Use customer profiling with sitefinity to identify market segments

Use Customer Profiling with Sitefinity to Identify Market Segments

Customers not only look for high quality products from business websites, but they also look for high touch, personalized experiences that offer rich and relevant content that is delivered instantly through various digital channels that they choose.

Besides these, you also need to use some prominent technologies so that it makes the task for the marketers and developers easy for delivering multichannel and compelling user experiences.

In today’s digital world, clients interact with various businesses through various channels, chat with bots, call the support time, get email messages and push notifications and also post in social media.

But are you aware of the entire customer journey for them.

Are you aware of their interactions that matters the most?

The best part of Progress Sitefinity is that you can become a skilled marketing person by using its Customer Profiling features.

Also Read: What to Expect from Sitefinity 11.1 Beta Release?

The 360 degree customer profiles with Sitefinity: It is very important to plan your customer profiling in your digital marketing as it is the base for successful optimizations in the coming phases. This can be easily implemented with Sitefinity platform and consider the different sources of information.

CRM systems: A company’s CRM usually stores a lot of valuable information that is related to purchases, support cases, phone calls and contact details and etc. Since purchases or sales are the end goals for businesses, the marketing initiatives are more focused to increase the purchases.

But how can you measure the success of the marketing efforts if you don’t have the data?

Conversion tracking helps to create reports based on things that work well and the ones that should be optimized.

Sitefinity Digital Experience Cloud (DEC) offers out of the box integration capabilities together with other popular systems like Eloqua and SalesForce, CSV uploads and .NET SDK and REST API. That enables you to integrate the CRM data.

Web channel: By creating a website on sitefinity, you can easily get tracking and profiling for your contacts.

But how does this work?

Each visit of your website is traced regardless of whether the visitor is anonymous or has identified himself. They might have an interaction for days and weeks with your site and all the interactions are accumulated in the profile.

In case the visitor uses multiple devices, then the same address for each session are merged. Even if the visitor accesses the site in different anonymous browsing sessions, they remain merged.

The out of the box Sitefinity widgets state their interactions to DEC, but since Sitefinity offers you great extensibility, you have the flexibility to decide your own custom widgets.

Forms are great sources of contact profile information. With careful planning, some short or progressive forms usually offer better conversion rates.

Analyze the different stages of your business and gather essential data to move the contact in the funnel so that the probability to engage becomes higher.

Mobile applications: Mobile apps help to create deeper interest in your products or services.

With a website, you have already convinced your audience that your services are valuable and they are willing to keep a closer eye on your offerings by using your mobile app.

Sitefinity DEC offers the NativeScript SDK that helps to report data to your DEC customer journey database. In case you have planned to go native with your mobile apps, you can still present the data to DEC via the REST API.

Marketing automation systems: Sitefinity can help you to enhance your marketing automation efforts in the following ways: ď ľ

Based on different criteria, you can easily filter the contact profiles and export them to the CSV, that can be used in the Sitefinity Email Marketing module or any other marketing automation systems. The contact list that has been emailed can be imported again to DEC in order to keep the journey complete.

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If the client lands on any page of your Sitefinity site, DEC can easily identify that the client has come from a mail campaign because of the utm parameter left in the URL address.

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Statistics from any campaign (delivered, bounced or opened) can again be uploaded back to the DEC and this can help you to better plan your upcoming campaigns.

In a nutshell, Customer profiling will help you to extract rich sociodemographic information from the user’s gender, age, tastes, interests and lifestyles. The data may also be aimed and organized to solve specific problems to improve the customer journey and marketers may categorize the customers into granulated segments.

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