Automated web personalization in the automotive sector- the SEAT case

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Context: Over the last decades, the interest in personalization and, namely, web personalization has grown exponentially, both in industry and in academia. But still, while web personalization is already a standard practice in big digital corporations, its implementation in other companies is proving to be more challenging than anticipated. Despite many years of transformations, investments and massive efforts, a growing number of companies feel unsatisfied with their ability to implement web personalization and see positive effects on their business. Because of this, some authors predict that in the coming years, many of these companies will abandon their efforts to implement personalization in their websites. Consequently, this research is framed in the context of a company of the automotive sector that is currently interested in implementing website personalization in their website. Objectives: The research presented in this thesis aims to study how to implement web personalization using an automotive sector company as a reference, as this type of company exemplifies a business with long industrial tradition before the era of digitalization. With this objective we aim to understand which are the main difficulties that are holding back the expansion of web personalization in these sectors, as well as to propose some considerations to take into account during its implementation. In order to obtain a global vision, this research thesis is divided into four main sections, each of them representing a fundamental component in the implementation of web personalization in the organizations. Method: This research includes different methodologies such as an extensive literature review, an applied analysis, an assessment of the current situation based on surveys and interviews and a case study Conclusions/Implications: This research sheds light on the current situation of website personalization as its automatic implementation in companies other than digital organization. The main conclusion of this thesis is that the most important impediment for those companies to implement effective website personalization is the lack of understanding of the fundamental bases of personalization.