Personalized Marketing through Machine Learning – Uncovering Consumer Perceptions and Effective Implementation

Thumbnail Image

Files

URL

Journal Title

Journal ISSN

Volume Title

School of Business | Bachelor's thesis
Electronic archive copy is available locally at the Harald Herlin Learning Centre. The staff of Aalto University has access to the electronic bachelor's theses by logging into Aaltodoc with their personal Aalto user ID. Read more about the availability of the bachelor's theses.
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

44

Series

Abstract

This thesis explores the role of machine learning (ML) in enhancing personalized marketing strategies. It seeks to answer how personalized marketing through ML can be implemented effectively while mitigating potential negative consumer responses, biases and unintended outcomes. This literature review synthesizes key insights from existing research to provide practical guidance. The findings suggest that the use of ML in personalized marketing offers significant benefits for both marketers and consumers. It is effective in identifying consumer preferences and enables real-time actions, but consumers’ reservations about artificial intelligence (AI) and data privacy concerns remain critical challenges. Additionally, ML has certain limitations that need to be considered when designing algorithms and interpreting results, as overlooking these limitations can lead to severe consequences for companies. This research provides actionable recommendations for marketers to implement personalized marketing through ML effectively, emphasizing the importance of fostering consumer trust, ensuring transparency, and addressing ethical considerations.

Description

Thesis advisor

Sakhnovskaia, Elizaveta

Keywords

personalized marketing, personalization, machine learning (ML), artificial intelligence (AI), consumer perceptions, privacy concerns

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202501261826

Collections

[kand] Kauppakorkeakoulu / BIZ