Personalisation

So many messages vie for the attention of online visitors that generic messages can no longer compete. Personalisation enables communication and marketing professionals to create targeted messages for specific audiences and link content with visitor preferences.

Description

Explicit profile management

As the basis for personalisation, you can build both explicit and implicit profiles. By gathering information via online questionnaire, using Audience Manager, or by using existing information in customer databases, you can ensure that content is personalised based on information that visitors have provided.

Implicit profile management

In addition to explicit profile information, you can also base personalised content based on specific visitor clicking behaviour. This clicking behaviour can be used dynamically generate content based on previous actions.

Benefits

Improve visitor retention

If visitors don’t see information that relates to their interests, they will leave your Web site. Personalisation allows you to create content and associate this content with specific target groups. When these visitors access the personalisation-enabled Web site, Personalisation dynamically matches visitor interests with content. Using the Personalisation API you can create a direct link between content and visitor profiles and display visitors with content that matches their profile.

Enriched content

In addition to using visitor profile information, you can enrich all content by using metadata. Metadata allows you to categorise and add value to content so that the content visitors see matches their profile information.