RE: Is personalization really personal?

From: Ian Leicht <ian_at_inspiredarts.com>
Date: Thu, 19 Aug 1999 17:39:57 -0500 (CDT)

CHRIS TOPPE WROTE:
>Unless the number of items for sale exceeds the number of
>visitors, then one-to-one advertising is impossible...

I don't think that your description of 1:1 marketing is a
fair characterization. 1:1 marketing isn't just a tool for
mapping your x products to y customers. The goal of a 1:1
marketing implementation is to profile your customers,
employers, or partners as individuals and then match them
with information, services, and products that their profile
indicates.

If you 1M customers and 100k items, it would be very
important to profile those customers and deliver to them
personalized service and recommendations based upon their
stated preferences, purchasing history, and observations
about their actual browsing habits.

How does this mapping and segmentation happen? Does it have
to be done manually? No! Collaborative filtering technology
such as Net.Perceptions, used by companies such as Amazon,
demonstrates that automated behaviors and assumptions can
still be very valuable.

It will always be valuable to break your customers into
various segments. However, as the technology improves, it
will become possible to push this forward to the next level.
It isn't just about matching 10x customers to 1x products.
Different sorts of customers may be interested in a variety
of your products, and 1:1 marketing is a great tool for x
and up-selling.

Sorry for the lack of organization on this ramble.


Ian Leicht
Chief Technology Officer, Inspired Arts
Email: ian_at_inspiredarts.com
Phone: (619) 713-6201, (800) 851-4394x104
Fax: (619) 623-3534
Email paging: 6199543756_at_page.nextel.com
Web paging: http://www.nextel.com/paging/index.html

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Received on Thu Aug 19 1999 - 20:01:38 CDT