REAL-TIME PERSONALIZATION IN SITECORE EXPERIENCE PROFILE Real-time personalation: Successl personalation depends on providing: Real-time Personalation - Highlight Predictive Personalation Tactics Is a Sitecore Digital Marketing System 1. Easily navigable sites 2. Relevant content Provides a personalized, unique experience for users in real-time across multiple channel touchpoints Real-time personalation in Sitecore Experience Profile Use CMS tools to provide the optimal content to the defined customer personas at each stage in the value chain 02 Tailor content according to the persona and the stage of the buying cycle 01 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 personalation by Creating personalation rules with Sitecore Experience Platform Easy personalation editor- Allows to apply personalization of any content in the webpage itself STAGES OF SITECORE REAL-TIME PERSONALIZATION Interests Preferred type of content Position in the buying cycle Name Title and Company Age Education Environment Family Goals Responsibilities Customer’s position in the buying cycle Desired action to be performed on the customer’s persona Gauge effectiveness of the intervention by 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 the site visit Channel, time, and location of the visit Recent behavior of the visitor Recent promotion that may have led the customer to the website Step 4: Get the Contt for the Engagement Profiling site visitors to match personas Complex configurations delays implementation Disconnected systems inhibit implementation Organizational silos and disparate technologies may hinder access to effective personalized content Friction between IT and business increases time and dilutes focus and flexibility Setting up DMS requires specialist Sitecore skills Automatically displays right language based on visitor’s location Automatically lists products that might interest first time visitors Profiling content to see how much it belongs to different profile personas A ENTER Z > < S W Q lock STAGE 02: Visitor progresses through the site Sitecore’s intuitive tools implement personas on web properties When visitor browses the site, they earn scores according to the set profiling rules 01 02 Personalation 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 conversions even after multiple visits Show different content based on the keywords entered B2B customers, B2C customers, and non-profit groups may be shown different content 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 in Real-me Personalation References: http://www.hansondodge.com/blog/2014/april/10-step-strategy-to-winning http://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 newsletter is marked for targeted outbound marketing Sitecore’s email marketing tool creates and manages email nurture campaign to communicate with this potential customer Sitecore continues nurturing the prospect by triggering responses 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 integration platform in itself Sitecore items: Connects external systems to every component and juncture in the SitecoreExperience Platform Personalization requires changing website content dynamically APIs allow software applications to interoperate and exchange data, facilitating this task Consistent architecture leverages platform services such as versioning, localization, search tagging, and more Data collected on visitor is stored on CRM, maintaining a record, which would improve the persona for future visits No limits on integration points Uniform rights and privileges for Sitecore items Records of past visitor experiences make it possible to analyze and optimize the website, and also track reasons for failures 01 03 02 04 05 06 07 Components integrated into the Sitecore platform like video files and ecommerce products become Sitecore items They gain all the “rights and privileges” of native Sitecore content These items allow the content to personalize with ease