Table of contents
Table of contents
- Why you need deeper analytics
- What Sitecore Experience Analytics does
- Engagement Value measures the quality of interactions
- How Engagement Value makes your marketing more effective
- Visualizing engagement with the Path Analyzer
- Why Experience Analytics enables marketing success
In today’s customer-focused market, you can’t survive just pushing the same message to everyone. Sitecore takes the guesswork out of where to invest your marketing budget for maximum engagement.
Why you need deeper analytics
What Sitecore Experience Analytics does
Engagement Value measures the quality of interactions
Assigning Engagement Value to commitments
How Engagement Value makes your marketing more effective
Understanding the quality of your leads
Finding which content to optimize
Using profiles to understand visitor behavior
With Sitecore® Experience Platform™ (XP) you can build content profiles that track a person’s behavior as they use your website. Each profile is usually based on site interest, product categories, lead score, and personas, which are fictional characters that represent typical behaviors and needs of your site visitors.
Sitecore’s built-in reports will then show you how many visitors on your site match the various profiles. You can leverage this information to understand how big each segment is and how much traffic each one represents over time. Here, you start to get to know your visitors a bit more.
With the built-in reports, you can also dig deeper and see the Value per Visit for each persona. You’ll be able to easily see which personas are already highly engaged and which ones you should focus on for optimization.
For example, suppose that among your personas, you see that people who match the “Smart and Engaged” persona are highly engaged, with a high Value per Visit. At the same time, the “Appliances” persona accounts for a much more substantial amount of your site visitors, but those visitors have a very low Value per Visit. In this case, you’d want to focus on optimizing the “Appliances” persona to drive more conversions and create more commitment toward your brand.
Visualizing engagement with the Path Analyzer
With the Sitecore Path Analyzer, you have an additional way to visually understand your site visitors. The Path Analyzer generates a map of each persona’s journey through your site and uses color-coded nodes to represent each point along their journey. At one end of the color spectrum are green nodes, which mean Engagement Value levels are high. At the other end are red nodes, which mean low Engagement Value levels. The size of the node also increases as the Engagement Value increases.
The Sitecore Path Analyzer also allows you to drill down with the Page Analyzer. You can use this visualization to understand which pages are already helping you toward your business goals, and which ones you should optimize and better personalize for each persona.
Understanding where your site is not providing value
Why you should optimize for Engagement Value
Engagement Value ensures you’re optimizing for what produces the best ultimate outcome for your organization. With traditional testing, you’d be optimizing for more click-throughs or certain conversions. But with that approach, your work to optimize one particular item might actually be detracting from other more important conversions — and you wouldn’t even know it.
Since Engagement Value is closely linked to your strategic objectives, you’ll know that what you’re optimizing will, in fact, bring you closer to reaching your goals. And with tools like the Path Analyzer maps, you can see exactly which parts of your website need improvement, and their direct correlation to more important conversions.