Personalization can be used in many cases, for example:
- Intranet pages
Content can be proffered based on the location, department, and/or role of a user – already defined within an internal network.
Dependent on the choice available, the user can make further selections.
- Specific, limited, target user groups (extranets)
Users require a login for authorization; this will be linked to a profile providing information required for personalization; possibly details such as their location, “relationship” to the product, usage history, budgeting responsibilities, etc.
Such instances can range over sites such as:
Companies which provide websites to a highly specialized section of their market e.g. a pharmaceutical company providing a specialized website for physicians.
Companies which provide websites allowing their customer to view current account and billing information; for example telephone providers.
- Sales and Distribution website
Sales and distribution websites, such as Amazon, can combine a user profile, the user's sales history and their browsing history to make suggestions as to what might interest the user next.
- Search websites
Many of the major search engine websites have very powerful analytical tools which record user behavior, the search terms they use and the websites they actually visit. This is then used to customize the content provided – particularly with regard to displaying advertisements.