The personalisation illusion: Why most marketers are missing the mark

Personalisation is often cited as the holy grail of digital experience. In survey after survey, marketers report high confidence in their ability to personalise content—Optimizely, however, would argue that confidence is misplaced. 

According to industry data, 85% of businesses believe they are delivering personalised experiences. Yet in practice, what many are doing amounts to nothing more than basic segmentation—adjusting content by demographics or customer type. That’s a long way from delivering the kind of relevant, one-to-one digital experiences today’s users expect. 

So, what does real personalisation look like? And how can organisations close the gap between intention and execution? 

Beyond segments: What personalisation really means 

True personalisation involves adapting digital experiences in real-time based on a person’s behaviour, preferences, context, and intent—not just what cohort they belong to. It's dynamic, data-led, and deeply user-centric. 

McKinsey has found that companies leading in personalisation can generate up to 40% more revenue than those that don’t. These businesses succeed by leveraging customer data to anticipate needs, tailor journeys, and connect with individuals at key moments in the buying cycle. 

This isn’t a nice-to-have—it’s a strategic differentiator. 

Why segmentation falls short 

It’s tempting to think you’re doing personalisation when you swap images for B2B vs B2C users, or tweak messaging for age brackets. But Forrester’s October 2024 Consumer Pulse Survey reveals a more sobering truth: 33% of US consumers say they never want to receive personalised interactions from companies. 

That stat isn’t a rejection of personalisation itself—it’s a reaction to bad personalisation. When messages are irrelevant, intrusive, or clearly based on assumptions, they damage trust. 

In the UK, where consumers are especially privacy-conscious and GDPR-compliance is paramount, getting this wrong can have reputational as well as legal consequences. Customers are increasingly savvy about how their data is used and are quick to disengage if they feel it’s being misused. 

The takeaway? Relevance, transparency and value exchange are non-negotiables in any personalisation strategy. 

What can real personalisation deliver? 

Done properly, personalisation isn't just an exercise in improving UX. It has direct and measurable business benefits. According to McKinsey and other leading analysts: 

• Revenue uplift: Personalisation can boost revenues by 10–15%, with some organisations seeing gains up to 25%. 

• Customer retention: Personalised experiences improve loyalty and customer lifetime value by creating stickier, more emotionally resonant interactions. 

• Market differentiation: In a crowded digital marketplace, advanced personalisation is a powerful way to stand out. 

These outcomes are only achievable, though, if personalisation is treated as a strategic capability—not just a campaign-level tactic. 

Making personalisation work: four strategic moves 

For digital product owners, marketing leaders and transformation teams, here are four pillars that underpin high-performance personalisation: 

1. Unify Your Data 
   Consolidate customer data from across platforms to create a single view of each individual. CRM, analytics, CMS and third-party tools should be feeding into the same intelligence layer. 

1. Track Behaviour in Real-Time 
   Go beyond static profiles. Monitor user behaviour as it happens and respond accordingly—what they’re browsing, how often they return, what time of day they engage. 

1. Automate for Agility 
   Use decision engines and experimentation tools (like those offered by Optimizely) to test and refine personalisation rules at scale. This speeds up iteration and improves results. 

1. Respect the Privacy Contract 
   Make your use of data transparent and offer clear opt-ins. Provide value in return—personalisation should make the customer’s life easier, not creepier. 

Your next step: Join Netcel’s webinar on painless personalisation 

It’s clear that many organisations are falling short of true personalisation—but the path forward doesn’t have to be overwhelming. 

In Netcel’s upcoming webinar, Painless Personalisation, we’ll be joined by Optimizely to unpack what effective personalisation looks like in practice—and how to deliver it without a major tech overhaul. 

This session is designed for digital leaders, marketing strategists and product owners who want pragmatic solutions that work with (not against) their current setup. We’ll cover: 

• Why so many personalisation initiatives stall or underperform 

• How to implement personalised experiences in under 180 days 

• Real-world success stories from brands already seeing results 

Whether you’re mapping a new digital roadmap or looking to optimise what’s already in place, this is your opportunity to get ahead of the curve—and ahead of customer expectations. 

👉 Register now for “Painless Personalisation”

Conclusion 

Marketers may believe they’re personalising—but in many cases, they’re simply segmenting. The difference matters. 

Real personalisation, underpinned by behavioural insight, smart technology and respect for the customer, delivers superior experiences and stronger commercial results. It’s time to close the gap between intent and impact. 

Join us and learn how to do personalisation the right way—painlessly.