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Companies are under the pressure to provide tailor-made products or services that match customers' preferences better. Personalization from web mining is a significant tool to accommodate this trend by extracting patterns of customer's preferences and connecting them directly to production line and supply chain. However, with exception of companies like Amazon, Dell, Toyota and most of Airlines which have solid strategy and large appeal, it is challenging to develop a concrete and cost-effective approach in personalization for many companies. This paper studies dimensions of personalization and addresses business implications and challenges of web personalization.
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