Personalisierung in der E-Welt Aus dem Blickwinkel der informationellen Selbstbestimmung gesehen

Personalisation in the E-World — Seen from the Perspective of Informational Self-Determination Compared to the material world, data traces will to an increasing degree be used for the purpose of personalisation in the e-world. The article examines both the risks for the self-determination of the data subject and the safeguards of data protection law in this world. It is apparent that the requirements of data protection law are frequently not observed. However, the law is able to form the legal basis of necessary personalisations and to protect the data subject if this process is carried out without his/her consent. It is important to distinguish these single processes from the accumulating effects of ubiquitous electronic personalisation. The latter form fundamental problems for democratic societies, and data protection laws do not have the ability to solve these issues. In contrast, there is a strong need for the separation between personalisation and control on a technical level.

Eingereicht am 2006-09-17, nach überarbeitung angenommen am 2006-09-22 durch die Herausgeber des Schwerpunktheftes.     

Beziehungsmarketing aus Kundensicht

Relationship Marketing from a Customer’s Perspective Companies need a wealth of personal data in order to address customers in a targeted manner. Utilizing IT enables them to directly address customers in order to increase sales by improving customer retention. The use of personal data becomes problematic when customers decline the use of their data. If companies ignore their customers’ privacy preferences, their chances of retaining them with targeted offers decline. In this paper, we first identify opportunities and drawbacks of individualization measures from a customer’s perspective based on the findings of a qualitative survey. The results of a quantitative survey illustrate how people’s general attitude toward personal data transmission determines their perception of personalization measures.

Engereicht am 2006-05-12, nach fünf überarbeitungen angenommen am 2006-10-15 durch die Herausgeber des Schwerpunktthemas.     

Beratungsindividualisierung in der Finanzdienstleistungsbranche Umsetzungskonzepte und rechtliche Rahmenbedingungen

Advisory Individualisation in the Financial Services Sector — Implementation Concepts and Legal Requirements This article describes the individualisation of advisories in the financial services sector, especially the consideration of situations and roles. An important aspect in this context is the connection between the requirements imposed by the law (consumer protection and data protection) and the individualisation. Discussing this topic the article concludes that the individualisation benefits from the consumer protection in the financial services sector — in contrast to many other sectors — because of the documentation requirements imposed by this law. After introducing a concept for an individualised financial advisory (which describes the data necessary for an advisory, relationships between the data and factors influencing the data) two influencing factors are focussed: Situations and roles. The situations and roles relevant for a financial advisory are categorised and their impact on the advisory is illustrated by examples. Finally the customer view on the application of situation and roles in an advisory is discussed.

Eingereicht am 2006-06-05, nach drei überarbeitungen angenommen am 2006-09-22 durch die Herausgeber des Schwerpunktthemas.