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Part 4 - Personalization and Customization
The mechanisms by which portal content is tailored for the individual user fall into two categories: Personalization and Customization.
Personalization is the selection and manipulation of content based upon things the portal knows about the user. For example, if the portal knows that the user is a student, the SIS portlet may appear prominently in the default layout. "I get personalized service at the Chateau Exclusionary. They know I require a north-facing room and a left-handed TV remote".
Customization refers to the user's ability to select and configure content and its presentation. For example, the user may decide move the mail portlet window to the default tab and select vermillion as its background colour. "I customized my pickup truck with reflective mud-flaps and trout decals".
(When a user logs in to a portal, she moves from a public service to a personalized customized environment where her needs/interests are paramount.
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