This document discusses how cognitive commerce helps an organization gather insights from customer data to improve their marketing and sales. It collects data through analytics tools on their websites to understand customer behavior patterns and trends. It then uses these insights to personalize communications and target customers through different channels like search and display advertising. The goal is to increase conversion rates and reduce dropouts by delivering tailored experiences. Cognitive commerce has allowed them to better understand customer needs and build communications sent at the right time through the preferred mode of the customer. This improves the customer experience through automated agents and contextual targeting across different stages of the purchase process.