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Machine Learning with Spark - Second Edition by Nick Pentreath, Manpreet Singh Ghotra, Rajdeep Dua

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Personalization

Perhaps one of the most important potential applications of machine learning in MovieStream's business is personalization. Generally speaking, personalization refers to adapting the experience of a user and the content presented to them based on various factors, which might include user behavior data as well as external factors.

Recommendations are essentially a subset of personalization. Recommendation generally refers to presenting a user with a list of items that we hope the user will be interested in. Recommendations might be used in web pages (for example, recommendation-related products), via e-mails or other direct marketing channels, via mobile apps, and so on.

Personalization is very similar to recommendations, but ...

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