Data-Driven Personalized E-Government Services: Literature Review and Case Study

Better targeted and more personalized service offering to citizens has the potential to make state-citizen interactions more seamless, reduce inefficiencies in service provision, and lower barriers to service access for the less informed and disadvantaged social groups. What constitutes personalization and how the service offering can be customized to meet individual user demand is, however, much less clear and underdeveloped partially due to the technical and legal dependencies involved. The paper gives an overview of how personalization and customization of digital service offering have been discussed in the literature and systematizes the main strand emerging from this. It follows up with a case study of the Estonian X-road log data as one potential way to detect latent user demand emerging from an experienced life-event that could form a basis for letting users define their service needs as holistically as possible. The results show the existence of distinct service usage clusters, with specific user profiles behind them, a clear indication of latent demand that leads to a simultaneous consumption of otherwise independent digital services.