We have created this report to help brands understand how they can stay relevant and get closer to their customers by looking within their data. We look at the ability of artificial intelligence (AI) to help brands find relationships within their data and uncover richer insights that would evade human analysis and we consider the important relationship between increased data analytics and compliance. We will also look at what all this means for skills and hear from some Adobe customers throughout the report on how they are addressing the issue of relevance and personalisation.

Adobe commissioned research company, Coleman Parkes, to interview 600 senior business decision-makers, comprising of 100 respondents from each of the following European countries/regions: Benelux, France, Germany, the Nordics, Switzerland, and the UK. Coleman Parkes interviewed respondents about their attitudes towards and preparations for personalisation, their experience of data management, and its relation to customer experience and compliance.