Personalization has become the name of the game in the world of Web Content Management/Web Experience Management (WCM/WEM). CMSWire thought it would be interesting to briefly review how five leading WCM/WEM vendors -- Adobe, Ektron, eZ Systems, Hippo and SDL are offering personalization features and functions.
Adobe – Experience Manager (previously Adobe CQ)
To offer users of its Experience Manager WCM/DAM platform personalization capabilities, Adobe offers creative tools in two core areas -- the Adobe Creative Cloud and the Adobe Marketing Cloud.
Creative Cloud offers access to Photoshop and other rich content tools that allow users to design targeted content. The Adobe Marketing Cloud is a core offering that allows members of the digital marketing unit to take content developed in the Creative Cloud, or otherwise, and then segment individual pieces of content to ensure they are delivered to the right consumers at the right time.
The Digital Marketing Cloud also allows users to manage and build content and other digital properties for specific devices, as well as to create targeted microsites that pull in specific consumers. Adobe purchased the Omniture analytics platform to serve as a keystone of content analytics and also provides a listening platform that collects data on consumers across various digital touchpoints to feed them content based on their online behavior.
Site visitors can also be identified by their social profiles and are allowed to login from Facebook and Twitter accounts, which provides greater convenience for consumers while also giving marketers access to social information for further targeting.
Adobe has also integrated Experience Manager to CRM systems, allowing personalization based on factors such as average order volume and amount of money spent. Consumers can be tracked sequentially across multiple devices to allow cross-channel personalization and avoid creating “islands” of experience.
Ektron – Digital Experience Management
As part of its Digital Experience Management solution, Ektron offers content targeting capabilities that allow marketers to take a number of different approaches to personalization. Users have access to consumer data from multiple sources -- not just the Web CMS -- but also information from marketing and CRM systems as well as social profiles to help refine targeting efforts.
Digital Experience Management users can view consumer interactions from multiple touchpoints including email, customer care and social networks, and then utilize that data to fine-tune an individual consumer’s site experience. Packaged connectors directly link Ektron’s solutions to CRM solutions such as Microsoft Dynamics and Salesforce, and to other business platforms such as Marketo, Hubspot, Facebook. This enables marketers to change the content delivered to a consumer based on information gleaned from a Facebook Social Graph or Marketo database, for example.
Users can also develop consumer personas and use those personas to segment consumers within Salesforce. A user-friendly interface allows non-IT experts to perform advanced targeting activities within the Ektron environment.
eZ Systems – eZPublish 5
Released in November 2012, the eZPublish 5 platform from eZ Systems is a WCM aimed at allowing management of the customer experience. In terms of personalization, eZ Systems acquired a technology startup called YouChoose -- which focused on enabling online retailers to make personalized recommendations -- to obtain the technological know how and experience needed to integrate personalization capabilities into its eZPublish 5 platform.