{"id":45248,"date":"2023-03-02T18:58:43","date_gmt":"2023-03-02T18:58:43","guid":{"rendered":"https:\/\/www.rightsdirect.com\/?post_type=blog_post&#038;p=45248"},"modified":"2023-03-02T18:59:35","modified_gmt":"2023-03-02T18:59:35","slug":"warum-personalisierung-wichtig-ist","status":"publish","type":"blog_post","link":"https:\/\/www.rightsdirect.com\/de\/blog\/warum-personalisierung-wichtig-ist\/","title":{"rendered":"Relevanz in der wissenschaftlichen, medizinischen und technologischen Suche:\u00a0<br>Warum Personalisierung wichtig ist.\u00a0"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Als Verbraucher:innen erleben wir Personalisierung t\u00e4glich durch gezielte Online-Werbung beim Surfen oder in unseren Social-Media-Konten. Wir sehen es in den Shows und Filmen, die Netflix und Amazon uns vorschlagen, und in der Musik, die Spotify oder Pandora empfehlen, w\u00e4hrend wir durch unsere Playlists scrollen. Diese Technologie basiert auf unserem bisherigen Kauf- und Nutzungsverhalten. Was uns gefallen hat, nicht gefallen hat, wem wir folgen und wonach wir zuvor gesucht und was wir schlie\u00dflich gekauft haben, wird vom maschinellen Lernen verwendet, um vorherzusagen \u2013 und vorzuschlagen \u2013 was f\u00fcr uns in Zukunft von Interesse sein k\u00f6nnte. Aber wie wirken sich Personalisierungstechniken auf die Entdeckung wissenschaftlicher Inhalte und das Informationsmanagement aus?&nbsp;<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Lesen Sie mehr in dem folgenden Beitrag, der zun\u00e4chst im Blog des CCC erschien.&nbsp;<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<h5 class=\"has-text-align-left wp-block-heading\"><strong>The following is an excerpt from <\/strong><a href=\"https:\/\/www.copyright.com\/wp-content\/uploads\/2023\/01\/CCCRD_Information-Chaos-WP.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Accessing and Analyzing Relevant Content in Today\u2019s Information Chaos.<\/strong><\/a><strong>&nbsp;&nbsp;<\/strong>&nbsp;<\/h5>\n\n\n\n<p><a href=\"https:\/\/www.internetlivestats.com\/one-second\/\" target=\"_blank\" rel=\"noreferrer noopener\">According to the latest data<\/a>, approximately 8.5 billion searches are conducted each day on Google. Google \u2014 the tool, the term, and the technology \u2014 is omnipresent in our collective global culture. This has caused a fundamental change in what individuals expect from search results. Our private life search habits and expectations have unsurprisingly spilled over into our business life.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Where personalization comes into play&nbsp;<\/h4>\n\n\n\n<p>With this shift in expectations, it\u2019s important to understand the different types of personalization used by search engines so we can recognize the benefits of applying these tools to data searches in the business environment as well.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>When users are searching through and finding content, personalization allows them to find relevant content faster by moving artificial intelligence (AI)-informed recommendations to the top. With <strong>explicit personalization<\/strong>, search results are driven by a user\u2019s chosen preferences, such as setting specific data source selection and\/or setting source \u201cfavorites.\u201d Based on these choices, the user expects more relevant search results to appear. <strong>Implicit personalization<\/strong> delivers personalized content recommendations based upon a user\u2019s past actions and behaviors.&nbsp;&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/backlinko.com\/google-user-behavior\" target=\"_blank\" rel=\"noreferrer noopener\">Research indicates<\/a> 75% of people will never scroll past the first page on a Google search, drastically limiting the range of potential information. In light of this data, it is more important than ever that the information most highly relevant to the individual researcher appears at the top of search results.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Challenges and opportunities&nbsp;<\/h4>\n\n\n\n<p>At R&amp;D intensive companies, the questions that researchers and other employees attempt to answer are far more complex than a simple Google query can answer. For example, what is most relevant to a researcher working on a promising early-stage drug candidate for Fibrodysplasia ossificans progressive \u2014 otherwise known as FOP or Stoneman\u2019s Disease, which is expected to affect only 4,000 individuals worldwide \u2014 is quite different from what that the same researcher would find valuable in the mature diabetes market.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Why? The Rare Disease field is known for its small patient populations, premature disease understanding, and overwhelming lack of education. Comprehensive and relevant information may be very difficult to find and would require content discovery solutions that scour scientific literature, patent information, real-world evidence, and patients\u2019 lived experiences from as many sources as possible, including scientific societies and congresses, scholarly publications, clinical trials, social media platforms, etc. Casting as broad a net as possible would help generate novel insights and new discoveries and drive results in this market.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>In contrast, let\u2019s look at the diabetes market. Diabetes was accurately described <a href=\"https:\/\/pubmed.ncbi.nlm.nih.gov\/26788261\/\" target=\"_blank\" rel=\"noreferrer noopener\">for the first time in the 2nd century A.D.<\/a>; by January 1922, the first insulin injection was given to a 14-year-old boy dying of the disease. For the last 100 years, diabetes has been studied by countless principal investigators, labs, and drug development companies. The sheer volume of clinical and observational data and content is vast, and as a result, this researcher\u2019s challenge becomes one of technical relevancy and prioritization. R&amp;D users in the diabetes field need solutions and methods to narrow down and contextualize information, to manage the deluge of data, and to help them recognize newly established patterns and trends.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Relevancy in scientific, medical, and technology search&nbsp;&nbsp;<\/h4>\n\n\n\n<p>An article\u2019s median half-life (more than one-half its total downloads) across all publishers <a href=\"https:\/\/www.science.org\/content\/article\/secret-half-lives-scientific-papers\" target=\"_blank\" rel=\"noreferrer noopener\">was between 2 and 4 years<\/a>. This <a href=\"https:\/\/info.aiim.org\/state-of-the-intelligent-information-management-industry-2021?_ga=2.109634373.1121544265.1675709620-749600439.1675709620\" target=\"_blank\" rel=\"noreferrer noopener\">can bias traditional search<\/a> engines to favor older publications because citations, impact factor, etc. can take years to develop \u2014 missing the mark in identifying potentially novel discoveries and innovation.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>This leads us to recognize why R&amp;D professionals need software solutions that are based on the right kind of machine learning \u2014 in particular, implicit and explicit personalization tools that better \u201cunderstand\u201d a user\u2019s goals and result in more serviceable content discovery, regardless of the lifespan of a significant scientific paper. Using the right machine learning tool will combine implicit and explicit personalization with the right content to find relevant results.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>One user of CCC\u2019s <a href=\"https:\/\/www.copyright.com\/solutions-rightfind-navigate\/\" target=\"_blank\" rel=\"noreferrer noopener\">RightFind Navigate<\/a> at a global pharmaceutical company recognizes the value of creating a unified search experience from disparate, siloed content from trusted internal and external sources, saying, \u201cRightFind offers a tremendous benefit as a place to go when you don\u2019t know where to start.\u201d&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Breakthroughs in cancer treatments, rare diseases, and rocket science are possible, not because individual experts know everything on the subject but because people can draw knowledge that does <a href=\"https:\/\/dash.harvard.edu\/handle\/1\/11004901?show=full\" target=\"_blank\" rel=\"noreferrer noopener\">not reside in their own heads<\/a>\u2014 which makes finding the most relevant information at the right time so critical to drive innovation.&nbsp;&nbsp;<\/p>\n\n\n\n<h5 class=\"has-text-align-left wp-block-heading\"><strong>Keep reading<\/strong> <a href=\"https:\/\/www.copyright.com\/wp-content\/uploads\/2023\/01\/CCCRD_Information-Chaos-WP.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Accessing and Analyzing Relevant Content in Today\u2019s Information Chaos<\/a>.&nbsp;&nbsp;&nbsp;<\/h5>\n\n\n\n<p><strong>Learn more<\/strong> about personalized search across multiple sources of data and information for highly relevant discovery with <a href=\"https:\/\/www.copyright.com\/solutions-rightfind-navigate\/\" target=\"_blank\" rel=\"noreferrer noopener\">RightFind Navigate<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Als Verbraucher:innen erleben wir Personalisierung t\u00e4glich durch gezielte Online-Werbung beim Surfen oder in unseren Social-Media-Konten. Wir sehen es in den&nbsp;&hellip;<\/p>\n","protected":false},"author":242,"featured_media":45249,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"internal_tag":[],"topic":[],"coauthors":[],"class_list":["post-45248","blog_post","type-blog_post","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Relevanz in der wissenschaftlichen, medizinischen und technologischen Suche:\u00a0Warum Personalisierung wichtig ist.\u00a0 - RightsDirect<\/title>\n<meta name=\"description\" content=\"Aber wie wirken sich Personalisierungstechniken auf die Entdeckung wissenschaftlicher Inhalte und das Informationsmanagement aus?\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rightsdirect.com\/de\/blog\/warum-personalisierung-wichtig-ist\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Relevanz in der wissenschaftlichen, medizinischen und technologischen Suche:\u00a0Warum Personalisierung wichtig ist.\u00a0 - 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