80 percent of business buyers expect personalization at the time of need. Personalized experiences generate twice the revenue of non-personalized ones. Data quality and governance determine how much of that revenue organizations actually capture.
Key Takeaways
- 80% of business buyers said they expect personalization at the time of need
- 49% of consumers said they have higher expectations of brands after experiencing personalized experiences
- 62% of respondents said their organizations use recommendation engines/personalization in online experiences
- A 1% increase in recommendation system accuracy can increase revenue
- Personalized experiences generate 2x higher revenue than non-personalized experiences
- $1.8 billion global martech personalization technology spend in 2023
- $13.2 billion marketing automation market size in 2023
- $27.3 billion customer experience (CX) management software market in 2023
- 43% of marketers say increasing personalization is a top priority
- 53% of marketers use first-party data for personalization
- 36% of marketers expect to increase investment in marketing personalization within the next 12 months
- Improving data quality can reduce marketing costs by 10% to 30%
- The average cost of a data breach was $4.45 million in 2023
- Companies with mature data governance experienced 76% fewer breaches
Personalization is expected and profitable, with revenue gains and growing investments driven by better data.
Related reading
01 · Category
User Adoption3 stats
01
80% of business buyers said they expect personalization at the time of need[1]
02
49% of consumers said they have higher expectations of brands after experiencing personalized experiences[2]
03
62% of respondents said their organizations use recommendation engines/personalization in online experiences[1]
Interpretation
User Adoption Interpretation
For user adoption, the clearest trend is that 80% of business buyers expect personalization when they need it, and once they experience it 49% of consumers raise their expectations of brands, so companies that already use personalization and recommendation engines at scale are more likely to win and keep active users.
02 · Category
Performance Metrics2 stats
Interpretation
Performance Metrics Interpretation
Under the Performance Metrics category, even a 1% lift in recommendation system accuracy can boost revenue, and personalized experiences can generate twice the revenue of non-personalized ones.
03 · Category
Market Size8 stats
01
$1.8 billion global martech personalization technology spend in 2023[1]
02
$13.2 billion marketing automation market size in 2023[5]
03
$27.3 billion customer experience (CX) management software market in 2023[5]
04
$33.1 billion customer data platform (CDP) market size in 2024[6]
05
$9.5 billion recommendation engine software market size in 2022[7]
06
$4.1 billion personalization software market size in 2023[8]
07
Global CRM market size was $54.8 billion in 2023[1]
08
Customer identity and access management market size reached $14.2 billion in 2023[6]
Interpretation
Market Size Interpretation
The Market Size data shows that personalization and the platforms powering it are scaling fast, with major segments reaching billions in annual spend such as $33.1 billion for CDPs in 2024 and $4.1 billion for personalization software in 2023, supported by a $1.8 billion global martech personalization technology spend in 2023.
More related reading
04 · Category
Industry Trends7 stats
01
43% of marketers say increasing personalization is a top priority[9]
02
53% of marketers use first-party data for personalization[1]
03
36% of marketers expect to increase investment in marketing personalization within the next 12 months[10]
04
A majority (58%) of organizations plan to migrate to privacy-first personalization approaches[11]
05
77% of consumers want control over data used for personalization[12]
06
Personalization relies on customer data; 67% of marketers say data quality is the biggest challenge[1]
07
38% of marketers say they are using marketing automation to drive personalization (e.g., segmenting by demographics/behavior and triggering tailored messages)[13]
Interpretation
Industry Trends Interpretation
Under Industry Trends, marketers are clearly doubling down on personalization, with 43% calling it a top priority and 36% expecting to increase investment in the next 12 months, while 58% shift toward privacy-first approaches and 77% of consumers demand control over their data.
05 · Category
Cost Analysis8 stats
01
Improving data quality can reduce marketing costs by 10% to 30%[1]
02
The average cost of a data breach was $4.45 million in 2023[14]
03
Companies with mature data governance experienced 76% fewer breaches[15]
04
Re-targeting waste can reach 50% of ad spend in some cases[16]
05
Personalization can reduce cost per acquisition (CPA) by 10% to 20%[17]
06
Marketing spend wasted on low-quality leads can be 40%[1]
07
Integration of data pipelines with CDPs can reduce time-to-launch by 30% to 60%[18]
08
Organizations with more mature governance processes report a 76% reduction in breach frequency (mature governance vs. others)[14]
Interpretation
Cost Analysis Interpretation
Cost analysis shows that better personalization driven by higher data quality can cut marketing costs and waste significantly, with data-quality improvements reducing marketing costs by 10% to 30% and lowering CPA by 10% to 20% while governance can reduce breaches by 76% and re targeting waste can consume up to 50% of ad spend in some cases.
report visual · Comparison
How personalization is changing expectations and adoption
Consumers’ expectations rise after personalized experiences, while many organizations already use personalization and recommendation engines.
80% of business buyers said they expect personalization at the time of need80%
62% of respondents said their organizations use recommendation engines/personalization in online experiences
62%
49% of consumers said they have higher expectations of brands after experiencing personalized experiences
49%
43% of marketers say increasing personalization is a top priority
43%
source-verifiedliftoffglobal.com · gartner.com · marketingweek.com
Reference
Cite This Report
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APA
Sophie Moreland. (2026, February 13). Marketing Personalization Statistics. Gitnux. https://gitnux.org/marketing-personalization-statistics
MLA
Sophie Moreland. "Marketing Personalization Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-personalization-statistics.
Chicago
Sophie Moreland. 2026. "Marketing Personalization Statistics." Gitnux. https://gitnux.org/marketing-personalization-statistics.