Flipkart partners with IIT Delhi to improve personalized suggestions through persona research

New Delhi, March 19 (IANS) – E-commerce giant Flipkart has entered into a Memorandum of Understanding with the Foundation for Innovation and Technology Transfer (FITT) at IIT Delhi to collaborate on research regarding personas for enhanced personalized recommendations.

The MoU stipulates that Flipkart will provide research grants and market insights to FITT in order to develop detailed user segments based on shopping behavior, demographics, and other factors. Mayur Datar, Chief Data Scientist at Flipkart, expressed hope that the partnership will lead to a better understanding of customer preferences and improve the shopping experience through persona-based recommendations.

The research conducted through this partnership aims to overcome the limitations of existing persona creation tools by utilizing a user activity graph to identify various personas associated with each user. Sayan Ranu from the Department of Computer Science and Engineering at IIT Delhi highlighted the potential impact of this collaboration on advancing machine learning models for handling large-scale real-world data effectively.

Aside from research initiatives, Flipkart and FITT are set to organize seminars, provide conference travel grants, and conduct company-sponsored research projects on topics of mutual interest. This collaboration marks a significant step towards enhancing the e-commerce experience through data-driven solutions and personalized recommendations.