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Problem

Personalized information can be more useful to people than generic information. However, engineering a dynamic site can produce less-than-satisfactory results if the basic structures and designs are not in place first.

Dynamic content targeting is a powerful way to provide individualized content. In contrast to a one-size-fits-all approach, dynamic content targeting gives customers a site tailored specifically to their needs. However, designing and implementing a system to manage all the content types for all customers can be daunting, requiring significant database and algorithm development. Yet it can also be of great value to customers, giving them another reason to return to your Web site. If done well, a dynamic, personalized site can be a significant competitive advantage. The framework we provide here, used in conjunction with other patterns in the book, makes personalization a more manageable development process.


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