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The Personalization Paradox by Val Swisher,Regina Lynn Preciado Pdf
According to Infosys, 86% of consumers surveyed indicated that personalized content has some impact on what they purchase and 25% said that personalization plays a large role in their purchases. And yet, looking at the data, two things stand out: Most companies say that personalizing the customer experience is a critical "must have," and they have the statistics to back it up. Very few companies believe they are delivering enough personalized content, or deliver it well. What's holding these companies back from their personalization goals? And how can you avoid the pitfalls and make personalization possible with your own enterprise content? In this book, global content strategy expert Val Swisher and senior content strategist Regina Lynn Preciado show you exactly what it takes to deliver personalized experiences at scale. You'll learn: Why personalized content is imperative to the enterprise Why so many companies fail to deliver - and how to avoid the pitfalls The five dimensions of content standardization How to bring people, technology, and process together The impact of big data and artificial intelligence The only way to deliver personalized content at scale is to automate the process at the point of delivery. And for that to work, you've got to change how you "do" content. The Personalization Paradox: Why Companies Fail (and How to Succeed) at Delivering Personalized Experiences at Scale shows you how.
Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-distance carrier, applying to college, choosing a doctor, or setting up a 401(k), everyday decisions—both big and small—have become increasingly complex due to the overwhelming abundance of choice with which we are presented. As Americans, we assume that more choice means better options and greater satisfaction. But beware of excessive choice: choice overload can make you question the decisions you make before you even make them, it can set you up for unrealistically high expectations, and it can make you blame yourself for any and all failures. In the long run, this can lead to decision-making paralysis, anxiety, and perpetual stress. And, in a culture that tells us that there is no excuse for falling short of perfection when your options are limitless, too much choice can lead to clinical depression. In The Paradox of Choice, Barry Schwartz explains at what point choice—the hallmark of individual freedom and self-determination that we so cherish—becomes detrimental to our psychological and emotional well-being. In accessible, engaging, and anecdotal prose, Schwartz shows how the dramatic explosion in choice—from the mundane to the profound challenges of balancing career, family, and individual needs—has paradoxically become a problem instead of a solution. Schwartz also shows how our obsession with choice encourages us to seek that which makes us feel worse. By synthesizing current research in the social sciences, Schwartz makes the counter intuitive case that eliminating choices can greatly reduce the stress, anxiety, and busyness of our lives. He offers eleven practical steps on how to limit choices to a manageable number, have the discipline to focus on those that are important and ignore the rest, and ultimately derive greater satisfaction from the choices you have to make.
HCI in Business, Government, and Organizations by Fiona Fui-Hoon Nah,Bo Sophia Xiao Pdf
This book constitutes the refereed proceedings of the 5th International Conference on HCI in Business, Government and Organizations, HCIBGO 2018, held as part of the 20th International Conference on Human-Computer Interaction, HCII 2018, in Las Vegas, NV, USA. The 1171 full papers and 160 posters presented at the 14 co-located HCII 2018 conferences were carefully reviewed and selected from a total of 4346 submissions. The papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. The papers included in this volume cover the following topics: information systems in business; electronic commerce and consumer behavior; social media and social communities in business; social innovation; and business analytics and visualization.
Inalienable Possessions tests anthropology's traditional assumptions about kinship, economics, power, and gender in an exciting challenge to accepted theories of reciprocity and marriage exchange. Focusing on Oceania societies from Polynesia to Papua New Guinea and including Australian Aborigine groups, Annette Weiner investigates the category of possessions that must not be given or, if they are circulated, must return finally to the giver. Reciprocity, she says, is only the superficial aspect of exchange, which overlays much more politically powerful strategies of "keeping-while-giving." The idea of keeping-while-giving places women at the heart of the political process, however much that process may vary in different societies, for women possess a wealth of their own that gives them power. Power is intimately involved in cultural reproduction, and Weiner describes the location of power in each society, showing how the degree of control over the production and distribution of cloth wealth coincides with women's rank and the development of hierarchy in the community. Other inalienable possessions, whether material objects, landed property, ancestral myths, or sacred knowledge, bestow social identity and rank as well. Calling attention to their presence in Western history, Weiner points out that her formulations are not limited to Oceania. The paradox of keeping-while-giving is a concept certain to influence future developments in ethnography and the theoretical study of gender and exchange.
The Future of Competition by C. K. Prahalad,Venkat Ramaswamy Pdf
In this visionary book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, companies still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; ubiquitous connectivity and globalization; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value. Managers need a new framework for value creation. Increasingly, individual customers interact with a network of firms and consumer communities to co-create value. No longer can firms autonomously create value. Neither is value embedded in products and services per se. Products are but an artifact around which compelling individual experiences are created. As a result, the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. These personalized co-creation experiences are the source of unique value for consumers and companies alike. In this emerging opportunity space, companies must build new strategic capital—a new theory on how to compete. This book presents a detailed view of the new functional, organizational, infrastructure, and governance capabilities that will be required for competing on experiences and co-creating unique value.
One-To-One Personalization in the Age of Machine Learning by Karl Wirth,Katie Sweet Pdf
For over 25 years, marketers have longed to connect with their customers and prospects as individuals. As the volume of customer communications across touch points grows exponentially and consumers' attention spans shrink by the day, delivering maximally relevant, individualized experiences has become an imperative. And while the one-to-one dream had been unattainable for years, machine learning and real-time processing have made it possible today. In this book--now in its second edition--discover what one-to-one personalization is all about, how it's evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data brought together in a customer data platform (CDP). Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.
Customer Engagement Marketing by Robert W. Palmatier,V. Kumar,Colleen M. Harmeling Pdf
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
The Personalization-Privacy Paradox in the Attention Economy by Julien Cloarec Pdf
The personalization-privacy paradox operates as a continuous, tension-charged cycle. Although consumers expect and consider the value of personalization, marketers' exploitation of consumers' personal information to provide personalization raises privacy concerns. Consumers, then, form a reluctance to provide personal information for personalization. Some researchers have attempted to enlist IT solutions to address this issue (e.g., anonymizing techniques and peer-to-peer communication), but these solutions proved ineffective as they were too sophisticated for the average consumer. Consequently, the personalization-privacy paradox, which emerged with the advent of mobile technologies, must be more theoretically founded. To date, the information systems literature primarily explicates the issue by applying myriad micro-oriented theories (e.g., privacy calculus theory, game theory, and information boundary theory). The first chapter suggests that the personalization-privacy paradox should also be examined at a macro level--through the lens of the “attention economy.” Investigating the relationship among personalization, privacy, and attention, brings insights regarding the ecology of attention, choice architecture, and stylistic devices and suggests implications for research and practice. The second chapter builds on both social exchange and construal level theories to investigate the extent to which happiness drives the personalization-privacy trade-off decision, as well as the moderating role of experience sharing frequency as a proxy for reciprocity. An online survey administered to a representative sample of French consumers (n = 649) largely confirms the predictions: happiness is the strongest driver of willingness to disclose information in exchange for personalization, surpassing conventional privacy-related constructs (e.g., trust and risk beliefs). Based on social exchange theory and the engagement literature, the third chapter investigates the influence of SNS activity (i.e., collaborative engagement) on users' willingness to disclose information for personalization (e.g., a form of engagement with SNS platforms). The model is tested using the same dataset as before (n = 649). The results show that happiness with the Internet increases SNS use frequency through SNS literacy, and trust beliefs (information collection concerns) positively (negatively) impact the strength of the indirect relationship between SNS use frequency and willingness to disclose information for personalization via SNS posting frequency. The fourth and last chapter examines the importance of empowering consumers regarding their privacy. While complex, it is necessary to keep on investigating the ambivalent effect of privacy controls because the trade-off between advertising effectiveness and consumer privacy is at the core of the platform economy, which revenues rely on advertising. The author conducted an online survey among French-speaking Facebook users (n = 227). Through a privacy calculus lens, the author adopted a within-subject design to test the effect of education on privacy controls on satisfaction with Facebook ads. The results show that education on privacy controls indirectly affect the satisfaction with Facebook ads via privacy concerns (negative), fairness (positive), and attention quality (positive).
Author : Jennifer L. Clinehens Publisher : Jennifer L. Clinehens Page : 219 pages File Size : 43,6 Mb Release : 2020-06-16 Category : Business & Economics ISBN : 8210379456XXX
What if you could use Nobel prize-winning science to predict the choices your customers will make? Customer and user behaviors can seem irrational. Shaped by mental shortcuts and psychological biases, their actions often appear random on the surface. In Choice Hacking, we'll learn to predict these irrational behaviors and apply the science of decision-making to create unforgettable customer experiences. Discover a framework for designing experiences that doesn't just show you what principles to apply, but introduces a new way of thinking about customer behavior. You'll finish Choice Hacking feeling confident and ready to transform your experience with science. In Choice Hacking, you'll discover: - How to make sure your customer experience is designed for what people do (not what they say they'll do) - How to increase the odds that customers will make the "right choice" in any environment - How to design user experiences that drive action and engagement - How to create retail experiences that persuade and drive brand love - How brands like Uber, Netflix, Disney, and Starbucks apply these principles in their customer and user experiences Additional resources included with the book: - Access to free video Companion Course - Access to exclusive free resources, tools, examples, and use cases online Who will benefit from reading Choice Hacking? This book was written for anyone who wants to better understand customer and user decision-making. Whether you're a consultant, strategist, digital marketer, small business owner, writer, user experience designer, student, manager, or organizational leader, you will find immediate value in Choice Hacking. About the Author Jennifer Clinehens is currently Head of Experience at a major global experience agency. She holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, and Adidas, and she's helped shape customer experiences across the globe. A recognized authority in marketing and customer experience, she is also the author of CX That Sings: An Introduction To Customer Journey Mapping. To learn more about this book or contact the author, please visit ChoiceHacking.com
The Oxford Handbook of Organizational Paradox by Wendy K. Smith,Marianne W. Lewis,Paula Jarzabkowski,Ann Langley Pdf
The notion of paradox dates back to ancient philosophy, yet only recently have scholars started to explore this idea in organizational phenomena. Two decades ago, a handful of provocative theorists urged researchers to take seriously the study of paradox, and thereby deepen our understanding of plurality, tensions, and contradictions in organizational life. Studies of organizational paradox have grown exponentially over the past two decades, canvassing varied phenomena, methods, and levels of analysis. These studies have explored such tensions as today and tomorrow, global integration and local distinctions, collaboration and competition, self and others, mission and markets. Yet even with both the depth and breadth of interest in organizational paradoxes, key issues around definitions and application remain. This handbook seeks to aid, engage, and fuel the expanding interest in organizational paradox. Contributions to this volume depict how paradox studies inform, and are informed, by other theoretical perspectives, while creating a resource that enables scholars to learn about and apply this lens across varied organizational phenomena. The increasing complexity, volatility, and ambiguity in our world continually surfaces paradoxical dynamics. Thus, this handbook offers insights to scholars across organizational theory.
The Adversity Paradox by J. Barry Griswell,Bob Jennings Pdf
Harvey Mackay, Doris Christopher, Pete Dawkins, Clay Jones and John Pappajohn know that the answer to how you recover from career toppling adversity, and then go on to achieve pinnacles of success lies in firsthand knowledge of "the adversity paradox". They all attest to having found that the knowledge they gained from overcoming adversity played such a crucial role in their success trajectories, they now consider adversity a friend. While many motivational business books promise easy access to prosperity and power by way of secret insight, quick and easy steps, or "insider tips" that are dubious at best, The Adversity Paradox tells it straight and offers no secret formula or silver bullet; instead it offers candid accounts from those whose skills, resourcefulness, and confidence have been tested by adversity and who have put their misfortunes to good use by gaining invaluable business lessons from them. The paths to success are diverse, but The Adversity Paradox identifies patterns that anyone can study and learn from. Business people working to overcome humble beginnings, lack of knowledge, unexpected setbacks, or any manner of misfortune may find the greatest tool for creating business success lies in this new book.
Shopper Marketing by Venkatesh Shankar,Marketing Science Institute,Marketing Science Institute. MSI Pdf
Shopper Marketing will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a win-win perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.
Research in Mass Customization and Personalization by Mitchell,Frank T. Piller Pdf
A growing heterogeneity of demand, the advent of ';long tail markets';, exploding product complexities, and the rise of creative consumers are challenging companies in all industries to find new strategies to address these trends. Mass customization (MC) has emerged in the last decade as the premier strategy for companies in all branches of industry to profit from heterogeneity of demand and a broad scope of other customer demands.The research and practical experience collected in this book presents the latest thinking on how to make mass customization work. More than 50 authors from academia and management debate on what is viable now, what did not work in the past, and what lurks just below the radar in mass customization, personalization, and related fields.Edited by two leading authorities in the field of mass customization, both volumes of the book discuss, among many other themes, the latest research and insights on customization strategies, product design for mass customization, virtual models, co-design toolkits, customization value measurement, open source architecture, customization communities, and MC supply chains. Through a number of detailed case studies, prominent examples of mass customization are explained and evaluated in larger context and perspective.
The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses.
The Future of Identity in the Information Society by Vashek Matyáš,Simone Fischer-Hübner,Daniel Cvrcek,Petr Švenda Pdf
What constitutes an identity, how do new technologies affect identity, how do we manage identities in a globally networked information society? The increasing div- sity of information and communication technologies and their equally wide range of usage in personal, professional and official capacities raise challenging questions of identity in a variety of contexts. The aim of the IFIP/FIDIS Summer Schools has been to encourage young a- demic and industry entrants to share their own ideas about privacy and identity m- agement and to build up collegial relationships with others. As such, the Summer Schools have been introducing participants to the social implications of information technology through the process of informed discussion. The 4th International Summer School took place in Brno, Czech Republic, during September 1–7, 2008. It was organized by IFIP (International Federation for Infor- tion Processing) working groups 9.2 (Social Accountability), 9.6/11.7 (IT Misuse and the Law) and 11.6 (Identity Management) in cooperation with the EU FP6 Network of Excellence FIDIS and Masaryk University in Brno. The focus of the event was on security and privacy issues in the Internet environment, and aspects of identity m- agement in relation to current and future technologies in a variety of contexts.
