FORWISS

BAVARIAN RESEARCH CENTER FOR KNOWLEDGE-BASED SYSTEMS

One-to-One Marketing

Field of work:

In the rapidly growing Internet-based market, it will be more and more difficult for customers to keep the overview and to meet a founded purchase decision because of the vast number of dealers and supplies. IT-applications within electronic commerce, however, offer also the potential to provide specific individualized information to the prospective customer and to increase customer relationship in the sense of one-to-one-marketing. Therefore, an "infobroker" has been developed for electronic commerce, in order to satisfy these requirements. The infobroker consists of a configurable newsletter/channel, which regularly informs about news concerning the personal interest profile. There is also a supply assistant who announces modifications (e.g. price) of certain products in the database, as well as a recommender system or an automatic adaptable "shortlist", which provides analyzed information about users as value-added service. A partial aspect is the maintenance and advancement resp. dynamics of the customer profiles using explicit analysis of their behavior (path analysis) within the system. A further point of research represents the automatic supplier-customer-interaction and individual marketing particularly for small and medium sized enterprises on the Internet.