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Prospects for Personalization on the Internet

Alan Montgomery
Carnegie Mellon University - Tepper School of Business

Michael D. Smith
Carnegie Mellon University - H. John Heinz III School of Public Policy and Management

July 22, 2008

Abstract:
Personalization is a key component of an interactive marketing strategy. Its purpose is to adapt a standardized product or service to an individual customer's needs. The goal is to create profit for the producer and increased value for the consumer. This goal fits nicely into traditional notions of segmentation. Applications of personalization have advanced greatly in conjunction with the Internet, since it provides an environment that is information rich and well suited to interactivity. This article reviews past research on personalization and considers some examples of personalization in practice. We discuss what we believe are key problems and directions for personalization in the future.

Keywords: Interactive marketing, personalization

Working Paper Series

Date posted: July 23, 2008 ; Last revised: July 23, 2008

Suggested Citation

Montgomery, Alan and Smith, Michael D., Prospects for Personalization on the Internet (July 22, 2008). Available at SSRN: http://ssrn.com/abstract=1169874

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Michael D. Smith (Contact Author) Carnegie Mellon University - H. John Heinz III School of Public Policy and Management ( email ) Pittsburgh, PA 15213-3890 United States HOME PAGE: http://www.heinz.cmu.edu/~mds
Alan Montgomery Carnegie Mellon University - Tepper School of Business ( email ) 5000 Forbes Avenue Pittsburgh, PA 15213-3890 United States

Abstract

References (46)

Date posted: July 23, 2008 ; Last revised: July 23, 2008

Suggested Citation

Contact Information

Michael D. Smith (Contact Author)

Alan Montgomery