Personalized Marketing

Personalized marketing as a four phase process:

1. identifying potential customers

2. determining their needs and their lifetime value to the company

3. interact with customers so as to learn about them

4. customize products, services, and communications to individual customers

From Wikipedia, “Personalized marketing,” (Cited: Peppers, D. and Rogers, M. 1993)

Personalized Assistance System

A researcher, from Penn State, has been working on a personalized assistance system that automatically helps users find more relevant search results (see the article).

Stages of Knowledge Discovery in Websites

                                          |------------------
                     |--------------------| 3. PERSONALIZATION
|---------------------| 2. Advanced Web Mining
| 1. Clickstream Analysis

Personalization Companies

Rule-based Personalization:
ATG, BroadVision, Epiphany, Blue Martini

Collaborative Filtering Personalization:
Amazon.com

Statistical Modeling:
Touch Clarity

State-based Personalization:
Xamplify

24 Key Database Marketing Techniques

This article is a good overview of 24 marketing methods which are useful in determining what data should be collected in order to personalize a website.

Personalization Papers & Links

Data Mining for Web Intelligence (PDF)
Integrating Web Usage and Content Mining for More Eective Personalization (PDF)
WebData Mining (DePaul University)
AutomaticPersonalization Based on Web Usage Mining
Semantic WebPersonalization
Links& White Papers

Personalized Web

Philip Chan
The main goal of Philip's research is to "develop techniques for
adaptive and personalized information searching and navigation
guidance on the web."

Related Work

Implicit User Profiling for On Demand Relevance

International Conference on Intelligent User Interfaces
http://iuiconf.org/overview.html

Bamshad Mobasher

He has done some interesting research regarding web mining and user personalization:
http://maya.cs.depaul.edu/~mobasher/index.html
http://maya.cs.depaul.edu/~mobasher/cgi-bin/view-pubs.pl?CID=WCM