These days, vast amounts of personal information being generated online combined with powerful big data algorithms have provided marketers and online advertisers with ever-more targeted ways to communicate with consumers. But not all consumers view personalization and relevancy as clever, coincidental or wanted. Instead, perceptions of these messages can be construed as “creepy,” work to counter-purpose and in some cases be considered an invasion of privacy. What you’ll take away: · Explore proposed working definitions of “creepy” · Discuss how the interplay of trust, transparency, control and context contribute to a successful or failed personalized communication · Propose how to craft personalized advertisements, promotions and communications that avoid coming across as creepy or invasive