[thelist] Web Marketing (was RE: Old Browsers old Software,

[martin.p.burns at uk.pwcglobal.com]

Memo from Martin P Burns of PricewaterhouseCoopers

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Sounds like a vanilla Vignette or Broadvision demo - pretty
reasonable implicit personalisation. Of course to make sense
in a demo, it has to be non-subtle.


What you'll tend to do is set a number of key events, and
a ruleset which will influence along a number of vectors depending
on which of those events have been triggered by a given user.

The fun bit starts when you start defining what data you collect
and how the variables influence the end content. It's a *non*
fun game, which really needs a hard-core data analyst at
your elbow.

The hardest bit is working out what combination of events
really help you understand the characteristics of your users.
In some cases, you end up just asking the user anyway,
so you're not guessing as much.

Martin





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Subject:  RE: [thelist] Web Marketing (was RE: Old Browsers old Software,


The example given was an investment firm.  If the
customer used a certain link, and particularly if they
took some action while on that portion of the site,
the profile software recognized this.  The next time
that same customer went to the "home" page (this was
done real time in the demo) the home page presented
itself in a different format. In the exapmle being
demonstrated, an area of the page that had a
presentation of one "offering" was gone, replaced with
information on the "offering" the customer's prior
actions had indicated they had an interest in.

Rather than examine the logs manually or with a
separate software package, the profile software did
the analysis and presented a GU view of what was being
done both by the entire visitor base and/or by a
particular customer.  The "marketing guys" could set
thresholds at which certain features of the site would
"morph" itself to a view that a returning customer
would find interesting and useful. There was also a
more robust look at the "click through path" type of
statistics, but my memory is a little fuzzy on this
part of the presentation.

Looked like a pretty good tool to give value to a
return visit at least for some types of business
sites.

Whadda ya think of the concept?




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