Select an organization that employs a highly personalized approach to selling products or services to its customers online. Ideally, this is one that you have used in the past so that you are more familiar with it.

a. What are some different ways that the selected organization employs personalization in its marketing efforts?

b. What are some specific actions/behaviors that customers engage in on the organization’s website that enable personalized marketing efforts you identified above? 

c. What are some specific actions/behaviors that an organization could collect data on that might provide evidence that the personalization efforts identified above have had a positive effect?

d. Which type of marketing analytics approach(es) discussed in this chapter would be best suited for establishing the value of personalization for the organization?