1. The Unified UserProfilesAdvantages and Dangers واننعثحبلا/
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2. Agenda
Unified User Profile
Introduction
01
Why are unified user profiles
so important?
02
How it work?03
Benefits of Unified User Profile04
Dangers of Unified User Profile
When you can’t use?
06
Unified User Profile is Not a
security realm
05
3. Introduction
Unified user profiles offer one single, centralized view of a user’s data.
They display data that are typically scattered across channels, apps, and
devices to paint one clear picture of all a user’s interactions with a brand.
Unified user profiles are extremely valuable for building products and
marketing to users, but can be difficult to create.
Unified User Profile
4. Unified User Profile
WHY ARE UNIFIED USER PROFILES SO IMPORTANT?
Unified user profiles allow teams to treat users as individuals. Having all the data in one place allows analytics teams to take
more accurate measurements, marketers to target more valuable potential customers, and product teams to build more useful
services.
The “unified” part of unified profiles is important because most data is highly fragmented. In the digital world, users interact
with companies across many channels, apps, and devices. An individual might visit a brand’s website on desktop, return later
on the mobile web, and access the site a third time through an app on their tablet. Consumers expect to be treated as one
individual across all three touch points but unless they sign into an account each time, their data is fragmented, and the brand
is left to think they are three separate individuals. If a user sees the same welcome message several times, they might feel that
the brand is out of touch.
Unified user profiles gather users’ data in one place to solve the problem of data fragmentation. An analytics platform that
offers unified profiles can be used to tie all the separate data repositories together, resolve conflicts, and provide teams with
additional insight.
Without an analytics platform, building unified user profiles can be extremely challenging. A brand with a website and an app,
for example, would have to build five or more different tracking systems from scratch. For the web, it would have to track
users via cookies, pixel tags, and the standard for online navigation, HTTP and URL. The brand would then have to build four
mobile app tracking systems: one for iOS, one for Android, and one for each of the iOS and Android app stores.
5. How it work?
Unified Customers Database
Segment and
Analysis
1
6 7
3
4
2
5
The unified customer database includes rich context information
such as country, city, web page URL, time; and all the activity,
events generated by each user.
User segmentation
Segment users with groups enable you to gain
deep insight of the user intent, user behaviors,
user pains. Segmentation is the scalable way to
manage users.
User activity logs
The system collects user activity logs cross
channels and cross platforms. You can see what
happened of every user. Drill down to the
specific user. Make better decisions based on
not only statistics but also details.
Monitoring and analysis
The system enables you to view the historical
and real-time charts, statistics, activities. The
gain or loss of every change made to user
segments.
Batching actions delivery
Create a schedule or immediately actions to
user segments based on rules: Show
personalized message on web pages, send an
email or mobile pushing messages.
Ready to use API
You can get valuable API once build up the
rich customer database. The system helps you
generate more and more value for users based
on the data. Integrate with your own website,
CRM or other systems.
Integrated into the platform
Integrated with other components of the
platform: URL shortened, rules-based
automation, data analysis, segmentation, user
life-cycle journey management and more.
6. Benefits
On a broad level, knowing your customers
and their goals is essential for building your
business. Successful companies are
customer-centric—building their marketing
campaigns around their customers’ needs.
User profiles provide a unique opportunity
to really get to know your customers.
Marketers can take that information and
use it to build and deploy segmented
campaigns that take into account personal
preferences, habits, and past actions to
deliver the most relevant experience
possible—the experience most likely to end
in a conversion.
Benefits
Of User Profile
Benefits of User Profile
Create a unified user profile for an external
data store if you want to do any of the
following:
Use WebLogic Portal's JSP tags, controls,
or API to retrieve property values from that
external store.
Surface external properties in the
WebLogic Administration Portal for use in
defining rules for personalization,
delegated administration, or visitor
entitlements. Users and groups are not
considered properties.
When Should You Create
a Unified User Profile?
7. 01
Build a unified
brand experience
02Build ongoing
campaigns to target
a wide range of
marketing
opportunities
03
Reach your
audience
04
Build trust
through
value
With detailed user profiles, you can build
campaigns to send marketing messages that are
relevant to your users. Has a shopper
abandoned their cart? You can remind them
about your free shipping options to encourage
them to come back. Do users who add friends
in your app end up becoming your power users?
Create a campaign that encourages new users
to add friends.
02
Nobody likes spam, but customers happily receive
brand marketing that helps them. By gathering the
correct data to properly segment your target market,
you can find ways to distribute coordinated
communications that are driven by the customers’
goals and needs. That’s how you get deeper
engagement.
04
03
01
Benefits of User Profile
Take advantage of the data in your user
profiles to create cohesive campaigns that
address your customers across every
platform, ensuring that your brand delivers
a unified experience. Most customers don’t
know or care about brands’ marketing,
sales, or customer service silos—they want
consistency wherever they interact.
Marketing is about both intelligently targeting your current
customers, as well as reaching out to new ones—the key is
to make sure you’re catching the right audience at the right
time. For example, mobile marketing automation (MMA)
services can be used to send relevant push notifications to
customers only in a specific area—like telling your
customers who just got hit by a big winter storm that
deliveries may be delayed, but you’ll give them 10% off
their next order to help apologize for the inconvenience.
They can also use your user profile data to send messages
when individuals are most likely to engage, maximizing
your ROI.
8. Unified user profiles
and search
A single log-in and base URL across the
platform allows users to navigate seamlessly
between personalized knowledge content and
matter collaboration workspaces with a
consistent user experience
Benefits of User Profile
Unified search enables users to search across
all content with a single query, allowing them
to find the content they need from the channels
and workspaces
Delivering an integrated client experience incorporating
personalized content, knowledge and added value services
alongside matter collaboration and transaction
management workspaces is more important than ever to
improve the daily use for all users of our products.
With the new unified platform, you can move seamlessly
from thought leadership and knowledge content to matter
financials, documents, tasks and processes with a single
user account, profile and unified search.
9. You Want
Use WebLogic Portal's JSP tags, controls, or
API to retrieve property values from that
external store.
You Want
Surface external properties in the WebLogic
Administration Portal for use in defining rules
for personalization, delegated administration,
or visitor entitlements. Users and groups are
not considered properties.
Unified User Profile is Not a security
realm
A user profile is not a security realm, and it does not
provide authentication. It is not even the external user
store itself. It is the connection (stateless session bean
with associated classes) that lets you read properties
in the external user store.
Unified User Profile is Not a security realm
Create Unified User Profile IF
10. Unified User Profile
Dangers
Get a modern
PowerPoint
Presentation that
is beautifully
designed.
In a traditional desktop environment, browsing
histories and cookies (little text files charting all
kinds of aspects of your online activity) have been
the predominant ways in which user profile data is
captured, before the data can be processed and
shared or sold on to third parties.
11. Provide authentication for users in
the external user store.
Unified User Profile Dangers
When you can’t use?
Define rules for personalization
and delegated administration.
Visitor entitlements based only on
users or groups in an external user
store, not on user properties.
Define rules for personalization,
delegated administration, or visitor
entitlements based on the WebLogic
Portal user profile properties you create
in WebLogic Workshop, which are kept
in the Portal schema.