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
02
49% of consumers said they have higher expectations of brands after experiencing personalized experiences
03
62% of respondents said their organizations use recommendation engines/personalization in online experiences
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
01
A 1% increase in recommendation system accuracy can increase revenue
02
Personalized experiences generate 2x higher revenue than non-personalized experiences
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
02
$13.2 billion marketing automation market size in 2023
03
$27.3 billion customer experience (CX) management software market in 2023
04
$33.1 billion customer data platform (CDP) market size in 2024
05
$9.5 billion recommendation engine software market size in 2022
06
$4.1 billion personalization software market size in 2023
07
Global CRM market size was $54.8 billion in 2023
08
Customer identity and access management market size reached $14.2 billion in 2023
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
02
53% of marketers use first-party data for personalization
03
36% of marketers expect to increase investment in marketing personalization within the next 12 months
04
A majority (58%) of organizations plan to migrate to privacy-first personalization approaches
05
77% of consumers want control over data used for personalization
06
Personalization relies on customer data; 67% of marketers say data quality is the biggest challenge
07
38% of marketers say they are using marketing automation to drive personalization (e.g., segmenting by demographics/behavior and triggering tailored messages)
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%
02
The average cost of a data breach was $4.45 million in 2023
03
Companies with mature data governance experienced 76% fewer breaches
04
Re-targeting waste can reach 50% of ad spend in some cases
05
Personalization can reduce cost per acquisition (CPA) by 10% to 20%
06
Marketing spend wasted on low-quality leads can be 40%
07
Integration of data pipelines with CDPs can reduce time-to-launch by 30% to 60%
08
Organizations with more mature governance processes report a 76% reduction in breach frequency (mature governance vs. others)
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
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
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.
Sources & references
28 datasets cited across this report · attribution is report-level
+10 additional datasets cited (not shown individually)