Getting Started: Personalization

Personalization for the Masses

Presented by:Ed Kapuscinski

Personalization for the MassesGet Ready to Use Sitecore's Personalization Capabilities

© 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.

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Personalization is everywhere


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• More meaningful engagement

• Stronger relationships with your customers

• Improved conversion rates

• Increased revenue

You don’t need convincing


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Yesterday's challenges are gone…

• Personalization is understood

• The value of personalization is accepted

• Technology has simplified personalization

…replaced with new ones

• What, exactly, can I do with personalization?

• What do I need to consider when planning personalization?

• How long is it going to take/how much is it going to cost?

• How do I get started?

Challenges


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• What We Mean By Personalization?

• Common Personalization Terms

• How Sitecore Personalization Works

• Pre-requisites For Using Personalization

• Setting Up Some Example Personalization

• The Steps To Set Up Personalization

• Details of Most Likely Useful Personalization Rules

What I’m Going To Talk About


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• The promise of personalization

• The challenge of personalization

• The tragedy of personalization

What Is Personalization?


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Personalization

Altering the display of a website based on information we have about the visitor viewing the site.

Terms


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OMS, DMS and XDB

These are all the names for the Sitecore functionality that has allowed for website personalization.

Different versions of Sitecore have called it different things.

We’ll refer to it as XDB during this presentation.

Terms


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Display Components

The granular pieces of display on a website.

Sublayouts, Renderings, Views, etc…

Built by developers during development.

We’re choosing a term because the actual underlying tech doesn’t matter.

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Terms


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Terms


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Data Sources

Sitecore display components can allow for specific pieces of content to be set as their “data source” to provide content for that component.

Think of them like “cartridges” in an old video game system. The system (display component) can play whatever game (data source) you put in it.

Terms


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Terms

Data Sources

These two chunks of a page both use the same display component, but with different data sources set.


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Rules

Sitecore uses “rules” to define personalization situations.

These rules work like the rules in our email programs.

“If X condition is met, perform action A.”

Sitecore’s personalization rules can be compound: “If X and Y but not Z condition is met, perform action A.”

These rules are all exposed through the CMS, so content editors/marketers can set them up without developers.

Terms


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Rules BasedAllows you to configure rules (like a filter in Outlook).

Based on the evaluation of a rule, it can change:• Data Sources• Display Components• Component & Data Sources Together

How Sitecore Personalization Works


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OMS/DMS/XDB Should Be Enabled• This may require additional servers: SQL Server & MongoDB.

• You need servers to hold some of the data that XDB generates and uses

• Some functionality can be used without persistence.• Rules around “who the user is” work fine.• Rules around “what the user has done” only work for the current visit.

• These are things to work out during development, even if you’re not planning on using them right away.

Pre-requisites For Taking Advantage of Sitecore Personalization


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A good solution architecture is required

• Pages must be broken up into display components.

• This is a Sitecore best practice, but not always followed.

• Display components must accept data sources

• This is an easy thing for developers to do, and easier if done ahead of time.

• Content sources need to exist for personalized components

• May requires developers creating new data templates and places to store content.

• Habitat makes this easy



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Sitecore Provided Services:

• If you’re doing GEOIP personalization, you need to subscribe to the Sitecore IP Geolocation Service.

• If you’re going to be doing device detection, you need to subscribe to the Sitecore device detection service.



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Create Content – First you need to create the content that is going to be shown to users.

Setup Rule – Then you need to setup the rule that determines when the personalized content should be shown to a user.

Setting Up Some Personalization


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1. Determine goals and aims2. Identify areas for personalization3. Develop personalized cases4. Determine how to target cases5. Make content for each case - Don't forget "default"6. Implement rules

The Steps For Setting Up Real Personalization


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Determine goals and aims

What are your site’s goals?• Connect visitors with content more relevant to their interests?• Facilitate transactions?

What value will personalization bring the organization? • Is it measurable?

How are you going to answer questions from stakeholders?• What do you say to your boss about it?



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Identify areas for personalization

• Think about design questions: “show cats or dogs?”• Highly visible locations• Contextual locations – “Read another article like this”• Global calls to action – Personalization can be setup in

standard values



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Develop personalized cases

• Think about these like personas:• “Someone from New Orleans” • “Someone who’s interested in tax law”• “Someone who has signed up for a webinar in the past”

• Keep this list realistic based on content generation capabilities



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Determine how to target cases

• Good news: This is done in the CMS by content managers or marketers

• This is where you translate ideas to actual rules• “Someone from New Orleans” becomes “Where the Metro Code Is Equal

To 622”

• There are lots of conditions and it is possible to combine them.• “Someone from Maryland”• “Someone who has achieved the ’fill out form’ goal”• “Someone from Maryland and who has filled out a form”



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Make content for each case

• Make sure structures exist.

• Make use of “global” areas in the content tree to hold content “bits”.

• Get writing!

• Don't forget “default” content.



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Implement rules

1. Do the things you’ve seen in training and the demo:1. Use Experience Editor for the best experience.2. Implement the rules you identified during the case

targeting step.3. Choose content to display.4. Preview.

2. Don’t forget to publish everything!

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Most Useful Personalization Rules- GeoIP

- Location information.- Blog post with details: http://tiny.cc/SitecoreGeoIPInfo- Source of much data: http://www.maxmind.com/GeoIPCity-534-Location.csv

- Security (User Login, etc...)- Visit Information

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Useful Personalization Rules

Next steps/Resources

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What to do• Perform An Architecture Checkup

• Look for Personalization Opportunities

• Dive in!

Resources available• http://tiny.cc/SitecoreGeoIPInfo

• [email protected]

http://tiny.cc/SitecoreGeoIPInfo

FOR DISCUSSION PURPOSES ONLY. SitecoreConfidential and Proprietary. © 2016 SitecoreCorporation 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.

Getting Started: Personalization

Technology

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