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 How
is success with personalization technology evaluated?
whatever metrics you use, measuring effectiveness
is essential |
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Each business defines success according to its own
objectives, but some of the most
common measures are:
• Browser to buyer ratio
• Average order size
• Frequency of purchase
• Reduced number of returns
• Average time on site
• Recommendation to click through ratio
• Click through to purchase ratio
• Number of clicks to sale
• Number of repeat visits by non-buyers
• Customer satisfaction |
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What are other potential applications
of personalization technology? |
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optimizing
knowledge management in intranet environments
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| Personalization is already
being implemented in call centers so that callers receive more
individualized treatment from operators. The same benefits realized
by commercial websites — increased order size due to cross-sell
recommendations, repeat business due to accurate recommendations,
and increased customer loyalty due to personalized attention
— accrue to these offline businesses. |
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| Personalization technology
is also entering intranet environments to optimize knowledge
management efforts, and being used in retail environments such
as video rental stores, travel agencies and clothing stores
where tracking customer account information may lead to greater
customer satisfaction. |
| What are the products
and who provides them? |
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Company: ATG
Website: www.atg.com
Product: Dynamo
What does it do: Rules Engine and E-commerce server
Major Customers: 3M, BabyCenter, BellSouth
Major Partners: Cambridge Technology Partners, Net Perceptions,
U.S. Web |
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Company: Andromedia
Website: www.andromedia.com
Product: Likeminds
What does it do: Preference-based personalization
Major Customers: Levis, Diva, IGR
Major Partners: ATG, Broadvision, Netscape |
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Company: Blue
Martini
Website: www.bluemartini.com
Product: Blue Martini E-Merchandising
What does it do: Customer Segmentation
Major Customers: Levis, Gymboree, Gloss.com
Major Partners: Matrix Partners (venture capital) |
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Company: Broadvision
Website: www.broadvision.com
Product: One To One
What does it do: Rules Engine and E-commerce server
Major Customers: American Airlines, Hewlett-Packard, Fingerhut
Major Partners: Oracle, Hewlett-Packard, Sun Microsystems |
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Company: Engage
Website: www.engage.com
Product: Knowledge, ProfileServer
What does it do: Global and Local Profiling Engines
Major Customers: NBC Interactive, E!Online, Web TV
Major Partners: IBM, Net Perceptions, Vignette |
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Company: E.piphany
Website: www.epiphany.com
Product: E.piphany E.4
What does it do: Database Marketing, E-commerce and e-mail campaigns
Major Customers: AAA, Charles Schwab, Macromedia
Major Partners: Baan, Peoplesoft, SAP |
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Company: Net
Perceptions
Website: www.netperceptions.com
Products: Net Perceptions for E-commerce, Net Perceptions for
Call Centers, Net
Perceptions for Marketing Campaigns, Net Perceptions for Ad
Targeting
What does it do: Integrated personalization across multiple
customer touchpoints
Major Customers: CDNOW, Micron Electronics, Lycos, Skymall
Major Partners: ATG, IBM, Oracle, Vignette |
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Company: Personify
Website: www.personify.com
Product: Essentials
What does it do: Customer Segmentation
Major Customers: Virtual Vineyards, BabyCenter, Barnes &
Noble
Major Partners: Agency.com, Oracle, Sun Microsystems |
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Company: Rightpoint
Website: www.rightpoint.com
Products: Rightpoint for Web Sites, Rightpoint for Call Centers,
Rightpoint Campaign
Manager
What does it do: Integrated personalization across multiple
customer touchpoints
Major Customers: GTE, MediaOne
Major Partners: Acxiom, NexGen SI |
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Company: Vignette
Website: www.vignette.com
Product: StoryServer
What does it do: Personalized Content Server
Major Customers: Atevo Travel, Wholefoods.com, ZDNet
Major Partners: E.piphany, Net Perceptions, Personify |
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