Bifurcation - Improving the Effectiveness of Personalized Web-based Systems : Part 2. Persistent long-term results
2005 (English)In: Innovation and the Knowledge Economy: Issues, Applications, Case Studies / [ed] Paul Cunningham and Miriam Cunningham, Amsterdam: IOS Press, 2005, 1030-1037 p.Conference paper (Refereed)
The paper is about a personalization system that utilizes descriptions of information characteristics to perform content based filtering in order to increase stated business objectives. Data from almost two million unique visits on the website of one of Sweden’s largest online recruitment services are analyzed. The first time a visitor enters the website, (s)he is destined to the personalization group or to the control group by the bifurcation function. Once belonging to the control group, you will always be exposed to a default, non-personalized content. From this, the effect of personalization has been measured by comparing the behavior of the personalized group with the behavior of the control group. The results show that personalization has a positive influence on the stated business objective – traffic increase.
Place, publisher, year, edition, pages
Amsterdam: IOS Press, 2005. 1030-1037 p.
Engineering and Technology Human Aspects of ICT
IdentifiersURN: urn:nbn:se:su:diva-84232ISBN: 1-58603-563-0ISBN: 978-1-58603-563-0OAI: oai:DiVA.org:su-84232DiVA: diva2:579104