Date post: | 14-Jan-2017 |
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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