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Read Pete's thoughts on content personalization and how Web site owners can improve relevance and engagement for its visitors.

Content personalization on the Web means different things to different people. Generally, most marketers think of it as the process of serving distinctive messages and offers to their customers, all in the hopes of making online experiences more specific, relevant and enjoyable. It sounds simple enough.

Unfortunately, personalization gets increasingly confusing when one considers all the capabilities and technologies available to help in the process. One expert tells marketers that personalization means incorporating a product recommendation engine; another calls for segmenting visitors into different like-minded groups. Marketers should avoid getting lost in definitions and recommendations, understand that many approaches to site-side content personalization exist, consider each tactic as just one spot on a personalization continuum, and progress through the continuum to continue boosting conversions and revenue.