The article deals with the issue of personalization of Internet services, employing web mining. Personalization technology involves software that learns patterns, habits, and preferences. On the Internet, its use is primarily in systems that support electronic-business. Observational personalization is a category of personalization that attempts to elude the need for users to divulge any personal information. There are three principal components to observational personalization; analytics, representation, and deployment. Web mining provides tools to analyze web log data in a user-centric manner such as segmentation, profiling and clickstream discovery. The success of personalization on the web depends on the ability of the personalization community to promote responsible use of the technology by e-business. The article presents a foray into articles dealing with the issue of deploying Web mining in personalization technology.