Data Personalization

Lery PointDuJour

At the recent #Adobe conference, an emphasis was placed on #personalization, but what does this mean to the consumer?

“Personalization involves taking customer data and figuring out how to provide the best experience possible to specific audience segments in real-time.” - What is personalization? | Adobe Glossary

Ad-based personalization has been in place for some time where you browse for toothpicks and later receive #ads for a wide range of dental products or you lend your phone to your pre-teen and get ads for their favorite pop star for the next month.

The next wave of personalization will be customized user experience on the front-end based on data that characterizes what the user is interested in. For example, a pharmaceutical company can get a tailored experience analyzing what is specific to pharmaceutical data in an experience that is tailored to the same. In this space a contextual search will assume pharmaceutical topics first to better serve the physicians using the software, providing content at a more detailed level that non-pharmaceutical community would otherwise be uninterested in.

Personalization will use #data and #AI to accomplish its goals. Professionals will have to be well versed in many disciplines to pull this off and the market is ready for it.

Lery works with technology, finance, marketing, analytics, business intelligence & data science teams to further their efforts in data driven innovation; DataESV (engineering, science & visualization).

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