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Personalization is one of the last components of the set of tools most companies implement for reaching customers through the Online channel, according to a recent Aberdeen Group survey. Aberdeen defines e-channel awareness as a group of four technology components: content management, search tools, Web analytics, and personalization tools.
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Together, report author Guy Creese told CRMDaily.com, these tools comprise a "feedback loop" allowing enterprises to cycle information they gain about customers back into their outreach efforts.
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According to Creese, companies tend to deploy these tools in a specific order. As enterprises establish their online presences, they tend to purchase and deploy content management tools first. Next, they choose search and Web analytic applications. Personalization tends to get left until later.
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