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

Claim 7:
8. A computer-based system, comprising:
a processor; and
a tangible, non-transitory memory configured to communicate with the processor, the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising:
calculating, by the processor, 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 processor, a threshold level for providing personalization services based at least in part on an available processing power in the processor, wherein the threshold level is lowered or raised based on the available processing power;
determining, by the processor, that the affinity score is greater than the threshold level;
providing, by the processor 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 processor 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 processor and based at least in part on clickstream data of the user, a first link corresponding to a first function;
determining, by the processor, an available display area on a device of the user;
calculating, by the processor, a first size of the first link based at least in part on the available display area; and
causing, by the processor, the first link to be presented to the user.