International journal of Engineering and Management Research (IJEMR)
Personalization is the process of adapting the output of a system to a user's context and profile. User information such as geographical location, academic and professional background, membership in groups, interests, preferences, opinions, etc. may be used in the process. Big data analysis techniques enable collecting accurate and rich information for user profiles in particular due to their ability to process unstructured as well as structured information in high volumes from multiple sources. Accurate and rich user profiles are important for personalization.