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Personalization, also known as customization, consists of tailoring a service or a product to accommodate specific individuals, as opposed to general groups. A wide variety of organizations use personalization to improve customer satisfaction, as well as for advertising. Personalization is a key element in social media and recommender systems. ==Web pages== Web pages can be personalized based on the characteristics (interests, social category, context, etc.) of an individual, therefore providing them with a tailored user experience. 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 pop-in or even triggering a personalized email. 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 are based on personalization or anonymously-collected user behaviours.〔(''Wall Street Journal'', “On the Web's Cutting Edge, Anonymity in Name Only” ), August 4, 2010〕 There are three categories of web personalizations: # Behavioural # Contextual # Technical There are three broad methods for web personalization: # Implicit # Explicit # Hybrid 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. 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''. Web personalization is closely linked to the notion of Adaptive hypermedia (AH). The main difference is that the former would usually work on what is considered an "open corpus hypermedia," whilst the latter would traditionally work on "closed corpus hypermedia." However, recent research directions in the AH domain take both closed and open corpus into account. Thus, the two fields are closely inter-related. Personalization is also being considered for use in less overtly commercial applications to improve the user experience online.〔Bowen, J.P. and Filippini-Fantoni, S., (Personalization and the Web from a Museum Perspective ). In David Bearman and Jennifer Trant (eds.), ''Museums and the Web 2004: Selected Papers from an International Conference'', Arlington, Virginia, USA, 31 March – 3 April 2004. Archives & Museum Informatics, pages 63–78, 2004.〕 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. 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. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Personalization」の詳細全文を読む スポンサード リンク
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