One-to-One Marketing Loyalty, and Trust in EC personalization The matching of services, products, and advertising content with individual consumers user profile The requirements preferences, behaviors and demographic traits of a particular customer cookie a data file that is placed on a user's hard drive by a Web server, frequently without disclosure or the user,s consent, that collects information about the users activities at a site Electronic Commerc Prentice Hall 2006Electronic Commerce Prentice Hall © 2006 8 One-to-One Marketing, Loyalty, and Trust in EC personalization The matching of services, products, and advertising content with individual consumers user profile The requirements, preferences, behaviors, and demographic traits of a particular customer cookie A data file that is placed on a user’s hard drive by a Web server, frequently without disclosure or the user’s consent, that collects information about the user’s activities at a site