and closely collaborate to execute on a cohesive personalization strategy

  • Don't know

Which skill sets and levels of talent does your company have to execute advanced data-driven personalization? definition

  • N/A: Not applicable or undeveloped

  • Minimal: Minimal expertise in required skill sets, or roles are misaligned with team members' expertise

  • Moderate: Relevant talent and skill sets are available within teams, but teams are understaffed or have basic expertise only

  • Advanced: Advanced expertise in talent that is appropriately staffed on relevant teams with sufficient bandwidth

Which of the following best describes your company’s culture of personalization? definition

  • None: Culture of personalization does not exist

  • Limited: Culture of personalization is part of the company's agenda, but not one of the core focuses

  • Moderate: Culture of personalization is adopted by a few teams and is a core tenet for them

  • Fundamental: Culture of personalization is driven by leadership, is fundamental to the company’s values, and widely recognized as critical for success

Approximately how long does it take your company to create and develop personalized advertising or marketing content from development to live in market?

  • Less than 1 week

  • 1 week

  • 2 weeks

  • 3 weeks

  • 4 weeks

  • 5 to 9 weeks

  • 10 or more weeks

About what % of your marketing budget did you spend on Personalization? definition

0%

  • 0%
  • 50%
  • 100%
  • Bottom 10% of Respondents

  • Bottom 10-25% of Respondents

  • Middle 25-75% of Respondents

  • Top 75-90% of Respondents

  • Top 10% of Respondents

Which of the following personalization strategies does your company currently use? (select all that apply)

  • Personalization based on channel preference: (e.g., SMS, email, push notifications)

  • Customer service interactions that are personalized: (e.g. chat, call center, etc.)

  • Offers that are personalized

  • Product or service recommendations based on purchase or engagement history

  • Images and messaging that are personalized

  • Content recommendations that are personalized: (e.g., articles, blogs, videos)

  • Personalization based on timing: (e.g., customer's preference for time of day or day of the week)

  • Loyalty program rewards that are personalized

  • Personalization using machine learning / artificial intelligence: (e.g., next best action, churn propensity)

Personalization Benchmarking Tool

Additional Revenue Potential

$0

Based on your reported information, if you invest in personalization capabilities and upscale your personalization maturity to match the market leaders, there is potential to realize compelling benefits across revenue and customer engagement outlined below
54%Conversion Rates
57%Retention Rates
55%Customer Lifetime Value
61%Customer Satisfaction
52%Customer Engagement
(#visits, time spent, etc.)
60%Average Order Value
55%Total Revenue/Order

How do you compare

See how your answers compare to the sample group of participants that have been surveyed for this questionnaire. The highlighted numbers show your selected answers; how do you measure up?

VIEW AS PDF
What was your marketing budget in 2023?

Your Answer:

  • 37%

    <$50M

  • 18%

    <$100M

  • 15%

    <$250M

  • 11%

    <$500M

  • 11%

    <$750M

  • 3%

    <$1B

  • 4%

    $1B+

About what % of your marketing budget did you spend on Personalization?

Your spend of 0% ranks you among the
.

Average % Spend on Personalization

  • 36%

    Bottom
    10%

  • 40%

    Bottom
    10-25%

  • 49%

    Middle
    25-75%

  • 62%

    Top
    75%-90%

  • 71%

    Top
    10%

Respondents ranked by Personalization Maturity

What was your estimated Revenue in 2023?
  • 0%

    <$5M

  • 0%

    <$10M

  • 6%

    <$50M

  • 12%

    <$100M

  • 22%

    <$250M

  • 15%

    <$500M

  • 17%

    <$1B

  • 21%

    <$10B

  • 6%

    $10B+

Businesses: What percentage of your company’s B2C customer experiences are personalized?
  • 9%

    <30%

  • 23%

    30% to 49%

  • 44%

    50% to 79%

  • 24%

    80% to 100%

Your Answer:0%

How would you rate your company’s ability to collect accurate user data to enable personalization?

How would you rate your company’s ability to leverage accurate user data to enable personalization?
  • 0%

    Unable to track

  • 6%

    Fair

  • 48%

    Good

  • 45%

    Excellent

  • 0%

    Don't know

How would you rate your company’s data practices and processes for driving personalization of customer experiences?
  • Poor

    0%

  • Fair

    9%

  • Good

    51%

  • Excellent

    40%

  • Don't know

    0%

How would you rate your company’s ability to make data easily accessible to teams who need it to personalize your customers’ experiences?
  • 0%

    Poor

  • 11%

    Fair

  • 47%

    Good

  • 41%

    Excellent

  • 0%

    Don't know

What best describes your company’s ability to offer a personalized omnichannel experience to B2C customers?
  • 1%

    No ability

  • 10%

    Partial ability

  • 53%

    Moderate ability

  • 36%

    Complete ability

What best describes the Key Performance Indicators (KPIs) your company uses to measure the success of personalization efforts?
  • 4%

    No KPIs

  • 25%

    Inconsistent KPIs

  • 32%

    KPIs, not Universal

  • 39%

    Fully-Adopted KPIs

  • 0%

    Don't know

What best describes the level of cross-functional collaboration used to execute your company’s personalization strategy?
  • None

    1%

  • Limited

    7%

  • Moderate

    42%

  • Complete

    50%

  • Don't know

    0%

Which skill sets and levels of talent does your company have to execute advanced data-driven personalization?

Which of the following best describes your company’s culture of personalization?
  • 2%

    None

  • 17%

    Limited

  • 41%

    Moderate

  • 40%

    Fundamental

Approximately how long does it take your company to create and develop personalized advertising or marketing content from development to live in market?
  • 4%

    <1wk

  • 13%

    1wk

  • 30%

    2wks

  • 26%

    3wks

  • 16%

    4wks

  • 7%

    5-9wks

  • 3%

    10+wks

Which of the following personalization strategies does your company currently use? (select all that apply)
  • Channel Pref.

    59%

  • Cust. Svc,

    59%

  • Offers

    58%

  • Prod./Svc. Rec's

    54%

  • Creative/Copy

    52%

  • Curated Content

    50%

  • Timing Based

    46%

  • Loyalty Rewards

    45%

  • Machine Learning/AI

    41%

All estimates and outputs provided through this Personalization Benchmarking Tool are directional only and shall not amount to any form of guarantee that Deloitte Consulting has determined or predicted future events or circumstances. All outputs and calculations are dependent on clients' selected responses. Results will require validation and refinement though an in-depth Personalization maturity assessment. It is the Client’s sole responsibility to decide the manner in which such outputs are to be used in the context of its own business, and for the decisions and actions it takes based on these.