Browse Definitions :
Definition

predictive personalization

Contributor(s): Matthew Haughn

Predictive personalization is the effort and ability to predict the actions of users, based on their previous behaviors online. In general, personalization is the process of tailoring website content to suit the characteristics or preferences of individual users. The practice is commonly used for online marketing but may also be used to present information and news items that the user is likely to be interested in.

Eliciting desired behaviors from users has always been the intention of such efforts, both online and off. Predictive personalization takes the concept one step further, however, applying information about the user’s past interactions to guide the presentation of content that has a better probability of eliciting desired behaviors from them. One of the main differences is the huge increase in the amount of user data that is being generated and gathered, often without the user's knowledge or explicit consent.

For predictive personalization, the data collected from behavior exhibited in online sessions is analyzed. Such data includes the amount of time spent on different sites and pages, items added to shopping carts, purchases, forms that are filled out, searches run and social media interactions. The data can all be used to predict the actions of users and thereby place ads and content more apt to elicit desired behaviors such as making purchases or sharing content.

Although some survey respondents say they don't mind being tracked as long as they gain something from the monitoring, people typically don’t like noticing that they are being tracked. The presence of  highly targeted ads can make a user feel eerily watched and inspire distrust in any associated site, product or brand. Similarly, there’s a fine line between persuasive and manipulative design. User experience (UX) experts warn that any benefits gained from tricking or misleading users are likely to be short-lived.

 See also: predictive modeling, implied consent

This was last updated in September 2016

Continue Reading About predictive personalization

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • Whistleblower Protection Act

    The Whistleblower Protection Act of 1989 is a law that protects federal government employees in the United States from ...

  • smart contract

    A smart contract, also known as a cryptocontract, is a computer program that directly controls the transfer of digital currencies...

  • risk map (risk heat map)

    A risk map, also known as a risk heat map, is a data visualization tool for communicating specific risks an organization faces. A...

SearchSecurity

  • buffer underflow

    Buffer underflow, also known as buffer underrun or buffer underwrite, is a threat to data that typically occurs when the ...

  • digital signature

    A digital signature is a mathematical technique used to validate the authenticity and integrity of a message, software or digital...

  • denial-of-service attack

    A denial-of-service attack is a security event that occurs when an attacker prevents legitimate users from accessing specific ...

SearchHealthIT

SearchDisasterRecovery

  • virtual disaster recovery

    Virtual disaster recovery is a type of DR that typically involves replication and allows a user to fail over to virtualized ...

  • tabletop exercise (TTX)

    A tabletop exercise (TTX) is a disaster preparedness activity that takes participants through the process of dealing with a ...

  • risk mitigation

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a data center.

SearchStorage

  • secondary storage

    Secondary storage is storage for noncritical data that does not need to be frequently accessed.

  • Pure Storage

    Pure Storage is a provider of enterprise data flash storage solutions designed to substitute for electromechanical disk arrays.

  • yobibyte (YiB)

    A yobibyte (YiB) is a unit of measure used to describe data capacity as part of the binary system of measuring computing and ...

Close