Check out Jump over these obstacles to website personalization by Antti Hietala. Here is an excerpt:
What do you think are the primary obstacles that prevent companies from personalizing their website?
- Unproven ROI?
- Don’t know who to target?
- Tools are difficult to use?
Nope. Those were my guesses but they all proved wrong.
“We haven’t managed to get started”
In 2016 we interviewed 50