Personalization Glossary

A/B testing? Recommendation models? The personalization engine space uses several acronyms that may seem daunting, so we're here to help. You can find definitions to the most common e-commerce customer experience optimization terms here!

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Audience Segmentation

Audience segmentation is the act of categorizing users of the site into smaller groups based on commonalities that are shared between the users. The areas of intersection between different users can range from behavior on-site, demographic, location, traffic source, a device used, or even weather. These segments are a necessity for building effective marketing strategies, and to ensure a degree of personalization is available for users. 

Sectioning users based on a handful of characteristics is a critical part of improving conversion and increasing customer retention.’s personalization and recommendation solutions go one step further and identify every single user on the site as a unique user and marketing strategies are personalized at the level of the individual rather than the group. While segmentation is a critical part of personalization, it provides only partial insight into the user.’s 1:1 personalization provides a 360o view of the user. 

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