It should be a golden age for personalization online, and the predictive algorithms that drive it. Data scientists, supported by the stunning growth in the gathering and processing of so-called big data, can extract patterns from massive stores of browsing and sales data in order to predict our likes and dislikes and tailor marketing experiences to us.
Why Websites Still Can’t Predict Exactly What You Want
There’s a better, simpler approach to personalization.
May 22, 2014
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.