Tracking consumer personalization requires a holistic understanding of customers, internal teams and your company goals. The report explores critical insights, including:

• Personalization is difficult to assess: Companies often have trouble tracking customer personalization performance because they measure too myopically.
• Customer vs company: Company objectives anchor on internal improvements, while customers focus on economic, functional, experiential and symbolic benefits.
• Internal teams care about different metrics: Teams track metrics that best support their own goals but aren’t always aligned with customer objectives or company strategy.

One of the best ways to effectively measure customer personalization is to test and track short-, medium- and long-term metrics together.

• Short-term touchpoint metrics: Touchpoint metrics assess a single touchpoint across a device, platform, or channel. To measure incremental lift at this level, run A/B or multivariate tests against a holdout group. A single test provides a snapshot in time, so build and test different points along the customer journey.
• Medium-term journey metrics: Journey metrics demonstrate customers’ progress along a self-determined journey. Create a learning agenda and test at different points in time or under different conditions, using the last test to inform the next one.
• Long-term relationship metrics: Relationship metrics evaluate the customer’s perception of the brand over years or months after implementing a personalization strategy. Companies use NPS and CSAT to assess customer feelings and collect data via customer feedback management programs.