Purpose

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.

Design/methodology/approach

This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.

Findings

This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.

Originality/value

This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.

中文翻译：

---

通过数据丰富的环境进行个性化研究试点：文献回顾和未来研究议程

目的

在过去的 50 年中，对个性化的日益关注为一对一的营销工作铺平了道路，但公司难以兑现这一承诺。这份手稿的目的是提供关于个性化的完整画面，制定未来的研究议程，并就如何从理论、方法、背景和实践的角度推动该领域向前发展提出具体建议。

设计/方法/方法

本研究遵循系统的文献回顾过程，对 135 篇文章（涵盖 184 项研究）进行了深入分析，以提炼 (1) 个性化的关键构建模块和组件，以及 (2) 研究的理论、背景和方法方面.

发现

这份手稿揭示了六个个性化组件，这些组件可以与两个个性化构建块相关联：(1) 学习：方式、透明度和时机；(2) 剪裁：接触点、级别和动态。对于这些组件中的每一个，作者都提出了未来的研究途径，以刺激个性化研究，这些研究解决了当今数据丰富的环境中的挑战（例如数据隐私、处理新数据类型）。对所选研究的理论、背景和方法论（即行业、国家和个性化对象）审查为未来工作提出了一系列具体建议：考虑异质性、嵌入理论观点、注入方法创新、采用适当的评估指标，以及应对数据丰富的环境中的法律/道德挑战。最后，

原创性/价值

这项研究提供了超越现有和过时的评论论文的个性化研究的整合。这样做，它解释了新技术和人工智能的影响，旨在推动下一代关于个性化的知识发展。