Personalization technologies: A process-oriented perspective

Gediminas Adomavicius, Alexander Tuzhilin

Research output: Contribution to journalReview articlepeer-review

271 Scopus citations


The process-oriented approach to personalization and the need for solid design principles for integrating all stages of the personalization process leading to the virtuous cycle of personalization is discussed. Personalization constitutes an iterative process that can be defined by the three stages of the understand-deliver-measure cycle. The three stage includes understanding consumers by collecting comprehensive information about them, delivering personalized offerings based on the knowledge about each consumer, and measuring personalization impact by determining the satisfaction and dissatisfaction level of the customer with the delivered offerings. The ability to achieve the virtuous cycle of personalization depends critically on deployment of the best technologies for each stage of the personalization process, and sound design principles for integrating the various stages of the personalization process.

Original languageEnglish (US)
Pages (from-to)83-90
Number of pages8
JournalCommunications of the ACM
Issue number10
StatePublished - 2005


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