The Many Faces of Personalization

Abstract

The emergence of internet technology results in manifold opportunities of cost-effective one-to-one relationships with customers. It is intended to provide customer oriented information and products etc. in an individualized one-to-one manner. This chapter will give a conceptual overview of the personalization concept and will discuss how mass customization (product personalization) can be useful accompanied by other personalization activities, e.g. personalization of communication and customer interaction. Therefore the concept of personalization is integrated into the online marketing mix. The marketing mix discussion leads to a personalization performance system which shows the potential objects of web personalization activities from a customer's point of view giving a guideline for planning personalization activities. The model consists of the three main layers product & services, website and communication. This chapter will also provide a definition of concepts and an economic motivation of personalization and mass customization. Doing so, we want to integrate the marketing view of personalization and mass customization with the visualization of the personalization performance system.