An interchange format for cross-media personalized publishing

Web sites are rapidly becoming the medium of choice for one-to-one marketing, communication and commerce. Many commercial solutions in this area have the following drawbacks: they force companies to implement systems within a single framework that is highly vendor-specific and that does not allow th...

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Bibliographic Details
Published in:Computer networks (Amsterdam, Netherlands : 1999) Netherlands : 1999), 2000-06, Vol.33 (1-6), p.179-195
Main Authors: van Amstel, Patrick, van der Eijk, Pim, Haasdijk, Evert, Kuilman, David
Format: Article
Language:English
Subjects:
Customer relations
Customer relationship management (CRM)
Data mining
Electronic commerce
Electronic publishing
Exchange formats
Extensible Markup Language
Extensible markup language (XML)
IDoc
Interactive electronic technical manuals (IETM)
Markup languages
Personalization
Predictive data mining (PDM)
Studies
Websites
World Wide Web
XML
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Summary:Web sites are rapidly becoming the medium of choice for one-to-one marketing, communication and commerce. Many commercial solutions in this area have the following drawbacks: they force companies to implement systems within a single framework that is highly vendor-specific and that does not allow them to reuse content for other media. In this paper, we introduce i*Doc, a simple XML interchange format for content-level conditionalization based on a variant of the MIL-PRF-87269 standard for classes IV–V IETMs. This format can serve as integration format in multi-vendor CRM solutions and offers consistent cross-media publishing to multiple lower-level delivery channels such as direct mail, ASP, JSP, and WML. Personalization is determined by properties that can be bound to intelligent external systems and determined dynamically. As a showcase for i*Doc, we have developed a demonstrator of an on-line wine shop, where i*Doc serves to transport information between a database of product descriptions and generated ASP pages. The Web site is highly dynamic, as its behavior is controlled by properties that are re-computed using predictive models generated by the OMEGA predictive data mining (PDM) system. The use of i*Doc allows content to be rapidly retargeted towards other Web delivery platforms, such as JSP, direct mail or mobile Internet.
ISSN:1389-1286
1872-7069
DOI:10.1016/S1389-1286(00)00049-9