6 SEGMENTATION PERSPECTIVE ARCHITECTURES
Portal Architectures. Portal architectures enable aggregation of large presentation assets, such as
videos, slideshows, articles, and real-time data. These technologies improve client accessibility to a
company??™s offerings and customer services and contribute to the overall marketing segmentation
efforts. Portals offer client traceability and recording mechanisms that shed light on customer
preferences and purchasing patterns. Moreover, portals enhance user interface technical abilities
and customer interactions. They offer user communication features, such as blogs, bulletin boards,
and customer feedback capabilities.
On the technological end, a portal implements elaborated user-interface capabilities that
are delivered by the following major features:
??? Built-in user profile mechanisms that enable users to customize and personalize their
user-interface. This includes a convenient method for clients to set up their personal preferences,
redefine the presentation layer look-and-feel, and even to filter unwanted content.
User profile features obviously contribute to an organization??™s marketing research and
information collection about user preferences, consumption habits, and social behaviors.
??? Most portal platforms work with search engines that enable content aggregation and
classification. This capability supports context-sensitive searching based on intelligent
algorithms that are capable searching concepts and even lookup for contextual data in
video streams.
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