Key stat: Personalization at scale tops the data activation investment list at 38%, followed closely by real-time campaign optimization (35%) and audience segmentation (32%), according to a December 2025 survey from Supermetrics.

Beyond the chart:

• The demand side explains why personalization tops the list. Some 74% of shoppers are more likely to make a purchase when they get a personalized experience, per Amperity.
• Meanwhile, execution is lagging well behind intent. Some 42% of brand marketers and 47% of agency marketers in North America cite limited platform integration as their top barrier to personalization, per StackAdapt and Ascend2.

Use this chart: Drop this in your next data strategy or martech meeting to show where peers are directing data activation budgets. Use the personalization-first ranking to benchmark your own investment priorities, and make the case for why consumer experience investments should lead efficiency tools in your 2026 planning.

Related EMARKETER reports:

• How CMOs Are Redefining Growth Through the Customer Experience (EMARKETER subscription required)
• Ad Measurement Trends H1 2026 (EMARKETER subscription required)

Methodology: Data is from the February 2026 Supermetrics "The 2026 Marketing Data Report." 435 marketing decision-makers from brands and agencies worldwide were surveyed online during October-December 2025. Respondents were split between SMBs (52%) and enterprises (48%), and included a mix of company types, primarily brands (63%) and agencies (34%).

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.