Forrester defines “context” as “the sum total of what your customer has told you and is experiencing at his moment of engagement.”

Context includes:

  • Situation: the current location, altitude, and speed the customer is experiencing.
  • Preferences: the history or personal decisions the customer has shared with you.
  • Attitudes: the feelings or emotions implied by the customer’s actions or logistics.

Source: The Future Of Mobile Is Context | Forrester Blogs