On social media, there are core metrics Marketers are well aware of, from simple clicks to more complex conversion data. However, raw data isn’t enough to power social campaigns anymore; users and potential customers want a better experience. An infographic from real-time marketing software provider Signal examines potential trends for 2017 and points us in the direction of personalization.

Marketers started this shift toward personalization during 2016 as they developed new ways to leverage user data. 55 percent of U.S. chief marketing officers plan to implement new solutions for growing the customer relationship in 2017, according to the infographic, and 57 percent of U.S. digital marketers expect to increase spending on loyalty programs.

These changes are directly informed by a growing desire for personalized content on the part of the customer, and business leaders are bringing it to them. 90 percent of Forbes global 500 executives believe that improving customer experience is key to 2017 strategy, and 73 percent of global marketers believe they must deliver a personalized experience to be successful.

The technology that could provide a unified solution is an omnichannel customer identity software. More than 50 percent of U.S. Marketers Agree that expanding this sort of solution across all channels is extremely important, and approximately 75 percent of global marketers agree that a singular view of each customer is essential to reaching their marketing goals.

For more information view the infographic below, or download the report.