Microsoft Presents the SharePoint Marketing Suite - Behavioral Targeting





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Published on Feb 19, 2012

The SharePoint Marketing Suite - Behavioral Targeting visual interface helps users quickly create rules for displaying web content and messages - according to various user segments, profiles, and channels. The behavioral targeting module is a list of personalization rules. Each rule is a combination of a page, a UI element, and a visitor segment. With these three parameters, you can create personalization rules such as "Replace the welcome banner (UI element) for all SEO visitors (segment) on the homepage (page)".

A UI element is actually a UX (User Experience) action, which means you can create a personalization rule for any kind of user experience element. It can be a real UI element such as the welcome banner, the footer, etc. or it can be a different user experience like a popup.

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Let's look at two simple examples:
*** Show an alternate welcome banner and call to action (button) for visitors from a specific traffic source - this is a simple personalization rule where one can choose the page, the UI elements (in this case, the welcome banner and the call to action button) and the values for each UI element: for the welcome banner, I will specify a different image path and for the call to action, I will simply enter the text I would like to show.

*** Showing a popup message with a special promotion for visitors who never converted (never completed a goal before) from England. Here, instead of selecting a UI element, I will choose to create a custom JavaScript code that opens up the popup with the relevant text. Everything is done through our back office (no need for a technical person to enter the relevant JavaScript to the page - it is all done through the SharePoint Marketing Suite's JavaScript agent).

The necessary changes to the page are done by the SharePoint Marketing Suite's JavaScript agent, which obtains the relevant sets of rules from its server based on the page the user is currently viewing. It then decides (after identifying and categorizing the user to the relevant segments) which UI elements to change. When personalizing content on the page, a user must define the UI elements to personalize (this only needs to be done once).

The selection of UI elements is performed from the SharePoint Marketing Suite's back office by providing the unique ID of each UI element on the page. If a UI element does not have the HTML ID attribute, users can define the UI by providing the HTML path. It is important to emphasize that you do not have to know HTML to define UI elements. The program itself performs this task by selecting the element through our back office.
Behavioral Targeting Personalization

The personalization rule is a combination of the page, UI element and a visitor segment. A segment is built from one or more conditions. You can define conditions based on the following user information:
*** Traffic source - the domain the user came from, the medium (organic, CPC/AdWords/AdSense, affiliate, media etc), the keyword (if it is from organic/CPC) and some additional fields available per traffic source.
*** Visitor Type - New visitor vs. Returning visitor
*** Goals the visitor completed in the past
*** Number of visits, different traffic sources and amount of time since first seen
*** Browser and operating system
*** User agent, country, URL, referrer, and cookie
*** AB or MVT Test the visitor is currently participating in

Depending on how an organization marks the user for cross-selling or personalized offers, the SharePoint Marketing Suite will make this information available in the page parameters, in a specific cookie, or in one of the traffic source fields. As long as this information is available in one of the fields mentioned above, it is possible to create a visitor segment and target different content to this segment.


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