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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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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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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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Full Paper |
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First Page:
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89 |
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Last Page:
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96 |
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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 an un-personalized control groups. The results show that personalization has a positive influence on the stated business objective traffic increase |
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