Personalization can be defined as the customization of the outputs of a system based on the collected personal information of its users. Personalization techniques rely on user information, such as interests, preferences, geographic location, etc. The data being collected is used to create a profile, and improve the relevance of the outputs presented to the user. Google's search engine, or Facebook's suggestions are examples of personalization. This paper intent to provide an overview of the concept, and pretend to answer the question: Which level of personalization can Big Data Analytics Platforms support?
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