Patent ID: 11954160
Assignee: AMERICAN EXPRESS TRAVEL RELATED SERVICES COMPANY, INC.
Field: Computer technology (Electrical engineering)
Classification: CPC G | IPC G

Claim 14:
15. An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a computer-based system, cause the computer-based system to perform operations comprising:
calculating, by the computer-based system, an affinity score of a user representing a value of the user to a provider, the affinity score being calculated based at least in part on at least one of: a monetary spending capability of the user or an average monetary spending amount of the user over a time period;
dynamically determining, by the computer-based system, a threshold level for providing personalization services based at least in part on an available processing power in the computer-based system, wherein the threshold level is lowered or raised based on the available processing power;
determining, by the computer-based system, that the affinity score is greater than the threshold level;
providing, by the computer-based system and in response to the affinity score being lower than the threshold level, non-personalization services to the user, wherein the non-personalization services include providing a non-personalized version of a webpage to the user; and
providing, by the computer-based system and in response to the affinity score being greater than the threshold level, the personalization services to the user, wherein the personalization services include providing a personalized version of the webpage to the user, wherein providing the personalization services to the user further comprises:
selecting, by the computer-based system and based at least in part on clickstream data of the user, a first link corresponding to a first function;
determining, by the computer-based system, an available display area on a device of the user;
calculating, by the computer-based system, a first size of the first link based at least in part on the available display area; and
causing, by the computer-based system, the first link to be presented to the user.