5.5 Personalization

 

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Kunnskapskilden –  Internet Marketing Intelligence

Bench on the pier

 

Internet Marketing Intelligence

 

 

 

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 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions

 

 

Chapter 5

Market Analysis

 

 

Chapter 5 Market analysis

5.1 Trends

5.1.1 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 statistics

5.2.1 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 marketing

5.3.1 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 service

5.4.1 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 Personalization

5.5.1 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 Privacy

5.6.1 Information sources on Internet concerning privacy

5.6.2 Articles about privacy

5.7 Security

5.7.1 Different articles concerning security

5.7.2 NUA Security Issues

5.8 The Market place 1to1 after Peppers & Rogers

5.8.1 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 Technology

5.9.1 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 customers

5.10.1 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 place

5.11.1 Drivers of Change

5.11.2 Consumer Behaviour

5.11.3 Industry Response

5.12 Changes in the market response

5.12.1 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 mediums

5.13.1 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.

 

One-to-One Web Marketing

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

Debora Kania SearchZ.com

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.

 

CIO Enterprise Magazine

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.

 

Adage.com

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

In this article, I will discuss issues related to personalization.

  • Is personalization really personal?
  • But, is this system really personal?
  • Personalization and personal experience
  • Direct marketing and personalization
  1. Are your customers’ response patterns really different from each other? How do you know this?
  2. What proportion of your customers has enough data points for such individual estimation?
  3. How costly is such individual estimation?
  4. What is the marginal gain for such individual estimation?
  • Research numbers about personalization
  • The Levi story
  • Why one-to-one banner targeting doesn’t work
  • Back to Levi story
  • Where is the push technology?
  • Do you need personalization?
  • Personalize or perish?

 

 

 

Broad Vision http://www.broadvision.com/OneToOne/SessionMgr/bv/scripts/welcome.jsp

Personalizing e-business

 

Getting Downright Personal

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: 

  1. Make sure you know what you want to accomplish by personalizing your site. What are your business and marketing goals? What will the user get out of this feature? The American Airlines site and online banking are successful because they actually offer a real service. They’re not just milking users for marketing information.

 

  1. Make sure you tell users what is your privacy policy. Don’t sell e-mail addresses or other information if you expect users to trust you or, more importantly, e-commerce in general. It’s hard enough trying to take seriously all those businesses with «cyber» in their names. Tell users what kind of information you’re gathering and why. In the classic public relations tradition, be up front and honest.

 

  1. Give users some control. Some of those fancy software packages promote themselves by saying that users won’t have to complete those annoying forms. You can transparently gather information about your user without interrupting their online experience.However, some questions (voluntary!) continue to give your customers some control over their information. If you tell them what they’ll get in return for fessing up, you’re likely to get good results. Enter them in a contest to win something and you’ll be surprised what people will tell you about themselves.Within the next year, some of this privacy-value negotiation may be streamlined somewhat through the proposed Platform for Privacy Preferences standard, or P3P. In overly simplistic terms, P3P is akin to caller ID on silicon steroids — allowing Web sites and their users to more easily negotiate this information exchange.

 

  1. Determine your budget. Personalization software can be very expensive. Be sure you have very specific goals and benchmarks before you write that check.Sometimes Less Is MorePersonalization gives users a better experience on the Web by giving them the information they need. Alternatively, it keeps them from being overwhelmed with the information they don’t need nor want.Personalization also helps marketers develop Web content that will keep customers returning. But there’s a fine line between personalization and invasion of privacy — and a fine line between users wanting a better experience and feeling skittish about your knowledge of their fuzzy slipper fetish. 

 

 

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

 

Let’s Get Personal

September 99  Christopher Locke, The Industry Standard

 

Getting E-Personal

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

 

Project Personalization

http://www.searchz.com/Articles/0518991.shtml

Deborah Kania, ClickZ Network

 

The Future Is Now

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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