Psychology of Personalization Just as Important as Technology

New white paper from Baynote’s CTO examines human needs behind personalization

San Jose, Calif., July 18, 2012 Baynote, a leading provider of personalized customer experience solutions, today published an executive white paper by Dr. Scott Brave, co-founder and CTO, titled, “The Human Need for Personalization: Psychology, Technology and Science.” The paper examines the definition and goal of personalization as well as the psychology, technology and science that underlie a shopper’s desire for a personalized ecommerce experience.

Based on Brave’s extensive research on human-machine interaction, the paper analyzes the technological constructs that make automated personalization systems possible and the science behind the man-machine interface that brings user psychology and technology together. Brave also identifies the key considerations that retailers should evaluate in order to improve the customer experience and ensure that personalization becomes a core value of their company and not simply a feature.

Prior to Baynote, Brave was a postdoctoral scholar at Stanford University and served as lab manager for the CHIMe (Communication between Humans and Interactive Media) Lab. He is an inventor of six patents and co-author of over 25 publications in the areas of human-computer interaction and artificial intelligence. Brave received his Ph.D. in Human-Computer Interaction and B.S. in Computer Systems Engineering from Stanford University, and an M.S. from the MIT Media Lab.

To download a free copy of, “The Human Need for Personalization: Psychology, Technology and Science,” please visit:

About Baynote

Baynote is a leading provider of personalized customer experience solutions for multi-channel retailers. Using Baynote’s patented approach, retailers personalize the shopping experience in the moment across touch points, increasing consumer engagement, conversions and order values. Based in San Jose, Calif., with offices in the U.K. and Germany, Baynote’s personalization solutions are trusted by more than 300 of the world’s most well-known brands, including Anthropologie, Bluefly,  Campbell’s, Crate & Barrel, Dell, J. Crew, Jockey and Urban Outfitters.

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