The document discusses how Sitecore's Digital Marketing System (DMS) can be used to personalize marketing content for different users. It explains that DMS allows components on web pages to be personalized based on user profiles and behaviors. It provides examples of how content, offers, and features can be tailored for various user personas like information seekers, decision makers, and existing customers. The document also offers tips for implementing personalization, such as dynamic component placement and avoiding static fields, as well as sample scenarios for how different user types might be shown customized content.

1. www.edynamic.net
Blending Creativity and Technology to Deliver Better Business Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Get Personal with Your Customers
How Sitecore’s DMS Can Change Your Marketing

2. www.edynamic.net
Blending Creativity and Technology to Deliver Better Business Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
1
Introduction

3. 2
 An introduction to DMS personalization
 How to prepare to get ready to use DMS
 Get some idea how to apply DMS to meet organization’s need
 Implementation Plan
How Sitecore’s DMS can change your marketing
In this webinar, we will discuss:

4. 33
What is Personalization?

5. 4
What is Personalization?
Sending a relevant message to an appropriate user
Without Personalization:
Broadcast
With Personalization:
Targeted

6. 5
With personalization
With information that we learn from clients, we can send an appropriate
message to suite them

7. 6
Without personalization
Without any information from clients, you can only broadcast the same
message which may or may not be effective

8. 7
Content isn’t always generic
Personalization can help guide users to relevant information

9. 8
Personalization through DMS
DMS allows components on a page to be personalized
WineDrinker Beer Drinker

10. 99
How Personalization in
DMS Works

11. 10
A Sitecore page is made of Components
Individual page components are personalized

12. 11
Alter Component Attributes
The Sitecore Rules Engine orchestrates components
 Hide Component
 Change Component
 Change Component Data

13. 12
Conditions
Sitecore Rules Engine Conditions determine when a rule is used
Sitecore contains a number of conditions
 DMS Profile
 Previous site (referrer)
 Manual classification of user
 Previously triggered “goal”
 Location of user (country, city, etc)
 Engagement plan state
 Custom conditions
 And more…

14. 13
Change Component Data
Components read data from their “Data Source”
Pages
Component Data

15. 1414
Assess a Component

16. 15
Assessment Process
Determine if a target component can be orchestrated by the rules
engine
No assessment required:
 Hide Component
 Change Component (may require configuration)
Assessment for Changing Component Data:
 Identify component to be personalized
 Check if component uses a data source
 Try changing the data source and see if the component reacts

17. 16
Change Data Source
Components must use the configured data source to allow a different
data source to be provided
Data Source1
Lorem ipsum dolor sit amet
Output 1
Data Source2
Component 1

18. 1717
Personalization Plan

19. 18
Get your site ready
Steps how to prepare to implement personalization
 Categorize your site users

20. 19
Categorize your site users
Create audience personas. In each persona, we should specify:
 What the audience needs
 What the website needs from that audience
 Opportunities for content targeting

21. 20
Get your site ready
Steps how to prepare to implement personalization
 Categorize your site users
 Determine components on each page to personalize
 Prepare content for specific users
 Come up with the rules to change components/data
 Implementation and QA

22. 2121
Implementation Tips:

23. 22
Avoid static placement of components
Components to be personalized must be placed dynamically
 Dynamic placement
occurs automatically
in the Page Editor
 Static placement to
be used for non-
personalized
components

24. 23
Avoid using component fields
Embedding component fields in the host page reduces flexibility and
makes personalization clunky
 Static component
fields lead to static
page structure
 Extract component
fields to independent
data source template

25. 24
Data Source VS Context Item
Components must use the configured data source to allow a different
data source to be provided
 XSLT Renderings
already use data
source if provided
 Sublayouts require
code updates
Lorem ipsum dolor sit amet
Output 1
Component 1
Request

26. 2525
Application Scenarios:

27. 26
Scenario 1
www.penexpenseapp.com
Pen Expense App sells premium
software packages addressing
the most pressing problem in
business – the overhead
associated with replacing lost
pens

28. 27
Nancy –
Existing
Customer
Scenario 1
www.yourtechcompany.com
Jim –
The
Information
Seeker
Susan –
The Decider

29. 28
Scenario 1
Jim: The Information Seeker
His Actions:
Visits About Us Page
Visits Product Information
Watches Product Demo

30. 29
Scenario 1
Jim: The Information Seeker
Our Response:
Newsletter Signup is
Prominent
Product Brochure
Download is Displayed
Copy Reflects Product
Value Proposition

31. 30
Scenario 1
Susan: The Decider
Her Actions:
Already Signed up for
Newsletter
Downloaded Multiple
Whitepapers
Filled Out Contact Us Form

32. 31
Scenario 1
Susan: The Decider
Our Response:
Display Free Trial Offer
Copy Updated to Reflect
Ease of Getting Started
Online Chat is Now
Available

33. 32
Scenario 1
Nancy – Existing Customer
Her Actions:
Owns our Software
Visits Training Materials
Downloads White Papers

34. 33
Scenario 1
Nancy – Existing Customer
Our Response:
Sign In is First Thing She
Sees
Upsell Offer is Displayed
Training Seminar Event is
Displayed

35. 34
Scenario 2
www.davisdavisdavis&davis.com
Davis, Davis, Davis & Davis is a
law firm with multiple practices
areas, hundreds of lawyers, and
multiple world wide locations.

36. 35
Ann –
Existing
Customer
Scenario 2
Chris –
Exec in Need
Randy –
The Poacher
www.davisdavisdavis&davis.com

37. 36
Scenario 2
Chris: Exec In Need
His Actions:
Reads Articles on Florida
Regulatory Environment
Visits Regulatory Practice
Area
Searches for Attorney

38. 37
Scenario 2
Our Response:
Deliver Similar Articles
Display Florida Based
Events
Feature the Viewed
Attorney
Chris: Exec In Need

39. 38
Scenario 2
Ann: Existing Customer
Her Actions:
Visits New Practice Area
Several Times
Reviews Matters in New
Area
Downloads Whitepaper

40. 39
Scenario 2
Ann: Existing Customer
Our Response:
Display Related
Whitepapers
Display Related Matters
Feature Contact
Information for new
Practice Area

41. 40
Scenario 2
Randy: The Poacher
His Actions:
Came From Known Law
Firm
Searches for Attorneys

42. 41
Scenario 2
Randy: The Poacher
Our Response:
Block Attorneys From View
Copy Updates to How
Awesome We Are

43. 42
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
Financial Services, Technology, Retail, Media & Publishing,
Education, Travel and Hospitality, Oil and Gas and others
Global. Locations in United States, Canada, Middle-East and
India
About eDynamic
eDynamic is a digital consultancy that helps clients acquire and
engage customers through cutting edge interactive solutions

44. 43
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net

45. 4444
Thank You