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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.
There are two categories of personalizations:
1. rule-based
2. content-based
Web personalization models include rules-based filtering, based on "if
this, then that" rules processing, and collaborative filtering, which serves
relevant material to customers by combining their own personal
preferences with the preferences of like-minded others.
Profiling models of personalization
This section is a stub. You can help by adding to it.
Personalization does not necessarily need to be based on individual user
accounts (as is conventional); it can also be based on region or language
(see Localization) or browser.
Print media
Main article: Mail merge
In print media, ranging from magazines to promotional publications,
personalization uses databases of individual recipients’ information. Not
only does the written document address itself by name to the reader, but
the advertising is targeted to the recipient’s demographics or interests.
Promotional merchandise
Promotional items industry (mugs, T-shirts, keychains etc.) are also
regularly personalized. Personalized children’s storybooks — wherein the
child becomes the protagonist — have also appeared. In some cases, the
text and illustrations are changed accordingly in the personalized books.
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