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The Foundations of Personalization

In: Architecting Experience A Marketing Science and Digital Analytics Handbook

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  • Scot R Wheeler

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…

Suggested Citation

  • Scot R Wheeler, 2016. "The Foundations of Personalization," World Scientific Book Chapters, in: Architecting Experience A Marketing Science and Digital Analytics Handbook, chapter 1, pages 1-20, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814678421_0001
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    More about this item

    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;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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