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Perhaps something similar to what he has done in retailing: create a culture of learning from data to personalise content for each visitor.
Its ebooks offer a "choose your own adventure" format, allowing readers to choose where their heroes and heroines end up, vote for their choices or personalise content, with their decisions feeding through to influence future storylines.
But more importantly, in those cases where people are not opting out of these options, Jain believes that what Quettra offers is a way of democratizing what kinds of tools average developers (and even larger ones) have at their disposal, putting their ability to personalise content on par with the kind of work that companies like Google are already able to do.
The consumer-focused Shoobs app will factor in the user's location in determining what events to suggest to them, but will also personalise content based on the user's previously expressed preferences and their interactions with Shoobs' platform — so events they have looked at, or booked tickets for, will help to inform which future events are pushed their way.
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And publishers like the Mirror who are personalising content for readers on site are seeing increased engagement.
@Ron_Herrema Artists and storytellers turn to personal data A big theme this year will be the use of data to provide personalised content experiences, going beyond recommendation systems and adapting narrative in response to audiences.
Namely, a better experience on our website through the delivery of personalised content, more relevant advertising, products and services such as our Membership scheme, Masterclasses and our recently re-launched Guardian Bookshop.
AOL have just added a nice new feature to their beta RSS aggregator called personalised content recommendations.
The startup is building a custom CMS and platform aimed at personalising content consumption for car fans so that it will be able to target BMW content to readers it knows are BMW or Audi fans, and so on.
Online behavioural analysis is important not just to personalise media content and serve more relevant ads, but also to educate consumers.
"French governments always try to take money from young industries to sustain the old ones," says Pierre Chappaz, chief executive of Wikio, a search engine for news and blogs, and a former co-head of Netvibes, a website that lets users personalise online content.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com