Browse Definitions :
Definition

predictive personalization

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

SearchCompliance
  • smart contract

    A smart contract is a decentralized application that executes business logic in response to events.

  • compliance risk

    Compliance risk is an organization's potential exposure to legal penalties, financial forfeiture and material loss, resulting ...

  • information governance

    Information governance is a holistic approach to managing corporate information by implementing processes, roles, controls and ...

SearchSecurity
  • social engineering

    Social engineering is an attack vector that relies heavily on human interaction and often involves manipulating people into ...

  • distributed denial-of-service (DDoS) attack

    A distributed denial-of-service (DDoS) attack is one in which multiple compromised computer systems attack a target, such as a ...

  • password cracking

    Password cracking is the process of using an application program to identify an unknown or forgotten password to a computer or ...

SearchHealthIT
SearchDisasterRecovery
  • change control

    Change control is a systematic approach to managing all changes made to a product or system.

  • disaster recovery (DR)

    Disaster recovery (DR) is an organization's ability to respond to and recover from an event that affects business operations.

  • risk mitigation

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

SearchStorage
  • storage security

    Storage security is the group of parameters and settings that make storage resources available to authorized users and trusted ...

  • cloud storage

    Cloud storage is a service model in which data is transmitted and stored on remote storage systems, where it is maintained, ...

  • cloud data management

    Cloud data management is a way to manage data across cloud platforms, either with or instead of on-premises storage.

Close