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Project Overview
Proposed Topic Title: Personalizing Web Content (Marketing Campaigns)
Team Number: 13
Team Members: Derak Berreyesa, Kirk Bumenlag,
Jim Du, Nic Sabau
CS426 Instructor: Dr. Sergiu Dascalu, CS Dept. University of Nevada, Reno
External Advisor: Mr. David Loeb, IntelliCorp
& Excelerate Software
David Loeb will be helping us with information on personalizing web
content as a key reference and possibly with a donation of domain space
for the project.
Project Description:
· To build a web page that uses
the process of personalizing web content. The project will involve web
site development, content management, database management and analytics
and will have aspects of both implicit and explicit personalization.
· As a team we will focus more on
the Personalization, Dynamic Content Management and the Analytics Engine
more than the other parts and possibly for other parts (depending on what
we do specifically) we may rely on software that has already been created
and that we have legal access to.
· Personalization puts to use the
information received from tracking, data mining and data analysis to
customize the users’ interaction with a company’s web site. Companies can
take advantage of web personalization because they can direct
advertisement to the target consumer, and more of an interactive effect
can be achieved from visiting a web site. Providing content of special
interest to your visitors can help establish a relationship that you can
build upon each time that person returns to your site. The main goal of
personalizing web content is satisfying the user by presenting the items
which are most valuable for them, the customer
is a company’s most valuable asset.
· There are already several web
sites out that personalize web content. Some of them include Circuit
City, which personalizes by
location and American Airlines which uses explicit personalization to
display advertisements for specific airports and destinations. Some
disadvantages to existing web sites that use personalization are that
they are not always accurate and sometimes difficult to execute. Also,
when using explicit personalization it is hard to get the user to take
the time and fill out a survey and when advertising with pop-ups or
e-mail the user can become frustrated and not even look at the
advertisement.
· None of the team members has any
experience in this field. Therefore, one of the main objectives of this
project will be to familiarize ourselves with the technologies and
techniques used in designing and implementing personalized web content.
· Our research can be used to
further the development of personalized web sites. New and better
techniques for analyzing a user’s interests can be further developed for
personalizing a web site to their liking. Also, continued work on the
project can be used to create our own personal or business web sites that
will be tailored to the user in order for their experience to be more
enjoyable and convenient. Business web sites will target the best
advertisements specific to a consumer’s interests.
· Analyzing a user’s specific
interests will be a challenge, especially for implicit personalization.
Since the user won’t be specifying their interests explicitly for
implicit personalization, the analysis of their preferences will be
complex. Database management will also be a challenge considering the
vast amount of data that will need to be collected for every user in
order to analyze their interests accurately. Each user has various
preferences and interests, so our database must be detailed to suit each
of those user’s needs.
· The website will be hosted on
the CS servers running Linux. It will be develop using XML, HTML,
JavaScript and/or PHP. Other software and languages will be used if
necessary.
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