transform your digital strategy with web site personalization
Post on 14-Sep-2014
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Transform your Digital Strategy with Web Site Personalization
Presented by: American Dental Association, Americaneagle.com, & Sitecore
Presenters
• Timothy Callahan, Regional Sales Manager, Sitecore
• Jerry Boduch, Director of Strategic Partnerships, Americaneagle.com
• Toni Mark, Chief Technology Officer, American Dental Association
Agenda
• Company backgrounds• Personalization• The ADA Story• Challenges & Objectives • The Solution• Expected Results
Who we are
• Sitecore– A web content management system software company that provides enterprise website,
intranet, portal and marketing automation software.– 17 Offices with over 500 employees around the world
• Americaneagle.com – With over 30 years in the industry, Americaneagle.com offers website design, development,
hosting, and marketing to hundreds of healthcare organizations– 22 Certified Sitecore developers and 25 Certified Sitecore project managers on staff
• American Dental Association– The American Dental Association (ADA) is the world's largest and oldest national dental
association and promotes good oral health to the public while representing the dental profession.
What is personalization?
Explicit Profile
CRM Profile Data
Member Profile Data
Browsing Behavior – Preferences \ Interests
Implicit Profile
Device Type(PC, IPad, Android,
Email, Printer)
Location(Country, Prov., City,
Postal Code)
Referrer(Website, Campaign,
Search Engine Keyword)
Visitor Profile(Explicit or Implicit)
Content Delivery
Conditions
What is personalization?
What is personalization?
About the American Dental Association
• The ADA is the professional association of dentists that fosters the success of a diverse membership and advances the oral health of the public.
• 160,000 member dentists• ADA Goals
– Provide support to dentists so they may success and excel throughout their careers
– Be the trusted resource for oral health information that will help people be good stewards of their own oral health
– Improve public health outcomes through a strong collaborative profession, and through effective collaboration across the spectrum of our external stakeholders
The Basic Premise
• Dentists are trained for clinical excellence, but often need assistance managing the business side of practice
The Challenge
• To provide relevant and impactful solutions to the business problems dentists face every day in their offices
With a Long Term Vision to
• Create a launching pad for practice management resources and innovation
Center for Professional Success
Into three content areas:
Practice – Manage Your Career
Learn – Expand Your Knowledge
Live – Balance Your Life
Center for Professional Success
• Fresh new user experience• Continuous rolling content• Enhanced search and navigation• Links to internal and external
resources• New practice apps and business
calculators• Organic and configured personas
Center for Professional Success
Center for Professional Success
Center for Professional Success
Center for Professional Success
Center for Professional Success
Our Goal
• To become one of the top five most highly rated ADA member benefits within five years
The Implementation Strategy: Step 1
1. Audience Review/Analysis
– Research
– Segmentation
– Gather data
– Prioritize
– Make them real
The Implementation Strategy: Step 2 - 3
2. Setting Up Personas in Sitecore
– Determine personality attributes
– Validate attributes
– Configure the persona profile and keys
– Set up profile cards
– Add content
3. Create Goals
– What outcome do you want out of each user?
The Implementation Strategy: Step 4 - 6
4. Create an Engagement Plan
– Group of goals that define success
– Configure conditions
– Enter a user into the Engagement Plan
5. Customize Your Content
6. Analyze and Optimize!
Personalization in Action
• Proof of concept website
– View it at
www.americaneagle.com/hcic
Thank you!
Tim Callahan │ tca@sitecore.net
Jerry Boduch │ jerryb@americaneagle.com
Toni Mark │ markt@ada.org
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