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Personalization & Privacy

Personalization is defined as tailoring content and services based on knowledge of a user's preferences and behavior. There is a need for personalization due to the growth of web pages and complexity of websites. Personalization can be achieved by tailoring different aspects of web resources like content, links, page structure, and navigation. The two most common techniques for personalization are content-based filtering which uses an adaptive and reactive approach based on explicit user modeling, and collaborative filtering which uses an adaptive and proactive approach based on implicit user modeling. Personalization must consider privacy issues like the risk of information disclosed versus potential benefits of disclosure, with factors like the type of information disclosed, user awareness and control, and trust being important.

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13 views12 pages

Personalization & Privacy

Personalization is defined as tailoring content and services based on knowledge of a user's preferences and behavior. There is a need for personalization due to the growth of web pages and complexity of websites. Personalization can be achieved by tailoring different aspects of web resources like content, links, page structure, and navigation. The two most common techniques for personalization are content-based filtering which uses an adaptive and reactive approach based on explicit user modeling, and collaborative filtering which uses an adaptive and proactive approach based on implicit user modeling. Personalization must consider privacy issues like the risk of information disclosed versus potential benefits of disclosure, with factors like the type of information disclosed, user awareness and control, and trust being important.

Uploaded by

johnredman74
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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EJ430019S eBusiness Engineering

PERSONALIZATION & PRIVACY

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What is Personalization ?
Personalization is defined as the ability to provide content and services tailored to individuals based on knowledge about their preferences and behaviour

(Vuljanic, et al, 2010)


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Need for Personalization

Growth
Recent statistics have show that there are now more than 10 Billion Web Pages !

(Internet Statistics .com)

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Complexity
The complexity and size of web sites has increased.

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How is Personalization achieved


Personalising different aspects of web resources

Content Links Page Structure Navigation

(Vuljanic, et al, 2010)


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Personalization Techniques
The two most common techniques Content based filtering

Collaborative filtering
Hybrid techniques such as Collaboration via Content are also used.
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Content Based Filtering


Reactive approach Adaptive systems

Explicit user modelling

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Collaborative Based Filtering


Proactive approach Adaptive systems Implicit user modelling

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User Modelling

User Data

User Model

Adaptive Content

Geographic Data Demographic Data Behavioural Data Psychographic Data

Characteristics Preferences Context Etc.

Selection Layout Modality Etc.

Inference

Adaption

The Personalization Process Model (Van Velsen, 2011)


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Personalisation & Privacy


The Privacy Calculus
Risk of Information Disclosed

Potential Benefits of Disclosure Factors considered Type of Information disclosed Awareness & Control Trust (Kobsa, 2007)
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Current Research
Current areas of research include privacy

enhancement techniques such as


Client side personalization

Pseudonymous user models

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Is this the Future ?

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