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Web Personalization Implications and Challenges

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Web Personalization Implications and Challenges
ICDS 2012 : The Sixth International Conference on Digital Society

Web Personalization
Implications and Challenges
Ahmad Kardan, Amirhossein Roshanzamir Department of Computer Engineering and IT Amirkabir University of Technology Tehran, Iran aakardan@aut.ac.ir, amrhssn@aut.ac.ir

Abstract — 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. It will further suggest a novel approach for developing web personalization in small and medium sized enterprises by utilizing Frequent Flyer Program of Airlines Industry in order to justify and guide investment. Keywords-web personalization; build-to-order; customer relationship management; recommender system; frequent flyer program.

personalization in small and medium sized enterprises by explaining a mobile portal as a case study. A Frequent
Flyer Program of Airlines Industry is used to justify and guide investment in this approach.

II.

DIMESIONS OF PERSONALIZATION

In practical applications, we can suggest a model to divide personalization technologies into two dimensions namely horizontal and vertical. Horizontal dimension enables a company to adapt attributes and appearance of products or services according to customer 's flavor and taste, whereas vertical dimension enables a company to interact with customers in order to customize the configuration, performance and quality of products or


References: Copyright (c) IARIA, 2012. [24] Dushinski, K. (2009), The Mobile Marketing Handbook, Information Today, Inc.; 1st Edition (January 19, 2009) Copyright (c) IARIA, 2012.
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