![Barriers To Implementing Personalization, May 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/179001-180000/179699.gif "Chart - Barriers To Implementing Personalization")
A May 2014 study by Forrester Consulting commissioned by Conversant echoed these feelings. Fully 35% of US business-to-consumer marketing professionals said building a comprehensive single view of each customer across all sales and marketing channels was an extreme challenge to broader implementation of personalization, and 30% said it was a major challenge.
Meanwhile, 61% of respondents cited identifying, vetting and integrating technology, platforms and vendors to deliver personalized communications as a major or extreme challenge. Forrester noted that adopting up-to-date personalization technologies could integrate separate data sources and types, and as a result, help firms create that single customer view they’ve been longing for. Read the rest at eMarketer.
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