User profiling on-the-fly
TÓTH, Benedek
Efficenter Kft.
tothbenedek@efficenter.hu

Horizontal structure (like Amazon)

Typical user groups
● I heard there is a new model
● I should buy a new car in the future, but don't know
which one, an Audi or a BMW
● I'm going to buy an Audi
● I'm going to buy an Audi with these extras

User profiling
Which group she belongs to?
(this indicates future behavior and expectations)

Problem
I can't see to the future

Solution
Trick the user to „tell” me her intentions

traps
● featured content
designed to profile the
user.

Using this information directly
Change the site:
Main menu, sidebar

Not just on-line
When she comes in personally we already know her

Virtual identity vs IRL identity