Comparative study of personalization and Comparative study of personalization and adaptation techniques in websites: adaptation techniques in websites: e e - - commerce, news, and SNS commerce, news, and SNS Satyajit Satyajit Das Das , , Pornpat Pornpat Nikamanon Nikamanon December 14, 2007 December 14, 2007 Informatics 233: Knowledge Informatics 233: Knowledge - - Based User Interfaces Based User Interfaces
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Comparative study of personalization and Comparative study of personalization and adaptation techniques in websites: adaptation techniques in websites:
ee--commerce, news, and SNScommerce, news, and SNS
– Study personalization and adaptation techniques – Observe how modern websites use these techniques– Different approaches of personalization– Levels of customization (automatically or manually configured system)– Focus on three domain: e-commerce, news, and SNS
• Motivation– Browsing the internet and observing the personalization features of
the web site– Features available in some websites like facebook and myspace
prompted us to study the tools and different ways of presentation and how these are useful to improve the user interests with respect to context (domain specific).
– Personalization trends / tools in One-to-one Marketing– The complexity, scope, control provided to users to interact with these
tools.
PersonalizationPersonalization• Personalization process
– Data acquisition– Representation and secondary inferences– Adaptation
• Adaptation in content• Adaptation in presentation and modality• Adaptation in structure
• Different approaches of personalization– Individual Vs Collaborative– Users Information Vs Item Information– Reactive (Explicit) Vs Proactive (Implicit)
• Functions of personalization– Personalized home page– Personalized recommendations