The process of personalizing web content: techniques, workflow and evaluation

The era of Internet as a multicast mechanism destined for standardized content has come to an end. One-to-one marketing and eCRM are leveraged by personalizing the web content. By reviewing relevant literature and well known case studies, this paper aims to show key features of personalized e-services, present a step-by-step methodology for building a personalization initiative as well as the underlying abstract system architecture to support an enterprises personalization approach. Finally main steps that must be followed together with some mechanisms that seem appropriate for the evaluation of the personalization effort are concluding the process of personalizing web content.