ogical architecture for implementing personalization can be represented by the following diagram: The proposed architecture for personalization involves the use of the following terms:User: Any visitor on the web siteUser Attributes: The characteristics of a user – namely age, income, sex, profession, educational qualifications etc.User Profile: The set of attributes that describes each user constitutes the profile of the user.Segment: represents a group of user. Each segment is a set of profiles.Level: Each user is assigned a level. The level is a representation of the profitability and the potential of a user. Major levels are visitor, account holder, customer and evangelist. Within these, sub levels could be created.Web object: these are the objects that constitute web content. The objects could be a web page / document/ links on a page etc. Object Content attributes: these are the characteristics of the object that decide whether a particular user shall have the privilege of using those objects or not. These attributes would be segment and level. Each object could be assigned to several segments and levels. The ER diagram 10THE MODULAR ARCHITECTUREThe Personalization solution would consist of the following modules:Profile builder: this performs the following tasks:-Ask the user appropriate questions which would help in preparing a user profile.-Update the user's profile on the basis of the click through analysis performed by the tracking system-Determines the users potential, current status and assign a level to the user Segment builder: add, update and delete segments Content Mapping: assigning segments and levels to objectsPersonalization engine: associating users with web objects at run time and deciding what is appropriate content for each user.Tracking System: The user tracking system keeps track of where a user is and also possibly where a user has been on the site. The URL rewriting technique is recommended for re...
