4
Completely prepared
we have the right tech in
place to detect on-site and
in-app behaviour and adapt
to it
Somewhat prepared
we've started planning, but
have not yet implemented the
right technologies
Completely unprepared
we use old-school
personalization tactics and
practices
A recent concern in the industry has
been the talk of Google dropping
cookies and Apple's desire to stomp
out "surveillance advertising" on
iPhones. Each of these make it more
difficult to track consumers across
websites – creating the potential for
a less personal experience on your
Ecommerce site with irrelevant
offers and Ads being served up. This
means bringing in new tactics,
based on AI and machine learning,
to provide consumers with a
personalized and data-safe
experience.
What is concerning is that only 20%
of retailers surveyed are completely
prepared to offer a personalized
experience in a "cookieless" world,
while 70% appear not ready.
Figure 1: In a new 'cookieless' world, how ready are you to provide a personalized experience
within the constraints of consumer privacy and regulations?
Base: All respondents (900)
Personalization under
fire as the cookie
crumbles
