Some marketers have caught on to the personalization trend, but not everyone. Research from Econsultancy, in fact, shows a wide gap between the percentage of marketers who like personalization, and those who actually use it. For example, 88% of marketers say using social graph data to personalize the online experience has a high impact on both ROI, and engagement. But only 6% actually do it. Additionally, 68% of marketers say personalization based on behavioral data has a high impact on ROI, and 74% say it has a high impact on engagement. But only 19% do it.