Integrating A Personalization Engine into The CMS Platform of Your Choice

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Integrating A Personalization Engine into the CMS
Platform of Your Choice
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• You must have sometimes felt the warm feeling
  when you got a thoughtful gift or a personalized
  card on your birthday created especially with you
  in mind. This is the result of personalization
  and today, marketers can also apply it to make
  their audiences feel that same and wonderful
  feeling. This personalized feeling is in high
  demand by the customers and they want the
  business owners to offer them such an experience.
  

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• Customer experience is a top priority in the
  business world today and personalized content can
  take it a long way towards delivering that
  exceptional experience. In a survey done by
  Accenture, it was found that consumers are more
  likely to purchase from brands that provide a
  personalized offer and recommendation. The key
  aspect of a wonderful digital experience is to
  get the right content to the right person and
  also at the right time. Content personalization
  engine can help them to keep track of the user
  behaviors, preferences and attributes.

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Your Personalization Approach can be of Three
Types, Explicit, Implicit or Contextual.

• Explicit personalization This is personalizing
  the type of content based on the information
  regarding their age, location, hobbies, food and
  etc.
• Implicit personalization This is sending content
  to the users based on their previous browsing
  histories and other sources of information.
• Contextual personalization This also creates
  content for the user based on the information
  like the users location or time.
• All the above mentioned instances help to know
  some details about the users like email address,
  phone number from their previous login and etc.

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5 Important Steps to Integrate a Personalization
Engine into Your CMS

• Choose the Tool Set
• You will find multiple vendor products in the
  market and Gartner identified 18 in their Magic
  Quadrant for personalization engines. You can
  choose a tool set based on your criteria like the
  technology used, required system integrations,
  business requirements, skill sets and budget.

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• Create a Metadata Tag Scheme
• Your content personalization engine should be
  able to pull the content from your CMS based on
  some specific criteria like certain keywords,
  price range, deal of the week or etc. The engine
  can then match the criteria with the information
  about the user and you can also re-engineer
  monolithic content pages in order to break the
  content into smaller chunks.

Also Read Best Practices to Follow While
Migrating Content to A New CMS
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• User Behavior Tracking
• Most of the products work in a similar way and
  JavaScript and HTML can be used to deliver the
  web browser consumable content. In order to track
  the user behavior, integrate a JavaScript snippet
  into the web pages and enable the script to track
  and record the user journeys and clicks into the
  database.

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• Create Dynamic Content
• Based on the CMS platform that you choose like
  Sitefinity, DNN, WordPress, you can use different
  approaches to create dynamic content. Some
  content personalization engines only integrate
  with specific CMS products while others claim to
  work with all of them.

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• Build Some Targeting Rules
• Personalization is also about the rules for e.g.
  if the users age is less than 25, then he might
  be interested in life insurance policies. Such
  conditions help to identify and categorize the
  users and send them personalized content of their
  interest via the CMS platform.

Also Read Why to Consider a Headless CMS for
Developing Your Modern Application
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