Synopsis
Everything we do and everywhere we go leaves a trail; the difference now is that it's all being recorded, analysed, and disseminated by powerful technologies and sophisticated systems. The potential of these systems is enormous. Gathering data on behaviours and preferences allows businesses to enhance customer relationships, distribute knowledge and expertise around the world, and negotiate more effectively with suppliers, distributors, and partners. But there's a dark side. At what point does this data mining cross the line into invasion of privacy, unethical, or even illegal, practices What happens if proprietary information is accidentally released or gets into the wrong hands Or when human judgment takes a back seat to computer-generated reports In Making It Personal, business and technology expert Bruce Kasanoff explores the impact of these "personalization" technologies, and how to apply them without invading privacy. Illustrated with examples drawn from all types of organizations, Kasanoff considers the commercial, cultural, and legal implications, as individuals and businesses become increasingly interconnected. The result is not only a compelling and thought-provoking narrative, but also a practical framework from which to assess the opportunities and threats posed by personalization - and how you and your organization will respond. Making It Personal is a mission-critical briefing for anyone prepared to ask tough questions about how best to balance personalization and privacy.
Review
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
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