B
Evidence Grade B
Graded
under review
Safe to Cite
Current
71%
71% -- customers expecting brand personalization for customers (2026)
71% of customers expect brand personalization.
- Secondary citation of a McKinsey report without original study details
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Lighthouse Research Team
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier B
https://smaily.com/secrets-to-effective-product-recommendation-emails/ ↗
Source Article
Secrets to Effective Product Recommendation Emails
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A McKinsey report found that 71% of customers expect brand personalization, and 76% get frustrated if it’s absent. Tailored product recommendations keep customers engaged. Plus, it can:
- Boost u…
Original Research
McKinsey
· Original study ↗
Methodology
Cited from a McKinsey report; original methodology not stated in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
customers: 71% customers expecting brand personalization. Source: McKinsey (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/customers-expect-brand-personalization-mckinsey
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<blockquote cite="https://lighthousedata.io/data/customers-expect-brand-personalization-mckinsey" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- customers expecting brand personalization for customers<br><small>Source: McKinsey (2026) · <a href="https://lighthousedata.io/data/customers-expect-brand-personalization-mckinsey" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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