Use xDB and Behavioral Clustering to Personalize Content in Sitecore
May 11, 2017

Use data discovery to locate behavioral clusters and then build predictive models to automatically segment visitors and surround them with interesting shit.  

 

Envelop Your Visitors with Content They'll Love

How do we make sites sticky for millennials, many of whom have the attention span of a hummingbird?  Capturing traffic is one thing, keeping them there (or getting them to return!) is a lot harder. This used to be the domain of huge companies that had the resources to do real-time predictive analytics, but today we have access to accessible, affordable tools that bring it within reach for most.  Sitecore’s Experience Database (xDB) provides the behavioral fodder.  It's up to us to deep dive into that telemetry, locate valuable or interesting clusters, and then examine new visitors to find behavioral buckets we can use to serve them the kind of content they're likely to find interesting.  Bonus points if you can boost content that's a proven conversion vector for the soft sell.  So much fun to be had.  

 

Learn from Casinos

If you’ve ever been to a casino, you know that to get from reception area to the room elevators, you have to traverse a labyrinth of pathways to get to that fucking elusive elevator.  Shiny shitty pit games everywhere, and it's absolutely intentional.  Some retailers use this to great effect, but casinos have made it an art.  Traditional dogma states that we want to minimize clicks to checkout - get them into the funnel, right?  True as that is for the actual checkout process (one-click to rule them all), look at how Amazon distracts you on your way to the cart.  Bought a sprinkler?  You need some hose for that shit.  People who bought that sprinkler also bought timers.  Why not an IoT timer that measures water flow?  You know the deal.  Thing is, we now have the ability to bring that level of interruptive awesome to the sub-billion market, and that's cool - not just for your site and your customers, but also for your bottom line.

 

Use data discovery to locate behavioral clusters and then build predictive models to automatically segment visitors and surround them with interesting shit.  

In our next post, we're going to follow-up and walk through some concrete ways to accomplish this and other cool stuff like triggering real-time behavior-based emails using ExM.  For more cool Sitecore data science shit, sign up for real-time notifications of new posts.