Trust and Compliance challenges with Data: A major obstacle to scaling personalization is the management of data and ensuring timely access to actionable insights at individual level or microsegment level or campaign-level. To personalize effectively, it's essential to have access to precise and complete customer data. Yet, numerous businesses face difficulties with isolated data, disjointed systems. Merging and generating insights from different sources is a complex and lengthy process, which complicates the ability to personalize on a large scale. Additionally, issues of privacy and security are significant concerns. Finding equilibrium between personalization and safeguarding data privacy presents challenges, potentially restricting personalization initiatives.
Efficiently delivering high demand for Content volume and variations: Another significant hurdle in advancing personalization lies in attaining the necessary volume, variety, and pace at which personalized content can be evaluated, approved, and prepared for the market. Personalization demands a substantial transformation in not only producing and storing content on a large scale but also in streamlining the review and approval process for the extensive quantity of modular, bite-sized content, ensuring each piece adheres to precisely tailored personalization rules.
Orchestration challenges across diverse channel centric automation tools: Ensuring the automated orchestration systems are dependable is crucial for displaying the correct content to the intended target at the appropriate moment, in alignment with established personalization rules. Businesses encounter difficulties in achieving cohesive orchestration across various channel-focused automation solutions. The operational costs can skyrocket unless there is foundational investment considered in integrated orchestration solutions.
Lack of an agile operating model: Personalization at scale also requires a clear strategy, alignment and seamless execution across different teams and departments within an organization, across Business and IT. This is an area most large organizations struggle with, as traditional organizational structures create siloes with disconnected goals and competing priorities. Breaking through this paradigm requires companies to transform their operating model to be agile, synergistic cross-functional with shared values and vision for personalization.
