Personalizing Financial Interactions on The Net: Technology and Scope

The web is fast maturing into an important marketing medium that provides businesses and individuals alike with the ability to undertake one-to-one marketing and provide personalised services to their customers both from a traditional supplier as from a new self-service perspective. In this paper we describe innovative Web Intelligence research in the CERENA project, that provides marketers and eventually customers and visitors in e-finance with access to data mining technology that can sift through large amounts of data collected automatically on customer interaction with the businesses web site. The technical objective of CERENA is to bring to light marketing knowledge that is mutually useful to the financial institution and to their customers. Section 2 describes the background to the project, and places the research in context. Section 3 defines web intelligence, while section 4 describes web mining components within the framework of web intelligence. In section 5, the web interactional components are described. Section 6 discusses the use of web intelligence in the new financial services arena.