Сборник докладов республиканской научно-технической конференции значение информационно-коммуникационных

DEVELOPMENT OF TECHNOLOGY AND STRATEGY FOR 
PERSONALIZATION OF USER DATA IN DYNAMIC WEB SITES 
Sh.G. Ziyodullayev (master student, TUIT named after Muhammad al-Khwarizmi) 
The main tool for web personalization interaction with the user is the content 
generated individually for each user in dynamic websites. 
Content -"content, information content of the site. Content management 
systems are software that is installed on a web server and designed to create and 
maintain a dynamic site" [1]. 
At the stage of forming a web personalization strategy, the developer probab-
ly already has marketing goals and there are customer segments that interact with 
them through various channels. Web personalization can be considered as another 
channel that can be embedded in the marketing structure of an organization. 
Regardless of the current marketing goals of the company, it is necessary to 
choose such marketing tools that the interaction of which would be as effective as 
possible in the current sales cycles and as comparable as possible to the steps that 
the user goes through when making a purchase. 
Having an idea of these constants, you can use the message that is most 
relevant for each user. 
In General, marketing activities include the following stages: 
- Attracting potential users who are interested in your products. Impersonali-
zation helps you find the perfect buyer, and in any case, and when better to start 
contact with him. 
- Engagement – at this stage, you need to take all the steps to make a potential 
user interested in your product, offering various additional features. Impersonali-
zation will help to make contact between you two on different channels of 
interaction. 
- Conversion rate. In this case, web personalization pushes the student to the 
conversion action. For example, personalized messages about discounted loafers 
that are profitable for a particular student, or other content containing customer 

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reviews, expert reviews, etc. An offer is an advertisement based on the CPA model 
(English: Cost Per Action), that is, "payment for action". Payment for an action 
implies that the customer does not need clicks, but rather user actions, such as 
registration, publication, voting, or purchases. 
– Hold. Every marketer should aim to turn a regular user into a regular user, 
and web personalization makes this task much easier. This is done by collecting all 
the information from numerous channels and, based on previous purchases, 
generate new offers that are relevant to a particular user. 
- Creating loyalty. Every loyal user has a chance to become a brand advocate. 
Thanks to web personalization, it will not be difficult to identify a loyal user, but 
the manner of communication should be different from the dialogue with a new 
user. The distance learning system of your contact should be the motivation of the 
student to recommend you to others [2]. 
There are many types of personalization of user data in dynamic web sites to 
drive deeper engagement with users. 
1. Segmentation. This is the most popular type of content personalization and 
arguably the easiest. You can target by study, industry, by department, by job title, 
by benefit, by geography, by behavior, and more. To scale your efforts efficiently, 
write a base piece of content where 80% of the content is the same, but then create 
customized versions for each of your various segments. While segmentation helps 
you increase the relevancy of your emails and website experience and improve 
general engagement, the downside is that this level of personalization is limited in 
order to ensure your content appeals to the entire segment of people. 
2. Persona-Based Personalization. Many organizations will rely on personas, 
or representations of their target buyer or user, to generate content and inform the 
direction of their editorial strategy. A persona-based personalization strategy 
involves segmenting content by persona, or the characteristics of each persona. 
Personas can be anecdotal or more data-driven and based on insights such as 
website activity, purchase history or demographics. As you collect more data more 
over time, you can refine each persona, or segment, to further enhance your 
personalization efforts. But in order to scale the creation and optimization of data-
driven personas, you need a way to collect and analyze user data in real time. 
3. Individual-Specific Personalization (or Individualization). While the three 
methods above are all approaches to personalization, they are all based on 
delivering content to broad segments of contacts. The reality is that users no longer 
accept one-size-fits-some content experiences, even if they are bucketed into a 
user-specific segment. The only way to truly personalize the user experience in a 
way that aligns with specific consumer expectations is by personalizing to a 
segment of one, also known as individualization. For true personalization to occur, 
content must unequivocally be targeted to each person’s unique interests through 
an individualization strategy. To achieve individualization, marketers should 
deliver content experiences to a segment of one, optimized in real-time based on 
the actions and preferences inextricably tied to that specific user’s identity. With 
machine learning and artificial intelligence (AI) based tools, you can instantly 

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analyze all available content, along with real-time and historical signals, to deliver 
the most optimal piece of brand content to each visitor in the moment. 
Content is a key component of personalization success and must be created 
based on the types of marketing activities that are used to promote distance 
learning promotion. You can personalize and modify the content only by editing 
the titles, CTA elements, and the content of some parts. The main idea is to 
customize the content to meet the needs of each segment of customers. 
Configuring web personalization security. Use web personalization security to 
add an extra layer of security to individual contact fields to ensure that sensitive 
data is only displayed to trusted contacts. Trusted contacts are those who have 
opened and clicked-through an email sent by distance learning system site. This 
feature is available for web data lookups and field merges used on external and 
internal landing pages that pull data from the contact record. 
Web Personalization Security is configured for each contact field individually 
and controls the behavior of the contact field when used by field merges and web 
data lookups. The field has two settings: 
Show to Trusted Visitors Only: A contact data field with this setting is only 
displayed to visitors who have undergone an additional form of verification. 
Trusted contacts are those who have opened and clicked-through an email sent by 
Oracle Eloqua. Contacts who have not undergone additional verification will see 
data they have previously entered from their browser or the default value (when 
field merges are used). This is the default option. 
Show to All Known Visitors: A contact data field with this setting is 
displayed to all visitors linked to a contact, regardless of whether they have been 
verified or not. 
Web personalization is a trending technology. You may not know your users 
personally, but you know enough about them to be able to offer the content or 
product they need the most. At the same time, web personalization is useful at all 
stages of communication in a convenient way for them. The above-mentioned 
integration and integration feature will allow you to create a powerful tool for 
working with users and developing your dynamic website. 
References 
1.
A.G.Finogeev "Patterns of development of the information space and site semantics 
management system", 2016/«Information technologies» 
2.
http://lpgenerator.ru/blog/2016/10/16/veb-personalizaciya-polnoe-rukovodstvo-k-dejstviyu/