The Kentico EMS Content Personalisation and Segmentation feature: What it does for marketing

The Kentico Enterprise Marketing Solution (EMS) is an integrated customer experience management tool which empowers companies to implement real-time, customer centric marketing campaigns. This post is one of a series examining the various different features of the EMS and how they can each be used to boost marketing and sales strategies and achieve great results!

This post focuses on the Content Personalisation and Segmentation feature. The main purpose of this unique and pretty awesome tool is to allow us to
  • Build an accurate understanding of our online audiences
  • Segment them into distinct and actionable groups
  • Deliver relevant and appropriate content to them at the right time.

Let’s look at it in action

We can provide some context using a fictional company called Protein Online. Protein Online are a fairly new organisation, but have taken the health industry market in the UK by storm through their manufacture and exclusive online distribution of a range of protein powders that cater to the needs of health and fitness-conscious people. They pride themselves on offering a variety of tailor-made supplements and starter packs that have been designed specifically for different individual motivations, such as weight loss/gain, muscle toning, energy boosting and stamina building.

Protein Online become aware that although their website was generally well designed and provided a lot of useful content, it could only deliver the same experience to every person. This didn't fit in with their philosophy of treating everyone as an individual, with individual needs.

They decide the Kentico EMS can provide the solution. Through the Content Personalisation and Segmentation module, Protein Online are able to adapt their website to be much more intelligent in the way it treats visitors throughout their experience.

First, the system builds a bank of information on each visitor to our page based on the following factors:

  • Demographics – address, age, job title, gender, etc.
  • Behaviour – visited pages, downloaded content, purchased products, campaign clicks, searched keywords, etc.
  • Customer context – purchase stage, location, time of the day, used browser or device, etc.
As we learn more about individual users, we can tailor their experiences through serving the most appropriate content.

A customer’s journey

Jessica searches 'weight loss protein powder' into Google, and up pops Protein Online. Already we know that Jessica is interested in weight loss, so when she enters the site, the content needs to reflect that piece of knowledge by showing the weight loss products as well as a link to the weight loss resources area of the site. This is much better than showing the entire product range, as she is only interested in one of them.

And we can still learn even more about her. Her experiences with Protein Online can then become more personalised based on this information,

For example
Her IP address tells us her location Provide her with deals or information local to her, for example where her nearest gym is
She continues to browse the site, visiting particular pages Provide even more tailored information for her
She signs up to a newsletter and gives her email address Send her emails with specific weight-loss and other information

This unique treatment will hopefully lead to positive experiences with the brand and a loyal customer!

For more information regarding the Content Personalisation and Segmentation feature, follow these links:

Posted: 18/12/2015 10:32:28