Personalization can at times be linked to groups or segments of individuals. Web pages will be personalized based on the interests and social category of the main users.

Personalization can be done through linking a visitor group with a predetermined action and customizing the user experience based on the contextual and behavioral data available on the user. Actions that might change in terms of personalization include changing the display or content on a website or triggering an automated phone call or personalized email to the user. It has been shown that personalization can have the ability to increase revenue.

Categories of personalization include technical, contextual, behavioral, historic data and collaborative. Methods for personalization include explicit, implicit and hybrid.