This document discusses personalizing the online consumer experience. It defines personalization as customizing content based on user attributes. The document argues that personalization is important because most consumers research purchases online beforehand and expect personalized experiences. It recommends creating customer portals that allow users to log in and access personalized information and interfaces. Customers should be able to customize things like their vehicle information, layouts, and control their online experience. Personalization can increase sales and leads according to case studies.