As well as someone’s profile, cookies can assist in tracking user interactions on a website, such as new zealand telemarketing pages visited, how long the visitor stayed on each one, links and images clicked, and return visits to certain pages. As mentioned above, the user’s location, time of day, the season of the year and even the prevailing weather can be thrown into the mix.
All this data gold can be mined by algorithms to present just what the platform’s Artificial Intelligence (AI) ‘thinks’ that the user would like to see as a personalized image along with an embedded textual message.
Many Content Management Systems (CMS) offer plugins or features to display personalized content based on user data. Accordingly, platforms like Hyperise allow for on-the-fly image manipulation based on user data. Recommendation engines, based on collaborative filtering, content-based filtering, or hybrid methods can suggest images to appeal to each individual.
Machine learning models can be trained by using data to predict people’s preferences and tailor displayed images accordingly. This can all be done in real-time, updating images as the user interacts with a website.
The deep tech
For hyper personalization to work effectively, coding such as JavaScript and AJAX can dynamically update content without refreshing a webpage. For real-time data exchange between the server and the client, Web Sockets are used.
A/B testing can also help to determine the effectiveness of personalized images. It’s a very simple concept, just showing different images to different user segments and measuring the resulting engagement metrics.
Tools like Google Optimize can also be used to run tests and analyze results.
For example, this technique can be particularly effective on e-commerce sites. Users can be shown product recommendations based on past purchases or browsing history, without the need for them moving from the current page being visited. It’s also less irritating than a ‘Pop Up’ box, which often causes website visitors to go elsewhere if they are too intrusive.
Content websites can also show relevant articles or blog posts based on user interests. A good example is a travel website, where highlighting destinations or deals can be tailored to user preferences, historic purchases and past travel history. Additionally, personalization can be extremely useful when a website owner’s personal branding is key.
Social media platforms are also highly suitable for hyper-personalization, customizing people’s feed images based on user interactions and their social graph.
Privacy and Security
It’s important to remember that when implementing personalized images, you must protect user data by ensuring that it is securely stored and processed in compliance with privacy laws such as the General Data Protection Regulations in the EU (GDPR) and the California Privacy Rights Act (CPRA) in the US.
Crucially, it’s necessary to allow users to manage their data and opt-out of personalization if they wish.
