A lack of conversion often corresponds to a lack of relevant content. And lack of relevance is a result of failing to understand that audience’s interests and needs. 

Here comes the tricky part. The groups we are marketing to are diverse, as is wont to happen with human beings. So understanding those interests and needs in detail sufficient enough to meet shared goals can be very difficult. Add in the attempt to understand goals at an individual level to drive personalization, and the task of understanding each visitor becomes monumental.