The future of personalisation: What new technologies are learning about customers

Carolyn Tang Kmet and Jonathan Copulsky
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Carolyn Tang Kmet: Clinical Associate Professor, Northwestern University, USA
Jonathan Copulsky: Senior Lecturer, Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 9, issue 4, 311-319

Abstract: Existing and emerging digital technologies provide marketers with more robust data and contextual knowledge that enables them to improve consumer receptivity to marketing communications and offers by more effectively targeting and personalising interactions. Consumers may grant permissions to many of these new technologies, allowing the technologies to gather extensive amounts of personal information without consumers fully realising what information is being collected and how this information is being applied. The explosive growth of these technologies requires better customer education, a more robust regulatory framework and greater transparency from marketers.

Keywords: personalisation; data; context; receptivity; privacy; regulation; biometrics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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