Making it Personal: How to Profit from Personalization without Invading Privacy - Hardcover

Kasanoff, Bruce

Hardcover

ISBN 10: 0738205362 ISBN 13: 9780738205366

Publisher: Perseus Books, 2001

Synopsis

How businesses can harness the incredible power of personalization technologies without crossing over the line. . 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.

About this title

Review

"..a helpful and informative book, and Kasanoff manages to cover the more controversial issues with sensitivity and tact....the explanations and conclusions are clearly and compellingly presented. This is highly recommended." (Business Age December 2001)

"..I found this book absolutely fascinating, and didn′t want to put it down...very readable style.." (Free Pint.com, 22 January 2001)

"..It is a fantastic book that all marketers would be wise to read.." (Marketing Business, February 2002

"..provides a straightforward guide to an enormously complicated issue. Kasanoff′s style is easy to digest (Information Age, February 2002)

From the Back Cover

Everything we do and everywhere we go leaves a trail; the difference now is that it′s all being recorded, analysed, and disseminated by powerful technologies and sophisticated systems. The potential of these systems is enormous. Gathering data on behaviours and preferences allows businesses to enhance customer relationships, distribute knowledge and expertise around the world, and negotiate more effectively with suppliers, distributors, and partners.

But there′s a dark side. At what point does this data mining cross the line into invasion of privacy, unethical, or even illegal, practices? What happens if proprietary information is accidentally released or gets into the wrong hands? Or when human judgment takes a back seat to computer–generated reports?

In Making It Personal, business and technology expert Bruce Kasanoff explores the impact of these "personalization" technologies, and how to apply them without invading privacy. Illustrated with examples drawn from all types of organizations, Kasanoff considers the commercial, cultural, and legal implications, as individuals and businesses become increasingly interconnected. The result is not only a compelling and thought–provoking narrative, but also a practical framework from which to assess the opportunities and threats posed by personalization – and how you and your organization will respond.

Making It Personal is a mission–critical briefing for anyone prepared to ask tough questions about how best to balance personalization and privacy.

Edition details

• Publisher: Perseus Books
• Publication date: 2001
• Language: English
• ISBN 10: 0738205362
• ISBN 13: 9780738205366
• Binding: Hardcover
• Number of pages: 240