Q
Get started Bring yourself up to speed with our introductory content.

How can companies improve Web content personalization?

Web content personalization remains a challenge for companies that want to deliver targeted information and tailored experiences to customers. What needs to change?

We increasingly expect our environments to be smarter, to understand our queries and contexts and, perhaps, even...

our intentions.

The problem with personalization is that you really have to define what you're trying to personalize and in what context. It's important to create user scenarios -- or try to define, in some detail, the user experience. In order to do that, you have to get very precise about what it is the person is looking for and what kinds of information that person needs to have. Then, you have to ask the second question: Once users achieve one task, how do we continue to keep them engaged?

You need to avoid a failure of design. For example, once I've bought a TV, the last thing I want to know is about all of the other TVs I didn't buy. But maybe there's something about the viewing experience that the company could tell me -- tips on how to use the TV or how to find related services.

The issue with personalization is that you have to decide if you're personalizing at one point in time or throughout a continuous flow of interactions, and then determine how much the company knows about the user or the user segment. Then there's always a question of privacy and the right to be forgotten. I think personalization is one data point in a much larger conversation.

Next Steps

WCM software must give way to multichannel content management

Could search engine technology change the Web?

This was last published in January 2015

Dig Deeper on Enterprise Web content management software

PRO+

Content

Find more PRO+ content and other member only offers, here.

Have a question for an expert?

Please add a title for your question

Get answers from a TechTarget expert on whatever's puzzling you.

You will be able to add details on the next page.

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

SearchBusinessAnalytics

SearchDataManagement

SearchManufacturingERP

SearchOracle

SearchSAP

SearchSQLServer

Close