If you create or manage content for the web, you've heard the buzz around personalization. Content marketers, enthusiastic CEOs, and thirsty vendors all seem to agree that visitor-tailored content is the future, but the reality on the ground rarely lives up to the promise of well-polished demos.

In this talk, we'll step back and study four building blocks of tailored content — the foundation your organization needs before launching a bold new initiative or purchasing a cutting-edge product. Along the way, you'll learn how to save your sanity when the inevitable feature request arrives…

You'll walk away from this talk with:

A clear understanding of personalization's core building blocks — and how to prepare your organization for them
A map of common pitfalls and how to sidestep them
A sane, actionable response to your boss's great new personalization brainstorm