Over the past year we have been customizing our [Sitecore] Digital Marketing Suite for our internal use. What we’ve been able to do blew us away.
At one of the more basic levels, we were able to create detailed personas that reflect who our website was designed for. Not only did we identify their job titles and key responsibilities, but also personal interests, hobbies, family and a typical day in their life.
The next stage, was creating profiles to categorize the content of our website. We broke down the wider categories, such as focus and function, into more specific areas, such as overview of our technology and building trust with other customers. Next, we made profile cards that reflect the interests of the personas we created. For example, we decided whether they were technical or non-technical. Each bit of content was assigned a value so that we can track what our potential customers are most interested in using Sitecore Analytics.
All of this information means that we can very easily understand the needs and interests of each person who visits our website, thus giving us insight into how best to fulfil their unique “needs.” By understanding our clients better, we are able to adapt our website and services offered, continually improving the customer experience.
Over the next few months we’ll be releasing more blog posts explaining how we uncovered the full potential of Sitecore’s DMS. Hopefully it will demonstrate how we’ve become more and more in awe of its sheer power.