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The Importance of Trust for Personalized Online Advertising
With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor theirExpand
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Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where
We use data from two large-scale field experiments and two lab experiments to show that, although personalization can substantially enhance banner effectiveness, its impact hinges on its interplay with timing and placement factors. Expand
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Customer engagement through personalization and customization
This chapter examines how tailored marketing strategies in the form of customization and personalization can foster customer engagement along the customer lifecycle. Building on various real-worldExpand
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Consumer privacy and the future of data-based innovation and marketing
Digitization makes it easier for firms to build their innovation and marketing efforts around consumers' personal data. In this research, we employ a privacy perspective based on contextual integrityExpand
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Creating Effective Online Customer Experiences
Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remainsExpand
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Improving customer profit predictions with customer mindset metrics through multiple overimputation
Research and practice have called for the incorporation of customer mindset metrics (CMMs) to improve the accuracy of models that predict individual customer profits. However, as CMMs areExpand