Choosing to implement personalization
Personalization can help you create a Web site that is tuned to the wishes or needs of the Web site visitor. But there is some development effort involved.
- Defining Target Groups
- The simplest way to determine Target Groups is to base them solely on the Tracking Keys you have defined. The drawback of this approach is that you must collect data about a visitor's browsing behavior before you can offer him or her personalized content.
- Involving Customer Characteristics
- Another way to create Target Groups is to involve Customer Characteristics when you create a Target Group. Customer Characteristics are taken from customer databases or forms on the Web site, and often contain important information about your visitor such as their age group, area of origin, and interests. The drawback of this approach is that not all of your customers may want to submit such information.