The Art and Science of Understanding the Person Behind the Visit
Found this awesome article on the Moz Blog from @ipullrank about starting to understand that its not only about the click anymore but rather about the person behind the click.
Building intelligence about a customers persona, shopping habits and frequency is a gold mine of data that can lead to creating personalised experiences using targeted content. At the end of the day you trying to build a personalised relationship with your customers and gaining insights into their user behaviour is a win win for everyone. Relevant content equals higher conversions.
Check out the post here: http://moz.com/blog/personas-understanding-the-person-behind-the-visit