Americaneagle.com, Sitecore, and the American Dental Association (ADA) discuss how the ADA successfully implemented a personalized web strategy with the Sitecore DMS.
Transform Your Digital Strategy with Web Site Personalization
1. Transform your Digital Strategy
with Web Site Personalization
Presented by:
American Dental Association, Americaneagle.com, & Sitecore
2. Presenters
• Timothy Callahan, Regional Sales Manager,
Sitecore
• Jerry Boduch, Director of Strategic
Partnerships, Americaneagle.com
• Toni Mark, Chief Technology Officer,
American Dental Association
4. Who we are
• Sitecore
–
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A web content management system software company that provides enterprise website,
intranet, portal and marketing automation software.
17 Offices with over 500 employees around the world
• Americaneagle.com
–
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With over 30 years in the industry, Americaneagle.com offers website design, development,
hosting, and marketing to hundreds of healthcare organizations
22 Certified Sitecore developers and 25 Certified Sitecore project managers on staff
• American Dental Association
–
The American Dental Association (ADA) is the world's largest and oldest national dental
association and promotes good oral health to the public while representing the dental
profession.
5. What is personalization?
Explicit Profile
Member Profile Data
Device Type
(PC, IPad, Android,
Email, Printer)
CRM Profile Data
Location
(Country, Prov., City,
Postal Code)
Referrer
(Website, Campaign,
Search Engine
Keyword)
Implicit Profile
Browsing Behavior –
Preferences Interests
Visitor Profile
(Explicit or Implicit)
Content
Delivery
Conditions
8. About the American Dental Association
• The ADA is the professional association of dentists that fosters the
success of a diverse membership and advances the oral health of
the public.
• 160,000 member dentists
• ADA Goals
– Provide support to dentists so they may success and excel throughout their
careers
– Be the trusted resource for oral health information that will help people be good
stewards of their own oral health
– Improve public health outcomes through a strong collaborative profession, and
through effective collaboration across the spectrum of our external stakeholders
9. The Basic Premise
• Dentists are trained
for clinical excellence,
but often need assistance
managing the business
side of practice
10. The Challenge
• To provide relevant
and impactful
solutions to the business
problems dentists face
every day in their offices
11. With a Long Term Vision to
• Create a launching pad
for practice management
resources and innovation
12. Center for Professional Success
Into three content areas:
Practice – Manage Your Career
Learn – Expand Your Knowledge
Live – Balance Your Life
13. Center for Professional Success
•
•
•
•
•
•
Fresh new user experience
Continuous rolling content
Enhanced search and navigation
Links to internal and external
resources
New practice apps and business
calculators
Organic and configured personas
19. Our Goal
• To become one of the top
five most highly rated
ADA member benefits
within five years
20. The Implementation Strategy: Step 1
1. Audience Review/Analysis
– Research
– Segmentation
– Gather data
– Prioritize
– Make them real
21. The Implementation Strategy: Step 2 - 3
2. Setting Up Personas in Sitecore
– Determine personality attributes
– Validate attributes
– Configure the persona profile and keys
– Set up profile cards
– Add content
3. Create Goals
– What outcome do you want out of each user?
22. The Implementation Strategy: Step 4 - 6
4. Create an Engagement Plan
– Group of goals that define success
– Configure conditions
– Enter a user into the Engagement Plan
5. Customize Your Content
6. Analyze and Optimize!
24. Thank you!
Tim Callahan │ tca@sitecore.net
Jerry Boduch │ jerryb@americaneagle.com
Toni Mark │ markt@ada.org
Notes de l'éditeur
Who is my audience, who comes to visit my site?What do I know about them already?What do I want to learn from them during their visit?For each user type, what defines a successful visit – what are the goals I want this user to accomplish on my site?