A plurality of affiliated websites are configured to log user interactions. The logs comprise user identification information that allows a profile aggregation service to correlate user interactions across the affiliated websites and to generate respective user profiles. The user profiles may be used to configure the websites. A context aware platform (CAP) website may be configured to provide web services for entities in a business hierarchy. The CAP website may capable of presenting content in one of a plurality of operational modes associated with a geographical granularity of the business hierarchy. In addition, the CAP website may be configurable according to a user profile generated by a profile aggregation service.