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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 5 |
Market Analysis |
Chapter 5 Market analysis5.1 Trends5.1.1 Mega trends 5.1.2 Emerging Web Trends 5.1.3 1999 Web Trends 5.1.4 Where in the world is the Net taking us? 5.1.5 Future.sri.com 5.1.6 Predictions for the Web in 1999 5.1.7 Other trend forecasts 5.1.8 E-Commerce 5.1.9 Trends Technology 5.1.10 Drivers for Change – Consumers 5.1.11 Demographics 5.2 Internet statistics5.2.1 Internetstatistic.com 5.2.2 E-Marketer STATISTIKK 5.2.3 NUA 5.2.5 Activmedia 5.2.6 Dataquest 5.2.7 Surveyn.Net – Internet User Survey #2 5.2.8 Other Statistik 5.2.9 Web shopping Statistics 5.3 One to One marketing / Relationship marketing5.3.1 Relationship Marketing 5.3.2 1:1 marketing 5.3.3 Permission marketing 5.3.4 Power tools for 1:1 5.3.6 Critical Questions 5.3.8 The state of one to one online, part II 5.4 Customer care/ customer service5.4.1 Customer Care Pricewaterhous & Coopers 5.4.2 Customer Relationship Management CRM 5.4.3 Customer service 5.4.4 Collect customer information 5.4.5 Customer service 5.4.6 Internet Customer Service 5.5 Personalization5.5.1 Personalization: Marketing to one: 5.5.2 There are 4 ways to ad personalization to the web site 5.5.3 Different articles about personalization 5.6 Privacy5.6.1 Information sources on Internet concerning privacy 5.6.2 Articles about privacy 5.7 Security5.7.1 Different articles concerning security 5.7.2 NUA Security Issues 5.8 The Market place 1to1 after Peppers & Rogers5.8.1 Communications and Media 5.8.2 Customer Knowledgebase 5.8.3 Mass Customization 5.8.4 Distribution and Channel 5.8.5 Organizational Structure 5.9 The future of One to One Web Technology5.9.1 The Future of One-to-One Web Interactivity 5.9.2 The Future of One-to-One E-Mail 5.9.3 The Future of One-to-One Web Site Personalization 5.9.4 The Future of One-to-One Push 5.2.5 The Future of One-to-One Community 5.9.6 The Future of One-to-One Web Presentation and Conferencing 5.9.7 The Future of One-to-One Advertising and Promotion 5.9.8 The Future of One-to-One Web Site Tracking and Analysis 5.9.9 The future of tracking in a word: databases. 5.10 Products and customers5.10.1 Who is buying what over the Internet? 5.10.2 Customer-business interaction 5.10.3 Business relationships and communications 5.11 Changes in the market place5.11.1 Drivers of Change 5.11.2 Consumer Behaviour 5.11.3 Industry Response 5.12 Changes in the market response5.12.1 Product & Service Offering 5.12.2 Relationship Marketing 5.12.3 One to One Marketing 5.12.4 Mass Customisation 5.12.5 Future Delivery Mediums 5.13 Changes in delivery mediums5.13.1 Post 5.13.2 Fax 5.13.3 CDs and Disks 5.13.4 Kiosks 5.13.5 Pagers and PDAs 5.13.6 Telephones and Smartphones 5.13.7 Interactive TV 5.13.8 Web TV 5.13.9 Internet E-mail 5.13.10 Internet World Wide Web 5.13.11 Proprietory ISPs 5.13.12 Summary |
5.5 |
Personalization |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
5.5.1 Personalization: Marketing to one:
The world Wide Web is not a mass medium. It is a personal medium. Unlike television, radio, or newspapers, which are delivered once and experienced in the same way by millions of viewers, listeners, or readers, the Web is delivered continuously and experienced in a differnt way by everyone who visit the site. The best way to take advantage of this is by personalizing the experience of individual users. Instead of giving everyone the same home page, in other words, give regular visitors their own, customer-tailored view of the content or the product/services offered.
5.5.2 There are 4 ways to ad personalization to the web site
5.5.2.1 Keywords
The easiest way to personalize a user’s view of the site is with keywords. We can see keyword-based customization at many popular content sites on the Web, including Yahoo http://www.yahoo.com, Excite http://www.my.excite.com and CNN http://www.customnews.cnn.com
In keyword-based customization, users are presented with categories of information, and subcategories of information.
5.5.2.2 Collaborative filtering
Collaborative filtering systems, such as Firefly http://www,firefly.com, Net{Perceptions http://www.netperceptions.com, Likeminds http://www.likeminds.com and Wisewire http://www.wisewire.com compare the input of many users to come up with recomendations. To do this ,collaborative filtering systems start with a database, just like the keyword systems. But that user database must be more extensive than in the keyword-based system. It should include demographic information. It must also include preferences, input by user, which can then be matched against other sets of preferences input by other users. These could be a collection of movie ratings or favorite albums. Collaborative filtering systems are expensive.
We can find examples of collaborative filtering systems in action at sites like Barnes & Noble http://www.barnesandnoble.com , Cinemax http://www.rw.cinemax.com/critic
5.5.2.3 Rules-based personalization
Rules-based personalization systems like those offered by Broadvision http://wwwbroadvision.com , IntelliWeb from Micromass http://micromass.com and MultiLogic http://www.multilogical.com take a different approach to the problem of offering preferences. Instead of matching users’ input to the profile of other users, rules-based systems match that input to a set of rules, or assumptions, about user behavior. The software is expensive.
We can find examples of rulles based filtering systems in action at sites like Fingerhut’s Andy’s Garage http://www.andysgarage.com and Kodak’s Picture Network http://www.kodakpicturenetwork.com
5.5.2.4 Case-based personalization
Case-based personalization systems, like those from Brightware http://wwwbrightware.com, Autonomy http://wwwagentware.com, Open Sesam http://wwwopensesam.com and PersnaLogic http://www.personalogic.com take yet another approach to the problem of personalization. While collaborative filtering tools compare matrices of the user input to one another, and rules-based tools compare user input top a set of assumptions, case- based tools can translate free-form user input into questions that the database may be able to answer. Many of the newest tools in the personalization field are case-based.
5.5.3 Different articles about personalization
CIO Enterprise Magazine
http://www.cio.com/archive/enterprise/111598_market_content.html
The $15.2 billion computer giant Dell Computer Corp. Of Round Rock, Texas, uses the Internet to provide key customers with personalized Premier Web pages.
TechWeb.com http://www.techweb.com/se/directlink.cgi?NTG19970801S0033
Why Personalization is the Internet’s Next Big Thing
Jesse Berst, Editorial Director ZDNet AnchorDesk TUESDAY, APRIL 14, 1998
For Web sites, personalization builds loyalty and repeat visits. For instance, Excite’s previous personalization effort, called My Excite, attracted several million people. Turns out those people return an astonishing five times more often than regular users. Well and good — except most personalization pioneers are making four big mistakes:
Too hard to get started. For instance, My Yahoo! requires you to fill in several pages of registration information.
Too hard to fine tune. Most personalized news services require you to go through a long process over and over again to «teach» the system what you like. For goodness sakes people — use technology
to do that for us!
No serendipity. Many personalized services give you only what you specifically request. In reality,
viewers also need recommendations, surprises and new ideas.
No standards. The W3C is finishing a new privacy specification, called Platform for Privacy Preferences Project or P3P , that should create a single, standard way to identify yourself. (Click for full story.) Right now, though, you have to re-enter all your information each time, for each site.
What should personalized sites be doing instead?
First, they should use «creeping customization» or «progressive personalization.» Start people off with a generic version. Let them customize it gradually as they see fit. (This is essentially the approach adopted by Excite.)
Second, they should watch what users are doing and actively recommend personalization ideas. (We notice you often access the financial news. Would you like to track a personal stock portfolio? Click here to enter the names of the companies you would like to monitor.)
Third, they should combine personalized services with a generalized segment where readers can keep in touch with the rest of the community, read about new ideas and get recommendations from expert editors.
Finally, they should be working much harder to get the P3P spec finished so it can be built into new browsers and new sites.
Want to talk it over? Jump to the Berst Alerts Forum where a discussion is underway. Want to make a comment? Hit the Post TalkBack button.
P.S. Before you can personalize you’ve got to get on the Net, of course. I think there’s some promising news about GTE’s ADSL roll out later this year. Liz has details in today’s Need to Know.
http://www.searchz.com/search/search.cgi?keyword=personalization
Andromedia – Leaders in Smart eMarketing Software http://www.andromedia.com
Smart eMarketing software for real-time web activity campaign analysis and personalization
ClickZ Network 1/12/99, Deborah Kania. The Start Of Beautiful Relationship
http://www.searchz.com/Articles/0112991.shtml
One to one marketing uses individual customer data not demographic segments. Use online profiling
(declarative and behavioral data), personalization; create trust and respect.
ClickZ Network 4/1/99, Cliff Allen. Anonymous Personalization: Part II
http://www.searchz.com/Articles/0401992.shtml
Use one to one marketing techniques for anonymous personalization on web sites, ask one question first, build extensive profiles, create loyal customers that receive valuable material.
Media Renaissance Media Renaissance delivers a complete cycle of personalization technology solutions, from sales force automation, customer service, dynamic direct selling and market forecasting
ClickZ Network 3/2/99, Deborah Kania. Putting Personalization To The Test
http://www.searchz.com/Articles/0302991.shtml
Personalization reduces cost per customer acquisition, increases response rates, brings repeat traffic, should be integrated into selling and support process.
Articles,columns_and_reviews : Consumer_behavior
Finding the Right Tools for Customizing Content http://www.newmedia.com/NewMedia/97/15/buyersguide/Personal_Web_Content.html Roundup article describing types of personalization software and links to software vendors.
Moving From a Marketing Web Site to a Selling Web Site
http://www.allen.com/articles/a-one-to-one-sales-1.html
How to achieve the same level of personalization with our Web sites that we already achieve with our field
sales force.
http://www.argo-navis.com/competence/dk0697.htm
Describes a number of technologies available to conduct relationship marketing on the Web, from personalization to push and chat techniques.
ClickZ Network 1/19/99, Deborah Kania. The Art And Science Of Online Profiling
http://www.searchz.com/Articles/0119991.shtml
Online personalization software uses database logic to personalize web pages for delivery of content, offers. Interest info gleaned from registration and server log databases.
ClickZ Network 2/9/99, Deborah Kania. Measuring One-to-One Efforts
http://www.searchz.com/Articles/0209991.shtml
Need more stats on one-to-one web technologies, but personalization and ad targeting can increase ROI. Focus on measurement, customer knowledge, customer loyalty, customer service.
ClickZ Network 3/16/99, Deborah Kania. Do Actions Speak Louder Than Words?
http://www.searchz.com/Articles/0316991.shtml
Use both declarative and behavioral data, along with user managed profiles and collaborative filtering for the best personalization system. Educate customers on benefits, privacy.
ClickZ Network 3/25/99, Cliff Allen. Anonymous Personalization
http://www.searchz.com/Articles/0325991.shtml
We can have both personalization and privacy on the web by using anonymous personalization. Use interest, interaction, and involvement to gain trust, don’t ask personal questions too early.
ClickZ Network 4/20/99, Deborah Kania. Behind The Personalization Process
http://www.searchz.com/Articles/0420991.shtml
Peapod uses integrated databases, data warehousing, database marketing to give shoppers personalized
grocery shopping and delivery service. Management tracks and analyzes trends.
ClickZ Network 4/27/99, Deborah Kania. The Future Is Now
http://www.searchz.com/Articles/0427991.shtml
One-to-One Web Marketing authors’1997 predictions accurate in one-to-one web marketing techniques with opt-in e-mail, web site personalization, and web advertising and promotion.
ClickZ Network 4/6/99, Deborah Kania. The Tip Of The Personalization Iceberg
http://www.searchz.com/Articles/0406991.shtml
Stretch benefits of personalization, profiling, and targeted marketing to cross sell, enhance customer loyalty, and for strategic product planning.
July 13, 1999 – Personalization Vs. Customization
http://www.searchz.com/Articles/0713991.shtml
How to tell and engage in each prospect in a conversation via your web site.
May 18, 1999 – Project Personalization
http://www.searchz.com/Articles/0518991.shtml
Web site project personalization increases profit margins. Approach with team vision, objectives & design.
New Way to market
http://www.searchz.com/Articles/0105994.shtml
The web has created a new way to market indeed. Marketing buzzwords like «targeted marketing,» «precision marketing» and «one-to-one marketing» are no longer buzzwords. They are realities on the web.
http://www.cio.com/archive/enterprise/111598_market_content.html
Get with the program. E-commerce, ERP and other temporary fashions that have recently hogged
our attention are yesterday’s news. The next big thing has arrived. Call it «Customer Relationship Management,» «One-to-One Marketing,» «Enterprise Marketing Automation» or any of the other catch phrases that have cropped up, but the coming competitive frontier is about finding, knowing and delighting customers. In the past, businesses competed by making stellar products and later by meeting the needs of the average customer. Today the goal is to know and serve every consumer, one at a time, and to build long-term, mutually beneficial relationships. Information technology (IT) is the key to achieving customer intimacy.
http://www.adage.com/interactive/articles/19981026/article4.html
Getting personal improves online, offline performance. Software-driven customer data gets more use to close the sale, set relationship n by Dana Blankenhorn
Personalization software is becoming ubiquitous on and off the Web.
Long seen as one of the killer targeting applications of the Web, personalization is aiming to improve marketers’ sales performance by tracking user behavior on a site, then serving customized pages
with software such as Broadvision’s One-to-One, NetPerceptions’ GroupLens, Brightware’s Brightware Server and Art Technology Group’s Dynamo Personalization Server.
Now, some of these products are being adapted for use with corporate data warehouses (databases storing all kinds of customer information) and integrated with software available for marketers’ call centers.
The idea is that when customers call into companies’ call centers, operators should know what they’ve bought on the company’s Web site, and the Web site should know about a customer’s entire buying history with the company.
One-to-One Web Marketing E-News June 1999
http://www.1to1web.com/cgi-bin/gt/news-9906.html?user=ffffffffffff
- «Achieving Anonymous Personalization,» by Cliff Allen, ClickZ, 3/25/99
- «Achieving Anonymous Personalization: Part II,» by Cliff Allen, ClickZ, 4/1/99
- «Getting Personal,» by Connie Guglielmo, Interactive Week, 5/26/99
- «E-Mailing Lists: The Next Big Thing,» by Steven Vonder Haar, Interactive Week, 5/31/99
- «Rapping E-Mail Marketing,» by Dana Blankenhorn, ClickZ, 6/1/99
MICROSOFT AND PERSONALIZATION
One-to-One Web Marketing E-News April 1999
http://www.1to1web.com/cgi-bin/gt/news-9904.html?user=ffffffffffff
Microsoft made news recently when it announced a new emphasis on adding personalization to new
e-commerce sites. The new feature lets MSN-related Web merchants provide detailed personalized shopping to Web consumers. Microsoft says the new technology will eventually make its way into all of their electronic commerce software.
The new technology, called Central ID, is based on the Passport personalization technology Microsoft acquired when it purchased Firefly Networks. It allows merchants to understand the likes and dislikes of customers. Microsoft has lagged behind Yahoo and Lycos in providing ways for small merchants to set up shop on their services, and this new push on e-commerce is designed to help the Redmond giant catch up to rivals in this area. The use of Central ID individual profile information across multiple merchants will allow all merchants to benefit from the profile information gathered at other sites. Several stores are available at various news sites on Microsoft’s announcement, such as:
USING ONE-TO-ONE TECHNOLOGIES TO PREDICT A BUYER’S NEXT PURCHASE
One-to-One Web Marketing E-News February 1999
http://www.1to1web.com/cgi-bin/gt/news-9902.html?user=ffffffffffff
General web personalization systems can make recommendations to users based solely on their own online profile. The online profile is based on their personal information, transactions and clickstream data. So you can make recommendations to that particular customer based on their unique needs. Going one step further, there are web personalization systems that predict the buyer’s next purchase based on their own data and transaction history and/or data from other buyers who have similar interests. These personalization systems use a technique called «collaborative filtering.» Collaborative filtering software will use data collected from all customers to find patterns based on statistics and other data analysis techniques. Collaborative filtering will enhance a web site’s ability to increase items sold through cross-selling. In traditional catalog sales, at least 20% of items that are sold are based on cross-selling where the telephone representative interacts with the customer on the phone to make recommendations and suggestions. You can think of collaborative filtering like «word-of-mouth» advertising where the system acts and the conduit—it recommends what your peers are interested in. As you already know, it is more cost-effective, and profitable, to increase sales to existing customers by 20% rather than trying to find new customers to sell to.
Case Study: Creating a personalized Web site that helps birders attract their fine feathered friends.
One-to-One Web Marketing E-News February 1999
http://www.1to1web.com/cgi-bin/gt/news-9902.html?user=ffffffffffff
PERSONALIZATION ON THE QUICK
One-to-One Web Marketing E-News February 1999
http://www.1to1web.com/cgi-bin/gt/news-9902.html?user=ffffffffffff
Personalization – WeCMO
http://www.webcmo.com/forum/fortop34.htm#t1
Broad Vision http://www.broadvision.com/OneToOne/SessionMgr/bv/scripts/welcome.jsp
http://www.connectingonline.com/articles/980701.html
50 large companies such as America Online, AT&T, and Procter & Gamble began a «privacy summit» and formed a trade group called the Online Privacy Alliance. Their task is to self-regulate online marketing before the U.S. government does it for them. They need to figure out a way to balance the privacy rights of consumers with the need to encourage the growth of e-commerce.
Enter personalization software such as Net Perceptions’s GroupLens Toolkit or Open Sesame’s Learn Sesame. This week Vignette announced a new version of its StoryServer software that features new personalization tools.
Soon to follow was anti-personalization software such as Lucent Personalized Web Assistant, which prevents Web sites from tracking your movements.
If you buy books at Amazon.com, the site will happily greet you on return visits and recommend a few titles. The site has software that compares your purchases with others’ and suggests other books that they bought.
It’s called collaborative filtering. (And it has nothing to do with inviting a few friends over to clean the pool.) So if you buy a book about underwater basket weaving and a number of others bought the same book and one about scuba diving in Majorca, Spain, then the site will probably recommend the scuba book to you.
Here are a few pointers before you decide to personalize your site:
|
April 25, 1999 – Anonymous Personalization – by Cliff Allen
http://www.guesttrack.com/exec/gt/news.html?user=ffffffffffff
Achieving Anonymous Personalization
Personalization versus privacy. It’s not a question of which will ultimately prevail. But rather, how can we have both?
Conventional wisdom says personalization and privacy are like the opposite ends of a teeter-totter. To get one, you have to give up the other. But I’m a firm believer in both personalization and privacy. So I want to make sure both can live together on the Internet by using anonymous personalization to help both web marketers and their customers.
The benefits of personalization are apparent to practically every marketer who has wanted to target marketing messages to the right people, tailor those messages to match each individual’s interests, and make a sale.
Why do some salespeople have a 50 percent closing rate, while most direct mail can’t sell to
more than 2 percent of the people receiving that message? It’s because the best salespeople treat individuals as, well…individuals. By that, I mean that they show respect for the privacy of a prospect
while getting answers to questions they need to tailor the presentation.
Great salespeople will tell you that the key to selling is the relationship. And the way to achieve a close business relationship is to ask a prospect questions about their needs and interests, then respond with what you learned by tailoring your presentation to meet those needs.
Have you ever seen a salesperson ask a prospect for their name, title, company, phone,
fax, email and purchase authority before they even give the prospect a brochure? Probably
not. So why do web marketers think that personalization requires having people answer detailed questions to customize their web information base?
Asking detailed questions too early in a relationship is usually considered an invasion of privacy. Yet, the same questions can be asked, one at a time, when the prospect understands that answering those questions allows them to receive the information needed to make a purchase decision.
What’s the difference? It’s more than timing. It’s understanding when to ask questions, and knowing which questions a prospect will agree to answer.
In other words, salespeople use the «Three I’s» of personalization (interest, interaction, involvement) to gain the trust and respect of the prospect before they ask the more personal questions necessary to close a sale.
Which brings us to the concept of anonymous personalization. How can something be personalized when the person is anonymous?
There are many examples in the physical world where products are customized for the consumer without revealing personal information. One of the most basic forms of personalization occurs with the most basic of necessities — food. When you order a hamburger with no tomatoes and extra pickles so you can «have it your way,» you are experiencing anonymous personalization.
The clerk behind the counter didn’t ask for any personal information. He or she probably simply asked, «Do you want to super-size that?» The clerk not only personalized the order, but also asked an «upsell» question to increase the order size! And they did it without knowing any personal information about you. In other words, they used anonymous personalization to customize your order and meet your needs.
When was the last time you saw a web site — even one of the famous personalized web sites ask you if you wanted to add a specific product to your order? Probably never…because even well-known personalized sites just include static links to other products without providing a benefit or even asking if you’re interested in other products.
| The solution is to use the Three I’s of personalization: Interest — Provide interesting information that is tailored to the individual’s interests so they will explore your web site and examine how they can use your products.
Interaction — Engage each individual with a variety of interactive experiences that lead an individual to discover how they will benefit from your products.
Involvement — Encourage people to share their personal opinions and experiences to create a loyal community of customers who will help promote your products. |
These personalization techniques can be implemented on most web sites without requiring people to provide the kind of personal information that turns many people away if asked too early. It’s important, though, to guide web visitors through this process, so they will feel comfortable providing the personal
information needed to make the experience beneficial for them, and profitable for you.
Next time, we’ll cover exactly what questions to ask — and at what point during the web sale to ask them — in order to help make your web site perform as well as your best salesperson. Until then, hold the pickles and super size that Coke!
Web Personalization [cover story] http://www.zdnet.com/pcmag/stories/firstlooks/0,6763,2334031,00.html
A suite of related articles by various authors PC Magazine September 99 NewsMaker Interview: Chris Locke of Personalization.com
Mike Beckley, The Appian Web Personalization Report
September 99 Christopher Locke, The Industry Standard
http://www.1to1.com/articles/i1-093099/index.html?VT=Csi_VNkd87HijIi_aQ27DggkibfnDgKLG_DYUDpZwDPe#a2
Don Peppers, Inside1to1 September 99
The Riddle of the Personal http://www.insarasota.com/default.asp?/saramedia/templatePages/cyber/cyber09_15.asp Tom Matrullo, Comcast Online September 99
Personalizing E-Commerce http://www.zdnet.com/computershopper/stories/reviews/0,7171,2309096,00.html
Kevin Savetz, Computer Shopper September 99
How Much Do You Really Know About Your E-Customers?
http://www.office.com/daily_news/08151999.html
? Heather Stur, Office.com Daily News and Trends August 99
Personalization vs. Customization
http://www.searchz.com/Articles/0713991.shtml
Cliff Allen, ClickZ Network August 99
I Call You, You Remember Me
http://www.1to1.com/articles/i1-060399/index.html
Don Peppers, Inside1to1 July 99
http://www.searchz.com/Articles/0518991.shtml
Deborah Kania, ClickZ Network
http://www.searchz.com/Articles/0427991.shtml
Deborah Kania, ClickZ Network
Peas In A Pod: Behind Personalization
Deborah Kania, ClickZ Network April 99
The Tip Of The Personalization Iceberg
http://www.searchz.com/Articles/0406991.shtml
Deborah Kania, ClickZ Network April 99
Achieving Anonymous Personalization: Part II
http://www.searchz.com/Articles/0325991.shtml
Cliff Allen, ClickZ Network April 99
Using Personalization to Make Web Sites More Profitable http://computershopper.zdnet.com/texis/cs/ddoframe.html?u=www.zdnet.com/computershopper/edit/cshopper/content/9903/387616.html David S. Linthicum, Computer March 99
Getting A Handle On Personalization
http://www.planetit.com/techcenters/docs/E-Commerce/Opinion/PIT19990310S0006
Bill Zoellick, CMP TechWeb – Planet IT March 99
Personalization Strategies to Attract and Retain Customers
http://office.com/biztools/sales/custom.html Office.com Business Tools January 99
My First Useful Experience with Intelligent Agents
Jason McCabe Calacanis, Silicon Alley Daily
Spotlight on personalization
CNET Builder.com – multiple authors December 98
The Web gets personal
http://www.computerworld.com/home/print.nsf/all/98102670DA
John Gantz, Computerworld November 1998
Give Your Visitors What They Want
Cliff Allen, Web Site Journal October 98
Experts Agree Personalization is Key to Successful E-commerce
Jennifer LeClaire, Office.com Daily News and Trends October 98
Personalization is Over-Rated
Jakob Nielsen, Jakob Nielsen’s Alertbox October 98
Personalization Panic:
Beware the Three Deadly Pitfalls Annette Hamilton, ZDNet AnchorDesk October 98
Personalizing Your Web Site
Richard Dean, CNET Builder.com August 98
EDventure Privacy Protection:
Time to Think and Act Locally and Globally Esther Dyson, Release 1.0 May 98
Why Personalization is the Internet’s Next Big Thing
Jesse Berst, ZDNet AnchorDesk April 98
Personalization : The next generation
Martha Rogers, Ph.D. August 19, 1999
http://www.1to1.com/articles/i1-081999/index.html?VT=gJi_mUea3C0ijIi_aQ2DibtUcidqcuKD7B_jlJC13T
One of the problems with personalization on the Web is that it is hard to do. That’s not just because the technology is new, but also because it takes a while to build up any base of information about a particular customer, without which it is impossible to personalize anything. But TriVida Corporation http://www.trivida.com has created a solution to help Web site operators use real-time data from a variety of related sites to aid in the personalization effort, dramatically shortening the gap between a completely standard, one-size-fits-all Web experience and a customized, 1to1 experience. It calls its solution «networked personalization.»
«Networked personalization» will personalize whole groups of Web sites based on an aggregate model of what visitors to all those sites are doing in real time. The technology (now being tested) is less expensive because it can serve several Web sites from a central server and requires little stored data.
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