IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2025v10i4p318-323.html
   My bibliography  Save this article

How data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance

Author

Listed:
  • Hou, Zontee

    (Media Volery, USA)

Abstract

Consumer expectations for relevance are higher than ever. Research conducted by the author found that consumers want brands to offer personalisation, with 85 per cent of US adults saying that it is ‘somewhat’ to ‘extremely’ important for brands to share personalised recommendations with them. While marketers agree that it is important for brands to offer personalised marketing messages and offers to consumers, less than half of marketers say their organisations collect enough data. This paper explores three of the key roadblocks to building a robust data-driven marketing organisation and the methods by which organisations can address those challenges. The paper concludes with a look at the opportunities to build competitive advantage through more personalised and relevant marketing messages, in an environment where the majority of organisations have not yet acted upon these customer expectations.

Suggested Citation

  • Hou, Zontee, 2025. "How data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 10(4), pages 318-323, March.
    • Handle: RePEc:aza:ama000:y:2025:v:10:i:4:p:318-323
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/9172/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/9172/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    data-driven personalisation; consumer expectations; marketing personalisation; data challenges; relevance in marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2025:v:10:i:4:p:318-323. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.