Personification Inc. - Consulting & Solutions - Dynamic Personalization

The need for a true personalization solution

First-generation "personalization" no longer makes the grade

Products and services claiming to offer personalization are beginning to fall short of the expectations placed upon them. Techniques such as demographic profiling, collaborative filtering, and clickstream analysis provide part of the answer for personalization, but they do not provide direct guidance for designing navigation, transaction functionality, and screen layout.

Users are beginning to demand more

As a recent Jupiter Consumer Survey reveals, existing solutions are even failing to fulfill their primary objectives: Almost 50 percent of online users who research or purchase products online, and completed a form providing information to personalize a shopping site, found no difference in the selection of products displayed after submitting the form.

Technology-driven solutions miss the mark

Out-of-the box personalization solutions are not sufficient because the unique demands of each corporate presence are too specific to be addressed by a general application. Existing solutions are driven by technology, and not market-oriented. They are fixes in search of problems that don't exist and they do not address the real corporate needs of revenue generation, cost-cutting, and customer relationship management.

What is personalization anyway?

There is confusion among customers of personalization about the types of personalization solutions they need and they are unable to distinguish among the vendors that fall under the broad category of personalization. Few even understand what personalization means in the first place. A great deal of time, money, and effort invested in current personalization solutions has been wasted.