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Watch this video as Jeffrey Talajic, Product Manager, Frank & Oak, sat down with MarketingSherpa's Allison Banko to discuss personalization on e-commerce sites.

When Frank & Oak began, Talajic explained how the targeting effort was revolved around buckets. But since implementing a technology platform for further personalization, he said it's on a one-to-one level.

"We can get much more granular and one-to-one, rather than personas," Talajic said.

By applying tags to the content on the site, Talajic is able to send customers more relevant emails and marketing messages that will resonate with them.