Deep personalization is common already in web advertising and is becoming
more widely used in e-commerce now that collaborative filtering recommendation engines are readily available. By utilizing
collaborative filtering’s ability to match the targeted customer’s history with histories of other customers, deep personalization is
able to generate persistent, personalized suggestions or predictions. Deep personalization builds a customer relationship over time,
leveraging the history developed to provide increasingly better recommendations. Unlike notification services that require manual
updating, deep personalization updates the user profile whenever the customer interacts with the merchant. Deep personalization
systems can use user-to-user correlation, attribute-based systems with a learning module to identify user interests, or a combination
of the two.