Framework
Personalisation versus customisation: two five-stage processes
The question it answers
When a marketing team designs one-to-one offers, should the firm personalise them from customer data or let customers customise the offer themselves?
- Origin
- Arora et al., 2008; Ansari and Mela, 2003; Tam and Ho, 2006
- Diagram type
- Comparison table
- Level of analysis
- Firm
Diagram
Personalisation versus customisation: two five-stage processes
| Criterion | Personalisation (system-led) | Customisation (user-led) |
|---|---|---|
| Stage 1 | Data collection | Interface set-up |
| Stage 2 | Segmentation and profiling | Choosing options |
| Stage 3 | Matching content and offers | Preview and confirm |
| Stage 4 | Real-time delivery | Ordering |
| Stage 5 | Feedback loop improves the algorithm | Production and delivery |
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Ansari, A. and Mela, C.F. (2003) ‘E-customization’, Journal of Marketing Research, 40(2), pp. 131–145.doi:10.1509/jmkr.40.2.131.19224Source page
- Arora, N. et al. (2008) ‘Putting one-to-one marketing to work: personalization, customization, and choice’, Marketing Letters, 19(3-4), pp. 305–321.doi:10.1007/s11002-008-9056-zSource page
- Tam, K.Y. and Ho, S.Y. (2006) ‘Understanding the impact of web personalization on user information processing and decision outcomes’, MIS Quarterly, 30(4), pp. 865–890.doi:10.2307/25148757Source page