Research of Personalization Features in Internet Marketing

This paper reflects the theoretical and practical aspects of personalization features in Internet marketing. The first Chapter provides an overview of the literature on personalization in Internet marketing, provides a typology of personalization, as well as the working of personalized structures in modern business. The second Chapter of the master's thesis reflects the essence of Internet marketing on the 4P model, offers a classification of a detailed portrait of the target audience, describes in detail the features of personalization of the product, price, site and promotion. In the course of the practical part of the experiment on the implementation of personalization technologies on the example of a company operating in the market of maintenance and repair of computer equipment. As a result of the work, the conversion of the site, sales, the number of calls to the service increased, the return on marketing investments increased.