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