Making it Personal: How to Profit from Personalization Without Invading Privacy

( 1 )

Overview

As technology has come to permeate every aspect of organizational life today, our ability to gain access to data in real time has grown exponentially, as have our abilities to share information, knowledge, and expertise across the enterprise; to communicate with customers, suppliers, and other stakeholders; and to customize working tools. But this freedom does not come without some profound consequences. At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who ...

See more details below
Available through our Marketplace sellers and in stores.

Pick Up In Store Near You

Reserve and pick up in 60 minutes at your local store

Other sellers (Hardcover)
  • All (9) from $1.99   
  • New (2) from $50.00   
  • Used (7) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$50.00
Seller since 2014

Feedback rating:

(136)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$50.99
Seller since 2014

Feedback rating:

(257)

Condition: New
Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

As technology has come to permeate every aspect of organizational life today, our ability to gain access to data in real time has grown exponentially, as have our abilities to share information, knowledge, and expertise across the enterprise; to communicate with customers, suppliers, and other stakeholders; and to customize working tools. But this freedom does not come without some profound consequences. At what point do personalization and privacy clash? Are there limits to how personal a company can get? Who owns personal information? 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 over into the unethical. 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 perspective on a phenomenon that is revolutionizing business and will play out in dramatic fashion in the years to come.

Read More Show Less

Editorial Reviews

Publishers Weekly
In Making It Personal: How to Profit from Personalization without Invading Privacy, Bruce Kasanoff, founder of the consulting site HowPersonal.com, advises business execs on how to win customers via personalization, or "when companies use technology to treat individuals like, well, individuals." First and foremost, he says, companies must modify indiscriminate telemarketing, mass mailing and other often invasive marketing practices. Zeroing in on psychological, legal and financial aspects of interactions between individuals and enormous corporations, Kasanoff has high hopes for a dynamic that will satisfy both parties: individuals will feel taken care of and remembered (e.g., once they give their personal information to a company, they won't have to go through that rigmarole again); companies will win loyal customers and won't waste resources (e.g., having their telemarketers hung up on). Businesses looking for slicker approaches in today's iffy economy will appreciate this cutting-edge advice. ( Dec.) Copyright 2001 Cahners Business Information.
Read More Show Less

Product Details

  • ISBN-13: 9780738205366
  • Publisher: Basic Books
  • Publication date: 11/13/2001
  • Pages: 240
  • Lexile: 1310L (what's this?)
  • Product dimensions: 6.28 (w) x 9.33 (h) x 0.93 (d)

Table of Contents

Foreword
Acknowledgments
Introduction 1
1 Why Make Business Personal? 9
2 Understand the Fears 37
3 Anticipate New Laws 65
4 Whose Agenda? 89
5 Personalize What? 111
6 Unintended Consequences 137
7 Setting Boundaries 163
8 Larger Possibilities 181
Notes 199
Index 205
Read More Show Less

Customer Reviews

Average Rating 5
( 1 )
Rating Distribution

5 Star

(1)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted April 4, 2005

    How to balance Personalization, Privacy & Profit

    There are very few books on the personalization issue so far. This is one of them. And it's very good. The central DILEMMA of Kasanoff's book is this: No one can enjoy the benefits of personalization if he is not willing to share the personal information necessary to make those benefits possible. And yet, by sharing that information, the person is risking his privacy in the bargain. And the issue is much more complicated than most publications suggest: 'Just as different customers have different needs from your business, different people have different levels of sensitivity with respect to protecting their own privacy'. Kasanoff refers to a story that we have all already heard, but this time it has a different ending: 'We would all like to get back to the old-fashioned service where you return to your local merchant and he remembers that you buy large white eggs and that you like a special kind of fabric. But we wouldn't think so wistfully about this type of relationship if the merchant had run off and shared intimate details of your life with the blacksmith, the saloon owner, and the dressmaker'. Here are the four primary INDIVIDUAL BENEFITS OF PERSONALIZATION: 1. SAVE TIME: Eliminate repetitive tasks; remember transactional details; and recognize habits. 2. SAVE MONEY: Prevent redundant work; eliminate service components unnecessary to the person; identify lower cost solutions that meet all other specifications. 3. BETTER INFORMATION: Provide training; filter out information not relevant to a person; provide more specific information that is increasingly relevant to a person's interests; increase the reliability of information; replace 'average' information with information specific to that person's environment. 4. ADDRESS ONGOING NEEDS, CHALLENGES, OR OPPORTUNITIES: Provide one-stop services; allow flexibility in work hours, job responsibilities, and benefits; accommodate unique personal preferences; recognize and reward achievement with special treatment. Here are 11 WAYS TO MAKE IT PERSONAL, i.e. this is how a firm can deliver the benefits of personalization: 1. COMBINE: Merge information a person already has with that of others, to provide additional insights. 2. COMPARE: Show how prices, quality, or specifications of one option match up to others. 3. CONNECT: In most large firms, data exist in 'silos' or departments. Firms can connect this data, providing a more accurate picture of the firm's interactions with that person. The flip side of this is that connecting previous disparate data removes a level of privacy. 4. EXPLAIN: Clarify how, when, or why to use a product or service, or to perform a task, precisely when a person needs such help. 5. FIND: Locate a person, product, or service based on supplied specifications. 6. MONITOR: Track the status of events, news, or actions of others. 7. RECOMMEND: Suggest a course of action based on historical data, the current environment, or predictive models. 8. REMEMBER: Most people are still more frustrated about what firms forget about them than what they remember. Mantra: 'Never make a customer tell us the same thing twice'. 9. REVEAL: Highlight a pattern or conclusion that was not previously evident. 10. SORT: Change the order or grouping of information, making it easier for people to see patterns. 11. TRIGGER: Prompt an action when certain criteria are met, such as the purchase of an item when its price falls below $150. Finally, Kasanoff suggests that by making two changes in the ways employees are compensated; any company can simultaneously become more profitable and achieve the right balance between privacy and personalization. Change #1: COMPENSATE EMPLOYEES TO SATISFY MORE NEEDS OF EXISTING CUSTOMERS. In Kasanoff's experience - and I agree -, most privacy abuses stem from efforts by firms to use personal information to acquire new customers, not to better serve existing customers. Change #2: DEVELOP MODUL

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)