Benedek Toth gave a presentation on User Profiling on the Fly - real time website modifications based on customized needs analysis and response

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

2. Horizontal structure (like Amazon)

3. 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

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

5. Problem
I can't see to the future

6. Solution
Trick the user to „tell” me her intentions

7. traps
● featured content
designed to profile the
user.

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

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

10. Virtual identity vs IRL identity