Web Personalization

Web Personalization
Web Personalization
By:
Direct and Database Marketing Elizabeth Kulin,
Rahul & Noureddien

Introduction and origin
Tailoring the presentation of a website’s
content to match a specific user’s
instructions or preferences.
It originally became popular in the mid
1990’s with products such as ATG and
Broadvision..

Methods of web personalization
• Implicit: Based on user behavior
• Explicit: User customized
• Hybrid: Combines both
Examples: igoogle, symbaloo, netvibes

How Web Personalization works

Contextual Advertising
Banner
Website:
Pop-up ads
Search Engine:
Side bar ads
Networks for Websites: Quigo Adsonar, finditquick.com, Adbolt.com
Search Engines: Google AdSense, Yahoo

Advantages
• Save time
• Save money
• Better information
• Online conversion rates
increase
• Measurable

Disadvantages
• Lack of relevance
• Lack of credibility
• Lack of security
• Annoyance
• Lack of privacy

Direct Marketing Elements
• List
– Online store account members
– Segment: new visitors, return visitors (shopper
vs. non-shoppers), page duration, visit duration
• Offer
– The message in the personalization content
• Special offers (discounts), incentive, helpful
information
• Copy
– The text in the medium
• Tone, font, colors, length

Direct Marketing Elements
• Layout
– Mediums
• Pop up, blog, email, messages, landing page, at
point of sale, affiliate networks integration
• Timing
• Offer message rotation
• Scheduling
• Impression and clicks limitation settings

Trail #1
My experiment shopping at EBAY:
• I created an account.
• I shopped around for cell phones.
• I proceeded to check out a Blackberry Curve PDA.
• I finally changed my mind and signed off.
• I was about to go shop somewhere else But this is what
happened…

Trail #1
Right after I signed off
• You've signed out. See you
again soon! But..
• Don't let these get away….

Trail #1
What’s Hot
• Only when I sign off:
• Exact Cell phones I tried to
buy before, no cross selling.
• Movies.
• Books.

Trial #2
1. Created an account membership
• (Name, phone number, address, email and password required)
2. Looked at a 19” LCD HDTV by Phillips (cost $209.00)
3. Proceeded to buy it out
4. Logged out
5. Returned
6. “Great Finds for You”
– First page had a list of 12 TV monitors for me, from $124 - $579.
– Also, a promotion ending soon on DVDs of 343 movies
• 2nd return: “Great Finds for You”
– TVs and DVDs .

1. Created an account membership
(Name, phone number, address, email and password required)
2. Looked on Nikon digital camera (cost $154.99)
3. Looked at a 19” LCD HDTV by Phillips (cost
$209.00)
4. Added the TV to my car
5. Proceeded to check out
6. Signed out

Return Visitor

Technology
• Personalization technology helps human
make better use of the internet.
• Personalization engines is able
recommend product which might match
user’s interest.

The Future

Refrences
• Louise Story, Nytimes, Feb 26 2007, An Ad Upstart Challenges Google.
• Carolyn Gardner, Sitebrand, June 13 2008, Internet Retailer Podcast with emarketing +
Commerce
• Tim Walters, Forrester Research, October 24 2008, Is Web Personalization Now a Matter of
“Thurvival”?
• Travis Pittman, Labnol.org, May 30 2009, Web 3.0 Concepts Explained in Plain English
• John Miller, sitebrand.com/news/press-releases, November 27 2008, News & Events, Sitebrands
Client Successes Counter Classic Recession-Style Marketing
• Ben Currie, Purohit Navigation, Jan 26, 2009, Taking It Personally: Building Relationships Online