Adobe: European businesses are struggling with data on the path to personalisation

Today’s consumers are willing to share their personal data with the brands that they interact with, on the understanding that they will have a more personalised and relevant experience – a quid pro quo.

According to an Adobe survey of 750 European business leaders, over a quarter of UK companies think that a lack of data skills within their organisation is preventing them from delivering personalised experiences to customers. Almost the same number blame a lack of a data-centric culture or the absence of a unified technology platform.

The survey, which canvassed respondents in the UK, France and Germany found that:

  • 27% of business leaders in the UK feel their ability to deliver engaging, personalised experiences is impacted by a lack of data skills within their organisation
  • 22% are being held back by the lack of a data-centric culture, while 24% don’t have a unified technology platform at their disposal

At the same time, despite artificial intelligence (AI) being ideal for organising large amounts of data at speed the survey found that:

  • Just 34% are deploying AI to deliver personalised experiences, with 24 per cent having no plans to deploy AI
  • Only 15% are confident that AI is effectively embedded into their tech stack, while 41% say the platform they use cannot stitch together customer data in real-time

The research did, however, find that UK business leaders are aware of the importance of delivering personalisation:

  • 46% identify gaining real-time customer intelligence, and 40% identify improving customer segmentation and targeting, as the most important areas to improve
  • However, only 19% are confident they can aggregate online and offline data and just 17% are implementing good data hygiene practices

Our figures should act as a wake-up call for businesses and encourage them to re-focus their efforts on delivering against the heightened expectations of their customers. Having the right skills to capture and analyse data are important, but so too, is instilling a data-centric culture across the business that means insights and technology platforms are used to create amazing, personalised experiences.

Gavin Mee, VP of Northern Europe and Middle East and Africa at Adobe