Mumbai University > Information Technology > Sem 7 > E–Commerce & E-Business

Marks: 5M

Year: May 2014

1. Personalization can be defined as “delivering individualized content through web pages or e-mail” whereas mass customizationcan be defined as “delivering customized content to groups of users through web pages or emails”.
2. Both personalization and mass customization can be used to tailor information and opt-in email can be used to add value and at the same time remind the customer about the product.
3. Personalization refers to customization of information requested by a site customer to an individual level.
4. Whereas Mass Customization involves providing tailored content to a group with similar interests.
5. Example of Mass Customization: Amazon recommends similar books according to what others in a segment have offered, or if it sends similar email to customers who had an interest in a particular topic such as e-commerce. This approach is sometimes referred to as collaborative filtering.
6. Example of Personalization: Portals such as Yahoo and Excite enable users to configure the home page so that it delivers the information they are most interested in.