A restaurant wouldn’t serve a single dish to its entire clientele; that wouldn’t be considered a very smart move. Similarly, not every customer (or potential customer) should receive a single message from your organization. To be effective, the message needs to be tailored. The way to do this on a large scale is through content that is “intelligent”: it has the smarts to automate the messaging process so that the right message reaches each customer type.

The idea of intelligent content is possible with the help of structure, and the queen of structured content is Ann Rockley. On the Rockley Group blog, the possibilities created by structured content and its automation is explored, as well as the frustrations for users when it goes wrong.

Ann’s presentation, Personalization: A Multi-Dimensional Approach, at Web Content 2009 Chicago is not a session to be missed.