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Pattern Group D. Writing and Managing Co... > Create a Site with Automatic Persona...

Create a Site with Automatic Personalization

With automatic personalization, people's interests are inferred on the basis of the actions they take, such as pages they visit, links they click on, and products they buy. Such inferences can lead to erroneous assumptions about visitors' interests, however, because people's intentions may be different from the actions they perform. For example, if a visitor looking for recipes mistakenly navigates to cooking classes, hoping to find links to recipes, her profile will indicate an interest in cooking classes, which may not be true.

Create a Scoring System

Devise a system that automatically matches the needs of the audience to the content you have available. The basic idea here is to divide customers into groups, on the basis of a shared characteristic, and to look for trends within those groups. The assumption is that because customers within a group are similar in one way, they may be similar in other ways. For example, if Victoria is placed in a group with 20 other people, 15 of whom really like the novel The Scarlet Letter, the odds are that she will like it too.


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