personalization has shifted from just making product recommendations based on buying history to trying to predict a consumer’s next action. Micro-behaviors on the web, such as mouse hovers, search terms and scrolls, are being used in an attempt to predict future engagement. Those behaviors certainly help marketers better merchandise selection to shoppers and capture their preferences. What this intelligence can’t tell you is the “why?” By understanding the real motivations of consumers — not just their on-screen behaviors—marketers can surprise and excite shoppers beyond their expectations. Empathizing with their deeper needs communicates to the consumer, “They get me.” That’s stickiness.