Businesses underwent many changes parallel to the growth of the internet and it continues to become more customer centric in the age of smartphones. The Internet as a platform was never designed for passive use – it is built for a shared experience.

A brand that attracts a large audience that wants to seek-out, remember, and share new experiences needs mass personalization in all their engagement channels. Moreover, many high-profile companies like Google, Apple, Facebook have already planted the seeds of expectations in your users by offering a multitude of personalized services. So there is an immediate and self-evident need to enhance user experience by taking into account users’ interests, preferences, and other relevant information.

This paper aims to discuss the tools businesses need to personalize user experience to affect increased conversions, user satisfaction, and revenue.