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  • Personalised marketing: Balancing what you can do with what you should do

    CMO Magazine - 08/04/2016

    But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating and ultimately meaningless.

    The research used game theory to build a mathematical model. This model enabled them to look at the impact of a variety of advertising scenarios. It revealed that in many cases, the most effective approach for consumers is to keep information private and for businesses to track less of it.

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