The 2025 State of Personalization Maturity in E-Commerce report from Dynamic Yield by Mastercard reports brands are doubling down on personalization processes but might need more dedicated resources.
The platform asserted some companies are falling behind in their efforts to develop an important function: Personalization. Dynamic Yield stated most companies addressed in the report considered personalization a top priority and planned to invest more in it. However, only half have established dedicated personalization support, with others relying on ad hoc resources or going without it completely.
Such constraints make it difficult to drive personalization efforts across teams and functions. As such, brands might see initial lifts in return on investment, but their progress is likely to stall, leading to a cycle of disinvestment, Dynamic Yield maintained. The report revealed 65% of companies studied said they had been able to derive insights and learnings from test data. A potential decrease in overhead that comes with integrating personalization into marketing and conversion rate optimization strategies makes them attractive. Still, without adequate resourcing to reinforce strong processes, companies risk missing out on the impact of a fully cohesive personalization program.
Dynamic Yield pointed to other report findings:
- 67% of brands acknowledged they lack a singular audience strategy for approaching ideation, execution and analysis. In that case, brands might optimize processes only within one function or team — email marketing, for example— which leads to siloed, channel-specific efforts that have a limited effect when compared to cross-functional, multi-channel personalization based on an aligned, fixed audience strategy.
- In maximizing impact through scale, brands should start small, allocating support as needed and communicating personalization’s value. However, to progress, companies need to have a process to measure value. Four in 10 brands lack clear key performance indicators they can apply to assess their personalization efforts. With proper KPIs, personalization teams can integrate their campaign metrics to measure progress toward larger business goals.
