Transform Your Digital Strategy with Web Site Personalization


Published on, Sitecore, and the American Dental Association (ADA) discuss how the ADA successfully implemented a personalized web strategy with the Sitecore DMS.

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  • Who is my audience, who comes to visit my site?What do I know about them already?What do I want to learn from them during their visit?For each user type, what defines a successful visit – what are the goals I want this user to accomplish on my site?
  • Transform Your Digital Strategy with Web Site Personalization

    1. 1. Transform your Digital Strategy with Web Site Personalization Presented by: American Dental Association,, & Sitecore
    2. 2. Presenters • Timothy Callahan, Regional Sales Manager, Sitecore • Jerry Boduch, Director of Strategic Partnerships, • Toni Mark, Chief Technology Officer, American Dental Association
    3. 3. Agenda • • • • • • Company backgrounds Personalization The ADA Story Challenges & Objectives The Solution Expected Results
    4. 4. Who we are • Sitecore – – A web content management system software company that provides enterprise website, intranet, portal and marketing automation software. 17 Offices with over 500 employees around the world • – – With over 30 years in the industry, offers website design, development, hosting, and marketing to hundreds of healthcare organizations 22 Certified Sitecore developers and 25 Certified Sitecore project managers on staff • American Dental Association – The American Dental Association (ADA) is the world's largest and oldest national dental association and promotes good oral health to the public while representing the dental profession.
    5. 5. What is personalization? Explicit Profile Member Profile Data Device Type (PC, IPad, Android, Email, Printer) CRM Profile Data Location (Country, Prov., City, Postal Code) Referrer (Website, Campaign, Search Engine Keyword) Implicit Profile Browsing Behavior – Preferences Interests Visitor Profile (Explicit or Implicit) Content Delivery Conditions
    6. 6. What is personalization?
    7. 7. What is personalization?
    8. 8. About the American Dental Association • The ADA is the professional association of dentists that fosters the success of a diverse membership and advances the oral health of the public. • 160,000 member dentists • ADA Goals – Provide support to dentists so they may success and excel throughout their careers – Be the trusted resource for oral health information that will help people be good stewards of their own oral health – Improve public health outcomes through a strong collaborative profession, and through effective collaboration across the spectrum of our external stakeholders
    9. 9. The Basic Premise • Dentists are trained for clinical excellence, but often need assistance managing the business side of practice
    10. 10. The Challenge • To provide relevant and impactful solutions to the business problems dentists face every day in their offices
    11. 11. With a Long Term Vision to • Create a launching pad for practice management resources and innovation
    12. 12. Center for Professional Success Into three content areas: Practice – Manage Your Career Learn – Expand Your Knowledge Live – Balance Your Life
    13. 13. Center for Professional Success • • • • • • Fresh new user experience Continuous rolling content Enhanced search and navigation Links to internal and external resources New practice apps and business calculators Organic and configured personas
    14. 14. Center for Professional Success
    15. 15. Center for Professional Success
    16. 16. Center for Professional Success
    17. 17. Center for Professional Success
    18. 18. Center for Professional Success
    19. 19. Our Goal • To become one of the top five most highly rated ADA member benefits within five years
    20. 20. The Implementation Strategy: Step 1 1. Audience Review/Analysis – Research – Segmentation – Gather data – Prioritize – Make them real
    21. 21. The Implementation Strategy: Step 2 - 3 2. Setting Up Personas in Sitecore – Determine personality attributes – Validate attributes – Configure the persona profile and keys – Set up profile cards – Add content 3. Create Goals – What outcome do you want out of each user?
    22. 22. The Implementation Strategy: Step 4 - 6 4. Create an Engagement Plan – Group of goals that define success – Configure conditions – Enter a user into the Engagement Plan 5. Customize Your Content 6. Analyze and Optimize!
    23. 23. Personalization in Action • Proof of concept website – View it at
    24. 24. Thank you! Tim Callahan │ Jerry Boduch │ Toni Mark │