www.edynamic.net
Blending Creativity and Technology to Deliver Better Business Solutions
New York . Toronto . Phoenix . Lo...
www.edynamic.net
Blending Creativity and Technology to Deliver Better Business Solutions
New York . Toronto . Phoenix . Lo...
2
 An introduction to DMS personalization
 How to prepare to get ready to use DMS
 Get some idea how to apply DMS to me...
33
What is Personalization?
4
What is Personalization?
Sending a relevant message to an appropriate user
Without Personalization:
Broadcast
With Perso...
5
With personalization
With information that we learn from clients, we can send an appropriate
message to suite them
6
Without personalization
Without any information from clients, you can only broadcast the same
message which may or may n...
7
Content isn’t always generic
Personalization can help guide users to relevant information
8
Personalization through DMS
DMS allows components on a page to be personalized
WineDrinker Beer Drinker
99
How Personalization in
DMS Works
10
A Sitecore page is made of Components
Individual page components are personalized
11
Alter Component Attributes
The Sitecore Rules Engine orchestrates components
 Hide Component
 Change Component
 Chan...
12
Conditions
Sitecore Rules Engine Conditions determine when a rule is used
Sitecore contains a number of conditions
 DM...
13
Change Component Data
Components read data from their “Data Source”
Pages
Component Data
1414
Assess a Component
15
Assessment Process
Determine if a target component can be orchestrated by the rules
engine
No assessment required:
 Hi...
16
Change Data Source
Components must use the configured data source to allow a different
data source to be provided
Data ...
1717
Personalization Plan
18
Get your site ready
Steps how to prepare to implement personalization
 Categorize your site users
19
Categorize your site users
Create audience personas. In each persona, we should specify:
 What the audience needs
 Wh...
20
Get your site ready
Steps how to prepare to implement personalization
 Categorize your site users
 Determine componen...
2121
Implementation Tips:
22
Avoid static placement of components
Components to be personalized must be placed dynamically
 Dynamic placement
occur...
23
Avoid using component fields
Embedding component fields in the host page reduces flexibility and
makes personalization ...
24
Data Source VS Context Item
Components must use the configured data source to allow a different
data source to be provi...
2525
Application Scenarios:
26
Scenario 1
www.penexpenseapp.com
Pen Expense App sells premium
software packages addressing
the most pressing problem i...
27
Nancy –
Existing
Customer
Scenario 1
www.yourtechcompany.com
Jim –
The
Information
Seeker
Susan –
The Decider
28
Scenario 1
Jim: The Information Seeker
His Actions:
Visits About Us Page
Visits Product Information
Watches Product ...
29
Scenario 1
Jim: The Information Seeker
Our Response:
Newsletter Signup is
Prominent
Product Brochure
Download is Disp...
30
Scenario 1
Susan: The Decider
Her Actions:
Already Signed up for
Newsletter
Downloaded Multiple
Whitepapers
Filled O...
31
Scenario 1
Susan: The Decider
Our Response:
Display Free Trial Offer
Copy Updated to Reflect
Ease of Getting Started
...
32
Scenario 1
Nancy – Existing Customer
Her Actions:
Owns our Software
Visits Training Materials
Downloads White Papers
33
Scenario 1
Nancy – Existing Customer
Our Response:
Sign In is First Thing She
Sees
Upsell Offer is Displayed
Trainin...
34
Scenario 2
www.davisdavisdavis&davis.com
Davis, Davis, Davis & Davis is a
law firm with multiple practices
areas, hundr...
35
Ann –
Existing
Customer
Scenario 2
Chris –
Exec in Need
Randy –
The Poacher
www.davisdavisdavis&davis.com
36
Scenario 2
Chris: Exec In Need
His Actions:
Reads Articles on Florida
Regulatory Environment
Visits Regulatory Practi...
37
Scenario 2
Our Response:
Deliver Similar Articles
Display Florida Based
Events
Feature the Viewed
Attorney
Chris: Ex...
38
Scenario 2
Ann: Existing Customer
Her Actions:
Visits New Practice Area
Several Times
Reviews Matters in New
Area
Do...
39
Scenario 2
Ann: Existing Customer
Our Response:
Display Related
Whitepapers
Display Related Matters
Feature Contact
...
40
Scenario 2
Randy: The Poacher
His Actions:
Came From Known Law
Firm
Searches for Attorneys
41
Scenario 2
Randy: The Poacher
Our Response:
Block Attorneys From View
Copy Updates to How
Awesome We Are
42
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organiza...
43
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
faceb...
4444
Thank You
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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing

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Learn how Sitecore DMS can unleash the power of personalization in your marketing

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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing

  1. 1. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Get Personal with Your Customers How Sitecore’s DMS Can Change Your Marketing
  2. 2. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 1 Introduction
  3. 3. 2  An introduction to DMS personalization  How to prepare to get ready to use DMS  Get some idea how to apply DMS to meet organization’s need  Implementation Plan How Sitecore’s DMS can change your marketing In this webinar, we will discuss:
  4. 4. 33 What is Personalization?
  5. 5. 4 What is Personalization? Sending a relevant message to an appropriate user Without Personalization: Broadcast With Personalization: Targeted
  6. 6. 5 With personalization With information that we learn from clients, we can send an appropriate message to suite them
  7. 7. 6 Without personalization Without any information from clients, you can only broadcast the same message which may or may not be effective
  8. 8. 7 Content isn’t always generic Personalization can help guide users to relevant information
  9. 9. 8 Personalization through DMS DMS allows components on a page to be personalized WineDrinker Beer Drinker
  10. 10. 99 How Personalization in DMS Works
  11. 11. 10 A Sitecore page is made of Components Individual page components are personalized
  12. 12. 11 Alter Component Attributes The Sitecore Rules Engine orchestrates components  Hide Component  Change Component  Change Component Data
  13. 13. 12 Conditions Sitecore Rules Engine Conditions determine when a rule is used Sitecore contains a number of conditions  DMS Profile  Previous site (referrer)  Manual classification of user  Previously triggered “goal”  Location of user (country, city, etc)  Engagement plan state  Custom conditions  And more…
  14. 14. 13 Change Component Data Components read data from their “Data Source” Pages Component Data
  15. 15. 1414 Assess a Component
  16. 16. 15 Assessment Process Determine if a target component can be orchestrated by the rules engine No assessment required:  Hide Component  Change Component (may require configuration) Assessment for Changing Component Data:  Identify component to be personalized  Check if component uses a data source  Try changing the data source and see if the component reacts
  17. 17. 16 Change Data Source Components must use the configured data source to allow a different data source to be provided Data Source1 Lorem ipsum dolor sit amet Output 1 Data Source2 Component 1
  18. 18. 1717 Personalization Plan
  19. 19. 18 Get your site ready Steps how to prepare to implement personalization  Categorize your site users
  20. 20. 19 Categorize your site users Create audience personas. In each persona, we should specify:  What the audience needs  What the website needs from that audience  Opportunities for content targeting
  21. 21. 20 Get your site ready Steps how to prepare to implement personalization  Categorize your site users  Determine components on each page to personalize  Prepare content for specific users  Come up with the rules to change components/data  Implementation and QA
  22. 22. 2121 Implementation Tips:
  23. 23. 22 Avoid static placement of components Components to be personalized must be placed dynamically  Dynamic placement occurs automatically in the Page Editor  Static placement to be used for non- personalized components
  24. 24. 23 Avoid using component fields Embedding component fields in the host page reduces flexibility and makes personalization clunky  Static component fields lead to static page structure  Extract component fields to independent data source template
  25. 25. 24 Data Source VS Context Item Components must use the configured data source to allow a different data source to be provided  XSLT Renderings already use data source if provided  Sublayouts require code updates Lorem ipsum dolor sit amet Output 1 Component 1 Request
  26. 26. 2525 Application Scenarios:
  27. 27. 26 Scenario 1 www.penexpenseapp.com Pen Expense App sells premium software packages addressing the most pressing problem in business – the overhead associated with replacing lost pens
  28. 28. 27 Nancy – Existing Customer Scenario 1 www.yourtechcompany.com Jim – The Information Seeker Susan – The Decider
  29. 29. 28 Scenario 1 Jim: The Information Seeker His Actions: Visits About Us Page Visits Product Information Watches Product Demo
  30. 30. 29 Scenario 1 Jim: The Information Seeker Our Response: Newsletter Signup is Prominent Product Brochure Download is Displayed Copy Reflects Product Value Proposition
  31. 31. 30 Scenario 1 Susan: The Decider Her Actions: Already Signed up for Newsletter Downloaded Multiple Whitepapers Filled Out Contact Us Form
  32. 32. 31 Scenario 1 Susan: The Decider Our Response: Display Free Trial Offer Copy Updated to Reflect Ease of Getting Started Online Chat is Now Available
  33. 33. 32 Scenario 1 Nancy – Existing Customer Her Actions: Owns our Software Visits Training Materials Downloads White Papers
  34. 34. 33 Scenario 1 Nancy – Existing Customer Our Response: Sign In is First Thing She Sees Upsell Offer is Displayed Training Seminar Event is Displayed
  35. 35. 34 Scenario 2 www.davisdavisdavis&davis.com Davis, Davis, Davis & Davis is a law firm with multiple practices areas, hundreds of lawyers, and multiple world wide locations.
  36. 36. 35 Ann – Existing Customer Scenario 2 Chris – Exec in Need Randy – The Poacher www.davisdavisdavis&davis.com
  37. 37. 36 Scenario 2 Chris: Exec In Need His Actions: Reads Articles on Florida Regulatory Environment Visits Regulatory Practice Area Searches for Attorney
  38. 38. 37 Scenario 2 Our Response: Deliver Similar Articles Display Florida Based Events Feature the Viewed Attorney Chris: Exec In Need
  39. 39. 38 Scenario 2 Ann: Existing Customer Her Actions: Visits New Practice Area Several Times Reviews Matters in New Area Downloads Whitepaper
  40. 40. 39 Scenario 2 Ann: Existing Customer Our Response: Display Related Whitepapers Display Related Matters Feature Contact Information for new Practice Area
  41. 41. 40 Scenario 2 Randy: The Poacher His Actions: Came From Known Law Firm Searches for Attorneys
  42. 42. 41 Scenario 2 Randy: The Poacher Our Response: Block Attorneys From View Copy Updates to How Awesome We Are
  43. 43. 42 Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
  44. 44. 43 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net
  45. 45. 4444 Thank You

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