Balancing Customer Personalization and Data Privacy using Advanced Analytics

Authors

  • Jafrin Reza Student, Business Analytics, Trine University, Phoenix, Arizona
  • Lisbeth Merrett Professor, Business Administration Management, Trine University, Phoenix, Arizona
  • Md Sultanul Arefin Sourav Student, Business Analytics, Trine University, Phoenix, Arizona
  • Md Shakil Islam Student, Business Analytics, Trine University, Phoenix, Arizona

DOI:

https://doi.org/10.31150/ajebm.v7i12.3121

Keywords:

Customer personalization, data privacy, advanced analytics, privacy-preserving technologies, regulatory compliance, ethical considerations

Abstract

Customer personalization has become a critical strategy for businesses to enhance customer experience and loyalty. However, the increasing reliance on advanced analytics to deliver tailored services has raised significant concerns regarding data privacy. This paper explores the tension between personalization and privacy, offering a comprehensive analysis of how advanced analytics can balance these objectives. It examines regulatory frameworks, ethical considerations, and technological innovations that enable businesses to deliver personalized services while safeguarding customer data. The findings underscore the importance of transparency, consent, and privacy-preserving technologies in achieving this balance.

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References

Chen, L., Zhang, X., & Wang, H. (2021). Privacy challenges in customer analytics: A review. Journal of Consumer Data Science, 7(3), 45-60.

Davis, R., Lee, K., & Patel, S. (2022). Consumer attitudes toward personalization and privacy: Implications for business strategy. Marketing Insights Quarterly, 9(2), 12-25.

Kumar, R., Singh, A., & Gupta, P. (2023). Advances in privacy-preserving analytics: Techniques and applications. Journal of Artificial Intelligence Research, 15(4), 100-120.

Smith, J., & Johnson, M. (2022). Personalization in the age of data privacy: Balancing act for businesses. Data Analytics Review, 18(1), 23-37.

Taylor, B., & Martin, D. (2020). Regulatory frameworks for data privacy: An international perspective. Journal of Law and Technology, 11(2), 89-105.

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Published

2024-12-06

How to Cite

Reza , J. ., Merrett , L. ., Sourav , M. S. A. ., & Islam , M. S. . (2024). Balancing Customer Personalization and Data Privacy using Advanced Analytics . American Journal of Economics and Business Management, 7(12), 1380–1384. https://doi.org/10.31150/ajebm.v7i12.3121

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