Recommendations and personalisation: Three strategies for activating customer behaviour analytics insights

Seth Earley
Additional contact information
Seth Earley: CEO, Earley Information Science, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 4, 329-336

Abstract: This paper describes three approaches to personalisation and explains the methods for implementing each one. The reasons why many organisations have difficulty achieving effective personalisation are discussed, including lack of maturity in the required processes, architecture and data quality. Differences and similarities between personalisation and recommendations are reviewed, as well as the methods described for segmenting customers to present them with products and information tailored to their interests and needs. The paper identifies four dimensions that can be used for personalisation; preferences, location, topics and products/solutions. Methods required to carry out personalisation at scale are explained, and suggestions made regarding the development of the attributes needed for personalisation. The author highlights the importance of correctly modelling the customer journey in order to present the right information or products in response to signals from the customer.

Keywords: personalisation; customer journey; customer data; data models; customer behavioural analytics; product recommendations; artificial intelligence; customer attributes (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6966/download/ (application/pdf)
https://hstalks.com/article/6966/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2022:v:7:i:4:p:329-336

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().