Use A.I. to personalise web content based on customers’ interests

The profile photo you use for Tinder is rarely the one you use for LinkedIn. In one photo, you exist in black and white with a face that says ‘detail-oriented team player’. In the other, you appear to own a tiger.

That’s because you know things need to be tailored to the audience. And that’s just as true for your business website. So how can you get your site serving customers just what the stuff they want, and none of the stuff they don’t?

Knowing what interests them is a good place to start.

But we’re way past basic single source interests. With, you can pool all your data from every touchpoint in a Centralised Customer Data View, combining a range of attributes – like interaction history, purchases, demographics traits, location and more – to give you a rich and reliable idea of each customer’s interests.

We know – pretty fancy. But it gets fancier.

Once you’re able to segment your customers by interest, can link seamlessly with your tool of choice to dynamically serve bespoke versions of your web content suited to a particular customer’s tastes. See it in action: here’s how works to personalise sites with Google Optimize.

So, let’s say you run a sportswear shop. You could have a few different versions of your landing page, shining a spotlight on your football supplies, your golf gear, and your award-winning ping pong paraphernalia respectively. Distil can tell your site who’s interested in what, so that different customers see the page pushing their sport of choice.

Now, if you could just figure out what other interests correlate with an interest in each of those sports, think what else you could do…

Got questions about personalised web content?

Drop us a line to see how can help you understand your customers better.