Sitecore Adaptive Personalisation: Delivering tailored experiences at the right time to the right audiences

Written by John King | Nov 30, 2021 5:00:00 AM

When marketers leverage their data they have the opportunity to build smarter digital experiences for their users and potential customers. Business growth means delivering exceptional experiences on every customer interaction and leveraging Sitecore's adaptive personalisation is critical to assist your marketing team to deliver tailored digital experiences to each of your prospects and customers.

B2B businesses must now be omnipresent, show up in real-time and personalise messages, at scale. But the complexity of presenting customers with personalised experiences –getting the right content to the right place at the right time– is becoming harder for businesses who haven't invested in MarTech like Sitecore.

77% of customers will pay a premium to brands that deliver personalized experiences. Sitecore 2021

If content is king, then context is certainly queen. Delivering tailored experiences at the right time is the key difference between simple personalisation and enterprise personalisation at scale—and consumers can tell the difference and now expect it. Many brands select Sitecore for their digital experience platform because of its advanced adaptive personalisation capabilities.

Sitecore adaptive personalisation allows you as a Marketer to use visitor profiles and pattern-card matching to dynamically adapt the content shown to visitors on your website in real-time. A profile is a categorization that you can set in Sitecore which will place your website, visitors, into a particular consumer group (or buyer profile) based on the content that they view or interact with on your site.

Profiles are made of profile keys and profile values, all within a profile card. Associating Sitecore Profiles with a page is an important part of the adaptive personalisation in Sitecore.

Sitecore Profiling also allows you to measure visitors’ behaviour as they consume and interact with your content. Profiling allows the audience to tell marketers what they are interested in based on the content they interact with, creating a deeper understanding of the audiences’ interests.

As consumers start to realise the value of their data, they’ll be expecting more in exchange for it. Companies that use that data to provide a better customer experience will ultimately win. - Sitecore 2021

Behavioural profiling

Utilising behavioural profiling along with an underlying set of goals and tools like Sitecore CDP, campaign tracking, marketing taxonomy, outcomes, and segments, allows marketers to adjust and refine Sitecore to drive user journeys in a way that feels unique to each individual visitor. Sitecore CDP has become the central nervous system of a modern composable DXP allowing marketers to collect, unify, and access a 360-degree view of each user to deliver connected personalised experiences across channels.

The key to enhancing each customer’s journey is in personalisation of the experience; following this with the rolling multiplier of repeat visits, multiple channels, and gained explicit information through forms and connected data, you can solidify each user’s confidence in their experience and create loyal brand evangelists.

Customer experience is key to successful relationships with the audience, and it is driving business results across industries. Customers are no longer basing their loyalty on price or product, but rather on the experience they receive.

42% of consumers say that they feel annoyed and frustrated when content is not personalized.

How to Use Profiles To Personalise A Page

In order to use the profiles a visitor matches on your site to personalize their experience, you’ll set them up, as a rule, the same way you set up other personalization rules.

There are a number of rules you can use that use profiles to trigger personalization, including:

where the specific field in the user profile compares to value
where the specific field in the user profile is not empty
where the value in the specific numeric field in the user profile compares to number
where the current visit matches the specific pattern card in the specific profile
where the value of the specific profile key in the interaction profile compares to specific value
where the current contact matches at least one of the profile pattern card in list
where the value of the specific profile key in the contact behaviour profile compares to specific value
where the value in the specific numeric field in the user profile compares to number

As seen above there are a number of Sitecore Personalisation Rules that you can choose from to leverage the Sitecore Adaptive personalisation capabilities. Need help implementing Sitecore Personalisation?

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