Measuring and managing the effectiveness of personalization

Authors:
Liam Peyton
Affiliations:
S.I.T.E, University of Ottawa, Ottawa, ON Canada
Venue:
ICEC '03 Proceedings of the 5th international conference on Electronic commerce
Year:
2003

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Abstract

Specifying an adaptive web site so that visitor experience is personalized based on context is a complex task. In this paper, we focus on the business manager responsible for an adaptive web site who wishes to measure and manage the effectiveness of personalization. We show how the essential information critical to these tasks can be captured and linked by mapping business domain facts to discrete integer values. The advantage of such an approach is twofold. First, it creates a simple, but generic foundation for specifying personalization in terms familiar and usable by a businessperson. Second, it establishes a statistical framework in which personalization can be measured and trials performed.