DocumentCode :
3422638
Title :
Extending the classification scheme of personalization constraints in digital business environments
Author :
Harnisch, Michael J.
Author_Institution :
Inst. of Inf. Sci. & Inf. Syst, Univ. of Graz / evolaris next level GmbH, Graz, Austria
fYear :
2013
fDate :
1-4 July 2013
Firstpage :
3
Lastpage :
10
Abstract :
Corporations which operate in digital business environments often implement personalization activities to gain a competitive advantage and raise the buying intentions of their customers. Personalized marketing messages based on individual preferences and needs of customers are the key to success. But companies also need to manage constraints of personalization activities. This contribution focuses on the extension of a classification scheme of personalization constraints by applying a multi case study approach. The classification scheme provides insights into various limitations which need to be handled by companies that aim on the successful implementation of personalization activities.
Keywords :
business communication; business data processing; digital communication; market research; pattern classification; buying intentions; classification scheme; competitive advantage; customers; digital business environments; individual preferences; multicase study approach; personalization activities; personalization constraints; personalized marketing messages; Analytical models; Companies; Data collection; Data privacy; Media; Standards; classification scheme; corporate communication; personalization; personalization constraints; personalization process; standard types;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
EUROCON, 2013 IEEE
Conference_Location :
Zagreb
Print_ISBN :
978-1-4673-2230-0
Type :
conf
DOI :
10.1109/EUROCON.2013.6624958
Filename :
6624958
Link To Document :
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