Liberty Financial has tapped Context Integration, a systems integrator focused on web applications, to help put into use the latest version of Broadvision's personalization software on the web sites of Stein Roe, Liberty Funds, Keyport and the Independent Financial Marketing Group.

The implementation will help Liberty "further build relationships with both brokers and customers," said Jeremy Jaffe, vice president and head of e-commerce at Liberty. The software will help Liberty to "communicate the right things at the right time" and to recognize visitors to its web site, he said.

"If we have private information about you, like account size or number of children, this helps us use it appropriately," he said.

Context Integration consultants are using version 4.1 of Broadvision's software on Liberty's web sites. The new version uses Javascript language to create web pages, which will allow Liberty to direct different content to web-site visitors, based on who those visitors are, said Mike Hernon, a senior consultant with Context Integration.

Previously, Liberty had to either modify existing templates or create new ones when the company wanted to make changes to its web sites, Hernon said. Javascript language makes that manual process unnecessary. And by using Javascript, the Liberty companies can create web pages that will draw from a database of web content information and a rules engine, he said.

That will allow the company to create different web pages for different visitors, Hernon said.

The software also will allow Liberty to have access to a section of the database and rules engine that will contain information on "attributes" of users, Hernon said. Attributes might include a customer's net worth or account value. A rules engine would allow Liberty to identify, for example, customers with a balance of over a certain amount. The company could then send specific content to those customers, he said.

The author, Mary Schroeder, is editor of WebFinance, another SDP publication.

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