Sitecore XP offers a comprehensive suite of digital marketing optimisation tools which enable its users to build sophisticated marketing strategie. Personalisation strategy is one of the most powerful techniques to be applied on top of Sitecore XP solution, yet still a tends to be a little overwhelming to marketers and solution developers. Presentation discuss basic elements of personalisation strategy built on top of Sitecore XP and way to apply in in the practice.

1. Personalization in Sitecore XP

2. Sitecore personalisation
2

3. Personalisation?
3

4. Conversion in reverse order
4
> To convert (commit) someone's attention to tangible business
result, marketer has to gain his trust
> To build trust, marketer have to prove he understands the
customer's needs and has relevant solution addressing them
> Taking confidently about your solution in context of customer's
needs is achieved by delivering highly personal (personalised!) and
contextual information
Awareness
Research
Decide
Purchase
Attract
Communicate
Trust
Commit
Attract Communicate
Trust
Commit
Attract
Communicate
CommitTrust

5. What’s the personalisation?
5
>Personalisation enables brand to present the most relavant
information to its audience
>Context is necessary to deliver proper messaging.There are various
types of contexts:
> Customer segmentation
> Customer behaviour
> Environment and timing

6. Key ingredients of personalisation strategy
6
Data
Segment Profile
Action/Content

7. The data
7
>Data - how do we gather relevant information
> Explicit - experience profile information
> Implicit - via user behaviour and expressed intents on our website

8. Building segment profile
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> Identification – initial hypothesis or research on segment profiles
> What characterises them?
> What are their traits?
> What are their intents/needs?
> How do they access the website?
> How we can influence them?

9. Persona – special definition of user segment
9
> Persona - the concept of fictionary
marketing target profile, developed by
Angus Jenkinson/Alan Cooper between
1983-1993
> It gives segement name and personality,
which makes it easier to maintain and
comprehend for marketers in
development of their marketing
strategies
> Personas can encapsulate multiple
different angles at once of marketing
perspective: sales lifecycle, demoraphy,
social environment

10. Personalisation in Sitecore
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> Profiles – categories used to define criteria to track user behavior
> Profile keys – attribute related to specific profile
> Profile cards – preset collection of profile keys used to tag the content
> Pattern card - used to match visitor profile to one of the patterns, then
further to display relevant content
> Visitor profile – real-time behavior profile calculated for a visitor

11. Implicit persona – explained in a simpler way
11
> Profiles – different marketing angles to analyse i.e. Persona, Sales
Lifecycle, Demographics etc.
> Profile keys – personal, character, behavioral traits of a person which you
can try to measure i.e. “Loving Cars”, “Family person”, “Money conscious”
> Profile cards – Content Tags to be used by visitors i.e. “Content for leisure
enthusiast”, ”Content for businessmen”, “Content for journalists”
> Pattern card – Actual Persona, named by name and major theme i.e.
”Melanie the entrepreneur”, “Adam the working dad”, “Sandra a toursit”

12. Implicit personalisation
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>Digital Relvancy Maps helps
to identify requirements for
content supporting your
personal
>One of the key activities of
personalisation is mapping of
the content to support your
Personas
>In building actionable implicit
personalisation strategy
(contextual) content is a key!

13. Action/Content
13
>Persuasive messaging
> Understanding customer in context gives marketer a powerful tool
helping in delivering the most relevant and persuasive messaging
> Sitecore doesn't replace marketers and digital agencies works, it
delivers framework helping them to concentrate on type of messaging
they would like to deliver

14. Recap
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>Personalisation helps build trust among customers and convince
them to take action
>Key ingridience of proper personalisation strategy are Data +
Segment Defintion + Action/Content
>There are two types of personalisation: explicit and implicit
>Implicit personalisation is always based on properly crafted
information architecture, based on Digital Relevancy Mapping
>Sitecore enables marketers to concentrate on their messaging
to various segements of visitors

15. USA HQ
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EMAIL
info@softserveinc.com
WEBSITE:
www.softserveinc.com
Thank you!
Jakub Koba, Head of DMP CoE@Softserve
jkoba@softserveinc.com