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

Author

Listed:
  • Tang Kmet, Carolyn

    (Clinical Associate Professor, Northwestern University, USA)

  • Copulsky, Jonathan

    (Senior Lecturer, Northwestern University, USA)

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.

Suggested Citation

  • Tang Kmet, Carolyn & Copulsky, Jonathan, 2024. "The future of personalisation: What new technologies are learning about customers," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(4), pages 311-319, April.
    • Handle: RePEc:aza:ama000:y:2024:v:9:i:4:p:311-319
    as

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    More about this item

    Keywords

    personalisation; data; context; receptivity; privacy; regulation; biometrics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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