Personalization for the Masses with Sitecore

Personalization for
the Masses
Presented by:
Ed Kapuscinski

Personalization for the
Masses
Get Ready to Use Sitecore's
Personalization Capabilities

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Personalization is everywhere

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• More meaningful engagement
• Stronger relationships with your customers
• Improved conversion rates
• Increased revenue
You don’t need convincing

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Yesterday's challenges are gone…
• Personalization is understood
• The value of personalization is accepted
• Technology has simplified personalization
…replaced with new ones
• What, exactly, can I do with personalization?
• What do I need to consider when planning personalization?
• How long is it going to take/how much is it going to cost?
• How do I get started?
Challenges

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• What We Mean By Personalization?
• Common PersonalizationTerms
• How Sitecore Personalization Works
• Pre-requisites For Using Personalization
• Setting Up Some Example Personalization
• The StepsTo Set Up Personalization
• Details of Most Likely Useful Personalization Rules
What I’m GoingToTalk About

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• The promise of personalization
• The challenge of personalization
• The tragedy of personalization
What Is Personalization?

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Personalization
Altering the display of a website based on information we have about the
visitor viewing the site.
Terms

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OMS, DMS and XDB
These are all the names for the Sitecore functionality that has allowed for
website personalization.
Different versions of Sitecore have called it different things.
We’ll refer to it as XDB during this presentation.
Terms

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Display Components
The granular pieces of display on a website.
Sublayouts, Renderings,Views, etc…
Built by developers during development.
We’re choosing a term because the actual underlying tech doesn’t matter.
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Terms

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Terms

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Data Sources
Sitecore display components can allow for specific pieces of content to be
set as their “data source” to provide content for that component.
Think of them like “cartridges” in an old video game system.The system
(display component) can play whatever game (data source) you put in it.
Terms

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Terms
Data Sources
These two chunks of a page
both use the same display
component, but with
different data sources set.

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Rules
Sitecore uses “rules” to define personalization situations.
These rules work like the rules in our email programs.
“If X condition is met, perform action A.”
Sitecore’s personalization rules can be compound: “If X andY but not Z condition
is met, perform action A.”
These rules are all exposed through the CMS, so content editors/marketers can
set them up without developers.
Terms

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Rules Based
Allows you to configure rules (like a filter in Outlook).
Based on the evaluation of a rule, it can change:
• Data Sources
• Display Components
• Component & Data Sources Together
How Sitecore Personalization Works

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OMS/DMS/XDB Should Be Enabled
• This may require additional servers: SQL Server & MongoDB.
• You need servers to hold some of the data that XDB generates and uses
• Some functionality can be used without persistence.
• Rules around “who the user is” work fine.
• Rules around “what the user has done” only work for the current visit.
• These are things to work out during development, even if you’re not
planning on using them right away.
Pre-requisites ForTaking Advantage of Sitecore Personalization

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A good solution architecture is required
• Pages must be broken up into display components.
• This is a Sitecore best practice, but not always followed.
• Display components must accept data sources
• This is an easy thing for developers to do, and easier if done ahead of time.
• Content sources need to exist for personalized components
• May requires developers creating new data templates and places to store content.
• Habitat makes this easy

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Sitecore Provided Services:
• If you’re doing GEOIP personalization, you need to subscribe to the
Sitecore IP Geolocation Service.
• If you’re going to be doing device detection, you need to subscribe to the
Sitecore device detection service.

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Create Content – First you need to create the content that is going to be
shown to users.
Setup Rule –Then you need to setup the rule that determines when the
personalized content should be shown to a user.
Setting Up Some Personalization

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1. Determine goals and aims
2. Identify areas for personalization
3. Develop personalized cases
4. Determine how to target cases
5. Make content for each case - Don't forget "default"
6. Implement rules
The Steps For Setting Up Real Personalization

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Determine goals and aims
 What are your site’s goals?
• Connect visitors with content more relevant to their interests?
• Facilitate transactions?
 What value will personalization bring the organization?
• Is it measurable?
 How are you going to answer questions from stakeholders?
• What do you say to your boss about it?

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Identify areas for personalization
• Think about design questions: “show cats or dogs?”
• Highly visible locations
• Contextual locations – “Read another article like this”
• Global calls to action – Personalization can be setup in
standard values

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Develop personalized cases
• Think about these like personas:
• “Someone from New Orleans”
• “Someone who’s interested in tax law”
• “Someone who has signed up for a webinar in the past”
• Keep this list realistic based on content generation
capabilities

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Determine how to target cases
• Good news:This is done in the CMS by content managers or
marketers
• This is where you translate ideas to actual rules
• “Someone from New Orleans” becomes “Where the Metro Code Is Equal
To 622”
• There are lots of conditions and it is possible to combine them.
• “Someone from Maryland”
• “Someone who has achieved the ’fill out form’ goal”
• “Someone from Maryland and who has filled out a form”

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Make content for each case
• Make sure structures exist.
• Make use of “global” areas in the
content tree to hold content “bits”.
• Get writing!
• Don't forget “default” content.

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Implement rules
1. Do the things you’ve seen in training and the demo:
1. Use Experience Editor for the best experience.
2. Implement the rules you identified during the case
targeting step.
3. Choose content to display.
4. Preview.
2. Don’t forget to publish everything!
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Most Useful Personalization Rules
- GeoIP
- Location information.
- Blog post with details: http://tiny.cc/SitecoreGeoIPInfo
- Source of much data: http://www.maxmind.com/GeoIPCity-534-Location.csv
- Security (User Login, etc...)
- Visit Information
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Useful Personalization Rules

Next steps/Resources
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What to do
• Perform An Architecture Checkup
• Look for Personalization Opportunities
• Dive in!
Resources available
• http://tiny.cc/SitecoreGeoIPInfo
• Edward.Kapuscinski@NTTData.com

FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 2016 Sitecore
Corporation A/S. All rights reserved. Sitecore®
and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All
other brand and product names are the
property of their respective owners.

Personalization for the Masses with Sitecore

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