Personalization is the practice of dynamically tailoring a service or a product to the wants and needs of each user/customer. It is commonly used to enhance customer service and is sometimes referred to as one-to-one marketing. It is a key element in all recommender systems, which combine attributes like user history, location, context, interests, social category etc. in order to identify the user preferences and provide the relevant user experience. Here are 10 amazing facts about personalization.