Personalization overview

Acoustic Personalization enables you to deliver content that is optimized and tailored for each visitor, based on a real-time understanding of the visitor’s behavior and contextual data. It helps you create brilliant user experiences, so you can increase engagement and conversions on your websites, landing pages, and mobile websites.
With Personalization, you can:

  • Segment your website visitors based on their real-time browsing behavior and context
  • Deliver tailored content and timely, AI-powered product recommendations to each visitor in real time
  • Further optimize the user experience by running A/B testing and measuring custom success metrics
  • Recommend the right products to your prospects and customers, by leveraging flexible machine-learning algorithms that combine a real-time understanding of individual customer behavior with the aggregate browsing history of your visitors.
  • Save time by using the solution to build audiences more quickly and bring personalization campaigns to market faster.

How Personalization works

In order to deliver Personalization, several components are working together to deliver real-time intelligence and brilliant experiences to your users, and each component serves a different purpose for the overall solution.
Personalization’s components include:

Personalization library

The personalization library is a software package that runs on your website to do the following three things:

  • Collect behavioral and contextual data for each user (known and anonymous)
  • Determine membership of each user in segments defined by rules you create to target your users
  • Deliver the right content to each user, whether it is images, text, product recommendations, videos, URLs, or any type of content that can be referenced via HTML.

The personalization library uses the data from your analytics provider as it is being generated, in real-time, through Exchange Capture.

Personalization cloud processing and user interface

Personalization allows marketers to generate segments and rules with intuitive condition builders within the product’s user interface. The rules and segments are stored as expressions in the backend processing engine, which collects user behavior event data from the personalization library, processes that data, and stores information to Personalization’s cloud storage to make it accessible for reporting and future decisions.


Personalization leverages Exchange as a core component of the solution in order to:

  • Collect event and audience data
    Exchange allows you to use visitor behavioral data generated by your analytics vendor and other sources of customer behavior and identity data across tools, environments, and organizations in real-time.

  • Manage the identity of users
    Exchange helps you connect customer identities across their customer journeys. This allows you to reconcile a user’s identity to the activities they performed on your website.

With Exchange and Personalization, you are able to collect the data you need to understand each individual’s actions and store anonymized data – past and present – of each user, so you can develop a robust understanding of their interest and intent and deliver the most relevant content to every individual.

Integration with channel components

The components provided by Personalization are intended to integrate with your current marketing technology stack and your website, including:

  • Your analytics provider (Digital Analytics, Adobe Analytics, or Google Analytics are supported)
    Personalization works with your analytics service to leverage the data you are already tracking and using for reporting across the customer journey. Exchange enables us to use this data within the Personalization environment for segmentation and real-time decision making.

  • Acoustic Content or other Content Management Systems (CMS)
    Use the content stored in Content or another CMS for personalizing customer experiences. This means changes you make to a piece of content in your CMS can be reflected in Personalization because the decisions performed by the Personalization Library reference the HTML or content ID of your content, saving your team time making updates.

  • Content rendering
    In order to display personalized content on your website, you must configure your content rendering to ensure that the content provided by the personalization library in real-time is displayed as expected on your website.
    Personalization returns the reference to your content, rather than the content itself. This means your content rendering mechanisms can use the metadata for the content item to display the content seamlessly within your website. Our developer documentation provides you with code samples that can be adapted to the specifications of the website you are personalizing.

  • Other sources of event and audience data
    Using Exchange and Personalization, you can configure additional event and audience data sources to be used for segmentation and decision making. Whether you are looking to use your audiences from Campaign (like contact lists and queries) or use data from outside of the Acoustic Campaign (like segmentation done by your data science team, audiences you’ve generated in your customer data platform, or other use cases that are needed to drive your goals).

Together, these components fit into your marketing technology ecosystem to help you deliver personalized experiences to each individual.