Let’s explore how you can achieve this with the CoreMedia Digital Experience Platform (DXP).
Create Reusable Content
First, and this is sometimes underestimated, when it comes to personalization strategies, you will need a broad range of reusable content items that will fit to visitors interests. The CoreMedia Experience Platform, with its integrated Multi-Touchpoint-Preview, will support you efficiently with a variety of necessary tools (e.g. meta data, content variants for touchpoints and segments can easily be created, updated and assigned). Also, CoreMedia KIO, our AI Co-Pilot within CoreMedia Studio, will play an important role to boost your content creation efficiency.
For additional optimizations, the Feedback Hub within CoreMedia Studio can guide the editorial team to enrich content appropriately and to create missing content items. Therefore, tracking data is used to identify sweet spots and to organize topics that should be covered by the editorial team (“Newsroom”).
Track Customer Click Paths
Second, based on assigned metadata of the content items, the click path of the visitor is tracked by analytics services. It’s important to be compliant with the national data protection rules like GDPR. Hence, different kinds of data are usable from a technical viewpoint. CoreMedia Experience Platform tracking is based on sessions, zero- and first-party data and is of course fully compliant with GDPR/DGVO.
Ask Customer to Provide Data
Additionally, and even more importantly, asking customers to provide more information about their interests will create more reliable information. A contact form to get in touch with the customer or to register for a newsletter is a good starting point.
The form management and gathering data is part of the CoreMedia Experience Platform and is managed by its components, so you can easily create a contact form and assign it to a campaign for tracking and segmenting.
The forms editor allow business users to set up appropriate questions to generate zero-party data which is the most reliable information about the visitor because it is provided by the user itself and thus guarantees the necessary data compliancy.
Segmentation of Visitors
In a further step, segmentation rules can be defined. To do so, the Workflow Editor provides a graphical interface to define the customers journey in a flow diagram. Actions are defined and assigned to nodes. Tracking can be enabled to generate appropriate reports which are based on the node entries and actions.
Standard node and flow types are available as well as timer to create follow up tasks. The event-driven architecture of our platform allows the integration of 3rd party services to propagate the gathered data and to enrich 3rd party data with missing information (e.g. CDNs).
Generate Reports for Marketing Insights
Besides evaluating customers’ click paths for segmentation, meaningful reporting is essential for improving the digital experience. Learning from the usage of touch points is key for optimization of the content itself, as well as the information architecture.
CoreMedia Experience Platform provides a wide range of reports which are parameterizable and exportable into different formats.
Graphical analytics data reports help to understand the visitors interests and are presented to business users of marketing departments as well as to the editorial team for content adjustments and for creating focused content or missing content.
In a highly dynamic environment, our platform offers comprehensive A/B/N testing scenarios for the creation of alternative content items addressing (e.g. different target groups or testing campaign variants).
Closing the loop between content delivery and getting insights to improve content continuously is a challenge, so we offer the tools to close this gap seamlessly.
Integrating 3rd Party Services
In most cases of our customers, the CoreMedia Experience Platform is part of a highly heterogeneous infrastructure. Hence, the content created and the data collected is re-used by other services and systems within the customer’s organization to delivery truly omni-channel experiences.
Propagating and syndicating content, meta-data and data via open APIs is one of the key features of the CoreMedia Experience Platform to provide a seamless experience for visitors, as well as for business users. The best-of-breed approach is essential for acceptance and for using data and tools in an efficient manner.
Personalizing the Experience
CoreMedia Experience Platform orchestrates the digital experience by bringing together the content and the gathered data about the visitors.
Within the personalization rules editor, the editorial team will select content items and assigns these easily to visitor profiles/segments and other integrated marketing services.
The integrated preview of CoreMedia Experience Platform allows the simulation of visiting the touchpoint from a special view of customer groups: Persona Chooser. It’s important to let the editorial team understand the concrete digital experience of visitors by changing the view into the visitors’ perspectives.
Besides the explicit content assignment, the CoreMedia Experience Platform also provides dynamic content slots which are automatically filled with content matching the visitors’ interests. This kind of “personalized search queries” are based on the segments and the tagging of the content items which is continuously tracked.
Summary
For dynamically composed personalized experiences, the quality of meta data and the fine-grained tracking of visitors are crucial.
Besides implicit tracking of presented content by, for instance, evaluating tagging data and other meta data, the visitor itself should be encouraged to share their interests. This zero-party data given by the customers themselves is highly valuable for segmentation and adaptive personalization of the experience.
You see below the summary of the entire flow discussed above - combining zero party and 1st party data. Having the technical means to track user behaviors as well as to chime in interactive elements asking the customer for explicit interests is the foundation. Clever means to act on the provides data in real-time across channels (onsite on the website or app, but also offsite, like via email or text, and via interactive touchpoints, such as chat, phone call or video call) are equally important. A smart workflow engine to define the cross-channel journeys is the glue between them.
All of these aspects are provided by the CoreMedia Experience Platform, where you have all the means to create exciting user experiences tailored to your customers’ expectations, elevating experience and driving impact.
