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Title:
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PERSONALIZATION MATURED REDISCOVERING THE ESSENCE OF ONE-TO-ONE MARKETING |
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Author(s):
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Christian Persson , Erik Wallin , Bo Lennstrand |
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ISBN:
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ISSN: 1645-7641 |
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Editors:
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Pedro Isaías |
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Year:
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2007 |
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Edition:
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V V, 1 |
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Keywords:
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Personalization, One-to-one marketing, E-commerce, Bifurcation, Relationship marketing, Non-intrusive |
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Type:
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Journal Paper |
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First Page:
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145 |
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Last Page:
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158 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The paper is about personalization system applications in different kind of settings. The studied systems
utilize descriptions of information characteristics to perform content based filtering in order to increase
stated business objectives. Data and experiences from action research, covering three different product
areas sports retailing, online newspaper and online recruitment sites are presented and discussed, as
well as the considerations made when developing and adapting a personalization system for each of these
areas. Data describing personalization efficiency have been collected through an own-developed method,
bifurcation, which makes it possible to compare the behavior of personalized groups with the behavior of
un-personalized control groups. The results show that personalization has a positive influence on the
stated business objective traffic increase. |
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