The Foundations of Personalization

Scot R Wheeler

Chapter 1 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 1-20 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As the digitization of life proceeds with seemingly exponential progress, we continually find ourselves in an ever changing cultural landscape, where each day the amount of new information recorded is greater than all of the world's recorded information prior to the digital age, where the average citizen of nearly all nations has unprecedented access to knowledge, entertainment and opinion, and of course where those same citizens are exposed to hundreds of advertisements a day on screens both stationary and mobile…

Keywords: Data; Analytics; Measurement; Marketing Analytics; Marketing Automation; Digital Analytics; Marketing Technology; Web Analytics; Mobile Analytics; Mobile measurement; Social Media Analytics; Media Measurement; Marketing Measurement; Marketing ROI; ROMI; Targeting; Personalization; Digital Marketing; Marketing; Experience Design; User Experience; UX (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
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