Over the years, web site visitors have come to expect more and more from web sites. While so-called “brochureware” sites were the norm in the 1990’s, by the early2000’s, web sites began to provide a more compelling web site experience. In addition to conducting commerce through web sites, visitors have an expectation that today’s web sites know who they are and adapt themselves to the type and context of the device that the visitor is using. Businesses around the world have experimented with personalized web site experiences and have found that they dramatically enhance sales, customer retention and customer satisfaction with a web site.