Tech Bytes: Edward Jones to Customize Site Using Nestor

Edward Jones, the brokerage noted for its network of 3,700 small offices in all 50 states, has turned to Nestor Inc. to help personalize messages on its Internet site.

Nestor is a leading provider of artificial intelligence and decision support technology such as neural networks for fraud detection.

Its Nestor Interactive subsidiary's InterSite software, coupled with an Edward Jones service called Investment Tracker, will tailor information to brokerage customers based on demographics and stated preferences.

"We would never want an Edward Jones client to leave an office without the answers he or she came in for," said William Broderick, principal of Edward Jones' on-line marketing department.

"We wouldn't want visitors to our Web site to leave without finding what they were seeking, either."

Emphasizing its individualized customer service, Edward Jones designed its site (www.edwardjones.com) so that each investment representative has a home page.

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