Download this Paper Open PDF in Browser

Prospects for Personalization on the Internet

17 Pages Posted: 23 Jul 2008  

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

Date Written: 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

Suggested Citation

Montgomery, Alan and Smith, Michael D., Prospects for Personalization on the Internet (July 22, 2008). Available at SSRN: https://ssrn.com/abstract=1169874 or http://dx.doi.org/10.2139/ssrn.1169874

Alan Montgomery

Carnegie Mellon University - Tepper School of Business ( email )

5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States

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

Paper statistics

Downloads
569
Rank
38,566
Abstract Views
2,526