A new study commissioned by Meta and conducted by Deloitte finds that advanced personalization strategies are associated with a 16 percentage point increase in conversions compared to more basic efforts.
The research also introduces a maturity framework to help organizations evaluate their personalization capabilities and identify areas for improvement.
According to the study, 80% of U.S. consumers say they’re more likely to make a purchase when brands personalize their experiences. Consumers also report spending 50% more with brands that tailor interactions to their needs.
The report connects these behaviors to broader business outcomes. In the EU, Meta’s personalized advertising technologies were linked to €213 billion in economic activity and 1.4 million jobs.
While the economic impact data is specific to Meta, the findings reflect a wider trend in digital marketing: personalized engagement influences purchase decisions and brand loyalty.
Derya Matras, VP for Global Business Group at Meta, commented:
“As people want content and services that are more relevant to them, they are increasingly drawn to brands that make them feel understood.”
The report outlines a four-level maturity model to help you assess where you stand with personalization. The study links higher maturity levels with measurable business outcomes.
Data remains siloed, and messaging tends to be generic. Personalization, if present, is rule-based and limited to a few channels.
Some systems are integrated, enabling basic audience segmentation and limited customization across channels. These organizations may also use analytics tools and consent management.
Unified customer profiles and identity resolution enable greater personalization across multiple touchpoints. Predictive modeling and dynamic content are more common.
Real-time personalization, generative AI, and clean-room tech support tailored omnichannel experiences. Teams collaborate across departments, with AI governance integrated into decisions.
The study outlines three personalization strategies:
The report doesn’t suggest a single best method. Instead, it offers examples to help you evaluate what fits your capabilities and goals.
For marketers assessing their next steps, the maturity framework offers a structured way to evaluate readiness across people, processes, and technology.
Rather than treating personalization as a software problem, the report frames it as a long-term shift in how organizations structure teams and manage data.
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