Everything a tech lead needs to know about personalization⁡𝅶‍‍𝅺⁡‍𝅴⁡𝅴𝅹‍‍⁢𝅵‍‍⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍‍‍𝅷‍‍𝅳⁡‍⁠‍‍⁢𝅵‍‍𝅳⁡⁣⁡⁣⁡​⁡⁢⁢𝅵‍𝅺‍𝅺𝅸‌⁡‍𝅶⁠⁡⁣𝅴𝅹⁡‍𝅸⁡​⁡‍⁠⁡​⁡‍‍𝅸‍⁡‍𝅹⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍𝅺⁡​⁡⁠‍𝅷𝅴⁡⁢𝅳‍𝅺⁢𝅺𝅹⁡⁣⁠𝅹⁡⁣‍𝅸𝅴⁡⁣⁠𝅸⁡⁢‍𝅺⁠⁣𝅴⁡⁣‍𝅺⁢𝅳⁢⁢⁢⁢⁣⁢‌⁢⁢‍𝅸⁢⁢‌⁢⁢‍𝅸⁢⁣⁢⁡⁢⁢⁣‍𝅸‌‌⁢‍‌‍𝅸⁢𝅴⁢⁢‌⁢𝅴⁢⁢⁣⁢⁢⁢⁢⁢⁢⁢⁢𝅺𝅷𝅺⁢‌𝅷⁠⁢𝅸⁠𝅹‍𝅸⁣⁡⁣‍‍‍⁡𝅸

As a developer, it’s likely you want to keep your tech stack lean. So, when colleagues come up and ask you to implement yet another solution, it’s totally understandable that you have better things to do. One of these often-mentioned solutions is a personalization engine – and personalization is what this is made for. While it might sound like just another buzzword, personalization is a proven method for achieving business goals, whether it’s driving engagement or conversions.  

According to Gartner, personalization is “a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. In simpler terms, personalization is the act of tailoring a digital experience to meet a user’s individual needs.

These preferences are determined by collecting user data, and when done right, site visitors are served with content that aligns with their preferences. Almost all digital channels in which content plays a significant role can show personalized experiences. This includes websites, mobile apps, emails, and online ads. The process is continuous and requires the ongoing effort of collecting data and tailoring an online experience to a user’s preferences.