How Do Algorithms Enhance Our Use of Digital Hubs
Many of us take the incredible range of benefits that digital hubs provide for granted, with it being second nature to use smartphones and other digital devices to access information, search for services, buy products, and seek entertainment.
Algorithms are vital to these operations and carry out a variety of tasks behind the scenes, including performing calculations, processing data, automating tasks, and helping to define the logic and commands required for tasks to be carried out successfully.
With this in mind, we take a look at how they specifically improve the user experience of digital hubs.
Personalisation
The move from face-to-face services to more convenient online operations carries a reputation of being colder, lacking in customer service, and lacking a personal touch. Though there is an element of truth to this, it is a sacrifice many are happy to make for more efficient options.
However, improving technology and AI implementation is allowing algorithms to create more personalised experiences for users. The iGaming industry has used this to its advantage by offering players personalised marketing offers.
The competitive nature of the online casino industry has resulted in a war between operators who are offering deals to entice new users.
Online gambling expert Matteo Farina at Esports News explains that free spins, no deposit bonuses, reload bonuses, and deposit matching deals are the most popular options for new customers, while VIP rewards and loyalty programmes help with customer retention.
Welcome offers tend to be broad campaigns that anyone can take advantage of, but more personalised marketing deals are used for existing customers. The use of algorithms to analyse player data and automate deals based on player preferences results in deals that are more likely to be appreciated and used, building a stronger relationship between the operator and customer, and giving the site a better chance of repeat custom.
Information Retrieval
Search engine algorithms are another facet of technology that goes largely unnoticed, with consumers simply typing in a search query and looking at the results. However, for the most relevant option to appear to the searcher, a lot of time and effort go into creating search engine rankings.
Intent, location, and reputation are key to users being given the best options for their search, and search engine algorithms have improved dramatically over the years to identify the most relevant options, as well as those trying to work the system to appear higher.
The quality of a website, its popularity, and links from respected sites all make a difference to how a website will rank. A lot of time and money goes into search engine optimisation (SEO) to ensure websites are in the best condition for searches.
Enhanced User Engagement
User engagement is key for websites, and algorithms can be used in a reactive way to ensure the user has the best journey available to them. Content and layouts can adapt to user preferences, while the incorporation of smart systems to time reminders and notification systems can help increase interactions based on when users are most likely to respond.
More receptive digital hubs can improve engagement and retention levels, and algorithm development has helped with this.
Task Automation
Many of the more repetitive and labour-consuming tasks associated with websites benefit from automation, made possible by algorithms that can analyse performance metrics and data to provide operators with suggestions that can improve the design of the hub, or automatically improve them through ML and AI technology.
Other ways that automation can be used to improve efficiency include workflow management and scheduling. The automation of these tasks can streamline processes.
Security
Website security is a major concern for operators and the people who use them. Keeping a website and consumer data secure is a major selling point for modern websites, with those that suffer breaches facing reputational damage as well as any other criminal activity that occurs.
For consumers, the threat of cybercrime is ever-present in a society where most of our banking, shopping, and other activities take place. Identity fraud, account takeovers, and direct theft are all concerns that many people go to great lengths to avoid. The use of security software and trying to minimise the amount of data shared online can help, but it is a job that both consumers and operators must work towards.
The use of algorithms in modern security protocols helps operators identify unusual behaviours and patterns by users, either in the things they do or how they log in. Automated security processes can alert the operator and user to potential security breaches, with actions required for accounts to be reactivated.
These examples show how important algorithms are to the websites we access every day, and the fact that they go under the radar for a lot of users shows that they are doing their job well.