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Current personalisation and customisation systems are based on the following
technologies:
Most personalisation systems in use today work with a combination of the above-mentioned technologies
to allow customisation as well as personalisation.
Advantage
Most accurate
personal profile;
information is
available up front
Users do not
spend time to
create profile
System delivers
rapid feedback
without the
necessity to build
up a user's profile
before
No intrusion on
part of the user
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IX TECHNOLOGY
Technology
Fill-in profile
(customisation)
Click-stream
analysis / web
usage mining
systems
(personalisation)
Collaborative
filtering
(personalisation)
Cookies
(personalisation)
Description
User interests are acquired by customers filling
out online forms where they can set personal
preferences with regard to content delivered and
the layout, i.e. the look and feel of the site.
Automatically tracks the movement of users as
they navigate through the site.Track record is
used to characterise user groups and segment
users as part of group profiling. Information
gathered includes: time spent on page, conse-
quences of clicking link, sequence of links, etc.
Allows to make suggestions or recommendations
of like-minded people, to help individual users
to discover resources. Based on the assumption
that users have similar preferences and will value
what others have enjoyed.Two techniques: a) a
user's preferences are inferred from previous
actions; b) users themselves rate products.
Recommender systems work on bases of this
kind of collaborative social filtering.
Small data packets that are sent by a web site and
stored on the browser side. Cookies function as
browser Ids and can be traced within and across
sessions. User data is stored in cookies and can
be recalled as soon as the user visits particular
sites more frequently.
Disadvantage
Time consuming;
users therefore
need good moti-
vation; profile
remains static
Profile builds over
time; privacy
issues as users are
not aware that
information is
collected
Needs a large
enough sample to
deliver good
results.
Most effective
with large,
heterogeneous
audiences
Privacy issue
Users can disable
cookies