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Hyper-Personalization: An AI-Enabled Personalization for Customer-Centric Marketing

Hyper-Personalization: An AI-Enabled Personalization for Customer-Centric Marketing
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Author(s): Darshana Desai (Indira College of Engineering and Management, India)
Copyright: 2022
Pages: 14
Source title: Adoption and Implementation of AI in Customer Relationship Management
Source Author(s)/Editor(s): Surabhi Singh (IMS Ghaziabad, India)
DOI: 10.4018/978-1-7998-7959-6.ch003


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Personalization is widely used to attract and retain customers in online business addressing one size fits all issues, but little is addressed to contextualise users' real-time needs. E-commerce website owners use these strategies for customer-centric marketing through enhanced experience but fail in designing effective personalization due to the dynamic nature of users' needs and pace of information exposure. To address this, this chapter explores hyper-personalization strategies to overcome users' implicit need to be served better. The research presents a hyper-personalization process with learning (ML) and artificial intelligence (AI) techniques for marketing functions like segmentation, targeting, and positioning based on real-time analytics throughout the customer journey and key factors driving effective customer-centric marketing. This chapter facilitates marketers to use AI-enabled personalization to address customers' implicit needs and leverage higher returns by delivering the right information at the right time to the right customer through the right channel.

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