Business Computing, Volume 3 - download pdf or read online

By Gediminas Adomavicius, Alok Gupta

ISBN-10: 1848552645

ISBN-13: 9781848552647

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Personalization: The State of the Art and Future Directions 31 Examples of such customized offerings include customized jeans, shoes, CD records and personal computers.  It does not require any manufacturing and only needs to deal with the selection and configurability issues, such as selection of appropriate books to display on a website or generation of personalized web pages and other online content. Such customization can be done in real time with negligible costs. Although both problems are important, we will focus on the latter one in the rest of this section since the first one is a large subject on its own and can constitute a separate stand-alone paper.

For example, a marketing manager may specify the following business rule: if a consumer of a certain type visits the online grocery store on a Sunday night, then this consumer should be shown the discount coupons for diapers. , 1995; Resnick et al, 1994; Shardanand and Maes, 1995).

Overeager personalizers: These applications have poor profiles but make proactive targeting of its offerings. This can often lead to poor results because of the limited information about consumers and faulty assumptions about their preferences. Examples of these types of applications include recommending books similar to the ones the consumer bought recently and various types of baby products to a woman who recently had a miscarriage.  Smart personalizers: These applications use rich profiles and provide proactive targeting of the offerings.

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Business Computing, Volume 3 by Gediminas Adomavicius, Alok Gupta

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