Campaign:
1. What is Campaign?
Answer: A campaign is a promotion or advertising
initiative designed to encourage people to visit your website. Campaigns run
for a defined period. You can use campaigns to raise brand awareness or to get
contacts to perform certain actions on your website.
2. What is Campaign Creator?
Answer: The Campaign Creator is a tool that
lets you create and organize your campaign activities in one easy-to-use
application. You can keep track of all your marketing activities, helping you monitor
your campaigns and campaign effectiveness across channels and campaign groups.
You can use the Campaign Creator to create
campaign activities. Then, you can organize your campaign activities by
channel, campaign group, or other custom facets that reflect your
organization's needs. You can create and deploy custom taxonomy tags in the
Marketing Control Panel, then use them to organize your campaign activities in
the Campaign Creator.
3. How you can associate a campaign with
an item?
Answer: You can associate a campaign with
various items, such as landing pages or registration forms. By implementing
personalization rules, you can customize the items that a viewer sees on your
website. You can measure the amount of traffic generated on campaign items and
use Sitecore Experience Analytics to evaluate the campaign's
effectiveness.
You can associate a campaign with an item in
the Experience Editor and in the Content Editor.
Experience
Editor: Optimization > Attributes > Campaign
Content
Editor: Analyze tab > Attributes > Campaign
4. What is campaign group?
Answer: A campaign group is a higher-level
campaign that contains multiple campaign activities. You can use campaign
groups to group individual campaign activities that you run across different
channels.
For example, a campaign group could encompass a
collection of activities that promote a marketing event, such as a product
launch, seasonal advertising, or a new customer initiative.
Create
Campaign Group: Marketing Control Panel > Taxonomies node
> Campaign Group > Create
5. How to launch campaign on line?
Answer: When you create a campaign, the
Campaign Creator generates a campaign tracking code. You apply this code to
track external interactions, such as email campaigns or traffic coming from an
external web source.
Ex :
www.sitecorebites.net/default.aspx?sc_camp= 0ED397C4784E4FA1834897A35461992A
Goal & Page Event:
1. What is Goal ?
Answer : Goals are activities that visitors can
perform on your website. You create goals to track and measure how visitors engage
with the website and campaigns – both online and offline.
Some examples of goals:
·
Download a brochure
·
Register for an email newsletter
·
Visit a particular page
·
Sign up for an online demo
2. What is Use of Goal?
Answer: You can use goals and conversion rates
to measure visitor engagement. For example, you could create an engagement plan that
uses goals to evaluate which actions should be taken at different stages of the
engagement plan.
You can also use goals to create
personalization rules that are based on the goals that a visitor achieves
during a visit. If a visitor has signed up for a newsletter, for example, you
could create a personalization rule which then shows this visitor content
instead of the newsletter sign-up item.
3. How to assign a Goal on Item?
Answer: Select an Item and Navigate , Analyze tab
> Goal
4. How to trigger Goal?
Answer: There are three way to trigger
goal.
·
Assigning Goal on Item
·
Programmatically
5. What is Event?
Events track visitor activity on a website.
Tracking events helps build up a more complete picture of a visitor’s behavior
as they navigate your website. You should assign engagement
value points to all events to reflect their relative importance
to your organization.
You can track events such as:
·
Downloads
·
Searches
·
Registration
·
Logout
Visitors can trigger events in goals and campaigns
when they achieve certain objectives on your website.
You can also create engagement
plans that use events and triggers to select the relevant
automated actions for specific stages in your engagement plan.
6. How to assign an Event on Item?
Answer : Select an Item and Navigate , Analyze tab
> Attributes > Event Tab
7. What is difference between Goal and
Event?
Answer : a Goal is a kind of Page Event.
Page Events are more general. Just take a look at a default Sitecore install at
the kinds of things that are registered as events:
·
Download
·
Login failed
·
Print
The Page Events are things that happened,
but not necessarily a successful event; not necessarily something, you wanted
the contact to achieve. Whereas a Goal is something of importance to note;
something we wanted them to achieve.
8. What is Failure Action ?
Answer: A failure action is a type of event
that prevents a visitor from completing an action or achieving a goal. It can
be the result of a technical error or visitor action within the system. You can
track failure actions in Sitecore Analytics.
Examples of failure actions that result
from technical errors include:
·
Displaying an error page when a server is down
·
Showing a "no search hits found"
message after an unsuccessful query
Analyze tab > Attributes > Event Tab > Failure Tab
9. Create a Goal & Event?
Answer :
Goal : /sitecore/system/Marketing Control
Panel/Goals/Brochures Request
Event : /sitecore/system/Settings/Analytics/Page
Events
10.Configure a page event to appear in
the Experience Profile ?
Answer : In the xDB, a page event is
something that can be triggered on your website by a visitor, or it can be
triggered by the system. For example, when a visitor completes a campaign
sign-up form and clicks submit, this triggers a goal conversion event and a
campaign event.
In the Experience Profile, some page events
are pre-configured to appear in the Latest Events or Events panels by default.
You can use the Content Editor to change the page events that appear in the
Experience Profile, and you can also configure the icons that are shown with
page events.
Navigate : sitecore/system/Settings/Analytics/Page
Events > Select Item
Customer
Intelligence Options section, there are two check boxes for tracking
page events in the Experience Profile:
Track as Latest Event : When this event is
triggered by the contact (visitor) it appears in the Latest Events panel on
the Contact tab.
Show in Events : When this event is
triggered by the contact (visitor) it appears in the list of Events shown on
the Visits tab.
11.What is Contact ?
Answer :
In Sitecore, a contact is somebody that uses one or more devices to
interact with a company or organization. The contact is a container that stores
information about the behavior of customers and potential customers from the
devices they use, their online interactions, such as website visits, goals
converted, and campaign pages visited, and can potentially handle offline
activities, such as stores visited and purchases made.
In the Sitecore Experience Platform (XP),
from starting out as an anonymous visitor to a website, contacts can be used to
build up a picture of potential customers. By storing data from a wide variety
of sources, it is possible, over time, to build up a detailed picture of how a
contact interacts with your organization.
12.The Experience Profile ?
Answer : The Experience Profile enables you
and your sales teams to monitor the key areas of customer experience and
interaction, such as visits, campaigns, goals, profiles, automations, outcomes,
and keywords. For example, for each contact, you can see at a glance which
events and goals they have triggered as well as how many engagement value points
they have accumulated on your website.
You can use the Experience Profile to focus
on the accumulated experience of a single contact and view the details of all
their interactions and experiences with your organization.
In the following example, you can see the
contact details for the contact Andrew Baker. You can see which events he has
triggered, campaigns visited, visit and engagement value statistics, as well as
his best profile pattern matches. This is valuable information for marketers
and sales executives.
Overview > Activity > Profiling >
Details
Overview
(quick overview of the activity and experience of a contact): Latest events,
Best pattern matches, Recent Campaign
Details
: name and email address of the contact, More Info : Location
Activity
: Visits, Outcomes, Campaigns, Channel, Goals ,Automations, Keyword
Profiling
Tab : profiles that reflect the current interest the contact has in the
content on the website. This is dynamic profile information that changes and is
adapted with each page the visitor views or each action the visitor takes on
the website.
Ex, Andrew Baker has been identified as
being interested in trucks.
Personalization :
1. What is Personalization?
Answer: Personalization enables you to deliver targeted,
relevant content to your site visitors. By setting personalization rules that
check for various details about your visitors, such as location and their visit
to your website, you can ensure that the right content reaches the right
visitors in real time by showing, hiding, or adjusting specific content.
2. How Many types of personalization?
·
Rule-based
personalization : Rule-based personalization uses logic-based rules to determine
the content that is displayed on a webpage. For example, you can set rules
based on the IP address or physical location of your visitors, the keywords
they use to reach your site, their mobile device, or the goals that they
achieve on your website to determine the content that is displayed.
·
Adaptive
personalization : Adaptive personalization is a feature that
dynamically changes the content of your website based on the visitor’s behavior
during a visit. Adaptive personalization uses visitor profiles and pattern-card
matching to dynamically adapt the content shown to visitors in real time. You
can set adaptive personalization rules in the Rules Set Editor.
·
Historical
personalization : You can use rules that personalize content
based on a contact's historical or past behavior, rather than their actions
from the current session. The Key Behavior Cache contains
information about a contact's recent activities across all channels. The Contact Behavior Profile contains
information about a contact's past profile matches.
You can
create and implement personalization rules based on the information in the Key
Behavior Cache and Contact Behavior Profile, enabling you to provide contacts
with content that is relevant based on their past behavior, rather than just
their current interaction with your brand.
3. Elaborate the Key Behavior cache?
The Key Behavior Cache contains
information about a contact's recent activities across all channels.
The Key
Behavior Cache is the part of the contact entity which is stored in the shared
session state and is read-only. At the start of a session, Sitecore queries the
Experience Database (xDB) to get the contact's historical behavior, which is
then stored in the cache.
Rather than focusing exclusively on a contact’s
current interaction with your brand, you can use the information about the
contact's interaction history to create and implement personalization rules
based on a contact's past behavior.
The Key
Behavior Cache includes information on the following types of interactions:
·
Campaigns
·
Events
·
Goals
·
Outcomes
·
Channels
·
Venues
Note
The Key Behavior Cache is not available during aggregation or
reporting. It is only available in the content delivery environment.
4. Elaborate the Contact Behavior
Profile?
The
Contact Behavior Profile contains information about a contact's past profile
matches. This includes information such as profiles, profile cards and personas
matched.
Unlike
the Experience Profile, which contains information about a contact's current
session, the Contact Behavior Profile queries the Experience Database (xDB) for
information about a contact's historical behavior. This enables you to provide
the contact with relevant, personalized content based on a broader
understanding of their past interactions with your organization.
Using Contact Behavior Profile : In the
Marketing Control Panel, you can control how long an individual profile or
pattern card is relevant to the Contact Behavior Profile by setting the decay
rate. The decay rate is a percentage that expresses how relevant the profile
will remain over time.
5.
What is the Rule Set Editor ?
The Rule
Set Editor is a tool that applies logic-based rules to content management. You
can use the Rule Set Editor to create conditional renderings to personalize and
control contacts' experiences.
There are
three basic elements in the Rule Set Editor:
·
Conditions
·
Actions
·
Rules
In the
Rule Set Editor, you combine conditions with actions to create rules that you
can use to implement personalization, run scripts, create steps in engagement
plans, and so on.
6.
What is Content profiling?
Content
profiles are categories that you define to track a contact’s behavior as they
navigate through your website. Content profiling can help you gain a better
understanding of the behavior, actions, and interests of your contacts.
Content
profiles consist of three basic elements:
7.
What is Pattern cards ?
You use
pattern cards to map profile values to specific types of visitors and implement
personalization rules. These personalization rules enable you to display
different content based on your visitors' behavior on your website.
Sitecore
compares visitor activity to your pattern cards in real time, allowing you to
classify visitors quickly and consistently.
You
typically use pattern cards to:
·
Implement personalization rules based upon one
or more pattern cards
·
Define engagement plan steps that take effect
when a visitor's behavior matches the pattern card
8.
Difference between profile and pattern card ?
The main
concept that must be understood is that Profiles are related to your content (i.e.
they are statically assigned to your Sitecore items) and Pattern Cards are
related to your visitors (i.e.
they are dynamically assigned to visitors). Sitecore assigns a pattern card to
the visitor according to the content they see on the website.
9.
How pattern cards work ?
When a
visitor navigates through a website, they accumulate the profile values of all
the pages and resources that they request. Sitecore calculates the average
score that the visitor has accumulated for each profile and maps the visitor to
the pattern card that is the closest match.
Note : A visitor can only be mapped
to one pattern card at a time. However, as a visitor navigates through your
website, the pattern card that they are mapped to can change as they interact
with different items and resources.
You can
use the personalization rules engine to implement rules based on pattern cards,
which will display different content based on which pattern card the visitor
best matches.
Sitecore
uses a measurement called N-Dimensional
Euclidean Distance to calculate which pattern card a contact’s accumulated
profile value most closely resembles and should therefore be mapped to.
Sitecore.Analytics.config
<setting
name="Analytics.Patterns.MinimalProfileScoreCount"
value="3"/>
Very good questions. keep it up.
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