While technology can help marketers personalize at scale, a lack of it is also the biggest reason execs say they don’t personalize their content, according to February 2016 research.
More than half (59%) of US marketers surveyed by Demand Metric and Seismic said they do not personalize content because they don’t have the technology. Some 59% of respondents said they don’t have the bandwidth or resources, and 54% said they don’t have the needed data.
Few—6% of respondents— said the technology is not sufficiently advanced. And another 6% of marketers said they tried to personalize content, but it didn’t work well. Read the rest at eMarketer.