Customer Relationship Management (CRM) is the modern web and database version of direct mail marketing.

Sometimes called One To One Marketing?, most CRM systems actually group customers into market segments or general types of customer, then tailor responses to the type.

True one-to-one systems use Personalization that knows the individual user precisely through Identity Management?. An Enterprise Portal? identifies the individual user to control their browser access to an Enterprise Application?.

For Web Content Management this usually means a cookie has been set in the browser, so pages can be truly personalized. Alternatively a Session Id? may be sent by the server with each page (securely if https and SSL are used) and returned with the next request.