Home   Internet Marketing                                     Ward Hanson   Stanford GSB

Info Personalization 

Learning Objectives

Customer and Company Benefits of Personalization

Personalization Systems

Customer Data Needs

 

 

 

 
 
Readings & Tasks
Hanson, Ch. 7
Brondmo
Kures
WebBugs FAQ
 

Example Sites:
  

Personalized Portals

Collaborative Filtering

 

Case

Rules-Based

 

 

 

 

 Personalization reflects the fundamental idea in marketing that customers want a product or service that best matches their needs.  The Web can serve as the matchmaker that discovers and delivers this personal information and individualized products.  

 

CNet has a nice collection of personalization information - with vendors, technologies, and applications discussed.  Check it out.

 Spotlight on personalization
 Whose data is it:  There is an old principle in economics (the Coase Theorem) that roughly implies that the efficiency of the market isn't affected by the assignment of property rights.  For personalization this has interesting implications.  Does it matter whether a consumer "owns" their data, or the retailers and banks own it?  This is being debated in the stories below, or changed by the services listed.