There is perhaps no other topic in 21st-century commerce that has an equal abundance of evidence supporting its value than personalization .
A
2019 study from McKinsey found that organizations implementing personalized recommendations realized 5-15 % increases in revenue and 10-30 % improvements in marketing spend efficiency , on average . Online behemoths such as Amazon
estimate that 35 % of their revenue can be attributed to their personalization engine , while tech-savvy
OTAs have been pushing aggressively on personalization for years and reaping the benefits .