By 2020, more than 40% of all data and analytics projects will relate to some aspect of customer experience.

Customers demand relevant personalized experiences, and reward with greater loyalty and spending. Yet, initiatives to increase customer engagement fall short due to a lack of continuous access to, and use of, customers’ individual-level data.

This report explores how data, analytics, marketing, customer experience and security teams can collaborate to create positive customer engagement. 

In the report, Gartner explores:

  • Key challenges facing data, analytics, marketing, customer experience and security leaders to enable data value creation
  • Best uses of data to create contextual experiences
  • How to clarify privacy regulations to create customer engagement 
  • What types of data are critical to drive next-best-actions

Download the report to learn more about the benefits of expanding your data collection to improve customer experience.


Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. Gartner, Modernize Data Privacy to Put the Personal Back Into Personalization, Lydia Clougherty Jones, Penny Gillespie, Melissa Davis, 28 February 2019. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.
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