by Barb Conway
Personalizing content on your Web site is a great way to provide real added value to your users. And the more personally relevant that content is, based on a combination of a specific user’s actions or personal information stored about that user, the more valuable it can be. Amazon.com is one of the best examples of how effective this can be. However, setting up your site to dynamically serve pages or content can be complicated–and measuring results can be even trickier.