The competitive market in the e-commerce industry has been increasing around the past years, using the latest technologies to recollect data and with it make unique user experience and reach out to their customers with personalized data and direct marketing. The level of OVER-personalization of ads use to be originated by AI-Powered, that still needs the human-sense, turning out be to the creepy space for the consumers.

1. Personalization ads are
creepy:
A vision through
e-commerce industry
By
Maria Andrea Pardo
Laura Piamba Cordoba

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IG DATA
For personalized adsB
At glance
The digital commerce is attracting their
customers with a unique and innovative
customer experience thanks to their data
provided by their past events. So, the
consumer can be reached by messaging
applications, personalization engines,
conversational commerce, such as
chatbots and artificial intelligence [AI] and
immersive commerce like augmented
reality [AR] and virtual reality [VR] (Gartner,
2019).
The goal of e-commerce is to engage its
audience and personalization is the best
way to achieve it (Gartner, 2019).
personalization
The competitive market in the e-commerce industry has been increasing around the past
years, using the latest technologies to recollect data and with it make unique user
experience and reach out to their customers with personalized data.

3. 1
Yes they are listening to us by
our microphone from our
cellphone (Maheshwari, 2017)
2
“The apps use software from
Alphonso, a start-up that collects
TV-viewing data for advertisers”
(Maheshwari, 2017)
3
“Using a smartphone’s
microphone, Alphonso’s software
can detail what people watch by
identifying audio signals in TV
ads and shows, sometimes even
matching that information with
the places people visit and the
movies they see. (Maheshwari,
2017)”
Trouble
They are collecting data, even
from children, who protect them
from ads?
Our actions
Without read the policies, we
accept everything with the goal
of play for free
What happen?
After collected data, they sell this
information to companies who
are interested
The game of my phone is tracking that I watching on tv?
In this way, the companies collect our data without or with our approval.
Are they listening?

4. Alexa is collecting
data inside your
home
Also, the
government
have a request
for data
information
from its users
Market share
Amazon with Alexa is the leader in e-
commerce, with more of the 70% of the
market share (Day, 2019).
Firm Juniper
Research Ltd.
The estimates that by 2023 the global annual
market will have about 7.4 billion voice-
controlled devices, the same as one for every
person on Earth (Day, 2019).
Policies
The majority of people have accepted the
policies from Amazon, without reading it.
Another problem that the hyper-connected users have is that the companies have been
collecting their data, even though without their allow by Alexa, it used to record and you can
notice it

5. • 34% from Canada
• 35% from France
• 38% from UK
• 45% from US
(Leadership, 2015)
Uncomfortable users with how companies
handle their data
• 51% Millennials
• 44% Generation X
(Leadership, 2015)
Younger generations are comfortable sharing data
Research by Columbia Business School, asked
8,000+ survey respondents, from millennials to
Silent Generation across US, Canada, UK,
France, and India (Leadership, 2015).
This source had been a good approach to
understand the feeling of users with their data.
Over 80% of the users want to know more
information about data companies collect,
moreover they want to have control over the
data companies hold about them. Therefore,
the only want to provide their data to a limited
number of companies they trust (Leadership,
2015)
People are concerned about their personal data
Regarding the ways how companies collect data and we don’t notice it. Here I analyzed the feeling from users about the
collected data and how the engagement with a brand allows having more data from their preferred company

6. If the consumer trust in a Brand, are most likely to share
their data to them
Trust in a brand from younger generations have been driving the
relationship with marketers.
Thanks to the data collected the marketing department could predict
attitudes and purchases into the future. As we know, the savvy and
control generation are hyper-connected in the digital era, therefore the
companies could have more data to make customization in their
campaigns to reach their audience.
Personalized
campaign
The impact of millennials is willing to share their data by
the influence of their brand. For instance, the “Amazon
effect” makes them share their data without problems
(Leadership, 2015).
Effect
82% of people trust at least in a brand into the e-
commerce industry.
The 24%, 11%, and 10% of Canadians trust in Amazon,
Costco, and eBay respectably (Leadership, 2015).
Trust
The trust in the brand impacts in the personalization of campaigns

7. Advantage
With a lot of information in the database of the
e-commerce industry, named Big data. This kind of
companies, such as Amazon and eBay have
departments of data scientist who transforms this
data into actionable insights, improving the user
experience.
Disadvantage
With state-of-the-art technologies, like artificial
intelligence (AI), it is a powerful tool from e-
commerce companies are allowed to follow the
customer purchase history and could predict future
needs even before the customer knows they need it.
In this case, the over-personalized ads make them
creepy, triggering current customers feel
uncomfortable, so they are most likely to lose their
customers and with it, their sales will decrease
(Jeff,2018).
The level of OVER-personalization of ads use to be originated by AI-Powered, that still needs the human-sense
Figure 1: Evolution os Data-Driven Marketing (Source: vincejeffs.com)

8. Talk with my boyfriend about
our future vacations to
Disney, Orlando
Voice
Without search on social
media or internet. I saw a
customized ad on my
Instagram
Siri catch it
I still keeping away from
online research, and I asked
my best friend (by phone
outside my house) about the
best hotel in Orlando
Call catch it
The most creepy was that
on my Facebook and email I
received information from
hotels in Orlando
OVER-personalized ad
Step 1
Step 2
Step 3
By the conversational commerce touchpoints today, without one click on any online channel, the companies could reach our
information from anywhere. Here we show an example from the experience of one member, it was intrusive! and most of the people'
worldwide have had the same experience
(Lodwest, 2020)

9. DO YOU BELIEVE THEY ARE WATCHING US?
So,

10. Sources
Day, Matt. “You’Re Home Alone With Alexa. Are Your Secrets Safe?” Bloomberg.com, Bloomberg, 31 Dec. 2019, www.bloomberg.com/news/articles/2019-12-31/you-re-
home-alone-with-alexa-are-your-secrets-safe-quicktake.
Jeffs, Vince. “Vince Jeffs.” CustomerThink, 5 July 2018, customerthink.com/the-hyper-personalization-paradox-being-relevant-without-crossing-the-creepy-line/.
Leadership, Center on Global Brand. “What Is the Future of Data Sharing?” LinkedIn SlideShare, 27 Oct. 2015, www.slideshare.net/BrandLeadershipColum/what-is-the-
future-of-data-sharing?from_action=save.
“Hype Cycle for Digital Commerce.” Gartner, 5 Aug. 2019, www.gartner.com/document/3955936?ref=solrAll&refval=239538063.
Lodwest, Mike. “Innovation Insight for Conversational Platforms in Digital Commerce.” My Gartner, 16 Jan. 2020,
www.gartner.com/document/3753368?ref=solrAll&refval=239538063.
Maheshwari, Sapna. “That Game on Your Phone May Be Tracking What You're Watching on TV.” The New York Times, The New York Times, 28 Dec. 2017,
www.nytimes.com/2017/12/28/business/media/alphonso-app-tracking.html?_r=1.
“Big Data and the Creepy Factor.” Future. Customer., 25 June 2019, www.future-customer.com/big-data-and-the-creepy-factor/.