Point in the purchase journey. The data available to you can be overwhelming, so choose only the attributes that help you achieve meaningful personalization. Nevertheless, youâre building a snowflake: When you combine different attributes you suddenly have an individual person to engage. For example, you can serve content specifically for an IT senior director from Company X who searched on âhybrid cloud solutionsâ to find you and is repeatedly visiting your website to compare your solution with other vendors. But donât worry. You wonât have to manually create 100 permutations of a webpage to speak to these individual audiences. A well-designed taxonomy, structured content, and personalization rules will perform the heavy lift.