Personalize or Perish

22 Introduction Introduction Introduction Introduction Introduction The Web today is a sea of information. As the amount of information on the Web increases, its utility decreases until it has lost it. As people get busier, they have less and less time to go look for information; the information must come to them or they may never see it. In light of these trends, companies creating web sites to supply their customers, employees, and business partners with products, services, and information must evaluate their web strategies to provide personally relevant content and create one-to-one relationships (Peppers and Rogers, 1996) with their customers. This white paper gives a high-level explanation of what one-to-one-relationships are and how they are achieved with personalization techniques.