I found this New York Times article on personalization very instructive. Please note particularly:
“With the help of a Web site testing and optimization company called Monetate, Mr. Siegel experimented with gender personalization on the [Urban Outfitters] site. But it roundly backfired. It turned out that many female Urban Outfitters customers regularly bought men’s items and they took offense at being subjected to gender-based marketing.”
“We saw customer frustration at being targeted outweigh any benefit,” said Mr. Siegel, now the vice president of global e-commerce at Patagonia. “If you got it wrong once, it outweighed getting it right 10 times.”
Is this a case of personalization getting too personal or not personal enough?