Personalised hypermedia presentation techniques for improving online customer relationships

Abstract

This article gives a comprehensive overview of techniques for personalised hypermedia presentation. It describes the data about the computer user, the computer usage and the physical environment that can be taken into account when adapting hypermedia pages to the needs of the current user. Methods for acquiring these data, for representing them as models in formal systems and for making generalisations and predictions about the user based thereon are discussed. Different types of hypermedia adaptation to the individual user's needs are distinguished and recommendations for further research and applications given. While the focus of the article is on hypermedia adaptation for improving customer relationship management utilising the World Wide Web, many of the techniques and distinctions also apply to other types of personalised hypermedia applications within and outside the World Wide Web, like adaptive educational systems.

Varieties of User-Centeredness

“…the possibility that the designed system can adapt or be adapted to the user while used, is one option to remedy the situation. Modifying Kobsa et al [52] a personalized system adapts or allows to adapt the system's content structure, presentation form and functionality to each user's characteristics, use behavior and usage environment. Personalization may be achieved by designing the system to be adaptable or adaptive [8].…”

Personalization and Context Management

“…For example, adaptive annotation could take into account the different modalities and output channels available in the context of use and give explanatory audio instructions when a user looks at a real-worldobject (User Model Application; cf. Jameson, 2003;Kobsa et al, 2001). Furthermore, the different input and output channels can be used to collect information in the current context, as when new forms of interactive mobile games ask the user multiple-choice questions that are related to the current physical environment.…”

E-healthcare via Customized Information Services: Addressing the Need for Factually Consistent Information

“…At the forefront of adaptive services initiatives are adaptive hypermedia systems [9,10,11,12] that provide an umbrella framework incorporating hypermedia, artificial intelligence and web technology to develop and deploy web-based dynamically adaptive E-service systems [5].…”

“…Our information representation scheme involves the binding of information content segments with a set of conditions [10,11,15,23,24], in the form of a conditional frame (shown in Fig. 3).…”