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Ektron and Baynote have announced a technology partnership that deepens the integration between their two platforms and, the companies report, will provide their joint customers with the ability to deliver uniquely personalized Web site experiences for visitors. They add that a combined solution will significantly enhance content targeting—both associative and adaptive personalization. Ektron reports its associative content targeting lets marketers establish a set of business rules to determine what content should be displayed based upon information gleaned from the visitor’s search criteria, geographic location, source traffic and other factors. For example, different content would be displayed dependent on whether the visitor arrived through a search link, or came from another site. Baynote’s adaptive personalization is said to extend targeting even further where the site itself adapts content based on visitor behavior.
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