Zero party data between hype and hope.

Front Big Data · 2022 · PMC9469730 · PMID 36111177

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a significant trendno p-value reported

A significant trend among retailers has been to use personalization technologies to gather data about customers' online behavior in order to tailor experiences and offerings to increase their relevance and meet customer preferences (Kalaignanam et al., 2018 ).

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