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Internet Marketing Personalization Topics • Personalization and marketing • Consumer benefits of personalization • Implementing personalization Personalization & Marketing • Marketing has the responsibility to reflect customers’ goals, needs and wants • The result is that companies create product lines with many product and service variations in order to meet the needs of various target markets • Personalization is a special form of product differentiation – A standard product is transformed into a specialized solution for an individual Personalization & Marketing Choice Assistance • An explosion in the number of choices leads to customer confusion • The Web is rapidly developing methods to help consumers choose wisely from the wide array of available products • Choice assistance can help the consumer discover his or her own tastes Personalization & Marketing Customization • Mass customization has emerged by combining individual-level information and flexible manufacturing • By incorporating individual preferences, marketing more closely reflects the “voice of the customer” • Using specialized software, it is possible to deliver truly unique and dynamically personalized Web sites in real time • The Web is emerging as an essential piece of the customization puzzle Personalization & Marketing Relationship Marketing • Choice assistance and customization lead to more powerful personalization • Personalization becomes the basis for retaining loyal and committed customers • When successful, customers are satisfied and profits are high Personalization & Marketing Relationship Marketing Figure 7.4: The Personalization Continuum Choice Assistance Mass Market Differentiated Design Customized Relationship • On the left of the continuum, there’s no personalization • Further to the right, products are customized for individual tastes • On the far right, consumers collaborate with companies to create customized products, which builds relationships Personalization & Marketing Personalization and the DNI Framework • • • – – – Digital technology makes it possible Encyclopedic storage of information provides a rich base of material The network makes it available Internet connections can tap into databases and data archives, get news feeds, and provide time-sensitive information or accumulate information for later use Individuals make it valuable Personalization provides value by focusing on specific individual needs Personalization & Benefits The “Democracy of Goods” • Technology has the power to make available to the masses what was previously available only to the rich • “Democracy of goods” refers to open and low-cost access to products and services • Automation and leverage of existing digital assets makes personalized goods and services cheap to provide and widely available to consumers Personalization & Benefits The Internet Benefits Consumers By Turning Experience Goods into Search Goods • SEARCH GOODS are products and services that are easy for a consumer to evaluate – Example – well-known branded products such as gasoline from Texaco • EXPERIENCE GOODS tend to be difficult to understand and evaluate. They are too complex to judge easily. They may be highly subjective, with personal taste being the most important determinant of usefulness - Example – health care services Personalization & Benefits The Internet Benefits Consumers By Turning Experience Goods into Search Goods • Consumers benefit from reduced uncertainty about experience goods • An accurate personalization system that can match products to taste can eliminate unpleasant consumption experiences Personalization & Benefits Personalization and the Total Product Levitt’s rules for success through differentiation • • • • Any product can be customized Consumers use products to solve problems Do not ignore hard-to-measure features of the product such as fun or friendliness Make the intangible tangible. Provide signals that demonstrate quality and reliability Personalization & Benefits Use the Wells Fargo example to illustrate Levitt’s framework Figure 7.6: Increasing Amounts of Differentiation Personalization is a rich area for augmenting the product and finding ways to achieve the potential product Personalization & Benefits The Personalization Balance Providing Useful Information • A key challenge is to determine the type and scope of information consumers will value and use • Customers judge information programs by their efficiency and the ratio of usage costs with usage benefits • Information programs that are linked to customers’ personal targets and objectives are often successful Personalization & Benefits The Personalization Balance Personalization Backlash • A natural result of personalization is treating customers differently – More valuable customers will receive special/preferential treatment • This can lead to a backlash among customers who don’t receive special treatment • Preventing resentment may be easier online where preferred programs are less visible Implementing Personalization • Personalization has powerful potential competitive advantages – The first company to create an effective personalization approach in an industry can capture many of the most profitable customers • Personalization creates the opportunity to learn more about – Customers’ current desires – Future trends – New opportunities for product features and extensions Change Types of Customization Transparent Smart Ads Smart Offers Smart EPG’s Product Observe users’ behaviors (implicit model) Adaptive Sybase.com Present a uniform representation & let users filter out most possibilities to create personalized service No Change Collaborative Reflect.com Dialogue with customers to help articulate needs, then create custom product Cosmetic Possible to create personalization online via use of frames & cookies NYTimes.com Representation Product: attributes create unique functionality Representation: how a product or service is portrayed to a customer Change Types of Customization Adaptive Customization • Offer the same basic product and representation to everyone • Let users filter out most of the possibilities using pop-up menus, search functions and preference settings • Example: At Spinner.com, users can select the music they want to hear using a pop-up menu Types of Customization Cosmetic Customization • Present a standard product differently to each customer • Use of unique packaging, presentation, etc. • Example: New York Times uses cookies to store registration information and show the user’s name at the top of the page • Essential requirement is modularization – division of a product into components Types of Customization Transparent Customization • User needs and behaviors are observed • The product is automatically changed to reflect individual tastes • The user isn’t told or made aware of changes • Example: Smart ads – use observable behavior to show different ads Types of Customization Collaborative Customization • Conduct a dialogue with individual customers • Help them articulate their needs • Identify the precise offering that fulfills those needs • Make customized products • Example: Using a password protected extranet to communicate with customers via real-time sound and video sessions Customization / Personalization Q: When is one-to-one marketing worthwhile? 1:1 Matrix Quadrant Highly Differentiated III Quadrant IV Quadrant I Quadrant II Customer Valuations Uniform Customer Needs Valuations: How different are your customers in terms of their value to your enterprise? Needs: How different are your customer needs? Highly Differentiated When Is Personalization Profitable? Figure 7.11: The 1:1 Matrix Wide Range III IV Frequency Marketing Key Accounts Customer Valuations I 1:1 Marketing II Mass Marketing Similar Uniform Customer Needs Niche Marketing Target Marketing Highly Differentiated Customization / Personalization Two Necessary Ingredients • Direct interaction between the firm and individual customers / consumers • Software capable of delivering customization Figure 7.12 Brand Mass Marketing Qualitative Complex Quantitative Few Key Product Attributes Determining the Correct Personalization System Endorsement Collaborative Filtering Rule Based CASE Price Uniform Highly Differentiated Customer Needs, Product Space Personalization Systems Rule-Based System • Observe behavior predict preferences – Unobtrusive: consumers don’t have to answer questions or fill in extensive questionnaires • Best when – Product space isn’t complicated – Product / service attributes can be quantified • Example: American Airlines • Require effective user models that are tied to observable online triggers – A trigger is a user action that a model can use to decide what personalized information to send Personalization Systems Case-Based System • CASE (computer-assisted self-explication) – The system queries users about preferences matches user with the right product / service • Best when users only have to evaluate a small number of well-understood attributes and features – Example: Chipshot.com & Personalogic (Chapter 7 Online) – Require user cooperation to get relevant user data Personalization Systems Endorsement System • Connects users with local preferred providers • Best when – Users’ product needs don’t differ greatly – It’s a challenge for consumers to judge quality and for vendors to explain the value of available choices • Examples: Autobytel.com Personalization Systems Collaborative Filtering • Match users who share similar tastes – Users share recommendations and preferences • Best when – Product space is complicated – Preferences are subjective, qualitative and complex • Example: Amazon.com instant recommendations • Requires user cooperation to get relevant user data Personalization Flowchart Q1 YES NO YES Q2 Q3 YES Collaborative Filtering NO NO CASE Q2 NO Don’t Personalize YES Q3 NO Rules Based YES Endorsement Q1: Do customer lifetime values vary significantly? Q2: Do customer needs vary significantly? Q3: Are product attributes qualitative or complex?