Q.1 Define personalization
Answers
Answer:
Personalization is the act of tailoring an experience or communication based on information a company has learned about an individual.
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Collaboratively filtered Another aspect of personalization is the increasing 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.[1] Data made available in this way is structured to allow it to be inter-connected and re-used by third parties.[2]
Data available from a user's personal social graph can be accessed by third-party application software to be suited to fit the personalized web page or information appliance.
Current open data standards on the Web include:
Attention Profiling Mark-up Language (APML)
DataPortability
OpenID
OpenSocial
Web pages
Web pages can be personalized based on the characteristics (interests, social category, context, etc.), actions (click on button, open a link, etc.), intent (make a purchase, check status of an entity), or any other parameter that can be identified and associated with an individual, therefore providing them with a tailored user experience. Note that the experience is rarely simply accommodation of the user but a relationship between the user and the desires of the site designers in driving specific actions to achieve objectives (e.g. Increase sales conversion on a page). The term customization is often used when the site only uses explicit data such as product ratings or user preferences.
Technically, web personalization can be achieved by associating a visitor segment with a predefined action. Customizing the user experience based on behavioural, contextual and technical data is proven to have a positive impact on conversion rate optimization efforts. Associated actions can range from changing the content of a webpage, presenting a modal display, presenting interstitials, triggering a personalized email or even automating a phone 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 for web personalization as well as web and email recommendation systems that
With implicit personalization, the web personalization is performed based on the different categories mentioned above. It can also be learned from direct interactions with the user based on implicit data, such as items purchased or pages viewed.[4] 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.
Personalization is also being considered for use in less overtly commercial applications to improve the user experience online.[5] 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 site Facebook changes user's friend feeds based on what it thinks they want to see. Pariser warns that these algorithms can create a "filter bubble" that prevents people from encountering a diversity of viewpoints beyond their own, or which only presents facts which confirm their existing views.
Mobile phones
Over time mobile phones have seen an increased emphasis placed on user personalization. Far from the black and white screens and monophonic ringtones of the past, phones now offer interactive wallpapers and MP3 truetones. 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 people to change their background with ease without sacrificing quality. All of these services are downloaded through the provider with the goal to make the user feel connected to the phone.[8]
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 personalized children's books are created by companies who are using and leveraging all 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 personalization enter into the realms of product design.