What’s the Deal with Profiles, Personas, and Patterns?
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The document discusses profiles, personas, and patterns used in website experience optimization. It defines key terms like profiles (categories that track visitor behavior), profile keys (variables that relate profiles to patterns), patterns (predefined groups of typical visitors), and profile cards (sets of profile keys representing relationships). It explains how profiles are assigned to website content and visitors, how their behavior creates a unique profile, and how their profile can be matched to patterns to personalize experiences. Measuring these patterns over time can provide insights into website usage and conversion rates.
What’s the Deal with Profiles, Personas, and Patterns?
- 1. What’s the deal with Profiles, Personas & Patterns? Presented by: Mike Shaw Olga Kogan
- 2. TheThree P’s Everything you need to know and the three traits you’ll need to tackle Profiles, Personas and Patterns
- 3. © 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. #Sitecore SYM 3 • What are profiles, personas, and patterns? • How they work and what they do • Measuring patterns over time • The 3 P’s Agenda
- 4. © 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. #Sitecore SYM 4 Mike Shaw A little bit about ourselves Olga Kogan 0 1 2 3 4 5 Technology MarketingBusiness Demographics: Interests: 0 1 2 3 4 5 Technology MarketingBusiness Demographics: Interests:
- 5. © 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. #Sitecore SYM 5 • Profile • Profile Key • Profile Card • Persona • Visitor Profile • Pattern It all starts with vocabulary
- 6. © 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. #Sitecore SYM 6 Category used to define the reason by which you are tracking the visitor’s behavior, ie the relationship. Profile
- 7. © 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. #Sitecore SYM 7 Our Sports Store Purpose of the site: Sell active lifestyle equipment and necessities. Profile: Activity Interest Description: Activities by which we identify the what sport or activity a visitor is interested in.
- 8. © 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. #Sitecore SYM 8 Predefined set of profile keys by which you identify a visitor profile as it relates to other typical visitors. THESE AREYOUR CUSTOMERS Pattern
- 9. © 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. #Sitecore SYM 9 Pattern G Gymnast T Track Runner
- 10. © 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. #Sitecore SYM 10 An attribute, shared between Profiles and Patterns used to measure the relationship. These are the variables by which you relate Profiles to Patterns. Profile Key
- 11. © 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. #Sitecore SYM 11 Recover: 0-5 Strength: 0-5 Equipment: 0-5 Technique: 0-5 Our Keys
- 12. © 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. #Sitecore SYM 12 Pattern – Gerry the Gymnast Description: Gerry is the gymnastic enthusiast 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 13. © 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. #Sitecore SYM 13 Pattern –Theresa theTrack Runner Description: Theresa enjoys running and is the track enthusiast. 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 14. © 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. #Sitecore SYM 14 A set of profile keys that is used to represent a predefined relationship. The type of content being consumed. Profile Card
- 15. © 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. #Sitecore SYM 16 Strength 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength Description Content that speaks to strength training and other strength objectives.
- 16. © 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. #Sitecore SYM 17 Description Content whose focus is on cardiovascular activity. Cardio 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 17. © 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. #Sitecore SYM 18 Description Content whose focus is on recovery from exercise. Recovery 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 18. © 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. #Sitecore SYM 19 Description Content whose focus is on the equipment that supports your activity. Equipment 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 19. © 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. #Sitecore SYM 20 The unique profile created by a visitor while she consumes content on the website. This data is stored in the Experience Profile. Visitor Profile
- 20. © 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. #Sitecore SYM 21 Patterns represent a known visitor or group of visitors.These are groups of people that we evaluate our marketing against. Profiles assigned to content items and used give an identity to the visitor. Where by the visitor tells us who she is when traversing the site. Patterns & Profiles –What’s the difference?
- 21. © 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. #Sitecore SYM 22 Assign Profile Cards to Content Home Default E S C E S S R C 2 pages for Recovery 2 pages for Equipment 3 pages for Strength 3 pages Cardio R C R
- 22. © 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. #Sitecore SYM 23 Visitors hit pages, get profile points Home Default E S C E S S R C XProfile Anonymous Anonymous Anonymous Anonymous Bob Rich R
- 23. © 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. #Sitecore SYM 24 Sitecore matches the unique profile with the set patterns XProfile Anonymous Anonymous Anonymous Anonymous Bob Rich T G G T G G Pattern
- 24. © 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. #Sitecore SYM 25 • Personalize content • Enter visitor into engagement plan • Send notification to internal team Pattern Matching Drives Sitecore Rules CTA Where the current visit matches the Swimmer pattern card in the Activity Interest profile.
- 25. © 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. #Sitecore SYM 26 During a real time visit Sitecore needs to match you to a pre-set pattern. Sitecore obviously cannot match you to a pattern that does not yet exist. Close Enough Matching
- 26. © 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. #Sitecore SYM 27 Rich 8th : Bought Track shoes and “How To Run” 7th : Technique page – Matched Track Runner 6th : Recovery page 5th : Recovery page 4th : Recovery page 3rd : Technique page - Matched Gymnast 2nd : Strength page 1st: Strength page Landing page: Home 0 1 2 3 4 Recover Equipment Technique Strength 0 1 2 3 4 Recover Equipment Technique Strength 0 1 2 3 4 5 Recover Equipmen t Techniqu e Strength 0 1 2 3 4 5 Reco ver Equip ment Tech nique Stren gth
- 27. © 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. #Sitecore SYM 28 Bob G 8th : Recovery Page 7th: Completed The Strength Technique Form 6th : Recovery page 5th : Strength page 4th : Recovery page 3rd : Technique page - Matched Gymnast 2nd : Strength page 1st: Strength page Landing page: Home 0 0.5 1 1.5 2 2.5 3 Recover Equipment Technique Strength 0 0.5 1 1.5 2 2.5 3 3.5 Recover Equipment Technique Strength
- 28. © 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. #Sitecore SYM 29 Pattern – Sean the Swimmer Description: Sean enjoys swimming and is the swimming enthusiast. 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Recover Equipment Technique Strength
- 29. © 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. #Sitecore SYM 30 Low conversion rates for certain patterns. Percentage of patterns matched/Percentage of visitors not matched to pattern. Analyze all real time profile values for patterns. How do you spot these patterns?
- 30. © 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. #Sitecore SYM 31 Patient Perceptive Perseverance The 3 Ps in Profiles, Personas, and Patterns
- 31. Next steps/Resources 32 What to do • Monday • Three months • One year Resources available • Templates • Guides • Etc.
- 32. 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.