A: Personalisation can take place across the entire visitor journey. It can start at first touch, when someone's completely anonymous, using information such as location or device type or browser. There might also be distinguishing factors in there, like language, that affect the experience that the user is expecting to see or wants to see.
Information pulled from anonymous users can also include the device the customer is using. A person’s behaviour on a desktop, where they can read more long-form content, is going to be different than on a mobile device, where they may just be browsing products or want to read a blurb because of the screen size. Also, many people are on-the-go with a mobile device versus being seated perhaps for a longer session at a desktop.
Companies also look at the number of times a user visited a site, what the user is browsing, where they came from and even the time of day, as behaviour in the morning when someone is commuting is going to be different than behaviour at lunchtime on a desktop.
After someone authenticates and provides personal information, segments can be enriched with additional profile data. Once people identify themselves, you can start to match all kinds of information from a CRM or a customer record of some kind, including loyalty or award status and purchase history.