January 11, 2016
Whether or not you're using Sitecore's marketing features right away, we highly recommend these three tasks to make your data collection infinitely richer, and to leave you well-positioned for later decisions.
January 11, 2016
Whether or not you're using Sitecore's marketing features right away, we highly recommend these three tasks to make your data collection infinitely richer, and to leave you well-positioned for later decisions.
Sitecore’s Experience Database, aka the xDB, is the cornerstone of Sitecore’s marketing platform, serving as both a highly granular analytics database recording every interaction, and an extensible repository for customer data.
Many organizations are keen to use Sitecore’s marketing features, but have prioritized a redesign or content strategy as building blocks ahead of launching a SitecoreXP program. Similarly, an integration with CRM may be part of a future phase.
The good news is that, in the simplest scenario, once you deploy Sitecore, you can enable the xDB and have it start collecting data without configuring any of the Sitecore marketing features.
That said, there are three quick tasks we highly recommend to make your data collection infinitely richer, and to leave you well-positioned for later decisions.
This is a central concept in Sitecore that measures visitor engagement (via actions that indicate trust or commitment) as a way to measure success and trigger automated targeting. This is explained in further depth by Sitecore’s Martina Wehlander here.
If you’ve got personas or audience segments defined, you’re most of the way there. Sitecore’s content profiling capability allows marketers to tag pages with a specific profile, typically comprised of defining characteristics of a segment, such as demographics, interests or motivations
Sitecore allows you to generate and attribute a campaign ID to append to a URL linking to your site or landing page, such as an AdWords URL. In doing so, Sitecore associates that session with the campaign and you can drive personalization and engagement plan triggers as such. The campaigns are configured in the Marketing Center / Marketing Control Panel.
From a data perspective, adding a campaign dimension to your Sitecore xDB will give you extra depth into how certain campaigns may have influenced behaviour, engagement and conversions.
If you’re able to take a few minutes to tackle one or both of these tasks, you’ll gain the following benefits:
If you’d like to learn more about how to plan and implement these features, drop us a line. We’re happy to help.
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