Personalization is not Technology: Using Web Personalization to Promote your Business Goal
http://www.boxesandarrows.com/archives/personalization_is_not_technology_using_web_personalization_to_promote_your_business_goal.php

Ricci, Christian
Boxes and Arrows
2004

Abstract:

Personalization, properly implemented, brings focus to your message and delivers an experience that is visitor-oriented, quick to inform, and relevant. Personalization, poorly implemented, complicates the user experience and orphans content. This article describes what separates the freshness from the noise.