Tylla Nadine: The Development of a Personalisation Concept f

Web personalisation can help providers to better respond to their customers‘‘ particular preferences and therefore, to increase customer binding and to establish profitable long-term business relationships. Customers can be assisted in their search for relevant products or information which in turn might save them time and effort. The book suggests a personalisation concept for an online newspaper starting with the illustration of important aspects of web personalisation which have to be considered in order to successfully perform in this field. The author Nadine Tylla reflects on how user data can be collected, explicitly and implicitly, in order to derive user preferences as a basis for personalised news content. An essential advantage of gathering implicit user feedback is that customers are not disturbed whilst browsing. In this context, a user test which analyses the correlation between the user behaviour on an article web page and the corresponding user interest in this article is introduced. Concluding, the results of this test as well as the cognitions of the first part of this book are taken into account to develop a personalisation concept for an online newspaper.