Sitecore personalisation demystified – key components of good personalisation strategy on Sitecore XP
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The document discusses the importance of personalization in marketing, emphasizing how it helps businesses gain trust and effectively engage customers through relevant and contextual information. It outlines key components of a personalization strategy, including data collection, customer segmentation, and the creation of user personas to tailor messaging. Sitecore is presented as a framework that aids marketers in delivering targeted content without replacing their roles.
Sitecore personalisation demystified – key components of good personalisation strategy on Sitecore XP
- 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 8 > 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 10 > 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 12 >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 14 >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 Toll Free: 866-687-3588 Tel: +1-512-516-8880 Ukraine HQ Tel: +380-32-240-9090 Bulgaria Tel: +359-2-902-3760 Germany Tel: +49-69-2602-5857 Netherlands Tel: +31-20-262-33-23 Poland Tel: +48-71-382-2800 UK Tel: +44-207-544-8414 EMAIL info@softserveinc.com WEBSITE: www.softserveinc.com Thank you! Jakub Koba, Head of DMP CoE@Softserve jkoba@softserveinc.com