Thanks for the very nice summary of the book. I totally agree that personalization is a misleading and ambiguous concept. I’ve tried to argue for some guidelines in the evaluation of personalization that break performance measures into “objective” and “subjective” dimensions. The subjective dimensions are based on interpretivist social science methods and explicitly take into account “narrative fit.” I see the GDPR as broadly supporting such an approach.

Travis Greene. PhD Student in Business Analytics at the Institute of Service Science, National Tsing Hua University

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