These days, websites aren’t static. A website’s content can move and change to better suit the needs of the user, or to lead them further along a path towards a specific action (for example, buying a car). Volkswagen wanted to take real-time personalisation (the concept of adapting a website in real-time as the user browses) one step further.

The project brief: come up with an algorithm that can select a set of content for a given user, and devise a solution to implement that in real-time.

The implementation: A custom algorithm based on collaborative filtering, and a cloud-based implementation of that algorithm so tightly integrated with the website that content can be ranked, selected, and displayed in under 100 milliseconds.

The outcome: a 20% uplift in conversion rates for the users receiving custom website content vs the control group.