14.4 Summary
14.4 Summary In this chapter, we contrasted personalization with customization. Customization is something done by the consumer. Personalization is something done by the company. While customization is certainly of benefit to the consumer, it does little if anything to strengthen the one-to-one relationship. Through personalization, however, we develop an understanding of the consumer and use that understanding to strengthen the mutually beneficial relationship. In our data warehouses, we capture huge volumes of information. Our Web sites can capture every click made by the customer. We can collect volume upon volume of information concerning our customers and their behavior. The only real solution to deriving quality information from this torrent of data is data mining. While we have reviewed just a small sample of the various data mining methodologies, we have seen them not as mutually exclusive, but as complementary. We have explored how these different methodologies can be used together to provide a more complete picture of our customer. We concluded the chapter with an examination of the Oracle Personalization application. The application demonstrates how we can use data mining to provide a more personalized experience for visitors to our Web site. We have seen how we can use data mining to recommend products and compose Web pages that are of greater interest to individual consumers. Just as we noted that the personalization of our Web site is not driven by one data mining methodology, the same is true of the topics discussed in this chapter. We should not look to replace customization with personalization, or even collaborative filtering with data mining. We use each of these in conjunction with one another to enhance the effectiveness of our site. We provide both customization and personalization. We can use data mining to cluster customers and visitors. We then can use collaborative filtering in conjunction with neural networks and decision trees to make recommendations. We have come full circle. In this section, we discussed how our organization needs to become a customer-driven organization and how the Internet enables us to develop that relationship more completely. We have also seen how we can use clickstream data to capture customer activity. Finally, we discussed how to use that data to provide a more personalized environment. This concludes just part of our examination of IEBI. In Chapter 15, we put all the concepts we have discussed in this book into one complete and concise picture. |
 | |
Team-Fly  |
| Top |
EAN: 2147483647
Pages: 113