Content Personalization

Marketing optimization and targeting.

Personalization technology allows online merchants to market and sell in ways never possible using traditional website tools. With so many advertising mediums is use, online marketers want to extend that advertising experience to the website to create a seamless transition from marketing to sales. From traditional forms of advertising to web and social media, it is virtually impossible to manage a consistent website experience without personalization technology. When used effectively, the online shopping experience is smooth, more relevant, and will lead to more conversions.

The OrderDynamics platform includes an advanced content delivery engine called Personalized Content Areas. By defining locations throughout the site to deliver content, the merchant uses a complex rule-based engine to serve highly targeted content to the shopper.

Personalized Content Areas allow retailers to deliver high relevant, personal, and targeted ecommerce content

Content Area Configuration

Websites are designed with features like Personalized Content Areas in mind. Upon delivery of the final website design, OrderDynamics enables locations throughout the site as Personalized Content Areas. There is no limit to the number of Personalized Content Areas in use and they can exist on any page and on multiple websites. For example, the Homepage Hero Image, Product, Category, Brand Pages, and static non-product pages. Some merchants use Personalized Content Areas to market specific contact information (phone number for example) when used with offline advertising. Other examples include Search Result pages for targeted content delivery based on site searches or rotating promotional banners for shoppers coming from Pay Per Click (PPC) ads. Each Personalized Content Area is configurable for pixel height and width, mix/max impressions, links, and is available for scheduling (in addition to match rules). Personalized Content Areas support HTML, Flash, Video, and Images.

Targeted Delivery

Once Personalized Content Areas are active within OrderDynamics, they require Match Rules to control how content is served. A catch all match rule can be defined or the Personalized Content Area can be set to automatically hide upon no match. OrderDynamics provides a robust AND/OR rule engine that allow chains of complex business rules to be created to serve content with precision. Some options include: Time of Day, Geolocation, IP Geolocation, Different URL/URI Data, B2B Group, Returning Customer, Authenticated, Site Duration. Several operators are also available for positive and negative matching. OrderDynamics provides per-website reporting on Impressions and Click Through Rates for each Personalized Content Area.

Personalization and Recommendations Includes:
  • Dynamic Content Targeting Tool called "Personalized Content Areas" (PCA)
  • PCAs are deployed throughout the frontend (banners, heros, badges, marketing areas)
  • PCAs deliver content based on rules which are set by business users
  • PCAs can be non-product scoped or product-scoped
  • PCAs track impressions and click-throughs
  • PCAs include an on-page reference, pixel height/width, active flag
  • PCA rule details: name, start/end date/time, min/max impressions, active flag
  • PCA rules includes: time of day, referring url, underlying url, browser url, geo-location by ip
  • PCA rules cont: geo-location by: city, county, state, postal code
  • PCA rules cont: B2B customer group, Authenticated user, time on site
  • PCA rules cont (product scoped): Product ID, SKU, Brand, Category, Manufacturer
  • Single or multiple content per PCA rule
  • Content includes: HTML, Image, Flash
  • Ability to A/B test individual content or rules
  • Customized home page for returning shopper
  • Customized home page for returning visitor based on previous browsing history
  • Personalization Engine allows for business rules to be applied to site content for specific registered or anonymous users
  • Personalized content on pages based on IP Geolocation, B2B Customer Groups, Referral URL, etc.
  • Dynamic Product Recommendations "People who bought this Also Bought that"
  • Dynamic Product Recommendations Top Products (filter by cat, brand, manufacturer, other)
  • Dynamic Promotions Target based on Customer Level
Return to Frontend Enablement
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