On its online portal InStyle.de, publisher BurdaStyle generates high traffic figures, especially from mobile devices. Thanks to the digital magazine’s broad selection of topics – from fashion to lifestyle and stars to InStyle Men – its readership is colourful and diverse. BurdaStyle would like to align the portal consistently according to their interests. The articles are therefore displayed in an “Infinite Stream”: If you scroll down after reading an article, new articles are permanently loaded, which is convenient for the many mobile users. However, the article stream was sorted chronologically before the project started: the latest articles were displayed first, so that every user saw the same content. Because readers are very different from each other and even the same reader can have changing interests in different situations, this did not do justice to their diversity.
Burda is remedying this situation by using ODOSCOPE, the world’s first platform for situationalization: the SaaS tool adapts the article sorting to the situation, interests and behavior of each user. For this it uses real-time personas, i.e. it dynamically assigns one and the same user to the most suitable persona – always anew with every single click.