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Flipkart and IIT Delhi Collaborate to Enhance Personalized Recommendations Through Persona-Based Research

The Indian Institute of Technology, Delhi (IIT-D) industry interface organization, the Foundation for Innovation and Technology Transfer (FITT), and e-commerce giant Flipkart signed a Memorandum of Understanding (MoU) on Tuesday to collaborate on persona-based research aimed at improving personalized recommendations.

As part of the agreement, Flipkart will provide FITT with market intelligence and research funding so that the latter may create detailed user segments with data that are associated with various e-commerce categories based on factors like demographics and purchasing habits.

“We are hoping to find a data-driven solution through our collaboration with IIT Delhi that will enable us to better understand our customers’ requirements and preferences, enabling us to provide persona-based suggestions and enhance the buying experience,” Flipkart’s Chief Data Scientist, Mayur Datar, said in a statement.

The company states that the research attempts to learn from a user activity graph that includes details about the different personas connected with each user and to overcome the shortcomings of current persona development technologies.

“This partnership has the potential to impact many areas by developing machine learning models that can handle real-world data that is large-scale and efficient, as well as persona-based product recommendations,” stated Sayan Ranu from IIT Delhi’s Department of Computer Science and Engineering.

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Together, Flipkart and FITT will also work on several other projects, like seminars, conference travel grants, and company-sponsored research to help an e-commerce major, and IIT Delhi researchers will work on a project that interests both parties.