Personalised hypermedia presentation techniques for improving online customer relationships

This article gives a comprehensive overview of techniques for personalised hypermedia presentation. It describes the data about the computer user, the computer usage and the physical environment that can be taken into account when adapting hypermedia pages to the needs of the current user. Methods for acquiring these data, for representing them as models in formal systems and for making generalisations and predictions about the user based thereon are discussed. Different types of hypermedia adaptation to the individual user’s needs are distinguished and recommendations for further research and applications given. While the focus of the article is on hypermedia adaptation for improving customer relationship management utilising the World Wide Web, many of the techniques and distinctions also apply to other types of personalised hypermedia applications within and outside the World Wide Web, like adaptive educational systems.