Abstract: A system is provided. The system includes at least one processor. The processor may be configured to receive information associated with an instance of an application installed in a mobile communication device. Further, the processor may receive one or more notifications from the instance of the application confirming its presence in the mobile communication device. The processor may record un-installation of the instance of the application from the mobile communication device upon failure to receive expected one or more notifications confirming the presence of the application in the mobile communication device. The processor may further attribute the un-installation to at least a part of the information associated with the instance of the application.

Abstract: A system (100) for customizing content. The system (100) comprises a personality determination system (102) and a content customization system (108). The personality determination system (102) is configured to; access social networking data of the consumers, and thereafter, process the social networking data of the consumers to create a personality model of the consumers. The content customization system (108) is configured to, access the personality model of the consumers and thereafter, customize the content as per the personality model of the consumers. An algorithm to customize the content based on the personality model of the consumers is based on an OCEAN model of determining personality model of the consumers. The customized content is delivered to the consumers devices by a content delivery system (118).