GLOSSARY /
Customer Intelligence & Personalization
Learn how leading teams understand visitor behavior, segment audiences, and deliver personalized experiences that increase conversions.
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Generic websites convert generically. The best-performing sites adapt: different content for different visitors, tested and optimized continuously.
But personalization without intelligence is just guessing. This category covers both sides: understanding who your visitors are and what they need, then delivering experiences that match.
The Intelligence Layer
- Customer data platforms (CDP) — Unified customer profiles from fragmented data
- Visitor intelligence — Understanding behavior, intent, and context
- Segmentation — Grouping visitors by meaningful characteristics
The Personalization Layer
- Dynamic content — Content that adapts based on visitor attributes
- A/B testing — Comparing variations to find what works
- Conversion rate optimization (CRO) — Systematic improvement of conversion paths
Why Both Matter
Intelligence without action is just data. Personalization without intelligence is just randomization. The concepts here work together to create websites that learn and improve.
80%
of consumers more likely to buy from brands offering personalization (Epsilon)
8x
ROI on personalization spend for leading companies (McKinsey)
63%
of marketers say data-driven personalization is most challenging (Ascend2)
Frequently Asked Questions
A CDP automatically collects and unifies customer data from all sources (website, email, ads, product) into a single profile. A CRM stores relationship data entered by sales teams. CDPs are automated and comprehensive; CRMs are manual and sales-focused. CDPs feed data to marketing tools; CRMs manage sales processes.
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