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Personalization

Delivering tailored, contextual customer experiences is not as hard as you might think.

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As a marketer, you know you want to deliver personalized experiences, but very few brands, in our experience, actually know how to get started doing so. Marketers appreciate the value of contextual experiences, but are either intimidated or overwhelmed by what they perceive would be a substantial effort, or their organizational silos are too big a hurdle to wholly focus on the customer, or maybe they think gathering the data on customers that personalization requires is a bit creepy. Our recommendation? Just start. Take baby steps—crawl first, then walk, jog, and run. With Sitecore, it couldn’t be easier to put your customers' unique needs at the center of everything you do. 

Why personalize? And for whom?

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Personalization demystified

Research shows organizations that personalize realize an average 19% conversion uplift. What are you waiting for?

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How to choose target audiences for personalization

Don’t trust your gut or overanalyze which audiences you choose to deliver personalized content. Let PIE come to the rescue.

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Data and application silos, fractured organizations, and brand-centric thinking deter many brands from personalization. Start thinking about it differently with our nine-step process.
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It’s not as hard as you might think. Go for the low-hanging personalization fruit with these 10 examples for context marketing with the Sitecore® Experience Platform™.

Do the right thing. At the right time.

The Sitecore Experience Cloud™ makes it easy to tailor every experience based on current and past interactions with your brand, in real time, wherever the customer is. How? By helping you understand your customer. For instance, understand customer intentions based on:
  • Inbound sources: What prompted a visit and where did it come from?
  • Anonymous data from digital fingerprints: What geography are they visiting from? What season is it there?
  • On-site behavior: What content did they consume? Which pages did they visit? What did they enter in the search bar?
  • Integration: Data from other data sources—e.g., your CRM, contact center help system, or enriched data based on IP lookup—can tell you a lot. Sitecore Experience Cloud's Experience Database can tap into it all.

 

Then, Sitecore Experience Cloud lets you choose from several personalization approaches:

  • Rules-based personalization: You define the conditions under which content is delivered to a customer. For example, you can set rules based on the IP address or physical location of your visitors, the keywords they use to reach your site, their mobile device, or the goals that they achieve on your website to determine the content that is displayed.
  • Adaptive personalization: Use visitor profiles and pattern-card matching to dynamically adapt the content shown to visitors in real time. You can set adaptive personalization rules in Sitecore Experience Cloud's Rules Set Editor.
  • Historical personalization: You can set rules that personalize content based on a contact's historical or past behavior, rather than their actions from the current session (after all, context is what comes before and after the present).
  • Test and then personalize: With Sitecore Experience Cloud, you can use A/B and multivariate testing to assess your content and use the test results to optimize for conversion rates against your site's goals. You can also use testing to assess which type of content works best with certain segments of your visitors.
  • Journey-based personalization: Design user journeys with Sitecore Experience Cloud using advanced business logic, and use them to help assess where your customers are in their journey with your brand. Then you can use triggers to advance them through their journeys in context of how far along they are.
 
All the tools and information you need to deliver contextual customer experiences are in one place with Sitecore Experience Cloud. So there’s no need to log into another system or learn another process. Personalize content in minutes for every customer, on every channel. Customize every interaction from the very first anonymous interaction to the most recent known visit. Do this based on any contextual marketing data you can collect: from third-party data and digital fingerprints to in-session content consumption. And Sitecore Experience Cloud also lets you test the performance of personalized content against default content, giving you real-time results for personalization effectiveness. As you gather more insight about customers, you can continue to optimize their experiences.

Know what they want before they do

Predict what will meet your customer’s needsand respond in real time.
How others do it
When you don’t know someone, it’s impossible to guess what they want or need, and customer interaction data siloed by channel doesn’t give you the 360-degree customer view you need for personalized experiences.
How Sitecore does it
Sitecore Experience Cloud can collect in real time the visitor’s intent and then respond with the most relevant experience. As you get more data and insights, you can market in context in a more advanced fashion and at scale. 
The result
Real-time and historic data about every customer interaction with your brand, plus robust content management and omnichannel delivery, means you can continually gather customer insights and deliver contextualized experiences that’ll keep them connected forever.

How Sitecore meets marketing challenges

Marketing campaigns

Orchestrate every digital marketing activity across every channel on one unified platform. 

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Mobile solutions

Let mobile off the leash. Here’s why mobile is about people, not devices—and what that means for you.

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Personalization

Think 1:1 marketing is just a fairytale? Think again. See how we make fine-tuned personalization simple.

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360° customer view and analytics

A single view of the customer puts the impossible within reach. Smash down silos and turn data into action.

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Marketing automation

When you communicate in context of customer interactions, customers will look forward to your next email.

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Testing and optimization

If you don’t test, you’ll never learn. See how easy we make it to test and optimize customer experiences.

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Commerce

Customer experience doesn’t end at purchase. Combine content with commerce and watch your sales grow.

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Content governance

 Learn how we give you total control over your content—as well as total peace of mind.

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Take a closer look at the Sitecore Experience Cloud
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