Personalization , broadly known as a customization , consisting of tailoring to a product or a product to accommodate specific individuals, sometimes linked to groups or segments of individuals. A wide variety of organisms use personalization to Improve customer satisfaction , digital sales conversion, marketing results, branding, and Improved website metrics as well as for advertising . Personalization is a key element in social media and recommender systems .

Web pages

Web pages can be personalized based on the characteristics (interests, social category, context, etc.), actions (click on button, open a link, etc.), intention (make a purchase, status check of an entity), or any other parameter that can be identified and associated with an individual, Note that the experience is simply a user-friendliness of the user and the desires of the site designers in driving specific actions to achieve objectives. The term customization is often used when the site only uses the data or the product ratings.

Technically, web personalization can be achieved by associating a visitor segment with a predefined action. Customizing the user experience based on behavioral, contextual and technical data is a positive impact on conversion rate optimization efforts. Associated actions presenting a modal display, introducing interstitials, triggering a personalized email or even a call to the user.

According to a 2014 study from research firm Econsultancy, less than 30% of e-commerce websites have invested in the field of web personalization. However, many companies now offer services and services that are based on personalization and anonymity. [1]

There are many categories of web personalization

  1. Behavioral
  2. Contextual
  3. Technical
  4. Historic data
  5. Collaboratively filtered

There are several camps in defining and executing web personalization. A few broad methods for personalization may include:

  1. implicit
  2. Explicit
  3. Hybrid

With implicit personalization, the web personalization is performed based on the above mentioned. It can also be learned from direct interaction with the user based on implied data. [2] With explicit personalization, the web page (or information system) is changed by the user using the features provided by the system. Hybrid personalization combines the above two approaches to leverage the best of both worlds .

Web personalization can be linked to the concept of Adaptive hypermedia (AH). The main difference is that the former would be “open corpus hypermedia,” while the latter would traditionally work on “closed corpus hypermedia.” However, recent researches in the field of AH domain both open and open corpus into account. Thus, the two fields are closely inter-related.

Personalization is also being considered for use in commercial applications to improve the user experience online. [3] Internet activist Eli Pariser HAS documented That search engines like Google and Yahoo! News give different results to different people (even when logged out). He also points out social media website Facebook changes user’s friend feeds based on what they think they want to see. These algorithms can create a ” filter bubble ” that prevents people from experiencing a diversity of viewpoints beyond their own.

On an intranet or B2E Enterprise Web portals , personalization is often based on user attributes such as department, functional area, or role. The term “customization” in this context refers to the ability of users to modify the page layout or specify what content should be displayed.

Digital media

Another aspect of personalization is the prevalence of open data on the Web. Many companies make their data available on the Web via APIs , web services, and open data standards. One such example is Ordnance Survey Open Data. [4] Data made available in this way is allowed to be interconnected and re-used by third parties. [5]

Data available from a user’s personal social graph can be accessed by third-party app software to be suited to fit the personalized webpage or information appliance .

Current open data standards on the Web include:

  1. Attention Profiling Mark-up Language (APML)
  2. DataPortability
  3. OpenID
  4. OpenSocial

Mobile phones

Over time mobile phones have grown in importance. Far from the black and white screens and monophonic ringtones of the past, phones now offer interactive wallpapers and MP3 TruTones. In the UK and Asia, WeeMees have become popular. WeeMees are three-dimensional characters that are used as wallpaper and respond to the tendencies of the user. Video Graphics Array (VGA) picture quality allows you to change your background with ease. All of these services are delivered through the service provider to the user. [6]

Print media

Main article: Mail merge

In print media, ranging from magazines to promotional publications , personalization of databases of individual recipients’ information. Not only does it have to be written to the reader, but the advertising is targeted at the recipient’s demographics or interests using fields within the database, such as “first name”, “last name”, “company”, etc.

The term “personalization” should not be confused with variable data, which is a much more granular method of marketing that leverages both images and text with the medium, not just fields within a database. Although they are using and leveraging the strengths of variable data printing (VDP) . This allows for full image and text variability within a printed book. With the advent of online 3D printing services such as Shapeways and Ponoko we are seeing in the realms of product design.

Promotional merchandise

Promotional items ( mugs , T-shirts , keychains , balls etc.) are personalized personalized. Personalized children’s storybooks-the child becomes the protagonist , with the name and image of the child is also popular. Personalized CDs for children also exist. With the advent of digital printing , personalized birthday cards, cards, e-cards, posters and photo books can also be obtained.

3D printing

3D printing is a production method that allows you to create unique and personalized items on a global scale. Personalized apparel and accessories, such as jewelery, are increasing in popularity. [7] This type of customization is also known as Consumer Electronics [8] and Retail. [9] By combining 3D printing with a complex software product can easily be customized by an end-user.

Mass personalization

Mass personalization is defined as custom tailoring by a company in accordance with its users tastes and preferences. [10] From collaborative engineering perspective, we are looking at collaborative efforts between customers and manufacturers, who have different sets of priorities and need to be more specific to customers. [11] The main difference between mass customization and mass personalization is that of customization and the ability to provide a certain level of productivity. [12]

One example of mass personalization: A website for a user’s rental and buying clothes. Each user is classified by some subject (rental, age, and so forth) and then This means that the personalization is not unique to that particular user, it only pinpoints a specific feature that matches them up with a larger group of people. [13]

Behavioral targeting represents a concept that is similar to mass personalization.

Predictive personalization

Predictive personalization is defined as the ability to predict customer behavior, needs or wants – and tailor offers. [14] Social data is one of the sources of this predictive analysis, particularly social data that is structured. Predictive personalization is a much more recent means of personalization and can be used to increase current personalization opportunities.

Map personalization

This section needs expansion . You can help by adding to it .(September 2015)

Digital web maps are also being personalized. Google Maps changes the content of the map based on previous searches and other profile information. [15] Evgeny Morozov, a technology writer, has criticized the image of personalization as a threat to public space . [16]

See also

  • Adaptation (computer science)
  • Mass customization
  • Adaptive hypermedia
  • Behavioral targeting
  • Bespoke
  • Collaborative filtering
  • Configurator
  • Personalized learning
  • Preorder economy
  • Real-time marketing
  • Recommendation system
  • User modeling


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  14. Jump up^ “10 Trends for 2013 Executive Summary: Definition, Projected Trends”. . Retrieved 2012-12-04 .
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