Creating personalisation
Personalisation of web content is much more expensive than developing static content, since
it requires database integration and specialised software tools such as Omniture Test and
Target (now part of Adobe Marketing Cloud), which recognises visitors when they return
and then accesses and displays the relevant information from a database.
Mini case study 9.8 shows how implementation of personalisation can result in more rele-
vant messages and improved response rates.
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