They can slice and dice their visitors into different groups based on things like where they're located, their age and gender, and even their browsing and buying habits. For example, if a brand knows where you're browsing from, they can show you products and promotions that are specific to your region. And if they figure out your age and gender, they can tailor their content to match your interests and style preferences. Oh, and don't forget about tracking your behavior on their site! They can use that info to suggest products you might like based on what you've clicked on before. It's like having your own personal shopper! And guess what? They can also tweak their content depending on how you got to their site. Whether it was through a social media link, a search engine, or an email campaign, they can customize their messaging to fit your needs and interests.