Personalization Technologies: A Process-Oriented Perspective Communications of the ACM(October 2005) Presented by Gediminas Adomavicius Alexander tuzhilin Information and Decision Sciences, Carlson School of Management, University of Minnesota Information, Operation and Management Sciences, Stern School of Business, New York University Summerized By Jaeseok Myung
Personalization Technologies: A Process-Oriented Perspective Communications of the ACM (October 2005) Presented By Gediminas Adomavicius, Alexander Tuzhilin Information and Decision Sciences, Carlson School of Management, University of Minnesota Information, Operation and Management Sciences, Stern School of Business, New York University Summerized By Jaeseok Myung
Outline 口 Introduction Definitions Personalization engine a Personalization process Understand-Deliver-Measure Cycle ■ Data collection Build Customer profile ■ Matchmaking Delivery presentation Measuring personalization Impact Adjusting Personalization Strategy a Future Work on personalization process CEBT Center for E-Business Technology Copyright o 2008 by CEBT
Copyright © 2008 by CEBT Outline Introduction ◼ Definitions ◼ Personalization Engine Personalization Process ◼ Understand-Deliver-Measure Cycle ◼ Data Collection ◼ Build Customer Profile ◼ Matchmaking ◼ Delivery & Presentation ◼ Measuring Personalization Impact ◼ Adjusting Personalization Strategy Future Work on Personalization Process Center for E-Business Technology
Definitions a Personalization is the ability to provide content and services that are tailored to individuals based on knowledge about their preferences and behavior [Smart Personalization", Forrester Report, 1999 a Personalization is the combined use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer. Using information either previously obtained or provided in real-time bout the customer and other customers the exchange between the parties is altered to fit that customer's stated needs so that the transaction requires less timeanddeliversaproductbestsuitedtothatcustomer[www.personalzation.com] a Personalization is the capability to customize communication based on knowledge preferences and behaviors at the time of interaction [CRM Handbook, 2002 u These definitions state collectively that Tailors certain offerings By providers to the consumers Based on knowledge about them with certain goal in mind CEBT Center for E-Business Technology Copyright o 2008 by CEBT
Copyright © 2008 by CEBT Definitions Personalization is the ability to provide content and services that are tailored to individuals based on knowledge about their preferences and behavior [“Smart Personalization”, Forrester Report, 1999] Personalization is the combined use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer. Using information either previously obtained or provided in real-time about the customer and other customers, the exchange between the parties is altered to fit that customer’s stated needs so that the transaction requires less time and delivers a product best suited to that customer [www.personalization.com] Personalization is the capability to customize communication based on knowledge preferences and behaviors at the time of interaction [CRM Handbook, 2002] These definitions state collectively that ◼ Tailors certain offerings ◼ By providers to the consumers ◼ Based on knowledge about them with certain goal in mind Center for E-Business Technology
Personalization engine a Personalized offers can be delivered from providers to consumers by personalization engines in three ways Consumers ovide Consu Providers (a) Provider-centric (b)Consumer-centric (c) Market-centric Figure 1. Classification of Personalization Approaches CEBT Center for E-Business Technology Copyright o 2008 by CEBT
Copyright © 2008 by CEBT Personalization Engine Personalized offers can be delivered from providers to consumers by personalization engines in three ways Center for E-Business Technology
Personalization Process-(1) a Personalization constitutes an iterative process that can be defined by the Understand-De/lver-Measure cycle Understand consumers by collecting comprehensive information about them and converting it into actionable knowledge stored in consumer profiles Deliver personalized offering based on the knowledge about each consumer, as stored in the consumer profile Measure personalization impact by determining how much the consumer is satisfied with the delivered personalized offering Measure the personalization Impact Understand the visitors f Deliver personalized content CEBT Center for E-Business Technology Copyright o 2008 by CEBT
Copyright © 2008 by CEBT Personalization Process - (1) Personalization constitutes an iterative process that can be defined by the Understand-Deliver-Measure cycle ◼ Understand consumers by collecting comprehensive information about them and converting it into actionable knowledge stored in consumer profiles ◼ Deliver personalized offering based on the knowledge about each consumer, as stored in the consumer profile ◼ Measure personalization impact by determining how much the consumer is satisfied with the delivered personalized offering Center for E-Business Technology Understand the visitors Deliver personalized content Measure the personalization impact