- Overview
- Personalized Digital Marketing
- Strategies for Email Marketing
- Recommender System
- Use of AI in Personalization
- Lecture Slides
- Lecture Notes
- Lecture Assigned Articles
- Additional Materials
- Learning Takeaways
- Personalization vs. Customization: Personalization is firm-driven (e.g., Netflix recommendations), while customization is customer-driven (e.g., Dell’s build-your-own PC). Both require data collection, analysis, and cross-functional coordination.
- Permission-based Marketing: Effective personalization requires consumer consent (opt-in). Permission marketing ensures messages are anticipated, personal, and relevant, building trust while complying with regulations like CAN-SPAM.
- Email Marketing Metrics: Key metrics include Open Rate (OR), Click-Through Rate (CTR), Click-to-Open Rate (CTOR), and ROI. CTOR is particularly valuable as it measures content relevance among engaged users.
- Recommender Systems: Three types exist—content-based (similar items), collaborative (similar users), and hybrid. They reduce search and misfit costs, improving customer experience and sales.
- AI and Automation: Generative AI tools (ChatGPT, DALL-E) streamline email content creation and personalization. Apply the CRACK test (Clarity, Relevance, Accuracy, Creativity, Knowledgeability) to evaluate AI-generated marketing content.