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To aid professionals in the early assessment of possible risks related to personalization activities in marketing as well as to give academics a starting point to discover not only the opportunities but also the risks of personalization, a 'Classification Scheme of Personalization Constraints' is established after the analysis of 24 case studies. The classification scheme includes three dimensions: origin (internal, external), subject (technological, organizational) and time (data collection, matchmaking, delivery) and describes the different obstacles with which companies are confronted when implementing personalization activities.
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