Examining the Spatial Data Potential of Individualized Internet Marketing
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Individualized Internet marketing represents a paradigm shift in how customers are engaged with products and services through the World Wide Web. Internet marketing has become ubiquitous through the influence of technological advancements such as the use of location-based services and geolocation. Disaggregate methods of marketing segmentation are recent developments that largely replace aggregate methods such as geodemographic profiling. Individualized marketing relies on data collected via the interactions of users with the Internet to develop custom user profiles and marketing strategies. Spatial data collected through Internet marketing are orders of magnitude larger in extent and complexity than data obtained through previous methods. The advent of Big Data reflects the influence of technology on social interaction patterns. The spatial data potential of these patterns poses new opportunities and challenges for Geographic Information Science. Internet modification is framed as a cyber-spatial extension of theories about the production of space. Individualized marketing effectively steers consumer behavior by reinforcing confidence in personal preferences and cultivating brand loyalty. This thesis explores the inherent spatial ramifications of these consumer reactions to Internet marketing and their implications for future investments.