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9 Must-Haves for Choosing an eCommerce Personalization Solution
2026-02-28 19:37 Diff
https://www.dynamicyield.com/article/ecommerce-personalization-must-haves/
Summarize this articleHere’s what you need to know:
Personalization can boost sales, engagement, and loyalty. By understanding individual customer preferences and tailoring experiences accordingly, businesses can drive more conversions and build stronger relationships.
Data is key, but challenges abound. Implementing successful personalization requires collecting and analyzing data from various touchpoints, but data quality, real-time responsiveness, and technological complexity can pose hurdles.
The right platform makes all the difference. Choose a platform that excels at gathering and interpreting customer data across all channels, while offering flexibility and scalability to adapt to evolving needs.
Personalization isn’t one-size-fits-all. Consider your specific industry, customer base, and goals when selecting a personalization strategy and tools.
Start small and scale gradually. Begin with a pilot project to test and refine your personalization efforts before committing to a large-scale implementation.
Successful eCommerce brands know that there is no better way to make an online customer feel special than through a personalized shopping experience. This understanding is not limited to luxury brand marketers — most online merchandisers try to make their web visitors feel like royalty, and it works.
When a customer feels a connection to a brand, sales and loyalty both increase. eCommerce personalization can offer a slew of benefits that energize an existing customer base and increase profitability far more efficiently than trying to acquire new customers.
Almost 90% of consumers say that they are influenced by eCommerce personalization, and almost 90% of marketers say that eCommerce personalization has boosted revenues (source). Real-time eCommerce personalization obviously offers plenty of benefits.
Web personalization is key to eCommerce success, but remains a challenge

Despite all the benefits of personalization, more than half of online companies have yet to implement an eCommerce personalization platform. Why? Because real-time eCommerce personalization can get tricky, and there are many factors which require consideration:
Data issues – limited data on new customers and an overwhelming amount of data for established customers.
Results must be available fast – but must still be high quality. The system must respond to new input in real time.
Effective personalization is mathematically complex – Determining statistical significance at scale and on a one-to-one level is a huge mathematical challenge.
Legacy CMS and back office systems – represent a major roadblock for some businesses.
The bare necessities

Enterprise-grade eCommerce personalization involves several moving parts, requiring brands to connect, consolidate, analyze, and activate their data in real time. Though, this can only happen when the following technological components are present at the core.
Unified dataset. Information from every touchpoint along the customer journey must be made available to create a single source of truth from which to take instant action. Therefore, businesses employing several point solutions in the marketing stack should consider replacement with that of a holistic personalization platform, as essential data from these tools often get stuck in silos, making it nearly impossible to leverage.
Open architecture. Integration with various tools from the marketing technology stack, no matter what the vendor, should happen seamlessly to enable powerful personalization use cases. A high level of flexibility can reduce engineering time and generate a significant amount of value in new profit by accelerating a business’ rate of deployment.
Decision logic. Automation of analysis and delivery are necessary to increase efficiencies, scale operations, and ensure each customer receives the optimal experience. As the number of tests, variations, and segments increase along an experimentation roadmap, assessing the impact becomes an incredibly data-heavy task, a feat which can only be scaled with machine learning.
Download our free ebook and discover everything you need to know when selecting an eCommerce personalization vendor that can deliver on your goals.
How to win with eCommerce personalization

What are the primary things a business needs to consider before deciding on the right eCommerce personalization solution? Personalization technology selection means knowing what to look for and how it’s going to deliver on business goals. With so many possible implementations and a great deal of variation between the capabilities each can provide, getting answers to the questions below is absolutely critical to moving forward in conversations with a vendor.
Once the full extent of their capabilities are known, a proper evaluation can be conducted with all relevant stakeholders involved, including marketing, engineering, product, and analytics. After which, suitable options should be strongly considered and weaker ones eliminated.
Bonus 1: Use our practical vendor comparison table to easily reference the right questions and track answers during the evaluation process.
Here are some key considerations when choosing an eCommerce personalization platform:
Ability to act upon anonymous users

Software that facilitates personalization for a first-time visitor to a site can partially compensate for the not-enough-data problem that new customers represent. The referring website is often a big clue as to the preferences of a first-time visitor. Third-party data from data aggregators can be used to round out the picture and help provide a new visitor with a welcoming experience.
eCommerce Personalization example from an innovative travel site: Targeting first-time visitors with customized promotions to create a welcoming and relevant experience. More on this use case →
Automated segmentation capabilities

A business that wants to target specific segments needs to think about what segments need to be defined and how to best appeal to those segments. Automated segment discovery tools are available that help identify segments and their attributes.
Omnichannel support

In a multi-channel world, any omnichannel personalization solution should be able to target the complete customer journey, across devices and channels. Desktop-only personalization ignores the ever-growing importance of mobile devices. The personalization system needs to be integrated in such a way that the brand has a unified view of its customer and can analyze customer behavior, irrespective of the channels it is active on. The customer also needs a unified and seamless experience when it accesses the site through different devices.
Holistic data-driven approach

A business needs to consider what kind of data is going to be most useful. What we think of first when we think of personalization is probably historical customer data. Third-party data can be just as valuable, however. ZIP codes, weather, and relational geography can be tremendously important. Shipping policies tailored for the shoppers’ specific location provides transparency while making shoppers feel welcome.
Layout personalization

The ability to reconstruct site layout and structure, tailored for individual preferences, is one of the fundamental requirements of quality eCommerce personalization. What the shopper sees on each page should be based on cumulative knowledge about the shopper and the new information presented by current behavior; in other words, layout personalization should ideally serve the current needs of the shopper while taking into consideration historical preferences.
eCommerce Personalization example from an innovative underwear brand: Testing various layouts of homepage elements to increase engagement. More on this use case →
Automation capabilities, powered by manual control

An ideal eCommerce personalization software should have the ability to utilize both manual and automated algorithmic decisions. A/B testing‚ product recommendations, personalized offers – can all be done effectively when there is a great deal of flexibility in determining the strategy. Merchandisers should be able to utilize their vast knowledge through manual control, while automated algorithms can optimize marketing campaigns at scale.
Optimization agility

An agile approach brings as much value to an eCommerce project as it does to any other project. Possibly more. Building a really effective eCommerce site involves a lot of testing and experimentation. No assumptions should be made and the site should be flexible enough to adjust as data is interpreted. Personalized shopping experiences translate into constantly adjusting customers’ eCommerce journeys as brands learn more about their customers and how to give them what they really want.
Micro-targeting

eCommerce personalization platforms need to allow brands to isolate individual customer behaviors in as much detail as needed. The more brands can micro target their audience, the more they can shape offerings to appeal to niche segments of their customer base. The ideal – though difficult to achieve – is one-on-one targeting, a eCommerce personalization software that can see customers as well-rounded individuals.
Flexibility at scale

Scalability is critical. A good eCommerce personalization tool needs to allow a business to take advantage of growing customer experience. The ideal personalization and conversion rate optimization solution should enable brands to present their content in whatever manner is going to be visually appealing to their target audience.
Your CX is only as good as the personalization partner you keep

While the right fit is heavily dependent on a vendor’s capabilities, many other important factors impact the decision to ultimately opt for one provider over another. Like whether or not the same vision for personalization is shared, a company’s future needs align well with the current product roadmap, proven use cases are available to demonstrate expertise in a given industry, and that the resources and infrastructure exists to support a growing program.
Technology is merely a vehicle through which customer experiences are formed. A true partner in personalization has the power to transform entire digital strategies, augmenting efforts in the development of new ideas and implementations, establishment of workflows and processes, analysis and refinement of campaigns, as well as the advancement of innovative initiatives.
The more informed about a vendor and how it operates, the greater the potential an original investment in personalization will be returned, and more importantly, produce dividends.
The importance of personalization in ecommerce

eCommerce personalization tools increase sales, customer engagement, and customer loyalty. 45% of consumers say they are more likely to shop on an eCommerce site that offers personalization. Setting up a truly effective personalized eCommerce experience may be seen as a complex proposition involving lots of moving parts, but with the right set of tools at hand, it is much easier to achieve.
Overall, eCommerce personalization is simply the only way to stay competitive in today’s fast-paced eCommerce environment, and luckily, it is always possible to start small.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-9300" class="et_pb_post post-9300 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-personalization-infrastructure article-function-leadership article-type-tactical-guides article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting &amp; Personalization</a></div><h1 class="article-title">eCommerce personalization trends, stats and best practices</h1><h2 class="article-excerpt">Smart eCommerce personalization begins with this checklist of must-haves to learn its benefits, create a fitting strategy, and see real brand examples.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg"  alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personalization can boost sales, engagement, and loyalty. By understanding individual customer preferences and tailoring experiences accordingly, businesses can drive more conversions and build stronger relationships.</li><li style="margin: 10px 0;">Data is key, but challenges abound. Implementing successful personalization requires collecting and analyzing data from various touchpoints, but data quality, real-time responsiveness, and technological complexity can pose hurdles.</li><li style="margin: 10px 0;">The right platform makes all the difference. Choose a platform that excels at gathering and interpreting customer data across all channels, while offering flexibility and scalability to adapt to evolving needs.</li><li style="margin: 10px 0;">Personalization isn&#8217;t one-size-fits-all. Consider your specific industry, customer base, and goals when selecting a personalization strategy and tools.</li><li style="margin: 10px 0;">Start small and scale gradually. Begin with a pilot project to test and refine your personalization efforts before committing to a large-scale implementation.</li></ul></div><p></p><p>Successful eCommerce brands know that there is no better way to make an online customer feel special than through a personalized shopping experience. This understanding is not limited to luxury brand marketers — most online merchandisers try to make their web visitors feel like royalty, and it works.</p><p>When a customer feels a connection to a brand, sales and loyalty both increase. eCommerce <a href="https://www.dynamicyield.com/article/what-is-mach-architecture/" rel="noopener" target="_blank">personalization</a> can offer a slew of benefits that energize an existing customer base and increase profitability far more efficiently than trying to acquire new customers.</p><p>Almost 90% of consumers say that they are influenced by eCommerce personalization, and almost <a class="inline-twitter-link inline-tweet-click" href="#" onclick="inline_tweet_sharer_open_win('https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.dynamicyield.com%2Farticle%2Fecommerce-personalization-must-haves%2F&text=RT+%40DynamicYield%3A+90%25+of+marketers+say+that+eCommerce+personalization+has+boosted+revenues+');" title="Tweet This!">90% of marketers say that eCommerce personalization has boosted revenues <span class="non-dashicons"> </span></a> (<a href="http://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf" target="_Blank" rel="noopener noreferrer">source</a>). Real-time eCommerce personalization obviously offers plenty of benefits.</p><h2>Web personalization is key to eCommerce success, but remains a challenge</h2><p>Despite all the benefits of personalization, more than half of online companies have yet to implement an eCommerce personalization platform. Why? Because real-time eCommerce personalization can get tricky, and there are many factors which require consideration:</p><ol><li><b>Data issues </b>– limited data on new customers and an overwhelming amount of data for established customers.</li><li><b>Results must be available fast</b> – but must still be high quality. The system must respond to new input in real time.</li><li><b>Effective personalization is mathematically complex</b> – Determining statistical significance at scale and on a one-to-one level is a huge mathematical challenge.</li><li><b>Legacy CMS and back office systems</b> – represent a major roadblock for some businesses.</li></ol><h2>The bare necessities</h2><p>Enterprise-grade eCommerce personalization involves several moving parts, requiring brands to connect, consolidate, analyze, and activate their data in real time. Though, this can only happen when the following technological components are present at the core.</p><p><strong>Unified dataset</strong>. Information from every touchpoint along the customer journey must be made available to create a single source of truth from which to take instant action. Therefore, businesses employing several point solutions in the marketing stack should consider replacement with that of a holistic personalization platform, as essential data from these tools often get stuck in silos, making it nearly impossible to leverage.</p><p><strong>Open architecture</strong>. Integration with various tools from the marketing technology stack, no matter what the vendor, should happen seamlessly to enable powerful personalization use cases. A high level of flexibility can reduce engineering time and generate a significant amount of value in new profit by accelerating a business’ rate of deployment.</p><p><strong>Decision logic</strong>. Automation of analysis and delivery are necessary to increase efficiencies, scale operations, and ensure each customer receives the optimal experience. As the number of tests, variations, and segments increase along an experimentation roadmap, assessing the impact becomes an incredibly data-heavy task, a feat which can only be scaled with machine learning.</p><div class="blog-ebook-cta"><p><span style="font-weight: 500;">Download our free ebook</span> and discover everything you need to know when selecting an eCommerce personalization vendor that can deliver on your goals.</p><div class="ebook-cta-button"><a style="color: #fff; text-transform: uppercase; font-weight: 400;" href="https://www.dynamicyield.com/guides/personalization-vendor-guide/">Read the eBook ›</a></div></div><h2>How to win with eCommerce personalization</h2><p>What are the primary things a business needs to consider before deciding on the right eCommerce personalization solution? Personalization technology selection means knowing what to look for and how it’s going to deliver on business goals. With so many possible implementations and a great deal of variation between the capabilities each can provide, getting answers to the questions below is absolutely critical to moving forward in conversations with a vendor.</p><p>Once the full extent of their capabilities are known, a proper evaluation can be conducted with all relevant stakeholders involved, including marketing, engineering, product, and analytics. After which, suitable options should be strongly considered and weaker ones eliminated.</p><p><span style="background-color: #51deb7; padding: 2px 3px 2px 6px; margin-right: 3px; text-transform: uppercase; color: #fff; font-style: normal;"><strong>Bonus 1: </strong></span> Use our <a href="https://lnk.dyo.io/2L3Fhvp"><b>practical vendor comparison table</b></a> to easily reference the right questions and track answers during the evaluation process.</p><div style="font-style: normal; margin-bottom: 20px; margin-top: 0px;"><span style="background-color: #51deb7; padding: 2px 3px 2px 6px; margin-right: 3px; text-transform: uppercase; color: #fff; font-style: normal;"><strong>Bonus 2: </strong></span> Download our free <a class="bonus-checklist" href="https://www.dynamicyield.com/blog/personalization-rfp-template/">personalization RFP template here</a>.</div><p><a href="https://www.dynamicyield.com/files/research/Personalization-and-Experience-Optimization-RFP-Template.xlsx"><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/05/rfp-ttemplate-for-personalization.jpg" alt="Free RFP Template for Personalization and Experience Optimization Platforms" width="1590" height="845" class="aligncenter size-full wp-image-121473" /></p><div style="text-align: center; font-size: 12px; margin-top: -10px; padding-top: 0px; margin-bottom: 20px; color: #999;"><I>Download your free copy of the RFP Template for Personalization and Experience Optimization Platforms</i></div><p></a></p><h2>Choosing an eCommerce personalization platform</h2><p>Here are some key considerations when choosing an eCommerce personalization platform:</p><div style="background-color: #fff; color: #000; margin-top: 0px; margin-bottom: 0px;"></div><div style="margin-bottom: 20px; color: #000; margin-top: 0px;"><div style="padding: 30px 0 0 0;"><ol class="simple-list"><li><h3>Ability to act upon anonymous users</h3><p>Software that facilitates <a href="https://www.dynamicyield.com/article/ecommerce-personalization-must-haves/">personalization</a> for a first-time visitor to a site can partially compensate for the not-enough-data problem that new customers represent. The referring website is often a big clue as to the preferences of a first-time visitor. Third-party data from data aggregators can be used to round out the picture and help provide a new visitor with a welcoming experience.</li><div style="text-align: center; margin-top: 15px; margin-bottom: 30px;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2015/08/ecommerce-personalization-example-promotional-messaging.gif" alt="eCommerce Personalization example of first-time visitors being shown a customized promotion on an innovative travel site" border="0" style="box-shadow: 0 0 10px #eee;" /></p><div style="max-width: 600px; font-size: 13px; font-style: italic; color: #696969; margin: 0 auto; padding-bottom: 10px;"><b>eCommerce Personalization example</b> from an innovative travel site: Targeting first-time visitors with customized promotions to create a welcoming and relevant experience. <a href="https://www.dynamicyield.com/use-case/optimized-first-time-visitor-promotion/">More on this use case →</a></div></div><li><h3>Automated segmentation capabilities</h3><p>A business that wants to target specific segments needs to think about what segments need to be defined and how to best appeal to those segments. Automated segment discovery tools are available that help identify segments and their attributes.</li><li><h3>Omnichannel support</h3><p>In a multi-channel world, any <a href="https://www.dynamicyield.com/lesson/strategizing-omnichannel-personalization/">omnichannel personalization</a> solution should be able to target the complete customer journey, across devices and channels. Desktop-only personalization ignores the ever-growing importance of mobile devices. The personalization system needs to be integrated in such a way that the brand has a unified view of its customer and can analyze customer behavior, irrespective of the channels it is active on. The customer also needs a unified and seamless experience when it accesses the site through different devices.</li><li><h3>Holistic data-driven approach</h3><p>A business needs to consider what kind of data is going to be most useful. What we think of first when we think of personalization is probably historical customer data. Third-party data can be just as valuable, however. ZIP codes, weather, and relational geography can be tremendously important. Shipping policies tailored for the shoppers’ specific location provides transparency while making shoppers feel welcome.</li><li><h3>Layout personalization</h3><p>The ability to reconstruct site layout and structure, tailored for individual preferences, is one of the fundamental requirements of quality eCommerce personalization. What the shopper sees on each page should be based on cumulative knowledge about the shopper and the new information presented by current behavior; in other words, layout personalization should ideally serve the current needs of the shopper while taking into consideration historical preferences.</li><div style="text-align: center; margin-top: 15px; margin-bottom: 30px;"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2015/08/personalized-ecommerce-experience-multitouch-mobile-landingpage.png" alt="eCommerce Personalization example showing what it means to  test various layouts of homepage elements" border="0" /></p><div style="max-width: 600px; font-size: 13px; font-style: italic; color: #696969; margin: 0 auto; padding-bottom: 10px;"<b>eCommerce Personalization example</b> from an innovative underwear brand: Testing various layouts of homepage elements to increase engagement. <a href="https://www.dynamicyield.com/use-case/testing-the-order-of-homepage-elements-to-increase-engagement/">More on this use case →</a></div></div><li><h3>Automation capabilities, powered by manual control</h3><p>An ideal eCommerce personalization software should have the ability to utilize both manual and automated algorithmic decisions. <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a>‚ product recommendations, personalized offers – can all be done effectively when there is a great deal of flexibility in determining the strategy. Merchandisers should be able to utilize their vast knowledge through manual control, while automated algorithms can optimize marketing campaigns at scale.</li><li><h3>Optimization agility</h3><p>An agile approach brings as much value to an eCommerce project as it does to any other project. Possibly more. Building a really effective eCommerce site involves a lot of testing and experimentation. No assumptions should be made and the site should be flexible enough to adjust as data is interpreted. Personalized shopping experiences translate into constantly adjusting customers’ eCommerce journeys as brands learn more about their customers and how to give them what they really want.</li><li><h3>Micro-targeting</h3><p>eCommerce personalization platforms need to allow brands to isolate individual customer behaviors in as much detail as needed. The more brands can micro target their audience, the more they can shape offerings to appeal to niche segments of their customer base. The ideal – though difficult to achieve – is one-on-one targeting, a eCommerce personalization software that can see customers as well-rounded individuals.</li><li><h3>Flexibility at scale</h3><p>Scalability is critical. A good eCommerce personalization tool needs to allow a business to take advantage of growing customer experience. The ideal personalization and <a href="https://www.dynamicyield.com/lesson/cro-plan/">conversion rate optimization</a> solution should enable brands to present their content in whatever manner is going to be visually appealing to their target audience.</li></ol></div></div><h2>Your CX is only as good as the personalization partner you keep</h2><p>While the right fit is heavily dependent on a vendor’s capabilities, many other important factors impact the decision to ultimately opt for one provider over another. Like whether or not the same vision for personalization is shared, a company’s future needs align well with the current product roadmap, proven use cases are available to demonstrate expertise in a given industry, and that the resources and infrastructure exists to support a growing program.</p><p>Technology is merely a vehicle through which customer experiences are formed. A true partner in personalization has the power to transform entire digital strategies, augmenting efforts in the development of new ideas and implementations, establishment of workflows and processes, analysis and refinement of campaigns, as well as the advancement of innovative initiatives.</p><p>The more informed about a vendor and how it operates, the greater the potential an original investment in personalization will be returned, and more importantly, produce dividends.</p><h2>The importance of personalization in ecommerce</h2><p>eCommerce personalization tools increase sales, customer engagement, and customer loyalty. 45% of consumers <a href="http://www.invesp.com/blog/online-shopping-personalization/" target="_Blank" rel="noopener noreferrer">say</a> they are more likely to shop on an eCommerce site that offers personalization. Setting up a truly effective personalized eCommerce experience may be seen as a complex proposition involving lots of moving parts, but with the right set of tools at hand, it is much easier to achieve.</p><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/5edI4' target='_blank'>45% of consumers say they are more likely to shop on an eCommerce site that offers personalization.</a></div><a href='http://ctt.ec/5edI4' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><p>Overall, eCommerce personalization is simply the only way to stay competitive in today’s fast-paced eCommerce environment, and luckily, it is always possible to start small.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-infrastructure/">Personalization Infrastructure</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/where-human-ingenuity-fits-in-the-ai-era/">Where human ingenuity fits in the AI-driven marketing era</a><div class="article-sidebar-nav-author">Yaniv Navot</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section><div class="container"><div class="articles-popular-wrapper"><h3>Most Popular in <span>Targeting &amp; Personalization</span></h3><div class="lc-flex articles-popular-block"><a href="https://www.dynamicyield.com/article/webstore-guided-selling-tactics/"><span class="article-popular-img-wrap"><img src="https://www.dynamicyield.com/wp-content/uploads/2023/01/blog_234_webstore_guidedselling_feature.jpg" width="255" height="103" alt="" class="crp_thumb"></span><strong>Why the webstore has become predictable and how guided selling can fix it</strong></a><a href="https://www.dynamicyield.com/article/deep-learning-affinity-profiling/"><span class="article-popular-img-wrap"><img 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        }

        if(dy_search_params.has('utm_medium')) {
            localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
        }

        if(dy_search_params.has('utm_content')) {
            localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
        }

        if(dy_search_params.has('utm_campaign')) {
            localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
        }

        if(dy_search_params.has('utm_term')) {
            localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
        }

        if(dy_search_params.has('mkt_tok')) {
            localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
        }

        // Also, fill in the data inside the Marketo form once its available
        if(typeof window.MktoForms2 === 'object') {

            MktoForms2.whenReady(function(_form) {

                var form = _form.getFormElem();
                console.log('MKTO FORM READY');

                // Append the mkt_tok param if it exists in the URL
                var ls_mkto_tok = localStorage.getItem('mkt_tok');

                if(ls_mkto_tok) {

                    _form.addHiddenFields({
                        mkt_tok: ls_mkto_tok
                    });

                    _form.vals({ mkt_tok: ls_mkto_tok });
                }

                // Fill in the UTM data from localStorage
                var dy_utms = {
                    'utm_source': 'txt_source__c',
                    'utm_medium': 'txt_medium__c',
                    'utm_content': 'txt_content__c',
                    'utm_campaign': 'txt_campaign_name__c',
                    'utm_term': 'txt_term__c',
                    'gclid': ['GCLID__c', 'GCLID_c__c']
                };

                for(var i = 0; i < Object.keys(dy_utms).length; i++) {

                    var ls_key   = Object.keys(dy_utms)[i],
                        ls_value = localStorage.getItem(ls_key),
                        form_key = dy_utms[ls_key],
                        form_field;

                    if(ls_value) {

                        if(ls_key === 'gclid') {
                            ls_value = JSON.parse(ls_value).value;
                        }

                        if(typeof(form_key) === 'string') {
                            form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');

                            if(form_field) {
                                form_field.value = ls_value;
                            }

                        } else {

                            for(var j = 0; j < form_key.length; j++) {
                                form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');

                                if(form_field) {
                                    form_field.value = ls_value;
                                }
                            }
                        }
                    }
                }

                // IP Address
                fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {

                    result.text().then(function(values) {

                        values.split("\n").map(function(item) {
                            var pair = item.split('=');

                            if(['ip'].includes(pair[0])) {
                                form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
                            }
                        });
                    });
                });

                // GA ID and Referrer
                var dy_utms_cookie = {};

                document.cookie.split(';').forEach(function(el) {
                    var splitCookie = el.split('=');
                    var key = splitCookie[0].trim();
                    var value = splitCookie[1];
                    dy_utms_cookie[key] = value;
                });

                if(dy_utms_cookie["_ga"]) {
                    form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
                }

                if(dy_utms_cookie["personalize_referrer_string"]) {
                    form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
                }

                // ZoomInfo
                if(localStorage.getItem('ZoomInfoData')) {
                    var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));

                    if(zoominfo_data) {
                        form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
                        form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
                        form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
                    }
                }

                // Also, dispatch a dataLayer event on success
                _form.onSuccess(function(values, follow_up_url) {
                    window.dataLayer = window.dataLayer || [];

                    if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'demo_request_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;

                    } else if([3876].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'newsletter_signup_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;
                    }
                });
            });
        }</script> <script>if(typeof(jQuery) !== 'undefined') {
                $ = jQuery.noConflict();
            }
			function getUrlParameter(sParam) {
    var sPageURL = decodeURIComponent(window.location.search.substring(1)),
        sURLVariables = sPageURL.split('&'),
        sParameterName,
        i;

    for (i = 0; i < sURLVariables.length; i++) {
        sParameterName = sURLVariables[i].split('=');

        if (sParameterName[0] === sParam) {
            return sParameterName[1] === undefined ? true : sParameterName[1];
        }
    }
}
$(window).load(function(){
    var videoID = getUrlParameter('video');
    if(videoID !== undefined){
        if($('#wistia-' + videoID + '-1').length){
    	    var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
    	    videoName = videoName[0].id
        } 
       if($('a[href="#' + videoName +'"]').length){
            $('a[href="#' + videoName +'"]').each(function(){
            $(this).click();
            });
        }
        
        addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
        addScript('https://fast.wistia.com/assets/external/E-v1.js');
        $('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
    
         window._wq = window._wq || [];
        _wq.push({ id: videoID, onReady: function(video) {
            var video = Wistia.api(videoID);
            video.popover.show(); // open the popover
            video.play(); // play the video
            setTimeout(function(){video.unmute();}, 500);
        }});
    }
});</script> <style>#adBanner {
        background-color: transparent;
        height: 0;
        width: 1px;
    }</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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