Personalization is a user experience activity where an organization delivers a custom-tailored experience, communication, product or service based on the past data or expectations that the organization has stored with them.
The activity is conducted to increase the chances of conversion and to ensure that customers have the best and most delightful experience while surfing through the web platform. It is an activity leveraged by marketers to understand their customers and provide them with the right product at the right time and right price.
This information is gathered from various data points and the data stored can be used for many different purposes. Right from personalized product suggestions to using the data for faster checkout to delivering personalized emails, personalization can happen at both macro and micro levels.