In Part II of this series, Gary shares how he took his family stores from mailed out paper coupons targeting the top 30% of shoppers to an engine that supported personalization algorithms which allowed him to deliver coupons to specific customers via the web, email, or a kiosk. Shekar then explains the transition from pre-cloud data centers to the more accessible cloud and how it democratized access to high-performance computing. They finish their discussion by clarifying the difference between segmentation and personalization.