Adobe DMS Ebook

An Aware Quick-Start Guide
The Quick-Start Guide to
Sitecore DMS
Success
How Todays Marketer Can
Get the Most from Sitecores
Digital Marketing Systems
Mission-Critical Features
A publication of
E-BOOK
THE QUICK START GUIDE TO SITECORE DMS SUCCESS
By Rob McChane, Web Strategist, Aware Web Solutions
INTRODUCTION
Contents
INTRODUCTION 1
A QUICK-START GUIDE TO DMS SUCCESS 1
KEY TAKEAWAYS
2
STRATEGY AND PLANNING
USER PROFILING
What do you want to know?
IDENTIFYING SUBSETS OF USERS
Develop master profiles list
PERSONALIZING YOUR CONTENT
Select personalization targets
Select content for personalization
Develop alternate content items
CREATING GOALS AND GENERATING
CONVERSIONS
What do you want to track?
Create value for the user
Learn to love the soft conversion
3
3
3
5
6
7
7
7
8
IMPLEMENTATION
LOGGING IN TO SITECORE
GOALS
Creating a Goal
Configure Goal Settings
Assigning Goals to Content
SETTING UP CAMPAIGNS
Creating a Campaign
Assigning a Campaign to a Content Item
USER PROFILES
Creating a New Profile
Creating a Profile Key
Creating a Profile Card
PERSONALIZATION
Define Personalization Rules
Assigning Content Variations
to Personalization Rules
MULTIVARIATE TESTING
Creating a new test
Starting your test
Stopping your test
12
12
14
15
16
17
19
19
22
24
24
25
27
31
31
CONCLUSION
44
9
9
9
10
36
38
38
42
43
Being a marketer in todays web-oriented world can be a challenge. There are a

seemingly infinite number of tools designed to help marketers track and manage
their efforts. Within this constantly evolving environment, marketers are often
forced to use multiple software tools to gather the data they need. This
fragmented approach can make executing a cohesive online marketing strategy
a big challenge.
Fortunately, for marketers who manage websites that are built on Sitecores
CMS, the Digital Marketing System (or DMS) has been designed to turn Sitecore
into a sophisticated marketing engine for your site. From robust web analytics
to user-based personalization, DMS includes the functionality that todays
marketers need to manage a comprehensive, sophisticated online
marketing strategy.
A QUICK-START GUIDE TO DMS SUCCESS

Sitecores DMS is a highly-sophisticated marketing tool, but with all of the
features available it can be a bit daunting to get it up and running. This guide
was created to help marketing personnel get the mission-critical marketing
features of DMS set up quickly without having to be a developer or Sitecore
super-user. All youll need is basic familiarity with the Sitecore editing
environments (content editor and page editor) and a little time each day. Weve
structured this guide so that each implementation step can be done in bite-sized
pieces that should take 30 minutes or less.
The guide is structured into two main sections, Strategy and Planning and
Implementation. The Strategy and Planning section contains information and
recommendations on how to prepare for your DMS implementation. We review things youll want to think about prior to set-up such as goals, campaigns
and customer profiles. After youve gotten the necessary information together,
the Implementation section will provide a step-by-step walkthrough of how to
set up the primary marketing features included in DMS with lots of visuals and
some tips and hints along the way.
KEY TAKEAWAYS
Aware Web Solutions
at a Glance
Our greatest strength at Aware
is translating complex business
needs into well-organized Web
sites. Leveraging our strategic,
creative and marketing insights,
Aware implements robust
content management solutions
that are uniquely tailored to meet
the needs of mid- to large-sized
organizations.
Founded in 1998
Full service web solutions
firm with a dedicated Sitecore
practice group
Proven experience with
Sitecores full suite
of products
Over 100 CMS
Implementations
Our teams include:
Strategists
Designers
Solution Architects
Marketers
Project Managers
Developers

Planning and implementation for DMS can be a huge project if you try to
tackle it all at once. To help simplify this process, weve broken DMS down
into its individual parts and identified the pieces that will provide the most
immediate value for marketers. Heres a breakdown of what you can expect
to learn from this guide.
GOAL TRACKING & CONVERSION MEASUREMENT
Learn how to plan your goal tracking strategy and then implement it
within DMS and Sitecore Analytics, including:
Strategies for generating higher conversion rates with your sites goals
How to develop a progressive conversion strategy
How to create goals and assign them to content in Sitecore
CAMPAIGN TRACKING
Begin tracking your inbound marketing campaigns to gain a better
understanding of their performance and conversion rates, including:
How to create campaigns within DMS
How to assign site visitors to campaigns
USER PROFILES
Track the behavior of your website users based on their unique interests and
activities to gain a deeper understanding of how they interact with your
content, including:
Strategies for developing user profiles that create value for your
organization
Step-by-step instructions on how to create user profiles in DMS
CONTENT PERSONALIZATION
Create a custom experience for your website users by providing them
with content that is tailored to their unique interests and needs, including:
Tips for planning your content personalization
Instructions on setting up personalized content in DMS
Test and optimize the performance of your content to increase relevancy for
users and conversions for your organization, including:
Creating and managing a multivariate test
Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

113081
page 2
STRATEGY AND PLANNING

HAVING A ROADMAP
FOR YOUR DMS
IMPLEMENTATION WILL
HELP KEEP YOU ON
TRACK AND PRIORITIZE
THE FEATURES THAT ARE
MOST IMPORTANT TO
YOUR ORGANIZATION
Like any well-developed marketing strategy, a thorough plan is a big step towards the successful implementation and long-term use of DMS. Before you
begin to configure DMS, its a good idea to take stock of where your marketing
efforts are currently and where you want them to be when youve fully implemented DMS. Having a roadmap for your DMS implementation will help keep
you on track and prioritize the features that are most important to your organization. DMS has a lot of moving parts that rely on each other, so its best to have
your end-game in mind before you start putting the pieces together to ensure
the best result.
In this section, weve identified the key elements of DMS that youll want to
think about before you begin your implementation of the tool. Its worth
investing a little time to think about the following items before you get started
to ensure you will use DMS to its full potential. Plus, the recommendations in
this section will help save you time when you get to the implementation steps
later on.
USER PROFILING
TO IDENTIFY SOME OF
THE MORE NONTRADITIONAL PROFILES
THAT HAVE VALUE TO
THE ORGANIZATION,
IT MAY BE HELPFUL TO
ENGAGE OTHER
NON-MARKETING
STAKEHOLDERS IN THE
PROFILE DISCOVERY
PROCESS.
A Strategic Approach
to Profiles
Web analytics do a great job of measuring site performance in the aggregate,

providing insight into overall website usage trends. However, analytics tools
alone are rarely able to provide deeper insight into how different users access
and consume content on your site. With Sitecores DMS, you can develop
profiles to segment users into different groups based on their shared
characteristics. Once these profiles are assigned to pages on your site, users
whose behavior patterns match that profile will be assigned to a group with
other similar users. As users are categorized, you will be able to better
understand their interests and activity on your site as a group.
Like other elements of DMS, successful development and implementation of
profiles requires a strategic approach. In this section, we will review some
recommendations and best practices that will help you prepare for
implementing profiles in DMS.
What do you want to know?
Additional information and helpful tips on

planning a profiling strategy.
It seems obvious, but taking some time to determine what types of data you
want to gather on your users is a critical initial step in planning for profiles in
DMS. Doing some up-front research and discovery on the types of data you
want to collect about your users will make creating your profiles a much faster
process later on.

113081
page 3
Here are some possible profile options you may want to consider:
Customer types One of the most common profiles. If you have a variety
of product lines or services, you can create profiles to segment users based
on which of these items they show the most interest in.
Engagement In DMS, this is called engagement scoring. You can score
your content based on its perceived engagement value. For instance, a user
viewing a blog post may have a low engagement value, but a user viewing
a page with detailed product specifications may have a high engagement
value. In this way, you can see which types of user groups have the highest
level of engagement with your important content.
Focus area Different types of content on your site will likely appeal to
different types of users, you can use profiles to track these groups
separately. For instance, you might tag highly-technical content as being
focused on Engineers while Case Studies are focused on Business Users.
Competitors Want to know what competitors are viewing your site and
what content they find interesting? With DMS profiles, this is a possibility!
Careers/Applicants Track users who visit the employment section of your
site, including the types of jobs they view and whether or not they submit a
resume or set up an application profile.
TIP:
DMS has the ability to track a wide variety of user profiles beyond
typical marketing and customer data. To identify some of the more
non-traditional profiles (like job applicants) that have value to the
organization, it may be helpful to engage other non-marketing
stakeholders in the profile discovery process.

113081
page 4
IDENTIFYING SUBSETS OF USERS

MAKE SURE TO
CONSIDER THE
STRUCTURE AND
SPECIFICITY OF YOUR
SITES CONTENT WHEN
PLANNING FOR
SUB-CATEGORIES.
OVERLY NARROW OR
BROAD CATEGORIES CAN
LIMIT THE VALUE OF THE
USER DATA YOULL
COLLECT.
Once youve identified the types of profiles you want to track on your site, its
also important to think about how you will segment those profiles into subgroups. In DMS, these sub-groups are called profile keys. Profile keys help you to
divide a profile into smaller subsets of more specific user types.
For example, if youre an online shoe retailer whos creating the Customer
Types profile, youd want to know what types of shoe each user is
interested in. In this case, you might create profile keys of:
Athletic Running, cross training, sport-specific footwear
Casual sandals, fashion footwear
Dress designer footwear, dress shoes, high heels
Outdoor Hiking boots, trail shoes
Work Work boots, career-specific footwear
TIP:
Make sure to consider the structure and specificity of your sites content
when planning for sub-categories. Overly narrow or broad categories can limit the
value of the user data youll collect.
TIP:
It is also important to consider the long-term business strategy when

creating profiles. Focus on profiles that will produce data of lasting value to your
organization. If your profiles are too specific, they are more likely to be impacted
by changes in business strategy.
Identify persona-related content
The next step in successfully creating profiles is to identify the content that is
associated with each profile. Once the profiles and profile keys are created, the
profile keys can be assigned to virtually any content on your site. When a user
views that page (or content item), they will be assigned the values of any profile
keys assigned to that item. In this way, a user is continually updating their
profiles based on their browsing behavior on the site.
In our shoe example, we would assign the Athletic profile key to our product
pages for running and cross training shoes. A user who is shopping for athletic
shoes will build up an Athletic Shoe profile as they browse various types of
shoes in this category.

113081
page 5
About the Author
Rob McChane is a Web Strategist

and Sitecore Certified Marketer
specializing in DMS and
marketing automation, search
engine optimization, paid search,
social media, web analytics and
information architecture. He has
over a decade of online and
offline marketing experience in
the healthcare, retail,
manufacturing, and non-profit
industries. Robs primary focus is
on developing strategies to drive
traffic, improve user engagement
and increase conversions
for clients.
Develop master profiles list

Finally, once youve got an understanding for how your profiles will be
structured, its a good idea to create a master spreadsheet detailing each of the
profiles that youve identified. This will provide a simple, quick reference when
you create the profiles in DMS and will also provide some background on how
the profiles were created that you can reference in the future. Plus, as your
business evolves over time, it may be helpful to occasionally revisit these
definitions to ensure theyre still relevant to your needs and goals.
At a minimum, the master profiles list should include the following
information:
Profile Name The name and description of the profile
Profile Key Names The names and descriptions of each profile key
associated with a profile.
Associated Content Items List the content pages identified with each
profile key. If the site is very large or complex, list the types of content that
are associated with this key (e.g. Athletic Shoes: Running, Cross Training,
Basketball, etc.)
Notes Include any notes that may be relevant to each profile key
A list of your master profiles will provide a sound foundation for the tracking
and future optimization of your user profiles as your site and its content focus
evolves over time.

113081
page 6
PERSONALIZING YOUR CONTENT

PERSONALIZATION WILL
ALLOW YOU TO TAILOR
YOUR MESSAGING TO
DIFFERENT SITE VISITORS
BASED ON THEIR USAGE
PATTERNS ON YOUR SITE.
One of the most fascinating features of DMS from a marketing perspective is

personalization. When properly implemented, this feature will allow you to
tailor your messaging to different site visitors based on their usage patterns on
your site. Personalization allows you to create a more direct and personal connection with users by displaying content that is of interest to them.
Select personalization targets
Before you can begin personalizing content, you have to choose which users
you want to personalize that content to. While it may be tempting to set up
personalization for several different groups right off the bat, its best to start
with one or two of your core user groups first. One you have these
personalization plans up and running, it will be much easier to add additional
personalization elements later on.
DMS allows you to target users for personalization in a variety of different
ways. Using the Sitecore rules engine, you can define the criteria that will
cause personalized content to display. Here are a few ways you can target
users for personalization:
Profiles Personalize content to users who have demonstrated an interest
in a specific product category or type of content on your site.
Entrance Page Personalize content to users who enter your site on a
specific page. This is especially useful for campaign landing pages.
Campaign Personalize content to users who reach your site from a
specific inbound marketing campaign.
Goal Completion Personalize content to users who have completed a
specific goal on your site.
Select content for personalization
Now that youve identified who you want to personalize your content to,
youll need to determine which content elements you want to personalize.
While the types of content items you can personalize are quite broad, here
are a few of the most common elements that can be easily personalized to
specific user types:
Callouts This is one of the easiest ways to personalize a pages content.
You can have a different version of a callout appear when the user meets
the personalization criteria.
Images Have a unique image or billboard display to users who meet
your personalization criteria.
Body Copy This can be a little more complicated, but you can display
body copy that is specifically targeted to users who meet your
personalization criteria.

113081
page 7
TIP:
For your first personalization effort, keep it small. Its best to try a piece
of content that is easily editable and is not a critical component of the site (such as
a homepage billboard). A callout is one of the easiest places to start.
TIP:
The content items that you will be able to personalize depend somewhat
on how your site was designed within Sitecore. For an optimal personalization
experience, your site should be fully compatible with Sitecores Page Editor mode.
Develop alternate content items
The final step in preparing for personalization is to develop the alternate content
items that you want to display to users who meet your personalization criteria.
For instance, if you are personalizing a callout to users from a specific campaign,
create the callout you want to display to them prior to setting up your personalization rules. This will speed up the process and simplify your set up later on.

113081
page 8
CREATING GOALS AND GENERATING CONVERSIONS

Nearly every website has some form of conversion or goal that they want users
to complete. A conversion could be making a purchase, submitting a contact
form or downloading a case study. While virtually every website has
conversions, many websites to a poor job of compelling users to convert.
Fortunately, Sitecores DMS has several goal tracking options that will help you
better understand the performance of your site.
What do you want to track?
Goals can come in a variety of forms. For a marketer, the obvious goals are often
those linked most directly to revenue, usually a sale or a lead via a form submission. While these elements are important to generating value for your firm,
there are other, less obvious goals that may also be valuable.
Here are a few potential goals you may want to consider tracking:
Form Completion Trigger a goal each time a user submits a completed
form on your site.
Downloads Set up a goal to track how often users download a brochure,
whitepaper or case study.
Pageviews Track the number of times a high-value page is viewed.
Time on site Trigger a goal when a user spends a certain amount of time
on your site.
Resume Submission Track the number of resume submissions or
applications submitted for posted job opportunities.
Create value for the user
When users are purchasing something online the value proposition is
straightforward, the customer trades money in exchange for an item of value.
But what if youre asking a user for their contact information or email address?
While a transaction is still taking place, the value proposition for the user isnt
always as clear in these types of scenarios. What is the user getting in return for
their information or interest in your business?
Businesses that use their websites to generate leads or market products or
services are usually held to a higher value standard by users. Businesses that
do a good job of generating conversions on their site provide users with a clear
demonstration of the value they will receive.

113081
page 9
Before you begin to implement your goals in DMS, think about how they
create value for the user. How can you better convey the value proposition
on your landing pages or form pages? Here are a few ideas:
Personalized Conversion Pages Use profiles to personalize the content of
your conversion pages. You can tailor your messaging and value points to
directly address specific interests of the user.
Provide Some Content Freebies Do you require user information to
download a catalog or whitepaper? Consider first demonstrating the
value of these items by providing a small portion of the item for free. For
instance, provide a free download of a whitepaper executive summary to
demonstrate the value of the full document.
Tell Users What to Expect What do you do with information that users
provide? Be upfront with users about what their information is used for,
and what they can expect from your business in exchange for it. The fewer
questions a user has about what youre going to provide, the more likely
they are to convert.
Learn to love the soft conversion
CREATING A SERIES OF
PROGRESSIVE OR SOFT
CONVERSION POINTS ON
YOUR SITE IS AN
EXCELLENT WAY TO
DEVELOP A
RELATIONSHIP WITH
USERS BASED ON TRUST
AND MUTUAL VALUE.
How do you ask website users for their information? Do you have a variety of
conversion points on your site or does your site have one standard Contact Us
form with lots of required fields? If youre directing all of your users to a single
conversion point, chances are youre turning away a lot of potential customers
who just arent ready to talk with your sales team yet. Creating a series of
progressive or soft conversion points on your site is an excellent way to
develop a relationship with users based on trust and mutual value.
For our purposes, a soft conversion is one where the user is willing to provide
a small piece of personal information, but not enough to be counted as a
complete sales lead. In exchange for their information, users get access to
increasingly valuable content in exchange for an increasing level of personal
information. In this way they progress along the path to a full conversion as
they get information of increasing value.

113081
page 10
Business websites that do a good job of converting users to customers

often have multiple conversion points with varying information
requirements. As a user progresses through these phases, their
information is written to a CRM database to track their progress through
the conversion process. Heres an example of how a business might
develop a lead nurturing program with a series of soft conversion points:
Brochure Download Free to download, with no information requirement.
Case Study Requires the user to provide a name and email.
Whitepaper Requires a name, email, company name
Webinar Requires name, email, company, title and phone
Contact us Form - Requires name, email, company, address, title, phone
and completion of a brief (2-3 question) questionnaire on their product or
service interests.

113081
page 11
IMPLEMENTATION
With the strategy and planning out of the way, its time to roll up your
sleeves and begin the implementation process of your DMS instance. The
implementation section covers our recommended process for launching your
DMS instance with an easy step-by-step approach that will get you up and
running quickly without missing any critical steps. To help make your DMS
implementation less daunting, weve split up these steps into easy-to-tackle
tasks that can each be completed in 30 minutes or less.
LOGGING IN TO SITECORE
The step-by-step instructions for the rest of this document will assume that you
are starting from the Sitecore Content Editor user interface (unless otherwise
noted). To access the Content Editor mode, follow these steps:
1. Go to your Sitecore login URL.
2. Enter your Sitecore username and password in the provided fields
3. Click the red Options link below the login area to expand the user
interface menu
4. Select Content Editor from the user interface menu
5. Click the Login button to login to the Content Editor

113081
page 12
6. Sitecore will open in content editor mode. The content editor mode
features a tree view of all of the different content areas of your site.
To view page content, expand the content node of the tree.
To view the Marketing Center, expand the System node and then expand
the Marketing Center.
NOTE : Depending on your sites setup, your content tree may be structured
differently. Take some time to familiarize yourself with the location of your
content and the Marketing Center as these are the elements of Sitecore where
this guide will be focused.

113081
page 13
GOALS
BY SETTING UP GOAL
TRACKING EARLY IN
YOUR DMS
IMPLEMENTATION,
YOULL HAVE A
STATISTICAL BASELINE
FROM WHICH YOU CAN
MEASURE FUTURE
MARKETING
IMPROVEMENTS TO
THE SITE.
One of the key measurements for virtually any website is goal tracking. Sitecore
allows you to track a wide variety of goals for almost any user interaction
including a page view, clicking a link, or downloading a whitepaper. Tracking
these high-value activities on your site is critical to measuring both the value
that your website is creating for the business and the value it is creating for the
users who visit your site.
When creating goals for your site, there are some that are obvious (such as a
form submission). But with the flexibility of Sitecore and DMS, there may be
some new goals you can track that you hadnt thought of before.
Content Downloads If you have brochures, whitepapers, or other digital
assets available for download on your website, you can assign goals to
those items to log a goal when they are downloaded.
Webinar registrations Do you offer webinars for training or lead
generation? If so, you can set up a goal on the registration form to track
webinar subscriptions.
Job Applications If you have an online application form on your website
for prospective employees, consider setting a goal for resume
submissions. Tracking which jobs receive the most applications can be
an important indicator of value for your site.
Campaign landing page visits This is a great way to track a conversion
from offline marketing to the web. For instance, if you have a print ad in
circulation with a landing page URL (e.g. www.yoursite.com/specialpromotion). You can set up a goal to track users who have hit your
landing page from the offline campaign. With the Sitecore rules engine,
you can also assign users who visit a landing page to a specific campaign
more on this in the campaigns section.
As with analytics, its important to set up goal tracking early-on in your DMS
implementation to record your sites goal conversion rates prior to making other
improvements to the site. This provides a baseline that will help you better
understand the incremental value of future marketing improvements to the
site as you continue to add more features of DMS.

113081
page 14
Creating a Goal
Creating Goals
Creating goals within Sitecore is a simple process. In this section we will show
you how to create a new goal in the Marketing Center.
1. From the Sitecore Desktop Mode, click the Sitecore Menu icon in the
lower left corner
Video tutorial demonstrates how to set up

goals in Sitecore DMS.
2. Select the Marketing Center from the Sitecore menu
3. From the Marketing Center, select Goals in the left navigation
4. From the Options menu within the Goals section, click the Goal flag
icon to create a new goal
5. A dialogue box will appear, name the new goal and click the OK button.

113081
page 15
Configure Goal Settings

Once your goal has been created, the next step is to configure the settings of
the goal to ensure that it is tracking conversions properly. Follow these steps to
configure your new goal.
1. From the Marketing Center navigation, expand Goals and select the goal
you want to configure to view its settings. When selected, the settings
for your goal will appear in the main viewing pane to the right.
2. In the Points field, enter the score you want assigned to this goal.
NOTE : If you havent gone through the process of developing a profiling
strategy yet, leave this field blank and you can enter a score later.
3. In the Category field, enter a description of the goal the user has
accomplished.
4. Once you are finished configuring your goal, you have to deploy it
before it will be available to assign to your goal content. To deploy the
goal, select the review tab from the main menu.
5. From the Review tab, click Deploy to deploy the goal. It will now be
available to assign to content.

113081
page 16
Assigning Goals to Content

Now that you have defined and deployed your new goal, the final step is to
assign the goal to the content on your site where the goal takes place.
1. Click the Sitecore menu button in the lower left corner of the page to
expand the Sitecore menu.
2. Select Content Editor from the Sitecore menu
3. From the Content Editor, navigate to the page where you want to assign
the goal.
NOTE : If the Goal you are creating is a form completion, assign the goal to
the thank you page after the form has been submitted. If the goal is a download,
assign the goal to the actual document or item being downloaded.
4. From the content page, click the Analyze tab
5. From the Analyze tab, click Goals
6. A dialog box will appear displaying all of the deployed Goals, select the
goal you created by clicking the checkbox next to it.

113081
page 17
7. Click the OK button to close the dialog box.
8. Save your changes by going to the publish tab at the top of the page.
Click the Save icon in the left corner of the menu. Once saved, publish
the changes by clicking the publish icon and following the on-screen
prompts.

113081
page 18
SETTING UP CAMPAIGNS
TRACKING YOUR
INBOUND CAMPAIGNS
PROVIDES VALUABLE
PERFORMANCE METRICS
TO HELP YOU BETTER
OPTIMIZE FUTURE
MARKETING EFFORTS.
Tracking Campaigns
Successfully tracking inbound campaigns is one of the easiest and most useful
features of Sitecore Analytics. Tracking your inbound campaigns provides
valuable performance metrics to help you better optimize future marketing
efforts. In this section, we will review how to set up basic campaign tracking so
you can better monitor the performance of your inbound marketing campaigns.
Creating a Campaign
To create a campaign, the first step is to create a campaign category. Campaign
categories classify the different types of inbound campaigns such as Paid Search,
Display or Print. You can create multiple campaigns within each campaign
category.
1. In the Sitecore Content Editor mode, navigate to the marketing
center and expand the node by clicking the plus sign to the left.

tracking for inbound marketing campaigns.
2. Select the Campaigns item from the Marketing Center menu.
3. Click the Campaign Category button to add a new category.

113081
page 19
4. A dialog box will appear prompting you to name the new campaign category. Enter a name and click OK. The new campaign category will now
appear under the campaigns tab.
Now well add a new social media campaign to the social media campaign
category that we just created.
5. Locate the campaign category that corresponds to the campaign you
want to create.
6. Right click on the campaign category and select Insert > Campaign from
the menu
7. A dialog box will appear, enter the name of the new campaign and
click OK.
8. In the Type field, enter whether the campaign is an online or

offline campaign

113081
page 20
9. In the Traffic Type field, select the traffic type from the drop-down
menu.
10. In the Duration section, enter start and end dates and times for the
campaign. If the campaign does not have a defined start and end,
these fields may be left blank.
11. The cost section has several fields depending on the type of
campaign you are running and its payment structure.
Cost If you paid a one-time fee for your campaign, enter the total
campaign cost in this field.
Cost Per Click If the campaign is run on a cost-per-click model,
enter the cost per click here. If the cost per click is variable,
enter the average cost per click here.
Cost Per Day If you are paying a daily rate for your campaign or
wish to track the daily return of a campaign enter the cost per day
in this field.
Now that the campaign settings are complete, the next step is to
deploy the campaign so that we can assign it to content on the site.
12. Once you are finished configuring your goal, you have to deploy it
before it will be available to assign to your goal content. To deploy the
goal, select the review tab from the main menu.

113081
page 21
13. From the Review tab, click Deploy to deploy the goal. It will now be
available to assign to content.
Assigning a Campaign to a Content Item

Once the campaign has been created, you can assign it to a content item so users who view that content item will be associated with a specific campaign.
This is useful if you want to classify users who are directed to a specific content
item from one of your campaigns, such as a landing page.
14. In the Content Editor, navigate to the content item you want to assign
the campaign to.
15. Click the Analyze tab and select Attributes from the menu
16. A dialog box will appear, select the checkbox next to the campaign you
want to associate with this page and click OK.

113081
page 22
prompts.
Once the changes have been published, the campaign will be triggered
when a user reaches this content item. Campaign activity will also be
displayed in Sitecore Analytics as campaign conversions.

113081
page 23
USER PROFILES
BY PROFILING USERS,
YOU CAN BEGIN TO
UNDERSTAND EACH
GROUPS UNIQUE
BEHAVIOR.
Understanding your customer is a critical component of any successful

marketing effort. But how do you understand a customer in an online
environment? Web analytics do a great job of quantifying the big picture of
visitors and their activity, but often dont provide much insight into how unique
groups of users are interacting with your site.
One of the more unique features of DMS is the ability to group similar users into
profiles. By profiling users, you can begin to understand each groups unique behavior. And by understanding each groups unique traits, you can begin to target
content to specific groups of users to help them convert at a higher rate.
Creating a Profile
Video tutorial walks through creating a

persona in DMS.
Creating a New Profile

The first step to creating profiles is to define who the users are of your site.
Website users may not always fall into the same categories as offline
customers, so its important to think through your approach to profiles before
getting started. For more information on planning your profiling strategy, refer
to the Planning and Strategy section of this document.
For this example, we are creating a new profile that determines how engaged
the customer is with our website. We are creating a Lead profile that will help
indicate site visitors who are high-value leads for our sales team. Profile cards
are a combination of profile attributes that are used to define a specific user of
the site. For instance our Customer Profiles item may contain profile cards for:
Lead Users who have submitted a request for more information or
completed a transactional goal where they have provided personal
information in exchange for a content item.
Prospect Users who visit pages that indicate a strong interest in
purchasing. This could be visiting product pages, downloading a catalog,
or visiting the contact us page.
Browsing Users who have visited basic top-level site pages, but have
not indicated a high level of interest yet.
Once youve identified who the users are that you want to track, the next step
is to set up their profiles within the Marketing Center. In this section we will
review the steps necessary to set up your first profile.

113081
page 24
1. In the Sitecore Content Editor mode, navigate to the marketing center

and expand it by clicking the plus sign to the left.
2. Select the Profiles item from the Marketing Center menu.
3. Right click the Profiles icon and select Insert > Profile to add a new
profile.
4. A dialog box will appear prompting you to name the new Profile, click
OK when complete.
Creating a Profile Key

Now, well create a new Lead profile key within the Customer Profiles item we
just created. The profile key is where the actual values of a profile are assigned
to a page. Then, when a customer visits a page with a profile card assigned,
they pick up that profile cards values.

113081
page 25
5. Right click on the profile item where you want to add a new profile.
Select Insert > Profile Key from the menu.
6. A dialog box will appear prompting you to name the new profile key,
enter a name and click OK.
7. Once the new profile key has been named, it will open in the main
viewing pane within the Content Editor. The next step is to assign minimum, maximum and default scores to the profile key. This determines
the scoring range you can set for each page on your website for this
profile key.
8. When youre finished entering your scoring values, save the profile key
by clicking save in the menu.
Repeat steps 5-8 in this process for your other profile keys in this category (in
our example, lead, prospect and browsing which were outlined at the beginning of this section). Once you have all of your profile keys created for your new
profile, move on to step 9.

113081
page 26
Creating a Profile Card

Next, well create profile cards. Profile cards are pre-determined mixes of different profile keys. For instance, your product pages might be relevant to both
the Browsing profile key and the Prospect profile key. A profile card allows us to
assign multiple profile keys to a single page and weight them.
9. Once your profile keys are created, right click on the profile cards folder
and select Insert > Profile Card.
10. A dialog box will appear prompting you to name the new profile card,
enter the name and click OK.
11. Once you click OK, the profile card settings will be displayed in the main
viewing area. Enter a description in the Description field. This is a good
place to provide some brief detail about your scoring strategy for this
profile card.

113081
page 27
12. In the Profile Card Value section, select the value that you want to apply
to the profile card for each profile that you created.
NOTE : In this case, were going to say that our product page profile card
applies to both Browsing and Prospect profiles. However, we are going to weight
the scoring more heavily for the Prospect profile since visiting the product page
indicates a heightened level of interest in the product
13. When youve finished assigning scores, save your new profile card settings
by clicking Save in the main menu.
Now that youve created your profile card, the next step is to assign the profile
card to a content item on your site. In this case, the profile card was created for
product pages, so well assign it to a product page.
14. Navigate to the page or content item that you want to assign the profile
card to.
15. When youve reached the page where you want to assign the profile
card, locate the profiles icon in the upper left corner of the content area
and click it.

113081
page 28
16. The Profiles window will open displaying a list of all profiles that have
been created for your site. Locate the profile you want to assign to this
page and click the Edit link to the right of the profile name.
17. Another window will open for the selected profile that you clicked. On
the left side of the window, locate and select the profile card you wish to
apply to this page.
18. Once selected, the corresponding profile card and scoring diagram
will appear on the right side of the window in the Profile Card Details
section. Click OK to assign the profile to the selected page or
content item.
19. Once you have assigned all of the desired profiles to the page, click the
close button in the lower right corner of the Profile Cards window.

113081
page 29
20. Once a profile has been assigned to your content item, the profile will
appear next to the Profile icon in the upper right corner of the content
items page. You can hover over the profile to display a description of
the profile.
prompts.
Once youve assigned a profile to a page or content item, any user who visits
that item will be assigned that score. In this way, as the user navigates around
your site they will build up a cumulative score based on all of the pages that
they visit. This score helps to more clearly demonstrate the users areas of
interest and intent on your site.

113081
page 30
PERSONALIZATION
COMPANIES WHO
CREATE A
PERSONALIZED WEB
EXPERIENCE FOR USERS
CAN PRODUCE A HIGHER
LEVEL OF ENGAGEMENT
THAT RESULTS IN
INCREASED
CONVERSIONS.
Setting Up Personalization

personalization in DMS.
With advances in todays web technologies, users are becoming accustomed

to a personalized online experience. As customers and website users become
more sophisticated, their expectations for a personalized web experience also
grow. Companies who create a personalized web experience for users can
foster a higher level of engagement that results in increased conversions. With
Sitecore and DMS the ability to tailor a web browsing experience to a users
demonstrated tastes and interests is now a possibility.
Within DMS you can personalize virtually any type of website content to
users of almost any group. You can target customized content to users that
come from a specific campaign, are associated with a specific profile youve
created or who have completed a specific goal. In this example, we will
personalize our site to display a specific callout to any visitors who reach
our site from the Facebook campaign we created in the Campaigns section
of this document. In addition to targeting users who come from specific
campaigns, here are a few other personalization opportunities you may
want to consider:
Page Content Personalize a pages body content to specific user
groups. For example, a product page might only display basic product
information to an unclassified user, but the same page could display the
basic product information and highly technical specifications to a user
who is associated with a specific profile.
User Intent Personalize a call to action for users who have shown
above average interest in a specific item on your site. For example, if a
user has spent more than three minutes on your customer service page,
you can display a callout for the rest of their session prompting them to
start a live chat session with a customer support technician.
Goal Conversions Display customized content to users who have
reached a certain goal. For example, if a user has downloaded a PDF of
your brochure you can show them a callout featuring another
downloadable item such as a whitepaper or case study.
Define Personalization Rules
The first step of setting up personalization is to define the rules that you want
to apply in order for personalization to take place. In this case, were going to
tell DMS to customize a landing page callout when users reach that page from
a specific campaign. Unlike the other elements of DMS we have reviewed,
Personalization is best managed from Sitecores Page Editor mode.

113081
page 31
1. To access Page Editor mode, log out of the Content Editor by clicking
the red circle in the upper left corner and selecting Exit. Make sure to
save your changes in the Content Editor before you Exit!
2. Once you are logged out, you will be directed back to the Sitecore login
page. From this page, select the Page Editor mode from the Options
menu and click Login.
3. When the Page Editor opens, you will see the homepage of your website. Use the navigation menu to select the page you wish to
personalize. Once the page you want to view is selected, click the
Go arrow to load the page. In this case, we are going to personalize a
callout on the Who We Are landing page for the Facebook campaign we
created earlier.

113081
page 32
NOTE : If you cant see the navigation bar in your menu, click
the View tab at the top of the screen and make sure the Navigation
Bar option is selected.
4. When youve reached the page you want to personalize, click the
component that you wish to personalize. A menu will appear above
the selected content item, click the personalization icon (two people)
in this menu to edit the personalization settings for this item.
5. A dialog box will appear displaying all of the personalization states

associated with this component.
6. To add a new personalization condition, click the New Condition in the

upper right corner of the Personalize the Component dialog box.

113081
page 33
7. A new personalization condition will appear in the window, first add

the title of the new personalization state in place of the highlighted
Condition Name text.
8. Once the condition is named, click the Edit button to assign rules to
the condition.
9. The Sitecore Rule Editor window will open listing a variety of rules,
scroll through the list and locate the rule that applies to the type of
personalization you wish to add. In this case, we are personalizing
based on whether users are members of a specific campaign, so well
select this rule:
10. Click the selected rule to add it to the rule description box.
NOTE : You may add multiple rules to a personalization condition by simply
clicking all of the rules that apply. All of the rules listed in the rule description box
will be applied to this personalization condition.
11. To further define the rule you have selected, click the links contained in
the description of the rule. In this case, well click the word specific to
define which campaign we want the rule to refer to.

113081
page 34
12. A new window will open displaying the options for the item you
clicked. Here, all of the current campaigns are displayed, select the
campaign you want to associate with the personalization state and
click OK.
13. The rule that you selected will be updated to display the personalization criteria you selected in the Rule Set Editor window.
14. When you are done setting up rules for the personalization state, click
OK in the Rule Set Editor window.
15. The condition you selected will now be displayed in the Personalize the
Component window under your new personalization state.

113081
page 35
Assigning Content Variations to Personalization Rules

Now that you have told DMS when to personalize the component, the next
step is to define what you want DMS to display to users who qualify for this
personalization state.
16. On the right side of your personalization condition, click the gray box
with the to select the content you want to display.
17. A new window will appear displaying the content tree from the content
editor. Navigate to the content item you wish to display for this personalization state. Select the item and click OK.
NOTE : We created the Facebook callout item above before adding any
personalization rules in DMS. In the interest of time, we recommend

creating any new content items before you attempt to set up
personalization or this process could take much longer to complete.
18. The selected item will now appear in the Personalize Content field
within the personalization states window.

113081
page 36
19. When you are finished defining your personalization states for this
item, click OK in the lower left corner of the Personalize the
Component window.
20. Save your changes by clicking the Save icon (diskette) in the upper left
corner of the page. Once saved, publish your changes by selecting the
Home tab and clicking the publish icon in the menu.
Once published, your website will display your new Facebook callout to any
users who meet the personalization criteria you set up. Try setting up
personalization for all of your inbound campaigns, for different user profiles
or for users who complete a goal on your site.

113081
page 37
MULTIVARIATE
TESTING PROVIDES A
GREAT WAY TO
OPTIMIZE YOUR
CONTENT, YOU CAN TEST
MULTIPLE VERSIONS OF
A CONTENT ITEM TO SEE
WHICH VERSION
PRODUCES THE BEST
RESULT.
Testing Your Content
As marketers, its our job to create content that is relevant and engaging.
High-quality content improves the experience for users and creates a deeper
level of engagement with your site, ultimately leading to higher conversion
rates. But it can be a challenge to understand what types of content are most
relevant to users and will cause them to take the next step towards converting
and becoming a customer. With Sitecore DMS, you have the capability to test
different content items to see which create the desired result.
The first step of creating a multivariate test in DMS is to create the alternate
versions of the content item you want to use in the test. In this case, were
going to test our standard landing page callout against the Facebook campaign
callout we created earlier in this guide. The goal is to see which callout will
generate a better response. In addition to testing callouts, here are a few other
content items that you may want to use Multivariate Testing for:
Call to Action To increase conversion rates, use Multivariate testing to
test different versions of your call to action. For example try testing a text
and image version of callouts that direct users to your Contact Us page.
Page Content Test different versions of your product page content to see
which version leads to a higher time on page.
Downloads Test different copy and images on your download pages to
see which version leads more users to download your brochure, whitepaper or case study.
Video demonstrates how to set up a

A/B test.
TIP: Before you begin setting up your test, we recommend creating all of the
different versions of the item that you want to test. For your first test we recommend performing a simple AB test, but you can test several different versions of an
item at once, if desired.
Creating a new test
1. If youre in Content Editor mode, click the red circle in the upper left
hand corner of the page to exit. Make sure you click Save before
you exit!

113081
page 38
2. Once you are logged out, you will be directed back to the Sitecore login
page. From this page, select the Page Editor mode from the Options
menu and click Login.
3. When the Page Editor opens, you will see the homepage of your
website. Use the navigation menu to navigate to the page where you
want to conduct the test. Once the page you want to view is selected,
click the Go arrow to load the page. In this case, we are going to test
the callout on the Who We Are landing page for the Facebook campaign we created earlier.
NOTE : If you cant see the navigation bar in your menu, click the
View tab at the top of the screen and make sure the Navigation
Bar option is selected.

113081
page 39
4. Once youve reached the page where you want to conduct the test,
click the component on that page that you plan to test. The page
component could be the body, a header, an image or a callout. A
menu will appear above the selected content item, click the Test the
Component icon (two red squares) to create a test for this item.
5. A new window will open titled Test the Component. Click the New
Variation button in the upper right corner to assign a new variation of
this content item to test.
6. A new variation will appear in the Test the Component window, name
the new item by clicking the title field in the upper left corner.

113081
page 40
7. After naming the test, select the test content item by clicking the gray
box to the right of the Test Content Item field.
8. A new window will appear displaying the content tree as it is displayed

in the content editor mode. Navigate to the item you want to display
as an alternate variation in this test. Click the content item to select it
and click OK when complete.
9. Repeat steps 5-8 above for each item you want to include in this test.
In this case, we are only testing two callouts against each other so I
have also added the second callout being tested to the Test the
Component page as shown below:
10. Once youve selected at least two items to test, the OK button will
become active. Click OK in the lower right corner of the window once
all of your variations have been assigned to the test.

113081
page 41
Starting your test

11. The menu at the top of the page will show a red 1 next to the testing
tab to indicate you have an active test. Click the Testing tab to view the
testing menu.
12. The testing tab features a variety of testing information. The Status
menu item shows the current status of the test. Click the green Start
Test arrow to make the test active.
13. A dialog box will appear prompting you to name the test, enter the test
name and click start the test to begin the test.
14. Once the test has started, youll want to let it run for anywhere from
a few days to several weeks to accumulate enough test data. You can
periodically check the status area in the testing menu to see how long
the test has been running and how many experiments have been conducted as part of the test.

113081
page 42
Stopping your test

15. Once you feel the test has had enough experiments to be conclusive,
return to the testing menu and click the Stop Test (red square) in the
testing menu.
16. A Stop the Test window will appear, displaying the results of the test
and options for concluding the test. You can select the variation of the
callout that performed best and click the select button in the lower
right corner. Once you click Select, the selected content item will be
displayed in the location where the test occurred.
If you arent satisfied with the test results, you may also click the Stop
test and revert to original design link in the lower left corner of the
window and no changes will be made.
NOTE :
In this example, no data is displayed for the Value column because

neither callout had clicks during this sample test. If a real test had been
conducted, the number of clicks each variation had received would appear
in the value column for the corresponding callout.
17. Save your changes by clicking the Save icon (diskette) in the upper left
corner of the page. Once saved, publish your changes by selecting the
Home tab and clicking the publish icon in the menu.


113081
page 43
The multivariate testing feature included with Sitecores DMS is a powerful tool
that empowers you to test the quality and performance of your site content.
This testing provides a clearer picture of what site visitors are most interested
in and will help you make meaningful improvements to your site content. The
multivariate testing tool is a sure way to improve your site engagement metrics
like time on site, pageviews and click through rates. Additionally, this tool is a
great way to test messaging options to improve conversion rates on forms and
registration pages!
CONCLUSION
Being a marketer in todays online environment can be a challenge. But by
combining user data with advanced marketing features, DMS creates an
opportunity for marketers to optimize their websites performance in ways that
were previously not possible. By capturing user-level data and providing tools
to test, track and optimize website performance, DMS has created a new
standard for marketing success for users of Sitecores CMS.
We hope you found this eBook helpful in charting a course for your companys
own DMS implementation. If you have additional questions, check out the DMS
video series available on www.SitecoreUser.com.

113081
page 44

Adobe DMS Ebook

Caricato da

Informazioni sul documento

Descrizione originale:

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Adobe DMS Ebook

Caricato da

Copyright:

Formati disponibili

An Aware Quick-Start Guide

The Quick-Start Guide to

THE QUICK START GUIDE TO SITECORE DMS SUCCESS

By Rob McChane, Web Strategist, Aware Web Solutions

Being a marketer in todays web-oriented world can be a challenge. There are a

A QUICK-START GUIDE TO DMS SUCCESS

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

STRATEGY AND PLANNING

Web analytics do a great job of measuring site performance in the aggregate,

Additional information and helpful tips on

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

IDENTIFYING SUBSETS OF USERS

It is also important to consider the long-term business strategy when

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

About the Author

Rob McChane is a Web Strategist

Develop master profiles list

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

PERSONALIZING YOUR CONTENT

One of the most fascinating features of DMS from a marketing perspective is

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

CREATING GOALS AND GENERATING CONVERSIONS

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Business websites that do a good job of converting users to customers

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

4. Select Content Editor from the user interface menu

5. Click the Login button to login to the Content Editor

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Video tutorial demonstrates how to set up

2. Select the Marketing Center from the Sitecore menu

3. From the Marketing Center, select Goals in the left navigation

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Configure Goal Settings

NOTE : If you havent gone through the process of developing a profiling

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Assigning Goals to Content

2. Select Content Editor from the Sitecore menu

5. From the Analyze tab, click Goals

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

7. Click the OK button to close the dialog box.

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Video tutorial demonstrates how to set up

2. Select the Campaigns item from the Marketing Center menu.

3. Click the Campaign Category button to add a new category.

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

8. In the Type field, enter whether the campaign is an online or

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Assigning a Campaign to a Content Item

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

Understanding your customer is a critical component of any successful

Video tutorial walks through creating a

Creating a New Profile

Visit us. awareweb.com | m.awareweb.com | twitter.com/awareweb | facebook.com/awareweb | linkedIn.com

1. In the Sitecore Content Editor mode, navigate to the marketing center

2. Select the Profiles item from the Marketing Center menu.