Personalization is the method for displaying targeted, relevant content to contacts based on their characteristics and behaviour such as location, gender, or previous visits. With personalization, we ensure that the right content reaches the right contacts at the right moment, for example, by showing, hiding, or adjusting content.
In theory, the personalization formula is as follows:
Personalization in Sitecore XP
The above screenshot shows how the personalization works in Sitecore. The Digital Marketing Strategy is where the different concepts and requirements are needed before moving to the next stage. It is a team who is responsible to define the different rules and what they want to achieve. For example, they want that when a user arrives on the site for the first time, a personalized banner appears proposing the user to Sign Up on the site. In short, the team is responsible to define the different path / journey a user can have on the site.
Once all the elements have been defined, those need to be implemented on Sitecore. Using the Sitecore Engagement Plan, it will allow to control the interaction of the website with the user. The Engagement Plan make use of the Rule Set Editor which allows for defining the different conditions and actions.
Personalization, as defined above, will eventually display the right content for the user. Engagement Plan and Personalization work together. Sitecore campaigns, goals and event are the features that are used to capture the user journey. Sitecore campaigns run over a period of time, during which you can make users to trigger some goals. Sitecore goals are activities that a user triggers. For example, if a goal is set on the Registration page and the user successfully sign up on the site, this means that the goal has been triggered.
Now, those need to be tracked. By making use of the Sitecore Path Analyzer and Experience Analytics, you will be able to see how your users are engaging on the site. The Path Analyzer provides the different path a user has been performing on the site. Example, you will be able to see a user journey from where he/she comes from (referrer site and so on) and on what pages he/she has been visiting. Based on this, you may easily know if the different paths you have been defined is correct. The Experience Analytics is mostly comprise of different charts for analyzing how a campaign is doing and so on.
Finally, you need to improve the personalization and engagement plan. Defining the correct approach will take time. This is why, it is required to optimize the experiences. A responsible in Sitecore told us that it may take 1 year or more in order to define the best experience on a site.