Personalization

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Personalization (broadly known as customization) consists of tailoring a service or product to accommodate specific individuals. It is sometimes tied to groups or segments of individuals. Personalization involves collecting data on individuals, including web browsing history, web cookies, and location. Various organizations use personalization (along with the opposite mechanism of popularization^[1]) to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics as well as for advertising. Personalization acts as a key element in social media^[2] and recommender systems. Personalization influences every sector of society — be it work, leisure, or citizenship.