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Practice paper

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

Carolyn Tang Kmet and Jonathan Copulsky
Applied Marketing Analytics: The Peer-Reviewed Journal, 9 (4), 311-319 (2024)
https://doi.org/10.69554/FPHT3579

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.

Keywords: personalisation; data; context; receptivity; privacy; regulation; biometrics

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Author's Biography

Carolyn Tang Kmet is a clinical associate professor at Northwestern University, where she teaches marketing technology, market research and analytics, digital marketing and data storytelling. Prior to Northwestern, she taught at the Quinlan School of Business, Loyola University Chicago. She has also held marketing leadership positions at e-commerce companies, including Groupon and Orbitz.

Jonathan Copulsky is a senior lecturer at Northwestern University, where he teaches marketing strategy, marketing technology, business-to-business marketing and data storytelling. Prior to joining the Northwestern faculty, he was a senior partner and Chief Marketing Officer at Deloitte. He is the author of ‘Brand Resilience’ and co-author of ‘The Technology Fallacy’ and ‘The Transformation Myth’.

Citation

Tang Kmet, Carolyn and Copulsky, Jonathan (2024, April 1). The future of personalisation: What new technologies are learning about customers. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 4. https://doi.org/10.69554/FPHT3579.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 9 / Issue 4
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