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There are two levels of personalization:
- Element level
Element level personalization
Most personalization platforms deliver element level personalization – meaning that a page is the result of a number of content elements that is served based on certain business logic. Amazons famous product recommendation ins element level personalization – using collaborative filtering algorithms to select what content elements you are likely to be interested in based on purchase behavior from other customers who have similarities to you. Element level personalization is also used for platforms like Monoloop to differentiate who gets what message based on behavioral profile information. Typical applications are multiple variations of a content element that is triggered based on business rules run of the visitor’s profile. It could be differentiating prices based on engagement level or prior purchase history or it could be selling the same object with different arguments based on the visitor’s interests or behavior. Monoloop supports element level personalization.
Sometimes the objectives demand a more granular differentiation of the messages served. In those scenarios the amount of variations to be built and the associated logic would be complex and very time consuming. In those situations atomic personalization is a very powerful tool. Atomic personalization is usually implemented in a single content element and involves text and visuals with business logic written so that the content element itself is rendered for the individual visitor. This is great for product recommendations, sophisticated cross selling or anything where variations tend to multiply. Content elements rendering in thousands of possible variations are simple to construct and in combination with other elements web pages can render into millions of possible variations – taking the personalization from granular to high definition. Normally atomic personalization is done by scripting languages, but Monoloop enable this through a simple visual editor and a test bench that enables the creator to test all the permutations rapidly.