Personalization is the ability to respond to a specific user’s online actions and behaviors in a customized way to meet his or her specific needs. Providing a personalized e-commerce experience increases customer satisfaction, which, in turn maximizes online profits. Success in driving online sales depends highly on presenting the right information and right offers at the right time, and at the right place. Real-Time Personalization in Sitecore digital marketing profile offers a unique and distinct user experience for customers across multi-channel touchpoints. Learn more at: http://suyati.com/service/sitecore/ Reach us at: achoudhury@suyati.com

1. REAL-TIME PERSONALIZATION IN
SITECORE EXPERIENCE PROFILE
Real-time
personalization:
Successful personalization depends on providing:
Real-time
Personalization
- Highlight
Predictive Personalization 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 personalization 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
7STEPS 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 personalization by
Creating personalization rules with
SitecoreExperiencePlatform
Easy personalization 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 Context
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
AENTER
Z>
<
S
WQ
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
Personalization 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-Time Personalization
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 exits 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