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Five Myths in E-Commerce About Personalization

During the late 1990s, when the online commerce movement was in itsinfancy, the notion of adding personalization capabilities to one's Website was a logical extension to the basic concept of online transactions. The premise was simple enough: prompt customers to enter some basic information about their general demographics or personal preferences, or track such information through Web cookies, in order to create a profile that would allow you to create offers and campaigns that met the needs of each customer...

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