One-to-One Marketing Loyalty, and Trust in EC collaborative filtering A personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy, predictions can be extended to other customers with similar profiles Variations of collaborative filtering Rule-based filtering Content-based filtering Activity-based filtering Electronic Commerc Prentice Hall 2006Electronic Commerce Prentice Hall © 2006 9 One-to-One Marketing, Loyalty, and Trust in EC collaborative filtering A personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles • Variations of collaborative filtering – Rule-based filtering – Content-based filtering – Activity-based filtering