List the advantages of personalization from the viewpoint of a company. Do these advantages benefit users as well? Explain.
What will be an ideal response?
By making a site more convenient through personalization, companies see the benefit of more people buying their goods or services. They can more tightly focus advertising, with the hopes that if the advertising is relevant to users, they may buy more. Further, personalization information is valuable in its own right.
From the user’s viewpoint, these aspects of personalization are a mixed bag. Users do welcome the convenience, but they may not welcome advertising and most of them become concerned that their information is being disseminated to others.
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