Personalization Pacesetters
Jason Olim
Founder and CEO of CDnow
CDnow's new personalized site, My CDnow, allows visitors to create a music store that's customized to their individual tastes. ''Every single home page will be built on the fly,'' says Olim. ''It really is a music store for each of our 600,000-plus customers.''
David Sze
Vice-president for programming, Excite
Web portal Excite intends to make personalization easier by letting Web surfers gradually reveal information instead of requiring them to fill out long forms. The result: Visitors stick around. ''People who use MyExcite come back five times as often,'' says Sze.
John R. Samuel
Managing director of interactive marketing, American Airlines
Using the Internet to quickly target customers, such as parents whose children are on vacation, American Airlines hopes to sell seats that otherwise would have gone unsold. Says Samuel: ''We're now able to create a product that couldn't have existed before.''
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