what’s the deal with profiles, personas, and patterns?

What’s the deal with Profiles, Personas & Patterns?

Presented by:Mike ShawOlga Kogan

The Three P’s

Everything you need to know and the three traits you’ll need to tackle Profiles, Personas and Patterns

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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• What are profiles, personas, and patterns?

• How they work and what they do

• Measuring patterns over time

• The 3 P’s

Agenda


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Mike Shaw

A little bit about ourselves

Olga Kogan

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5Technology

MarketingBusiness

Demographics:

Interests:

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5Technology

MarketingBusiness

Demographics:

Interests:


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• Profile

• Profile Key

• Profile Card

• Persona

• Visitor Profile

• Pattern

It all starts with vocabulary


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Category used to define the reason by which you are tracking the visitor’s behavior, ie the relationship.

Profile


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Our Sports Store

Purpose of the site: Sell active lifestyle

equipment and necessities.

Profile: Activity Interest

Description: Activities by which we

identify the what sport or activity a visitor

is interested in.


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Predefined set of profile keys by which you identify a visitor profile as it relates to other typical visitors.

THESE ARE YOUR CUSTOMERS

Pattern


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Pattern

G

Gymnast

T

Track Runner


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An attribute, shared between Profiles and Patterns used to measure the relationship.

These are the variables by which you relate Profiles to Patterns.

Profile Key


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Recover: 0-5

Strength: 0-5

Equipment: 0-5

Technique: 0-5

Our Keys


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Pattern –Gerry the Gymnast

Description:

Gerry is the gymnastic enthusiast0

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Recover

Equipment

Technique

Strength


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Pattern –Theresa the Track Runner

Description:

Theresa enjoys running and is the track

enthusiast. 0

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Recover

Equipment

Technique

Strength


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A set of profile keys that is used to represent a predefined relationship.

The type of content being consumed.

Profile Card


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Strength

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Recover

Equipment

Technique

Strength

Description

Content that speaks to strength training

and other strength objectives.


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Description

Content whose focus is on cardiovascular activity.

Cardio

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Recover

Equipment

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Strength


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Description

Content whose focus is on recovery from exercise.

Recovery

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Recover

Equipment

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Strength


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Description

Content whose focus is on the equipment that supports your activity.

Equipment

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Recover

Equipment

Technique

Strength


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The unique profile created by a visitor while she consumes content on the website.

This data is stored in the Experience Profile.

Visitor Profile


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Patterns represent a known visitor or group of visitors. These are groups of people that we evaluate our marketing against.

Profiles assigned to content items and used give an identity to the visitor. Where by the visitor tells us who she is when traversing the site.

Patterns & Profiles – What’s the difference?


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Assign Profile Cards to Content

Home

Default

E S C

E

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C

2 pages for Recovery2 pages for Equipment3 pages for Strength3 pages Cardio

R

C

R


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Visitors hit pages, get profile points

Home

Default

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XProfile

Anonymous

Anonymous

Anonymous

Anonymous

Bob

Rich

R


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Sitecore matches the unique profile with the set patterns

XProfile

Anonymous

Anonymous

Anonymous

Anonymous

Bob

Rich

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G

T

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G

Pattern


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• Personalize content

• Enter visitor into engagement plan

• Send notification to internal team

Pattern Matching Drives Sitecore Rules

CTAWhere the current visit matches

the Swimmer pattern card in the

Activity Interest profile.


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During a real time visit Sitecore needs to match you to a pre-set pattern. Sitecore obviously cannot match you to a pattern that does not yet exist.

Close Enough Matching


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Rich

8th : Bought Track shoes and “How To Run”

7th : Technique page – Matched Track Runner

6th : Recovery page

5th : Recovery page

4th : Recovery page

3rd : Technique page - Matched Gymnast

2nd : Strength page

1st: Strength page

Landing page: Home0

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4Recover

Equipment

Technique

Strength

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4Recover

Equipment

Technique

Strength 0

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Equipment

Technique

Strength

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Recover

Equipment

Technique

Strength


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Bob

G 8th : Recovery Page

7th: Completed The Strength Technique Form

6th : Recovery page

5th : Strength page

4th : Recovery page

3rd : Technique page - Matched Gymnast

2nd : Strength page

1st: Strength page

Landing page: Home

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Equipment

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Strength 00.5

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Equipment

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Pattern – Sean the Swimmer

Description:

Sean enjoys swimming and is the swimming

enthusiast. 0

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Recover

Equipment

Technique

Strength


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Low conversion rates for certain patterns.

Percentage of patterns matched/Percentage of visitors not matched to pattern.

Analyze all real time profile values for patterns.

How do you spot these patterns?


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Patient

Perceptive

Perseverance

The 3 Ps in Profiles, Personas, and Patterns

Next steps/Resources

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What to do• Monday

• Three months

• One year

Resources available• Templates

• Guides

• Etc.

FOR DISCUSSION PURPOSES ONLY. SitecoreConfidential and Proprietary. © 2016 SitecoreCorporation A/S. All rights reserved. Sitecore®

and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All

other brand and product names are the property of their respective owners.