Making It Personal: How To Profit From Personalization Without Invading Privacy

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9780738207797: Making It Personal: How To Profit From Personalization Without Invading Privacy

At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? To what extent should technology be constrained by social factors? In Making It Personal, business technology and strategy expert Bruce Kasanoff offers a mission- critical briefing for anyone who wants to know how to profit from personalization without crossing the line. Drawing from a wide array of primary sources, Kasanoff explores the cultural, political, legal, and technological dimensions of personalization and how they play out in the corporate environment. Making It Personal offers a unique, multidimensional perspective to a phenomenon that is revolutionizing business and will play out in dramatic fashion in the years to come.

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With the state of technology and the world being what they are, it's increasingly apparent that today's fledgling effort to capture and use personal data is merely an embryonic practice about to burst forth bigtime. Making It Personal examines the implications from a corporate point of view, offering suggestions on using personalization tools and techniques to create a win-win situation for all stakeholders in an organization. Bruce Kasanoff, a specialist in personalization, marketing, and the technology that brings them together, begins with the "one-to-one" concept articulated in 1993 by Don Peppers and Martha Rogers (who penned the book's foreword). But Kasanoff takes off in a new direction by focusing on the contradictions inherent in systems designed to boost profits through personalized interactions--and do so without invading privacy. Combining fictionalized anecdotes with real-world research, he explores current practices;, ways that developing technologies may change this tomorrow; how meaningful information might be extracted from the mass of newly available data; and some unintended consequences that could ultimately result. Understanding and using these principles, Kasanoff argues effectively, will lead to "reduced costs, increased revenues, and stronger loyalty" on all levels. -- Howard Rothman

About the Author:

Bruce Kasanoff is an expert on personalization, customer relationship marketing, and business technology. One of the original partners of the Peppers and Rogers Group, the world's foremost authority on one-to-one marketing, he is founder of the on-line newsletter Inside Privacy. Also a popular speaker, commentator, and consultant, he lives with his family in Westport, Connecticut.

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Book Description Basic Books. Paperback. Book Condition: New. UNUSED, LIKE NEW, NOT EX-LIBRARY, Marked remainder, 240 pages. How businesses can harness the incredible power of personalization without crossing over the line. At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? To what extent should technology be constrained by social factors? In Making It Personal, business technology and strategy expert Bruce Kasanoff offers a mission- critical briefing for anyone who wants to know how to profit from personalization without crossing the line. Drawing from a wide array of primary sources, Kasanoff explores the cultural, political, legal, and technological dimensions of personalization and how they play out in the corporate environment. Making It Personal offers a unique, multidimensional perspective to a phenomenon that is revolutionizing business and will play out in dramatic fashion in the years to come. Bookseller Inventory # 7998

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