Intelligent Techniques for Web Personalization

In this chapter we provide a comprehensive overview of the topic of Intelligent Techniques for Web Personalization. Web Personalization is viewed as an application of data mining and machine learning techniques to build models of user behaviour that can be applied to the task of predicting user needs and adapting future interactions with the ultimate goal of improved user satisfaction. This chapter survey’s the state-of-the-art in Web personalization. We start by providing a description of the personalization process and a classification of the current approaches to Web personalization. We discuss the various sources of data available to personalization systems, the modelling approaches employed and the current approaches to evaluating these systems. A number of challenges faced by researchers developing these systems are described as are solutions to these challenges proposed in literature. The chapter concludes with a discussion on the open challenges that must be addressed by the research community if this technology is to make a positive impact on user satisfaction with the Web.