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Data Mining and Web Personalization - Essay Example
Web personalization is a business solution that is becoming more involved as technology advances and consumers are able to be more selective in how they pursue business relationships. Web personalization is any action that customizes the content or services provided by a web site to a particular user or users…
In the past, business owners were able to meet their customers and remember their wants and needs. Because of advances in technology, the Internet is now a major component of conducting business. While this creates many positive advantages, it is also more difficult for business owners and executives to determine the wants and needs of consumers.
Data mining as used in web personalization allows business owners to concentrate on solving many problems and making e-commerce more of a viable business option. One of the goals of web personalization can be to convert potential buyers into buyers by personalizing and customizing web site structure and content. Web site design and usability can be greatly improved by using web personalization. The personalization process uses information that can change the structure and content and generate better results. Web personalization can also improve customer loyalty by providing content that is targeted to consumer wants and needs.
Another goal for web personalization is to increase cross-selling by changing the structure and layout of sites as suggested by data mining. This can be accomplished by using information to suggest additional purchases to complement user tastes and preferences. ...