Personalization
Personalization, sometimes known as customization, consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals. A wide variety of organizations use personalization to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics 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.), actions (click on button, open a link, etc.), intent (make a purchase, check status of an entity), or any other parameter that can be identified and associated with an individual, therefore providing them with a tailored user experience. Note that the experience is rarely simply accommodation of the user but a relationship between the user and the desires of the site designers in driving specific actions to achieve objectives (e.g. Increase sales conversion on a page). The term customization is often used when the site only uses explicit data such as product ratings or user preferences.