Personalization technology application to Internet content provider

Personalization of Web pages relates closely to targeting the customer and increasing customer intimacy thereby leading to increased branding and, hop efully, consumer electronic commerce. Profiling individuals on the Web allo ws us not only to select which message to deliver to each individual, but a lso helps us learn about the needs and interests of each person. In this pa per, a modified tracking analysis method to obtain user preference inclinat ion was proposed and applied to simulating ICP (Internet content provider) Web site. SNT (browsing sequence, node, and time) data extracted from the s imulating Web site database are used extensively for our analysis. The abil ity to track user browsing behavior down to individual mouse clicks has bro ught the vendor and end customer closer than ever before. (C) 2001 Elsevier Science Ltd. All rights reserved.