Fred Young, chairman, president and CEO of Black Box Corp., a network services provider, said his company considered personalizing its catalogs but that the return on investment wasn't there.
"We've asked our customers and they've said, 'Give it all to us. We'll personalize it ourselves,' " Young said.
Nick Parham, Cisco Systems senior manager for Internet and direct marketing, said of personalization, "It's an art right now. It's not a science."
One of the four panelists was considerably more upbeat than the others about personalization. "I think there's a real future in it," said Ken Burke, founder, president and CEO of Multimedia Live.