There are about 4.66 billion internet users today, with unique preferences and needs. In this competitive online market, the only way businesses can provide top-notch services is by carrying out detailed content profiling of their customers to understand their behavioural insights and preferences.
According to Forbes, brands should take an omni-channel approach in the next normal to drive exceptional customer experiences across channels. Sitecore Content Profiling has emerged as a one-stop solution to all personalization needs. Sitecore Content Profiling forms the bedrock of all the personalization needs. The Sitecore Experience platform empowers marketers with the right tools to target their customers with relevant, and personalized content - to create experiences that convert into measurable outcomes for brands!
So, What exactly is Content Profiling?
Content Profiling helps marketers create specific customer segments according to their needs, preferences and behaviour. This helps them target each group separately and ensures that customers receive relevant marketing communications about a specific product/service/offering at the right time, exactly when they are looking for it . Such real-time content personalization helps in customer acquisition and leads to higher conversion rates. Content Profiling is a powerful tool for marketers to predict and analyse visitor attributes on their website.
Although, Sitecore's Content Profiling tool is easy-to-use, most marketers are unable to utilize it to its full potential owing to lack of optimising its elements.
This blog aims to explain the use cases of the different tools and elements to help you gauge a better understanding of behaviour, action and interests of your customers.
Some of the basic terminologies and concepts are explained as under:
- Content Profile
- Profile Keys
- Profile Values
- Profile Cards
- Pattern Cards
1. Content Profile:
Located in the marketing control panel, content profile categorizes visitors based on their preferences and behaviour as they navigate through your website. It bifurcates visitors under separate interest buckets basis the activity or product, they were engaged with. This kind of departmentization of the website visitors help marketers analyse customer preferences, actions and budgets.
2. Profile Keys:
Profile Keys are an integral part of Content Profiling, they enlist the different aspects of a visitor's profile. Marketers can assign different numerical profile values to every profile key to track and analyse how a visitor interacts with the website.
Profile keys categorize a website visitor based on their behaviour or persona, for example - a visitor can be categorized as an 'Impulsive Buyer' if he tends to buy impulsively or a visitor can be categorized as a 'Researcher' if he tends to research thoroughly before making a purchase. While Sitecore provides a set of default profile keys, it also lets marketers create their own profile keys basis their nature of business and target audience.
3. Profile Values:
Profile Values help marketers assign a unique number for each item on the website that the visitor interacts with. These values get accumulated as a visitor navigates through the website, giving way towards the formation of a contact profile. Profile values provide key insights to marketers about customer preferences and helps them optimize their websites and segment their contacts.
Profile Values collects a large variety of information pertaining to the pages viewed by contacts, goals completed by them and the path traversed through the website, this helps in creating personalized customer journeys. Visitors with high profile values can also be treated as a potential lead and can give way to generating huge sales opportunities.
4. Profile Cards:
Profile Cards are a combination of different profile keys with pre-defined values. Profile Cards can help marketers assign standardized profile values to different items across the website. These cards help in identifying and segmenting contacts while assigning relevant content on the website.
5. Pattern Cards:
Pattern Cards are a combination of profile keys with threshold values which is used to match or segment visitors to its closest behavioural pattern. As a visitor interacts with a tagged content with profile cards matching the threshold, a pattern is created for further personalization.
Personas are fictional characters that represent different groups of visitors/contacts within a target audience, who are inclined to behave in a certain way and perform a defined set of actions on a website. Profile Cards can be created against a particular persona to predict how they will consume the content on your website. Personas can be created while setting up profiles for your content.
Visitor content profiling is the first step of the personalization process. It helps marketers and businesses engage and acquire new customers based on their interests and browsing pattern.
How do we leverage Content Profiling to generate relevant and personalized content for customers? More on this in our upcoming blog! Stay tuned to our blogs and write to us at firstname.lastname@example.org for your queries.
Espire is a Sitecore global partner with multiple Sitecore projects delivered for global locations and clients across multiple industry verticals. We are enabling digital transformation & personalization by crafting awe-inspiring Customer Experiences. Get in touch with our experts for a quick demo and to learn how you can leverage Sitecore platform for creating impressive customer experiences, faster time to market and boosted business returns in the new normal.
MORE FROM OUR BLOGS
Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub
The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.
Developed Automation Testing Framework for Sitecore Application to Improve Operational Efficiency
Espire created automated scripts for their daily regression suite for improving operational efficiency & Successfully integrated the automation testing framework with the Sitecore application for easily identifying the CX problems faced by the customers
Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company
A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed
Insurance claims management system top 5 ways to maximize business growth
Insurance companies have been struggling with disparate systems and outdated claims processes for decades. Leveraging claims management software can help brands in the insurance industry automate manual processes and optimize workflows, while improving staff efficiency and reducing operational costs
Top 5 reasons how sitecore experience edge enhances content delivery and digital experiences
Sitecore Experience Edge is a revolutionary SaaS-based platform with headless content delivery capability, which will help brands drive engaging digital experiences and maximize revenue growth. Aimed at improving content delivery across touchpoints, Sitecore Experience Edge does not add any architectural complexity, maximizing both marketing and IT efficiencies
Mitigating the problem of unallocated cash in insurance industry with digital transformation
Businesses in the insurance sector need to deploy agile technology solutions to reinvent complex operational processes and adopt an aggressive strategy for the efficient management of unallocated cash, to strengthen their credit position and build lasting customer relationships
How sitecore dxp platform can help banking and financial sector to drive future ready digital
As more and more brands in the banking and financial sector are adopting a ‘phygital’ operating model, it has become imperative for them to get a 360-degree view of their customer behavior across touchpoints to drive contextual communications catering to their dynamic needs. In this blog, we discuss how the Sitecore DXP Platform is helping brands in the BFSI sector drive personalized digital experiences across touchpoints to bolster growth.