September 2000 Business Intelligence Advisor

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Part I of this article provided an overview of online personalization -- the ability to match and modify Web site content to individual customer preferences (see BIA, August 2000). It also examined the business and technical issues to consider when implementing personalization applications. Technical requirements include integrating and analyzing data extracted from multiple sources. Business considerations include conducting a well-thought-out strategy in which you incrementally interact with your online visitors, gradually generating data you can analyze to determine their individual preferences and tastes. Finally, I noted that it is important to implement sound data privacy policies to avoid angering your customers.

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September 2000 Business Intelligence Advisor