Integrating A Personalization Engine into The CMS Platform of Your Choice

Integrating A Personalization Engine into the CMS Platform of Your Choice

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.

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.

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 user’s 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.

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.

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

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.

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.

Build Some Targeting Rules: Personalization is also about the rules for e.g. if the user’s 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

www.idslogic.com