Personalization requires some information about the user’s preferences, needs, goals, and expectations.
Once a person has gained access to an E-Commerce site, profiling processes can occur that gather data on a person and the website behavior and choices. Profiling enables discovery of interest, person characteristics and preferences.
A specific user profile defines a set of data that is linked to one and only one user and characterizes a content/application domain environment associated with this specific user.
User profiles are developed using profiling tools such as user registration, cookies files, website behavior tracking software, and user feedback.
These profiles are then used to recognize a person as an individual user and provide and provide the person with a personalized view of the contents of the site, as well as product recommendations and personalized Web advertising as part of a one-to-one marketing strategy.
Profiles need to be set-up and maintained in order to offer personalized services and devices.
Profiling processes are also used to help authenticate a person identity for account management and payment purposes, and to gather data for customer relationship management and marketing planning, and website management.
A Personalization and Profiling System