The Internet has long been proclaimed as a harbinger of a new era of hyper-personalized, hyper-targeted, and hyper-effective marketing. But this is a promise it has yet to deliver on. Targeting efforts have not been stymied due to a lack of effort, but by the sheer weight of operational challenges that deploying such efforts entail. Analysis indicates there is an abundance of simple tasks—from improved data collection to better deployment of on-site personalization—that a majority of brands can focus on to improve their targeting and personalization efforts in small but meaningful ways. L2's Intelligence Report: Data & Targeting 2016 evaluates the approach and performance of 106 consumer brands across seven verticals on data capture, personalization, targeting, and loyalty.