WEB PERSONALIZATION AS A CORPORATE DIGITAL AGENDA PROCESS

Simpler forms of personalization among sellers and their customers have been in place long before the onset of the digital age. However, the exponential growth in the usage of the Internet has lead to a fundamental implementation of personalization as part of corporate processes. Companies use personalization as part of their digital agenda whereby it forms one of the key elements which can help attain success within a competitive environment. The goal of this paper is to define measures of web personalization and establishing processes of its implementation while employing secondary data analysis. The theme of web personalization is a very relevant and current topic. Due to the fact that currently, there is no one set of methodology in place to set-up personalization processes, this paper aims to propose a methodology that could be used. From current developments, it is clear that web personalization, despite it appearing as a tool affecting only individual market subjects, actually impacts the entire current market system with increasing strength. This is especially true in Western economies where the significance of the digital economy has only strengthened in recent years.