Patterns of Personalization
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i’ve been thinking recently about the role of ‘advanced search’, i.e. the practice whereby some sites withhold certain aspects of functionality from ‘standard’ search and accommodate them instead within a separate search experience. now, there’s a longer story to the rationale and value in doing this (which i’ll cover in a subsequent post), but it reminded me of the following presentation which addresses the issues of audience segmentation and personalization more generally. in particular, it describes an attempt to develop a framework for understanding the various types of personalization seen online and define them in terms of their fundamental characteristics.
to test it we applied it to a few notable instances to see where they would fit. the outcome revealed personalization types that could exist in theory, but don’t in practice – which of course starts you wondering why. i should point out that the ‘research’ behind this was relatively modest, so it’s by no means the final word, but it’s interesting food for thought (until i get round to writing a proper piece on ‘advanced search’
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