The Microsoft Support website (support.microsoft.com or SMC) provides users of Microsoft products with answers to their product-related feature questions. The website has been serving millions of Microsoft product users every month. However, SMC faces the challenge of knowing who their users are. SMC intends to understand who their users are and their needs and cater to their users’ needs accordingly. By personalizing a user’s experience with SMC, a user can get the most out of their visits to the support website while improving engagement and satisfaction with their Microsoft products.