Organizations often have a wealth

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data available to them, but marketers don’t always have access to that data.

“In order to drive connected experiences, it’s important to consider all of the data we have on that individual,” said Victoria Calkins, product marketing manager at Salesforce. “For example, we want to know when they’ve browsed on our website or contacted customer service. As marketers, we often don’t have access to all of this data because it may live in other parts of an organization.”

Siloed data — when departments don’t have the same information — leads to disconnected customer experiences. Here are two ways you can overcome this:

Break down your data’s barriers: Invest in technology that will house your customer data in one place, such as a customer data platform. This allows departments to work from the same set of data, giving them a 360-degree view of the customer journey.
Start small: You may not know where to start when you have a lot of data at your fingertips. Rather than looking at all your data, focus on simple use cases to get started.
“People think, ‘I can do one hundred things with personalization,’” said Price. “But just focus on your website and simple use cases, focus on your email program, and you can iterate and grow from there.”


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Obstacle 3: Lack of knowledge and skills
With coordination and access to proper data in place, now it’s time to ensure your department has the proper technical skills to build a personalization strategy. Personalization requires a team of people with both technical and creative skills. Some marketers don’t have the technical skills to deliver end-to-end personalization, while others lack the creativity to provide relevant and engaging content.

Our Trends in Personalization survey found 43% of marketers say a lack of knowledge and skills is their most significant personalization obstacle. Embracing technology like AI can help take some of the more routine tasks off your department’s plate, letting them tackle big issues.

“We are coming out of the age of managing marketing campaigns manually, and you no longer have to do it all yourself because of artificial intelligence,” said Calkins. “Using AI will allow your marketing efforts to go further without adding extra work to your teams.”

Learning about AI can help marketers move customers toward a purchase, sending messages that are relevant and timely to them. For example, you can use triggered messages, emails that are automatically sent when a customer takes a certain action — like placing an item in the cart, but not making a purchase.