DIGITAL PORTRAIT AND PERSONALIZATION OF COMMUNICATION WITH THE MODERN CONSUMER
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| Natura: | Recurso digital |
| Lingua: | ucraino |
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Zenodo
2026
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| _version_ | 1866901993283387392 |
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| author | Кобернюк, Сергій |
| author_facet | Кобернюк, Сергій |
| contents | <p>The rapid growth of digital data and artificial intelligence technologies has fundamentally transformed the way businesses interact with consumers. Despite the increasing volume of consumer data collected across digital touchpoints, a significant gap persists between the technological capacity for personalization and the actual quality of personalized communication experienced by consumers. This study addresses the problem of fragmented approaches to building digital consumer portraits and their insufficient integration with personalized marketing communication strategies. The research systematically examines the evolution of the digital consumer portrait from static demographic segmentation toward dynamic, multi-layered profiling that incorporates behavioral, psychographic, and contextual data in real time. A generational differentiation analysis reveals substantial variations in digital behavior, AI tolerance, and privacy expectations across Baby Boomers, Generation X, Millennials, Generation Z, and Generation Alpha, with particular attention to the Ukrainian market context. The author proposes an original conceptual framework for personalized marketing communications based on the digital consumer portrait, integrating AI-driven tools across the full cycle from data collection through content generation to feedback-based profile refinement. A three-level system of metrics for evaluating the effectiveness of personalized communications is developed, encompassing operational, tactical, and strategic indicators, including an integrated AI Personalization Effectiveness Index. The study provides strategic recommendations for enterprises seeking to enhance consumer engagement through data-driven personalization while maintaining consumer trust and compliance with evolving privacy regulations.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19385630 |
| institution | Zenodo |
| language | ukr |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | DIGITAL PORTRAIT AND PERSONALIZATION OF COMMUNICATION WITH THE MODERN CONSUMER Кобернюк, Сергій digital consumer portrait, marketing communication personalization, customer journey mapping, artificial intelligence in marketing, generational digital behavior, personalization effectiveness metrics, omnichannel consumer engagement. <p>The rapid growth of digital data and artificial intelligence technologies has fundamentally transformed the way businesses interact with consumers. Despite the increasing volume of consumer data collected across digital touchpoints, a significant gap persists between the technological capacity for personalization and the actual quality of personalized communication experienced by consumers. This study addresses the problem of fragmented approaches to building digital consumer portraits and their insufficient integration with personalized marketing communication strategies. The research systematically examines the evolution of the digital consumer portrait from static demographic segmentation toward dynamic, multi-layered profiling that incorporates behavioral, psychographic, and contextual data in real time. A generational differentiation analysis reveals substantial variations in digital behavior, AI tolerance, and privacy expectations across Baby Boomers, Generation X, Millennials, Generation Z, and Generation Alpha, with particular attention to the Ukrainian market context. The author proposes an original conceptual framework for personalized marketing communications based on the digital consumer portrait, integrating AI-driven tools across the full cycle from data collection through content generation to feedback-based profile refinement. A three-level system of metrics for evaluating the effectiveness of personalized communications is developed, encompassing operational, tactical, and strategic indicators, including an integrated AI Personalization Effectiveness Index. The study provides strategic recommendations for enterprises seeking to enhance consumer engagement through data-driven personalization while maintaining consumer trust and compliance with evolving privacy regulations.</p> |
| title | DIGITAL PORTRAIT AND PERSONALIZATION OF COMMUNICATION WITH THE MODERN CONSUMER |
| topic | digital consumer portrait, marketing communication personalization, customer journey mapping, artificial intelligence in marketing, generational digital behavior, personalization effectiveness metrics, omnichannel consumer engagement. |
| url | https://doi.org/10.5281/zenodo.19385630 |