Nadine Tylla

The Development of a Personalisation Concept Foronline Newspapers: Exploring Implicit Sources of User Preferences Nadine Tylla

Web personalisation can help providers to betterrespond to their customers' particular preferencesand therefore, to increase customer binding and toestablish profitable long-term businessrelationships. Customers can be assisted in theirsearch for relevant products or information which inturn might save them time and effort. The booksuggests a personalisation concept for an onlinenewspaper starting with the illustration of importantaspects of web personalisation which have to beconsidered in order to successfully perform in thisfield. The author Nadine Tylla reflects on how userdata can be collected, explicitly and implicitly, inorder to derive user preferences as a basis forpersonalised news content. An essential advantage ofgathering implicit user feedback is that customersare not disturbed whilst browsing. In this context, auser test which analyses the correlation between theuser behaviour on an article web page and thecorresponding user interest in this article isintroduced. Concluding, the results of this test aswell as the cognitions of the first part of this bookare taken into account to develop a personalisationconcept for an online newspaper.