Playbook
We recommend working through this playbook step by step to get the most out of Personalization’s capabilities.
Personalization Lite Vs. Known Contact PersonalizationLink to this section
Personalization Lite includes,
- visitor tracking;
- dynamic content creation;
- simple personalization based on website visits and geolocation;
- basic segmentation, based on visitor metrics;
- reporting and analytics; and is
- included with Modern Campus CMS.
Check out our guide to Personalization Lite.
Known Contact Personalization includes Personalization Lite, plus,
- a form used to turn visitors into contacts;
- external data import (.csv from SIS or CRM);
- advanced segmentation, based on visitor and contact data;
- A/B testing of dynamic content; and is
- priced based on enrollment.
How Does Personalization Lite Work?
Personalization Lite uses a visitor’s IP address, location, cookies, and other data to capture information regarding the visitor’s behavior.
How Does Known Contact Personalization Work?
Known Contact Personalization requires a visitor to identify themselves (typically via a form on your website) and matches their information with your existing database.
Step 1: Define your website and recruiting goals
For example, enrollment is dropping due to the increase in tuition over the last five years. Gallena University wants to increase enrollment.
Step 2: Determine the needs of your target audience
Gallena University will highlight their unique financial aid offerings for high-achieving students in neighboring states. Their target audience is students in the five states surrounding their own.
Step 3: Create your content
Gallena University staff members create two versions of the image and banner on their admissions page. The default and the personalized.
Step 4: Set up and launch your campaign
Based on a visitor’s geolocation and GPA, staff members create a segment for visitors in Arizona that shows a personalized image and banner.
Now, you try. Use our worksheet to get started.