People come in all shapes and sizes. Understanding the profiles of those various shapes and sizes is helpful, but only if you first understand why someone is visiting your site. Once you have a good idea of a shopper’s intent, bringing his or her profile data into the mix can be extremely valuable because it can be used to better understand personal tastes and preferences. With no insight into that person’s intent however, his or her profile alone will have limited relevance. If you want to take your personalization game to the next level, start by first figuring out why someone is visiting your site, and then look at other types of data to inform your product recommendations – golf handicap and blood type not included. – Dan Darnell, VP Marketing, Baynote
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