Web Content Personalization with Liferay
11/11/2012

‘Same size fits all’ concept is fading away in all industries. Customization or personalization is just not limited to B2C transactions. B2B organizations are also moving with the time.

Online PR News – 11-November-2012 – NY – ‘Same size fits all’ concept is fading away in all industries. Customization or personalization is just not limited to B2C transactions. B2B organizations are also moving with the time. Dynamic technology has empowered businesses to personalize web content for their prospects and customers. Personalization involves using technology to accommodate the differences between individuals. Using profiling technology, content can be personalized for every visitor to create special experience. Many Web Content Management (WCM) platforms and Portal Solutions have been powered with this unique feature of customization. Looking at the current trend in technology, portal solutions have gained good momentum.

For intranet portals, content personalization can be done on basis of visitors’ department, functional area, or role. Customization in context of web portals refers to flexibility of users modifying the page content that should be displayed. Broadly speaking, personalization can be done horizontally and vertically. Vertical segregation is done on basis of user, group and collaboration method. While horizontally, categorized as explicit, implicit and hybrid. Using "if this, then that" rules and other filtering options this feature can be deployed on portals. When personalization is performed based on the verticals its implicit personalization. Feature of user changing the content is explicit, while a combination of both models is hybrid.

Obviously if you are looking to have best of both worlds, Liferay portal is a popular choice with enterprises. It has many portlets and features which can be developed to personalize content for users. Customization of themes for Liferay portal based on events is vertical personalization based on groups. If a logged-in user can customize the calendar events being displayed on his profile page or add bookmarks and links visible just to him, is horizontal implicit personalization. When portlets are placed in a way such that content is visible to a particular group of user its vertical personalization. Authorization and Authentication plays a major role in making user groups. Portlets like event calendar, bookmarks, user name, profile pictures, favorite links, favorites etc. can be customized using Liferay. Liferay portal offers portlet customization flexibility to provide a good experience with web content personalization.

Organizations considering building intranet portals should definitely evaluate Liferay. The portal offers huge potential for web content personalization.