REAL-TIME PERSONALIZATION INSITECORE EXPERIENCE PROFILE

Real-time personal�ation:

Success�l personal�ation depends on providing:

Real-timePersonal�ation

- Highlight

Predictive Personal�ation Tactics

Is a Sitecore Digital Marketing System

1. Easily navigable sites2. Relevant content

Provides a personalized, unique experience forusers in real-time across multiple channel touchpoints

Real-time personal�ation inSitecore Experience Profile

Use CMS tools to provide the optimal content to the defined customer personas at each stage in the value chain

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Tailor content according to the persona and the stage of the buying cycle

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Real-time personalization turns website into an effective customer intelligence engine, which delivers targeted content.

• Analyze each visitor’s implicit & explicit site behavior • Understand what the visitor needs• Target unique visitors in real-time with relevant messaging • Structure messages based on user’s browsing history• Remember search preferences • Show related content when visitor returns to homepage

Sitecore Digital Marketing System:

Sitecore Customer Engagement Platform:

• Offers personalized, unique experience for users in real-time across multiple channel touchpoints

- (CEP) implements real-time personalization with ease

7 STEPS to a personalized web page

Step 1: Create Personas Step 2: Profile Visitors

Characteristics of a Persona

Personas are target groups of buyers, grouped according to their common characteristics.

Classify the site visitors according to their site behavior and build profiles, which must include:

Step 5: Identity Value

Step 6: Provide Value

Step 7: Track Conversion Metrics

STAGE 01: Visitor enters the website

Sitecore enables real time personal�ation by

Creating personal�ation rules withSitecore Experience Platform

Easy personal�ation editor- Allows to apply personalization of any content in the webpage itself

STAGES OF SITECOREREAL-TIME PERSONALIZATION

Interests Preferred type of content

Position in the buying cycle

Name Title and Company Age

Education

Environment

Family

Goals

Responsibilities

Customer’s positionin the buying cycle

Desired action to be performedon the customer’s persona

Gauge effectiveness of the interventionby tracking key conversion metrics

Use A/B split and multivariate testing to test content and optimize it to get best conversion rates

Repeat this exercise over time and adapt to match customer’s evolving behavior Next-gen personalization in real time through:

GoIP lookout Market automation

Content and call-to-action that would enable the desired action by the persona

Psychographics

Interests

Typical day in life

Step 3: Turn Target Groups into Personas

Classify visitors under target groups or personas based on their details.

Reason for thesite visit

Channel, time, andlocation of the visit

Recent behaviorof the visitor

Recent promotion thatmay have led the customer

to the website

Step 4: Get the Cont�t for the Engagement

Profiling site visitors to match personas

Complex configurationsdelays implementation

Disconnected systemsinhibit implementation

Organizational silos and disparatetechnologies may hinder access toeffective personalized content

Friction between IT and business increases time and dilutes focus and flexibility

Setting up DMS requiresspecialist Sitecore skills

Automatically displays right languagebased on visitor’s location

Automatically lists products that mightinterest first time visitors

Profiling content to see how much it belongsto different profile personas AENTER

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STAGE 02:Visitor progresses through the site

Sitecore’s intuitive toolsimplement personas on

web properties

When visitor browses the site,they earn scores according to

the set profiling rules

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Personal�ation Condition

Region,country,or city of the visitor

Keywords

Profile Scores

Target groups

Lead Value

Lead behavior(example: number of visits to the website)

• Show targeted content to users of a specific country• Apply language rules• Run A/B split test on visitors from a specific location

Pop-up service questions to the visitor,if they do not register any conversionseven after multiple visits

Show different content based onthe keywords entered

B2B customers, B2C customers, andnon-profit groups may be shown differentcontent according to their selections.

• Leads may be categorized as “hot”, “medium”, or “cold” depending on their source

• For example, if a lead is directed from a live promotional campaign, it may be categorized as “hot” and shows content that resonates with the promotion

• Each content type is given a score• Site visitors are assigned scores based on their website actions• Sitecore engine identifies and displays content score that matches visitor score

Example of application

Key Challenges inReal-�me Personal�ation

References:http://www.hansondodge.com/blog/2014/april/10-step-strategy-to-winninghttp://www.sitecore.net/learn/resources-library/video-assets/products/sitecore-cms/real-time-personalization.aspx http://www.the-future-of-commerce.com/2015/05/20/the-hitchhikers-guide-to-the-omni-channel-universe/

suyati.com

STAGE 3:Prospect �its the website

Sitecore determines next course of action. For example: A visitor subscribing for a newsletteris marked for targeted outbound marketing

Sitecore’s email marketing tool createsand manages email nurture campaign tocommunicate with this potential customer

Sitecore continues nurturing the prospect by triggeringresponses based on the prospect’s actions

Backend Processing

Sitecore’s strong page rendering engine displays:

• Dynamic content• Stores analytic data that reveals the individual visitor experience

Sitecore is an integrationplatform in itself

Sitecore items:

Connects external systemsto every component and juncture

in the SitecoreExperience Platform

Personalization requires changingwebsite content dynamically APIs allow software applications

to interoperate and exchange data, facilitating this task

Consistent architecture leveragesplatform services such as versioning,

localization, search tagging, and more

Data collected on visitor isstored on CRM, maintaining

a record, which would improvethe persona for future visits

No limits onintegration points

Uniform rights andprivileges for Sitecore items

Records of past visitor experiencesmake it possible to analyze andoptimize the website, and alsotrack reasons for failures

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Components integrated into the Sitecoreplatform like video files and ecommerceproducts become Sitecore items

They gain all the “rights and privileges”of native Sitecore content

These items allow the content topersonalize with ease