Despite the massive quantities of behavioural data that E-commerce sites collect each day, the question persist: who are these online customers? Grasping the intentions and interests of online customer is one of the next steps for many e-commerce sites on their journey towards a data-driven culture. A website is a complex entity to be tamed, so how can we find a scalable approach to understand connections between pages, and how can we apply such insights for enhanced smart targeting strategies? In this talk, Benoit and Hassan  offer you a glimpse into some approaches they have taken to solve this challenge, along with corresponding insights and challenges.