Thoughts: some curmudgeonly contrarian thinking

Ross Darrow ()

Journal of Revenue and Pricing Management, 2023, vol. 22, issue 2, No 9, 184 pages

Abstract: Abstract In this Journal of Revenue and Pricing Management special issue on personalization, you’ve read many “gee-whiz, Jetsons-style” articles. This article is here to provide some balance and maybe a splash of cold water. Three key points: (1) Stop worrying about demographic data and start focusing on observable behaviors on your website (side benefit: it’s GDPR compliant). (2) Create a simple, clean website with good diversity for everyone, and pay more attention to how to deliver a good experience to everyone (mass marketing is fine; start look at “mass experience”). (3) Deep learning will not automatically solve all the problems, or “meaning is important,” or “whatever happened to the semantic web?”. Obviously, there is great benefit to be had from the ideas in the papers in this issue of JRPM, but I want to shake things up a bit here, plus get you thinking about some older ideas that have become less trendy.

Keywords: Machine learning; Propensity models; Big data; Personalization; Entropy; Semantic web (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41272-022-00405-7

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