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As soon as you have set up a persona and a customer journey step in Umbraco Engage you can start scoring the content of your website.
Each Umbraco node can be scored against personas and the customer journey.
To do this navigate to a node in Umbraco and open the content app "Personalization" on that node:
You can navigate to the tab "Content scoring" to score this Umbraco page. Writting your content for a specific set of personas you can assign a score that will be added to this persona or customer journey step.
Set up the score and save the scoring.
In the example the persona "Data & Privacy officer" will get 10 points and the "Marketer" will get 5 points when they read this Umbraco node.
In Umbraco Engage you can personalize the website experience of any visitor based on implicit scoring.
Ensure that you have set up at least one persona or customer journey step.
Implicit personalization is based on gaining confidence that a visitor shows behavior that can be mapped to a persona or a customer journey step. To gain this confidence it is possible to assign points to specific actions within your website. If a certain threshold of points is reached Umbraco Engage assumes the visitor is this persona or in a specific customer journey step. As soon as that point is reached, you can use that information to personalize the website experience of your visitor.
There are four ways to score the behavior of your visitors:
Score the content that a visitor is viewing. This can be done per node.
Score the campaigns that a visitor is part of.
Implement your own scoring. In this way, the sky is the limit, because you can hook into any external data source you have or behavior that you want to score.
The points of all these different sources are added and this reaches a certain amount of points per persona. Once a persona or journey step reaches the set threshold, the algorithm assigns you to that persona or step.
In the example, the visitor collected 40 points for the Data & Privacy officer, 30 points for the Marketer, and 0 points for the developer persona:
The threshold in this specific case was set to 25 points. As soon as the Data & Privacy officer reached 25 points Umbraco Engage assumed that this visitor was a Data & Privacy officer.
In this example the Think customer journey step is assumed based on the collected amount of points:
The threshold value and the expected difference between two personas or journey steps can be set in the customer journey group and persona group.
Setting up a deviation of at least 35 points between two personas the cockpit will show a different visualization in the previous example:
You can see that the "Data and privacy officer" still has 40 points and the marketer 30 points. Both have also reached the threshold of 25 points, but there is not a minimal deviation of 35 points. The Umbraco Engage algorithm waits for the deviation to reach the set threshold before assuming a persona. For example: the Data & privacy officer reaches 65 points (30 points of the marketer + a minimal deviation of 35 points).
Umbraco Engage uses both the concept of implicit and explicit personalization.
This is the "easiest" concept to grasp. For every explicit parameter Umbraco Engage is true or false. For example, the browser parameter is an example of an explicit parameter. Suppose the visitor is using a Chrome browser, or not. There cannot be much debate about this and the parameter returns "true" or "false".
Most parameters within Umbraco Engage are explicit and true or false.
The unique part of Umbraco Engage is that it also uses implicit personalization. Based on the behavior of a specific visitor Umbraco Engage can assume that a visitor is a specific persona or customer journey phase.
This article teaches you how to set up or . As soon as you have set these up you can use the segment parameters for the customer journey and the personas.
In the , you can use these implicit parameters the same way you would apply any other segment parameter.
By clicking personas you will see an overview of all the personas that you have set up within your installation.
In our case, we see the persona groups Profiles and Companies and the personas Data & Privacy Officer, Developer, Marketer, Agency, Company and Umbraco HQ. If we want to create a segment for all personas that are Data & Privacy officer add that persona as a parameter to the segment.
From now on you can use this segment to personalize the experience of your visitors.
You can mix and match implicit and explicit segment parameters. If you want to create a segment for the persona "Marketer" which is using the browser "Firefox" and is logged in, that is perfectly fine!
If you want to see how the algorithm works read the documentation or see it in action on your website with the .
In this section we explain how you can create Referral groups and score referrers in these groups.
Create a Referral group:
Assign a score to your Personas and/or Journey.
Save your Referral Group
Go to the Unscored referral tab
Assign a referrer to your newly created group.
By default, the score will be assigned when the referrer matches the whole URL (in this case facebook.com/mycompany/products). It is also possible to assign the score on the entire domain (That is facebook.com).
Tick the 'Score on domain only' checkbox.
You have now created Referral groups and score referrers in your groups.
Campaigns are one of the ways to create a implicit scoring for personalization. By setting up campaigns correctly you can assign points to personas or customer journeys.
Campaigns are automatically scored by using utm-parameters, that you may be already using for your marketing campaigns. You can add 5 different parameters to your URL:
utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example, Google, newsletter4, billboard.
utm_medium: The advertising or marketing medium, for example, Cost Per Click (CPC), banner, email newsletter.
utm_campaign: The individual campaign name, slogan, and promo code for a product.
utm_term: Identify paid search keywords. If you are manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.
For example, if you want to link from a newsletter to the pricing page of the umbraco.com, you can use the following parameters:
utm_source = newsletter-july-2024 to identify that this visitor came from this specific newsletter
utm_medium = newsletter to show that the medium was a newsletter
utm_campaign = more_signups because that newsletter was part of a bigger campaign
utm_content = bottom_button to identify a specific link in the newsletter
If you want to use these parameters you'll need to set the URL as:
Now that you've created URLs for campaigns they will automatically be tracked by Umbraco Engage and you can score them for implicit personalization purposes.
going to Personalization -> Campaign scoring you will see all the campaign groups, the campaigns you already scored, and the campaigns that need scoring.
First, you need to create one or more campaign groups. Campaign groups allow grouping campaigns so you do not have to set personas and customer journey scoring for each campaign only on a group level.
You can create a group for a set of personas for example and assign scores to the group. Next, you can assign different campaigns to that group and every visitor who comes to the website via that campaign. They then get the points that are referred to the campaign group.
You can add a new campaign group by clicking "Add new group". This will open up a popup where you can specify the name of the campaign group and a short description. After that, you can specify specific points for this group:
In this case, we created a campaign group "A campaign group for developers" and assigned 7 points to the developer persona. Visitors arriving via a URL with utm-parameters part of this campaign group, get 7 points for the developer persona.
Because we haven't assigned any campaigns yet, in this case, the group will never be triggered.
In the tab "Unscored campaigns" you find all campaigns that have not been assigned yet. Remember again that campaigns are created by adding utm-parameters to your URL. As soon as Umbraco Engage detects a new combination of utm-parameters it will add that combination to the list of Unscored Campaigns.
An example of this tab could look like this:
In the last row, for example, the utm_source is "Activate account", utm_medium is "email" and utm_content is click here to activate your account. The URL that the visitor used to get to the website looked something like https://<url>?utm_source=activate account&utm_medium=email&utm_content=click here to activate your account.
Every unscored campaign can be assigned to a campaign group by clicking on the "Assign" button. If you do that a popup will open that allows you to assign the specific campaign to one of your created campaign groups.
Assigning this to "A campaign group for developers" ensures all visitors with these utm-parameters will get the points assigned in the campaign group. In this example, this would be 7 points for developers.
On this tab, you will see all the campaigns that are linked already to a campaign group.
You can assign the campaign to a different campaign group or delete it from the existing campaign group. By deleting it, the campaign will go back to the tab "Unscored campaigns".
To set up implicit personalization within Umbraco Engage you can set up personas for your website.
This can be done by going to the Engage section in your Umbraco installation and the sub-section "Personalization". There you can navigate to the tab "Personas".
Here you can create one or more persona groups, and within each group, you can create one or more personas.
Personas are an important concept for implicit personalization in Umbraco Engage. A persona is an archetypical user whose goals, needs, and characteristics represent a group of visitors to your website. By creating personas you can define behavior on your website and personalize the website experience depending on the persona's needs.
Creating personas is something that you should do for your website. If it's your first time coming up with personas we always advise creating a maximum of 3 personas.
If you want to add many more personas, be aware that each added persona will increase the complexity of finding good personalization strategies. And every extra persona requires extra content.
As an example we have three different personas:
The data & privacy officer. This type of visitor is mainly interested in how Umbraco Engage is safeguarding data storage and GDPR ruling.
The developer. This persona is interested in how to set up Umbraco Engage.
The marketer. This persona is looking for inspiration and functionalities; what has Umbraco Engage to offer.
To learn how you can set up Personas in Umbraco Engage read the How to create a Persona guide.
To setup implicit personalization within Umbraco Engage you can setup a specific customer journey for your website.
This can be done by going to the Engage section in your Umbraco installation and the sub-section "Personalization". There you can navigate to the tab "Journeys".
Setting up the customer journey works the same as setting up personas.
The biggest difference with personas is that there is a specific order of customer journey steps within a customer journey. It is possible to add new customer journey steps between existing steps. You can also reorder the steps by dragging and dropping them in the correct order.
When installing Umbraco Engage we add one customer journey based on the Google customer journey with the steps See, Think, Do and Care.
When installing Umbraco Engage we add one customer journey based on the Google customer journey with the steps See, Think, Do and Care.