Web Personalization for E-Marketing Intelligence

Web Personalization for E-Marketing Intelligence

Penelope Markellou (University of Patras, Greece and Research Academic Computer Technology Institute, Greece), Maria Rigou (University of Patras, Greece and Research Academic Computer Technology Institute, Greece) and Spiros Sirmakessis (Technological Educational Institution of Messolongi, Greece and Research)
Copyright: © 2005 |Pages: 21
DOI: 10.4018/978-1-59140-372-2.ch003
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As the Web is growing exponentially, online marketing has been changed by the newly provided technological capacities and digital channels of sales. Online marketing or e-marketing is the adaptation and development of marketing strategies in the Web environment and includes all factors that affect a Web site’s efficiency, like the idea, the content, the structure, the interface, the implementation, the maintenance, the promotion and the advertising. Since more and more businesses are using the Web to conduct their activities, issues like interface usability, easy navigation and effective supporting services become critical and influence their success dramatically. However, one important problem that arises is that Web users are confronted with too many options. Currently, Web personalization is the most promising approach to alleviate this information overload and to provide users with tailored experiences. It improves user interaction with Web sites and offers them the ability to establish long-term and loyal relationships. The scope of this chapter is to give a comprehensive overview of research issues on personalized e-marketing applications. We focus on the importance of personalization as a remedy for the negative effects of the traditional “one-size-fits-all” approach. Next, we explore the different steps of the personalization process providing information about interesting research initiatives and representative commercial tools for producing personalized Web experiences. Finally, we demonstrate the close relation between personalization and Web mining and discuss open research issues.

Complete Chapter List

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Table of Contents
Sandeep Krishnamurthy
Chapter 1
Nick V. Flor
A social oracle is a particular kind of software agent that outputs social information. The information provided by a social oracle is typically for... Sample PDF
Social Oracles as Advertising Tools in Programmable Businesses
Chapter 2
Ram D. Gopal, Arvind K. Tripathi, Zhiping D. Walter
By any measure, e-mail turns out to be one of most effective and useful features offered by the Internet. However, by providing an unprecedented... Sample PDF
Economic Issues in Advertising via E-Mail: Role for a Trusted Third Party?
Chapter 3
Penelope Markellou, Maria Rigou, Spiros Sirmakessis
As the Web is growing exponentially, online marketing has been changed by the newly provided technological capacities and digital channels of sales.... Sample PDF
Web Personalization for E-Marketing Intelligence
Chapter 4
Rachel McLean, Nigel M. Blackie
This chapter constructs the concept of e-commerce as knowledge management. The socially constructed approach to knowledge management is adopted.... Sample PDF
E-Commerce as Knowledge Management: Managing Consumer Service Quality
Chapter 5
Jan Nordman, Veronica Liljander
Until recently, mobile services, i.e., services that are offered to consumers on their mobile phones, have been overshadowed by their counterpart... Sample PDF
MSQ-Model: An Exploratory Study of the Determinants of Mobile Service Quality
Chapter 6
Kyle B. Murray
As customers gain Web site-specific skills they come to perceive the Web site differently and more favourably than inexperienced customers. This is... Sample PDF
Experiencing Quality: The Impact of Practice on Customers' Preferences for and Perceptions of Electronic Interfaces
Chapter 7
Mark P. Sena, C. Edward Heath, Michael A. Webb
Buyers on eBay commonly rely on seller feedback ratings to determine bidding strategies.  Various studies have examined the impact of eBay’s... Sample PDF
The Impact of eBay Ratings and Item Descriptions on Auction Prices: A Comparison of Designer Watches and DVDs
Chapter 8
Shenja van der Graaf
This chapter signals the implications of a shift in production and distribution practices of online advertising in an age of computer... Sample PDF
Viral Experiences: Do You Trust Your Friends?
Chapter 9
Kim Sheehan
Past research has indicated that public opinion polls can have a strong effect on public policy decisions. Since the advent of a commercialized... Sample PDF
Public Opinions of Online Privacy: Definitions, Assessment and Implications for Industry and Public Policy
Chapter 10
Pushkala Raman, Kartik Pashupati
The primary research objectives of this chapter are to: (a) investigate consumer attitudes to the invasion of online privacy, and (b) discover... Sample PDF
Online Privacy: Consumer Concerns and Technological Competence
Chapter 11
Charles F. Hofacker, Jamie Murphy
Unlike most traditional media, the Internet is both digital and interactive. Here we do not simply refer to interactions between consumers and a Web... Sample PDF
Using Server Log Files and Online Experiments to Enhance Internet Marketing
Chapter 12
Nikhilesh Dholakia, Jounghae Bang, Ruby Roy Dholakia
Customers vary in their needs, and their wants change swiftly. The Internet and allied technologies enable customers to locate and obtain a variety... Sample PDF
CRM, KDD and Relationship Marketing: Requisite Trio for Sustainable E-Marketing
Chapter 13
Fiona Sussan
The introduction of the Internet medium has accelerated changes in marketing communications. This chapter proposes an Interactive Marketing... Sample PDF
An Interactive Marketing Communications Model in New Product Diffusion
Chapter 14
Kirk St.Amant
The global diffusion of the Internet has resulted in a new degree of access to international markets. Creating successful online materials for... Sample PDF
A Rhetorical-Prototype Mechanism for Creating International E-Marketing Materials
Chapter 15
Ronald E. Goldsmith, Barbara A. Lafferty
Innovativeness is a willingness to try new things. Combined with other factors, innovativeness leads consumers to be among the first to adopt new... Sample PDF
How Innovativeness Influences Internet Shopping
About the Authors