Personalization: a lexicon

Carl Anderson
Apr 21 · 5 min read

Name personalization

Personalization exists on a continuum. Basic personalization might only address broad persona but highly personalized services are bespoke to individuals. At bottom are example messages and contexts for a language school along that continuum.



Expert advice

Guided choice

Personal choice

True personalization

A highly personalized service: Netflix (Kawale & Amat, 2018)


A framework for personalization and other related terms

Carl Anderson

Written by

Director of Data Science, WW (formerly Weight Watchers), NYC. Author of "Creating a Data-Driven Organization" (2015, O'Reilly). Web:

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