Personalization is often synonymized with relevance, and relevance is delivered effectively when there is an understanding of the context of a situation.
Take a moment and think about how you interact with your mobile device, how do you research or make purchases on your mobile phone? You’ll quickly realize that your path to purchase most often begins with a keyword search, which often is vastly different than how you navigate a dot-com site or your local brick and mortar retailer.
Shoppers with intent to buy only find what they are looking for half the time. That’s not good enough.