The document discusses profiles, personas, and patterns used in website experience optimization. It defines key terms like profiles (categories that track visitor behavior), profile keys (variables that relate profiles to patterns), patterns (predefined groups of typical visitors), and profile cards (sets of profile keys representing relationships). It explains how profiles are assigned to website content and visitors, how their behavior creates a unique profile, and how their profile can be matched to patterns to personalize experiences. Measuring these patterns over time can provide insights into website usage and conversion rates.

1. What’s the deal with
Profiles, Personas &
Patterns?
Presented by:
Mike Shaw
Olga Kogan

2. TheThree P’s
Everything you need to know and
the three traits you’ll need to tackle
Profiles, Personas and Patterns

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• What are profiles, personas, and patterns?
• How they work and what they do
• Measuring patterns over time
• The 3 P’s
Agenda

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Mike Shaw
A little bit about ourselves
Olga Kogan
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Technology
MarketingBusiness
Demographics:
Interests:
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Technology
MarketingBusiness
Demographics:
Interests:

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• Profile
• Profile Key
• Profile Card
• Persona
• Visitor Profile
• Pattern
It all starts with vocabulary

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Category used to define the reason
by which you are tracking the visitor’s
behavior, ie the relationship.
Profile

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Our Sports Store
Purpose of the site: Sell active lifestyle
equipment and necessities.
Profile: Activity Interest
Description: Activities by which we
identify the what sport or activity a visitor
is interested in.

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Predefined set of profile keys by
which you identify a visitor profile as
it relates to other typical visitors.
THESE AREYOUR CUSTOMERS
Pattern

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Pattern
G
Gymnast
T
Track Runner

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An attribute, shared between
Profiles and Patterns used to
measure the relationship.
These are the variables by which you
relate Profiles to Patterns.
Profile Key

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Recover: 0-5
Strength: 0-5
Equipment: 0-5
Technique: 0-5
Our Keys

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Pattern – Gerry the Gymnast
Description:
Gerry is the gymnastic enthusiast 0
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Recover
Equipment
Technique
Strength

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Pattern –Theresa theTrack Runner
Description:
Theresa enjoys running and is the track
enthusiast. 0
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Recover
Equipment
Technique
Strength

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A set of profile keys that is used to
represent a predefined relationship.
The type of content being
consumed.
Profile Card

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Strength
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Recover
Equipment
Technique
Strength
Description
Content that speaks to strength training
and other strength objectives.

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Description
Content whose focus is on
cardiovascular activity.
Cardio
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Recover
Equipment
Technique
Strength

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Description
Content whose focus is on recovery
from exercise.
Recovery
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Recover
Equipment
Technique
Strength

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Description
Content whose focus is on the
equipment that supports your
activity.
Equipment
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Recover
Equipment
Technique
Strength

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The unique profile created by a
visitor while she consumes content
on the website.
This data is stored in the Experience
Profile.
Visitor Profile

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Patterns represent a known visitor or group of visitors.These are groups of
people that we evaluate our marketing against.
Profiles assigned to content items and used give an identity to the visitor.
Where by the visitor tells us who she is when traversing the site.
Patterns & Profiles –What’s the difference?

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Assign Profile Cards to Content
Home
Default
E S C
E
S
S
R
C
2 pages for Recovery
2 pages for Equipment
3 pages for Strength
3 pages Cardio
R
C
R

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Visitors hit pages, get profile points
Home
Default
E
S
C
E
S
S
R
C
XProfile
Anonymous
Anonymous
Anonymous
Anonymous
Bob
Rich
R

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Sitecore matches the unique profile with the set patterns
XProfile
Anonymous
Anonymous
Anonymous
Anonymous
Bob
Rich
T
G
G
T
G
G
Pattern

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• Personalize content
• Enter visitor into engagement plan
• Send notification to internal team
Pattern Matching Drives Sitecore Rules
CTA
Where the current visit matches
the Swimmer pattern card in the
Activity Interest profile.

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During a real time visit Sitecore needs to match you to a pre-set pattern.
Sitecore obviously cannot match you to a pattern that does not yet exist.
Close Enough Matching

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Rich
8th : Bought Track shoes and “How To Run”
7th : Technique page – Matched Track Runner
6th : Recovery page
5th : Recovery page
4th : Recovery page
3rd : Technique page - Matched Gymnast
2nd : Strength page
1st: Strength page
Landing page: Home
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Recover
Equipment
Technique
Strength
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Recover
Equipment
Technique
Strength 0
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Recover
Equipmen
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Techniqu
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Strength
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Reco
ver
Equip
ment
Tech
nique
Stren
gth

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Bob
G 8th : Recovery Page
7th: Completed The Strength Technique Form
6th : Recovery page
5th : Strength page
4th : Recovery page
3rd : Technique page - Matched Gymnast
2nd : Strength page
1st: Strength page
Landing page: Home
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Recover
Equipment
Technique
Strength 0
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Recover
Equipment
Technique
Strength

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Pattern – Sean the Swimmer
Description:
Sean enjoys swimming and is the swimming
enthusiast. 0
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Recover
Equipment
Technique
Strength

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Low conversion rates for certain patterns.
Percentage of patterns matched/Percentage of visitors not matched to
pattern.
Analyze all real time profile values for patterns.
How do you spot these patterns?

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Patient
Perceptive
Perseverance
The 3 Ps in Profiles, Personas, and Patterns

31. Next steps/Resources
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What to do
• Monday
• Three months
• One year
Resources available
• Templates
• Guides
• Etc.

32. FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 2016 Sitecore
Corporation A/S. All rights reserved. Sitecore®
and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All
other brand and product names are the
property of their respective owners.