A few months back, we took a close look at how a handful of Web experience management vendors dealt with personalization. Now, we have five more WEM providers to check out, including OpenText, Kentico, Acquia/Drupal, CoreMedia and Sitecore.
OpenText - Web Experience Management
As businesses look to provide the most relevant online information for their customers, so too has OpenText ramped up its focus on Web experience management.
If customers can easily find the information they are looking for, and it's presented in a compelling way, they are more likely to buy something, the thinking goes. OpenText's Web Experience Management supports the concept by offering flexible segmentation and targeting rules.
Web pages can be defined by customizable personas. Web pages can be directly created in the workspace and the marketers can apply targeting rules based on those personas. OpenText also offers a Segment Provider (above image) that allows for connecting to a CRM system like Salesforce or SAP to build segments. It can import user profiles from social media, integrated business systems (like CRM) or other locations to target in whatever way is needed.
There's also the ability to produce multilingual content as well as tools for creating workflows, and that allows for more localized and contextual experiences. Within the segmentation and targeting tool, specific page components can be selected to personalize, and targeted rules can be created. The rules can be turned on and off, and various profiles can be previewed within in context edits.
Kentico - Enterprise Marketing Solution
With Kentico CMS 7, digital marketing has been baked into the system's core -- it's called the Enterprise Marketing Solution. It includes the Site Manager content personalization module for customizing content based on individual browsing history, and factors like demographics, behavior and customer context can all be analyzed for this purpose.
Defining personalization rules with Kentico EMS.
Additionally, built in analytics can track visited pages, identify the most frequent users and create content quickly based on those interests. The Visual Rule Designer can help with building real life scenarios to segment and personalize against.
There's even a K# macro programming language included in the Visual Rule Designer, and developers can use it to create advanced personalization rules. Kentico feels this unlocks unlimited rule definition possibilities.
Acquia/Drupal - Drupal for Web Experience Management
We know businesses are eternally curious about Drupal because it has such a huge install base, and a large set of developers that can help put a deployment together. As the commercial services provider for Drupal, Acquia has been building up its digital marketing capabilities to help Drupal and Drupal customers.
Naturally, this includes personalization, and one of the most important stories around Acquia in that department is its partnership with a startup called Evergage. Evergage is a personalization engine that Acquia had been using on its own website and now offers to its own customers via the partnership.
Acquia uses Evergage to share custom messages with visitors to acquia.com.
The screenshot above shows both the interface for setting up a custom message in Evergage, as well as an Evergage message that site visitors who use StumbleUpon will see.
Natively, Acquia has been running with its Open Web Experience Management concept, and while it aims to provide end to end service and support for all kinds of Drupal deployments, it still depends largely on third party integrations for digital marketing. That makes it very customizable, something it stood out for in this year's Forrester Wave for WCM.
There's also the Drupal Web Engagement Management module that can be downloaded and added to the core for things like event tracking, reporting and segmentation. This module has been downloaded only about 100 times, but it's only been out for less than a year. Acquia/Drupal, like most of the large WEM vendors are still quite new to the digital marketing world, and so the company is clearly taking a multi pronged approach.
CoreMedia - Adaptive Personalization Module
CoreMedia 7 debuted in 2013, and it includes the Adaptive Personalization Module that focuses not just on a person's interests. Instead, it also looks for customer context such as previous visit history, transactions, social networking history and the like.
The Adaptive Personalization Module resides in the CoreMedia Studio, an integrated editorial tool designed for designing, previewing and publishing contextualized experiences. Those experiences can be based on behavioral, situational, historical, predictive and social user data. Furthermore, content can be targeted based on tracking relative and accumulated visitor behavior.
Like similar tools from other vendors, there is integration with CRM and e-commerce systems, delivering contextualized content on demand, and customizable business rules to match specific business needs. Similar to Acquia, CoreMedia partners with a third party for some of its targeting functionality. In this case, it's Nugg.ad, a European based data management and predictive targeting firm.
Sitecore - Customer Engagement Platform
Sitecore is one of the most well known of the WCM vendors, and like OpenText, it was named a Leader in the recent Gartner MQ for Web Content Management. Things like multilingual ability and device simulation were some of Sitecore's strengths, according to Gartner, and those things no doubt help with personalization.
Sitecore's Web Content Management and Digital Marketing system have recently been merged under the Customer Engagement Platform, so it's clear Sitecore understands how important providing relevant information to customers is. Within the Web Content Management component of the newly created platform is the Personalization Editor, and Sitecore takes a nice twist with this tool.
Not only can websites be customized and segmented based on visitor profiles and targeting rules, there's an in line editor for creating personalized content right on the page if need be. Inside the Digital Marketing system is Sitecore's ADA technology, and it houses tools for analytics, campaign optimization and A/B testing.
There you have it, five more vendors and their approach to personalization. It's a major theme we talk about today and it's always interesting to see how it's done on the technology side.