Contemporary marketing personalization through clustering approach

Abstract

Marketing personalization is attracting a growing interest from researchers and practitioners alike because customers demand tailored and resonating products, services, and communications. Marketing Personalization is utilizing knowledge about customers to build long-lasting relationships by matching their needs and preferences with relevant content and offers. Modern technology advancements enable customer data collection, analysis, and modelling in a way that allows for treating every customer as a segment of one, increasing their satisfaction and loyalty. This study aims to provide a comprehensive overview of Marketing Personalization definitions, clusters, and keywords. Based on the literature review and bibliometric analysis, an extensive analysis of the critical clusters that indicate promising areas for future research is offered.