March 14, 2003

Identification Through Segmentation

Collecting Information

Let Cookies do the work for you

1. Kind of computer

2. Operating System

3. Web Browser

4. IP address

5. Types of Files

6. Cookies

Surveys and Polls

1. Demographics

2. Psychographics

Collaborative Filtering

1. NetPerceptions

2. Macromedia LikeMinds

Providing Recognition

Customization

Land’s End

Localization

CASE

Drawbacks

Example in Text (pages 195-196)

Amazon.com

Five Types of Shoppers

Newbie

Reluctant

Frugal

Strategic

Enthusiastic

Convenience

“All Buyers Are Not Alike”

Know Thy Customer

Simplifiers

Surfers

Bargainers

Connectors

Routiners

Sportsters

Predictive Technology

Ethical Issues

Privacy

Steps to Personalization

“The Personalization Train”

Five-Step Ongoing Process

Data Storage

Access

Mining

Tuning

Targeting

HowPersonal.com

10 Ways to Interact

10 Ways to Invent

10 Ways to Customize