The Dying Breath of ‘You May Also Like’

Effective prescriptive personalization is reliant upon five key elements:

1. Intimate knowledge of individual customers: In order to match customers with individualized versions of a website that appeals most to them, it's important to know as much as possible about each customer. Online retailers will need to use intrinsic data such as geolocation, search terms, device and browser type, click paths, etc. Additionally, online retailers should consider using explicit data, such as providing visitors with the ability to take a brief survey which can provide valuable insights into building a customer profile.