Prospects for Personalization on the Internet
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
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.
Number of Pages in PDF File: 17
Keywords: Interactive marketing, personalizationworking papers series
Date posted: July 23, 2008
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