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Personalization is one of the key features within Umbraco Engage. In a fully integrated way you can personalize the experience of each of your visitors within Umbraco.
The first thing you need to do is create a segment. A segment is a group of visitors within your website. When setting up a segment you can define which visitors are in a segment.
Once you've created a segment you can personalize the experience of your visitor. This can be done on a specific page, on multiple pages, or per Document Type.
Umbraco Engage allows you to personalize your Umbraco website via implicit or explicit personalization. To grasp the way Umbraco Engage handles implicit personalization read the implicit personalization scoring article. Another option is to see it in action in the cockpit view at the front end of your Umbraco website.
If you want to take your personalization to the next level you can always extend the way the personalization in Umbraco Engage works by default. Contact the technical team and refer to the Personalization section for Developers.
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.
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 the customer journey or personas. As soon as you have set these up you can use the segment parameters for the customer journey and the personas.
In the segment builder, 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 Umbraco Engage cockpit.
Discover how to create and manage segments to personalize the website experience for specific visitor groups.
To start personalizing the website experience of your visitor, you need to define groups of visitors, called Segments in the Umbraco Engage.
You must first define these segments and then you can start personalizing the website experience.
Segments are created via the Umbraco Engage segment builder, located under the Personalization and the Segments tab.
To create a new segment, follow these steps:
Navigate to the segment builder section.
Click Add new segment.
Give the new segment a Name and a short Description.
Select a segment type:
Core segments are the fundamental building blocks of your personalization strategy
Temporary segments are segments with an end date. If some sort of campaign is running and you want to overrule existing segments you can create a temporary segment. To do this you need to specify an end date
To specify which visitors are part of this segment you can set up one or more segment parameters. Umbraco Engage comes with out-of-the-box parameters, but you can also implement your own segment parameters.
By default, Umbraco Engage provides the following parameters:
Persona
Journey
Browser
Device type
Time of day
Number of sessions
Logged in members
Reached goals
Campaigns
By clicking on the tile you will set up a parameter for the segment. For example, you can implement a segment where you group all visitors that use Firefox after 15:00 in one segment. To do that:
Create a new segment with the name My first segment.
Click the Browser tile and include all visitors using the browser Firefox.
You will see all browsers that have visited the website. So if you're missing a specific browser, that is because a visitor to your site has yet to use that browser.
Save the parameter and the segment will show the parameter that is part of this segment.
Add a parameter for Time of day to select all visitors after "15:00". Enter 15:00 in From and leave Until empty.
Save this parameter and add the segment.
We have now created a first segment and you will find that segment in the overview of your segments:
You can edit or delete segments using the icons next to each segment in the overview. Segments can only be deleted if there is no personalization applied to the segment. The third column shows how often the segment is used:
By hovering over the icon you can see what kind of personalization is applied:
If you try to delete this segment, a popup notifies that personalization is applied and it is impossible to delete the segment at this moment.
The popup shows which pages the personalization is applied and you can click directly on these pages.
The order of the segments is really important because only one segment can be applied per visitor. So if a visitor falls into multiple segments the segment with the highest priority is applied. It is only the case if there is an actual personalization available. If the highest-ranking segment does not have any personalization applied, it will go to the next available segment that has personalization applied. If none of the segments has personalization applied, it will fall back to the default content.
The ordering of segments is based on:
Temporary versus Core segments: Temporary segments are always applied first. Only if the temporary segments do not apply the core segments are being used.
Priority within each segment type: Within the temporary and core segments the given priority is being used. The highest segment will be applied first.
You can adjust the segment order using the arrows in the segment overview.
Now that your segment is created, you can start personalizing the website experience for visitors.
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.
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 or .
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:
. This can be done per node.
that a visitor is part of.
. 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. As soon as one of the personas or customer journey steps reaches the threshold that is set up, the algorithm assumes that you are this persona or in that specific journey 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:
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. Umbraco Engage algorithm now does not assume a persona yet, but will wait until the deviation is big enough (according to the settings) and the "Data & privacy officer" reaches 65 points (30 points of the marketer + a minimal deviation of 35 points).
To learn how you can set up Personas in Umbraco Engage read the guide.
The threshold value and the expected difference between two personas or journey steps can be set in the and .
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, 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. This means when visitors come to the website 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:
So here you see that in the last row, for example, the utm_source is "Activate account", the utm_medium is "email" and the 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.
By assigning this example to the "A campaign group for developers" from now on every visitor that comes to the website with these utm-parameters
set up will get the points assigned that are set up 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".
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.
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 this article we are going to set up some personalization for our segments.
Please make sure you have set up. A segment is a group of visitors for which you want to personalize the website experience.
Once that is done we can go to the next step and personalize the experience.
You can apply personalization in two ways:
On a specific page
Via the personalization section
To personalize a specific page you can go the any node within Umbraco. When you open the node you'll find all Umbraco Engage content apps on that specific node. To personalize the page you can go to the "Personalization" content app:
By clicking on the content app you go to an overview of all applied personalizations for this specific page. You can create your first personalization by clicking "Add personalized variant":
In the popup you can specify the segment for which you want to personalize the experience. It also advised to create a descriptive name for the personalization and a short description:
When you've selected the correct segment you can click on "Add variant". This opens up the split-view editor on the left side of the original page. On the right side, there is the option to create a personalized variant.
You can for example specify a different title for this variant:
You can save and preview your applied personalization by clicking "Save & Preview".
You will see an extra querystring parameter in the URL when previewing the personalization:
https://<your url>/?engagePreviewAppliedPersonalization=<id>
This is only the case when previewing your personalization. As soon as you publish the page regular visitors will only see one URL an depending on the segment they will see different content.
If we now publish the website and go to the URL we will see different pages. The visitors who are part of the segment will see the personalized variant. All other visitors will see the default content.
we have now set up our first personalization.
You can also apply personalization to multiple pages at once. This can only be setup via the Marketing section in Umbraco. Within that section you can go to the subsection "Personalization" and click on "Apply new personalization":
Here you can specify to which pages or document types you want to apply the personalization. Also you need to specify for which segment this is triggered.
With multiple pages and Document Types you can either add in some additional CSS
or JavaScript
code or personalize the experience via code. You can add CSS JavaScript
via the button "Include CSS/JavaScript". The CSS
and JavaScript
will automatically be added to the pages where the segment applies.
Depending on your segmentation setup of the document types you can edit the specific properties of your Document Type. Please read the section "" to set this up correctly.
This article explains how to use the Umbraco Engage cockpit to verify tracking and understand personalization in your analytics.
Umbraco Engage includes a cockpit feature to help verify the tracking of analytics and understand personalization behavior. The cockpit adds a button to the front end, giving real-time insights:
Clicking the button provides detailed information:
To add the cockpit to your website:
Render the HTML partial provided by Umbraco Engage.
The partial view is located at /Views/Partials/uMarketings/Cockpit.cshtml
.
Insert the following code before the closing </body>
tag:
The cockpit will only be rendered if the user is logged into Umbraco.