FlexiTE has the ability to record user actions on the site in order to build what are referred to "user trends". Based on these trends the CMS will associate "user personas" allowing for further flexibility in displaying the right content to the right user and the right time. All this is done without cookies and without storing user details (unless the user opted to create an account in which case the details have been given and stored with the consent of the user).

User Trends are built automatically per element on the site. Every click on every page is recorded and stored in order to be tallied in the overall statistics of the website. Every user visit on the site generate tonnes of little details that can help us in identifying a pattern per user. This pattern can be tallied with the patterns of all other visitors in the system and tallying all this data together give us a clear trend per page or element. In the case of retail stores for example, the system can store the user trend of a product, category or any other element on sale.

This is totally different from the normal statistics that record related products and what other customers have bought (in the case of products) since the trends are being built on the taxonomies that are allocated to the product (or any other element within the website) rather than the URL of the element itself. So for example, a retail store tagged a particular NIKE running shoe with terms such as "running", "men", "fitness", "professional" and "black". The trend of each user is being built on these terms rather than the product itself (we are still recording that not to worry). Basing the trend on the taxonomies rather than the product itself allows FlexiTE to build trends based on the business terms such as knowing whether the users are looking for professional sports items, whether its just running items and so on.

Based on the above information the system is tagging each user with a persona. Personas are built using the data collected from the past users. Personas keep getting updated constantly. Once a user / visitor hits the first click on the website, the website starts allocating the closest persona. The more clicks, the more personalised the user experience is for the respective visitor. If the user created an account and is actually registered with the site, then the site will record the tags that its been placing to the user. This gives invaluable insight to both the client and the customer. The latter will be experiencing a totally personalised service when on the site, whilst the client will know the client at a glance opening the door to better assisting the client and cross selling of services.