Why Read This
Today, most information and knowledge management (I&KM) professionals supporting Web teams acknowledge the benefits of personalizing the Web experience by delivering targeted and even unique content to individual visitors or segments of visitors. Many organizations now find themselves researching and planning sophisticated personalization projects. Yet for all of the talk, enterprises take very little action. I&KM professionals should stop looking for recipe books and best practices — which are either nonexistent or unproven — and instead launch small-scale personalization initiatives to gain experience, build momentum, and establish competitive advantage.