The Power of One: Gaining Business Value from Personalization...

Features

• Cover Type: Paperback with 272 pages
• Published by: Trafford Publishing July 6, 2006
• Written in: English
• ISBN 10 Number: 1412011213
• ISBN 13 Number: 978-1412011211
• Book Dimensions: 9.5 x 6.5 x 0.5 inches
• Weighs: 1 pounds

Product Description
Corporate giants and world-renowned academic institutions combined work on value delivery through personalized products and services, addressing every component of "customerization."

About The Author
Nirmal Pal (University Park, PA) is the executive director of the eBusiness Research Center at Pennsylvania State University and former Director, IBM Global Services Consulting Group. He is the co-editor of the award-winning Pushing the Digital Frontier (AMACOM: 0-8144-0644-0) Arvind Rangaswamy (University Park, PA) is the Jonas H. Anchel Professor of Marketing and Research Director of the eBusiness Research Center at Pennsylvania State University. He is the coauthor of Marketing Engineering and a contributor to leading marketing journals.

Reader Reviews
Having May 2004 finalised my Graduate Diploma in E-business with a thesis on Online Personalization, I'm happy to say that this book was one of my key sources. There are very few well-founded books on personalization. This one includes a number of interesting articles on very different angles on personalization (business, technical, privacy, etc.). The first part of the book is on the more strategic issues and the second part on the more operational issues. STRATEGIC ISSUES One of the lead chapters is on "How to evaluate personalization initiatives". The book recommends two dimensions: External Customer Acceptance and Internal Business Value Two sub-dimensions control External Customer Acceptance: - The perceived value for customer; i.e. how well is the customer need fulfilled and does it happen timely for the customer. - Ease of data collection; i.e. how much can be based on the knowledge the business already has - and how much must the customer type manually. Two sub-dimensions control Internal Business Value: - Customer's Share of Wallet, i.e. the business' ability to sell more of the same products and/or different products to the customer - Ease of implementation, i.e. the classic trade-off of production flexibility and production efficiency. How easy is it to customize the offering to the customer and what are the marginal costs in doing this compare to the marginal revenue. Another interesting chapter is on the evolution of website's personalization. We often talk about personalization as either or. It's too simple. There's a whole spectrum of tools to make a website continually more personalized. The degrees of personalization are from static sites over dynamic sites to global personalized sites. The book uses the definition from personalization.org: Personalization is the use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer. Using information either previously obtained or provided in real-time about the customer, the exchange between the parties is altered to fit that customer's stated needs as well as needs perceived by the business based on the available customer information. The purpose of this information technology combined with marketing practices specialized for the World Wide Web is to: 1. Better serve the customer by anticipating needs 2. Make the interaction efficient and satisfying for both parties 3. Build a relationship that encourages the customer to return for subsequent purchases If you're really interested in personalization, do also consider: Bruce Kasanoff's "Making it Personal - How to Profit from Personalization without Invading Privacy" (2002). Peter Leerskov, MSc in International Business (Marketing & Management) and Graduate Diploma in E-business Comment | | (Report this)