Prospects for Personalization on the Internet
SSRN Electronic JournalPublished 1 January 2008Open access
Alan L. Montgomery, Michael D. Smith
Citations25
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
Personalization is a key component of an interactive marketing strategy. Its purpose is to adapt a standardized product or service to an individual customer's needs. The goal is to create profit for the producer and increased value for the consumer. This goal fits nicely into traditional notions of segmentation. Applications of personalization have advanced greatly in conjunction with the Internet, since it provides an environment that is information rich and well suited to interactivity. This article reviews past research on personalization and considers some examples of personalization in practice. We discuss what we believe are key problems and directions for personalization in the future.
Keywords
Social SciencesDecision SciencesBusiness, Management and Accounting
Communications of the ACMAutomatic personalization based on Web usage mining
1,225 Citations2000Bamshad Mobasher, Robert Cooley +1 more
The ability to track users’ browsing behavior down to individual mouse clicks has brought the vendor and end customer closer than ever before, and it is now possible for a vendor to personalize his product message for individual customers at a massive scale, a phenomenon that is being referred to as mass customization.
Marketing ScienceThe Value of Purchase History Data in Target Marketing
794 Citations1996Peter E. Rossi, Robert E. McCulloch +1 more
Journal of Industrial EconomicsConsumer Decision‐making at an Internet Shopbot: Brand Still Matters
646 Citations2001Michael D. Smith, Erik Brynjolfsson
Information Systems ResearchWeb Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective
619 Citations2005Kar Yan Tam, Shuk Ying Ho
This research examines three major elements of a web personalization strategy: level of preference matching, recommendation set size, and sorting cue, and investigates a personal disposition, need for cognition, which plays a role in assessing the effectiveness of webpersonalization.
Journal of Marketing ResearchE-Customization
605 Citations2003Asim Ansari, Carl F. Mela
The authors use clickstream data from users at one of the top ten most trafficked Web sites to estimate the model and optimize the design and content of such communications for each user, and apply the model to the context of permission-based e-mail marketing.
MIS QuarterlyUnderstanding the Impact of Web Personalization on User Information Processing and Decision Outcomes1
569 Citations2006Tam, Ho
The findings indicate that content relevance, self reference, and goal specificity affect the attention, cognitive processes, and decisions of web users in various ways and are found to be receptive to personalized content and find it useful as a decision aid.
Marketing ScienceModeling Online Browsing and Path Analysis Using Clickstream Data
565 Citations2004Alan L. Montgomery, Shibo Li +2 more
This work shows how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing and finds that purchasers can be predicted with more than 40% accuracy, which is much better than the benchmark 7% purchase conversion prediction rate made without path information.
Management ScienceDynamic Conversion Behavior at E-Commerce Sites
531 Citations2004Wendy W. Moe, Peter S. Fader
The proposed model of conversion behavior that predicts each customer's probability of purchasing based on an observed history of visits and purchases offers excellent statistical properties, including its performance in a holdout validation sample, and also provides useful managerial diagnostics about the patterns underlying online buyer behavior.
Journal of Interactive MarketingCustomerization: The next revolution in mass customization
525 Citations2001Jerry Wind, Arvind Rangaswamy
This conceptual paper proposes that the next stage of evolution of mass customization is customerization—a buyer-centric company strategy that combines mass customization with customized marketing.
Principles of Internet Marketing
486 Citations1999Ward Hanson, Kirthi Kalyanam
Journal of Product Innovation ManagementThe virtual customer
457 Citations2002Ely Dahan
This article reviews six web-based methods of customer input as examples of the improved Internet capabilities of communication, conceptualization, and computation and discusses how they complement existing methods.
Journal of Artificial Intelligence ResearchTopic and Role Discovery in Social Networks with Experiments on Enron and Academic Email
447 Citations2007Andrew McCallum, Xingyu Wang +1 more
The Author-Recipient-Topic model for social network analysis, which learns topic distributions based on the direction-sensitive messages sent between entities, is presented and results are given, providing evidence not only that clearly relevant topics are discovered, but that the ART model better predicts people's roles and gives lower perplexity on previously unseen messages.
Artificial IntelligenceTowards adaptive Web sites: Conceptual framework and case study
437 Citations2000Mike Perkowitz, Oren Etzioni
The PageGather algorithm, which automatically identifies candidate link sets to include in index pages based on user access logs, is presented and it is demonstrated experimentally that PageGathering outperforms the Apriori data mining algorithm on this task.
Effective personalization based on association rule discovery from web usage data
432 Citations2001Bamshad Mobasher, Honghua Dai +2 more
This paper proposes effective and scalable techniques for Web personalization based on association rule discovery from usage data that can achieve better recommendation effectiveness, while maintaining a computational advantage over direct approaches to collaborative filtering such as the k-nearest-neighbor strategy.
MIS QuarterlyUnderstanding the impact of web personalization on user information processing and decision outcomes
360 Citations2006Kar Yan Tam, Shuk Ying Ho
Marketing LettersGetting too personal: Reactance to highly personalized email solicitations
349 Citations2007Tiffany Barnett White, Debra Zahay +2 more
User Modeling and User-Adapted InteractionWeb Usage Mining as a Tool for Personalization: A Survey
344 Citations2003Dimitrios Pierrakos, Γεώργιος Παλιούρας +2 more
This paper is a survey of recent work in the field of web usage mining for the benefit of research on the personalization of Web-based information services, focusing on the problems identified and the solutions that have been proposed.
European Journal of MarketingWhat is personalization? A conceptual framework
301 Citations2007Jari Vesanen
Journal of Marketing ResearchModeling Purchase Behavior at an E-Commerce Web Site: A Task-Completion Approach
289 Citations2004Catarina Sismeiro, Randolph E. Bucklin
The authors develop and estimate a model of online buying using clickstream data from a Web site that sells cars by linking the purchase decision to what visitors do and to what they are exposed to while at the site, which provides superior prediction and better identifies likely buyers, especially early in the task sequence.
California Management ReviewInformation Privacy and Marketing: What the U.S. Should (and Shouldn't) Learn from Europe
195 Citations2001H. Jeff Smith
Journal of Product Innovation ManagementThe virtual customer
194 Citations2002Ely Dahan, John R. Hauser
PubMedContextual marketing--the real business of the Internet.
181 Citations2000David J. Kenny, John F. Marshall
The authors describe how the ubiquitous Internet will hasten the demise of the destination Web site--and open up scads of opportunities to reach customers through marketing "mobilemediaries," such as smart cards, e-wallets, and bar code scanners.
Journal of business & entrepreneurshipEnterprise One to One: Tools for Competing in the Interactive Age
163 Citations1997Bill Meade
Don Peppers & Martha Rogers, Ph.D. (1997) Enterprise One to One: Tools for Competing in the Interactive Age, NY: Currency/Doubleday, ISBN: 0-385-48205-1 when I taught marketing strategy last fall, this student was Steve Peppers, the brother of Don Pepper, the one-man phenom of a rain-maker pitch man who was quite at home on Madison Avenue.
Communications of the ACMPersonalization in privacy-aware highly dynamic systems
159 Citations2006Stefan Sackmann, Jens Strüker +1 more
This research presents novel ways to personalize the relationship with customers without sacrificing their privacy through the use of artificial intelligence, machine learning and other technologies.
INFORMS Journal on Applied AnalyticsApplying Quantitative Marketing Techniques to the Internet
153 Citations2001Alan L. Montgomery
A key challenge for practitioners of Internet marketing is to extract value from the huge volume of data that can be collected, and these techniques illustrate how this information can be leveraged to create better decisions.
Privacy-enhancing personalized web search
145 Citations2007Yabo Xu, Ke Wang +2 more
Results verified the hypothesis that a significant improvement on search quality can be achieved by only sharing some higher-level user profile information, which is potentially less sensitive than detailed personal information.
Journal of Interactive MarketingCustomizing customization: A conceptual framework for interactive personalization
144 Citations2007Gaetano Miceli, Francesco Ricotta +1 more
This work proposes a conceptual framework of e-customer profiling for interactive personalization by distinguishing content and process issues and focuses on four general dimensions suggested by previous research as significant drivers of online customer heterogeneity: value, knowledge, experience, and relationship quality.
Internet Marketing: Integrating Online and Offline Strategies
132 Citations2007Mary Lou Roberts
Journal of Advertising ResearchManaging Media and Advertising Change with Integrated Marketing
105 Citations2005Bobby J. Calder, Edward C. Malthouse
Internet World Guide to One-To-One Web Marketing
94 Citations1998Cliff Allen, Beth Yaeckel +1 more
Experts Allen, Kania, and Yaeckel provide valuable lessons, tips, and guidelines on how to make the best technology selections for your budget and goals, and plan a successful one-to-one Web marketing initiative.
Choice Reviews OnlineReal time: preparing for the age of the never satisfied customer
90 Citations1998
Communications of the ACMCurrent trends in web data analysis
81 Citations2006Arun Sen, Peter A. Dacin +1 more
Considering potential reasons for the underutilization of clickstream data and suggesting ways to enhance its use.
Journal of Computational and Graphical StatisticsIdentification of Regeneration Times in MCMC Simulation, With Application to Adaptive Schemes
77 Citations2005Anthony Brockwell, Joseph B. Kadane
A constructive method for generating a Markov chain with a specified target distribution and identifying regeneration times and an algorithm which can be “wrapped” around an existing Markov transition kernel is given.
Combining Web Usage Mining and Fuzzy Inference for Website Personalization
59 Citations2003Olfa Nasraoui
This paper presents a fast and intuitive approach to provide Web recommendations using a fuzzy inference engine with rules that are automatically derived from prediscovered user profiles, and achieves high coverage compared to K-NN and nearest-profile recommendations despite slightly lower precision.
Information RetrievalAnonymous personalization in collaborative web search
59 Citations2006Barry Smyth, Evelyn Balfe
I-SPY achieves its level of personalization while preserving the anonymity of individual users, and it is argued that this offers unique privacy benefits compared to alternative approaches to personalization.
Journal of Consumer MarketingCo‐managing online privacy: a call for joint ownership
27 Citations2003Oswald A. J. Mascarenhas, Ram Kesavan +1 more
Argues that online privacy rights of consumers are not absolute rights but joint ownership privileges they share with online marketers, and online marketers can facilitate, motivate and compensate such transfers by designing various innovative personalization strategies that would benefit consumers.
Research Showcase @ Carnegie Mellon University (Carnegie Mellon University)Learning About Customers Without Asking
22 Citations2018Alan L. Montgomery, Kannan Srinivasan
Together active and passive learning can be used to create personalized environments for consumers and gives higher value and causes customers to become more loyal and more profitable for businesses.