Methods, systems, and computer program products are provided for personalizing web sites. A model based on mining web usage data is accessed. The model defines associations between web sites. Interest associations extracted from web interactions are stored. The interest associations comprise interest indications and web sites associated with the interest indications. An interest indication from the interest associations is selected. The interest indication is associated with an associated web site. The associated web site has an association with a target web site as defined by the model. The interest indication is sent to the target web site.