Being a marketer in today’s online environment can be a challenge. There are a seemingly infinite number of tools designed to help track and manage marketing efforts. Fortunately, for marketers whose websites are built on Sitecore, the Digital Marketing System (or DMS) can help make order from this chaos by turning Sitecore into a sophisticated marketing engine for your site. More...

Testing and optimization are the mantra of any online marketer worth their salt. Good marketers spend a huge amount of time tweaking and testing their page content, images and calls to action to dial in the most effective combinations. As part of Sitecore DMS, the multivariate testing tool offers a powerful option for marketers to measure and optimize their site’s performance. In today’s post we’ll review some of the features of the tool and compare it to the A/B testing tool available with Google Analytics. More...

One of the more exciting features of Sitecore’s Digital Marketing System (or DMS) is the ability to personalize content to different groups of users based on their implicit or explicit behavior on your site. However, tackling your first personalization project in DMS can be a bit daunting. More...

For many websites, user engagement is measured through a fairly basic methodology; users who convert are considered engaged and users who don’t convert aren’t engaged. This isn’t because there are only two levels of user engagement, but because the incremental levels of engagement prior to a conversion are difficult to measure. With Sitecore’s Digital Marketing System (or DMS) engagement of individual users can be measured based on the actions they take and content they interact with on your site. However, engagement scoring can be complex and requires a thoughtful, strategic approach prior to implementation. In today’s post, we’ll walk through how to develop a scoring strategy that accurately values a user’s engagement level and how to create and assign engagement scores to your site’s content. More...

Understanding your customer is a critical component of any successful marketing effort.  But how do you understand a customer in an online environment?  Web analytics do a great job of quantifying the big picture of visitors and their activity, but often don’t provide much insight into how unique groups of users are interacting with your site.  What does each customer group want?  How are they trying to achieve their goals?  These questions can be difficult to answer when relying on analytics data alone. More...