Accenture presented a quite interesting case, where they talked about customizing websites based on search words and locations (where people tracked in from). Thereby creating much higher conversion rates (amongst other for IMG Direct, one of Accenture’s French online banking clients) I find this very interesting. We can create much more relevant sessions and make them more effective and efficient. Basically we can take usability to the next level and in the process increase ROI significantly. Fantastic.