Though more than nine out of ten marketers agree that personalisation is critical to their success, almost half of companies lack the necessary technology to properly implement website personalisation.
The findings come from the new Econsultancy/Monetate Realities of Personalisation Report, which found that 47% of companies cite IT roadblocks as a major barrier to adopting or improving website personalisation.
A similar number of respondents (46%) pointed to legacy technology, while 44% cited lack of budget.
In contrast, among respondents from marketing agencies lack of knowledge (54%) and inability to translate data into action (51%) took the first two spots.
Lack of budget and lack of staff are the third and fourth most cited barriers for both companies and agencies surveyed, highlighting the importance of prioritising resources that are often scarce.