The goal of this paper is to explore the concept of personalization in the web application from very begging in the application’s development process. Since web personalization is being popular in e-commerce and other domain so it should be discussed very critically with its challenge, opportunities and process. Web personalization is the process of designing website interface according to specific user need and taking advantage from users interaction and navigation habit to deliver need based content and information. The study presented provides introduction of personalization, briefs of different methods, involves in personalized web development with its challenge.
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