CDP - specific content for customers groups

(Innes Zenati) #1

Is anyone using the CDP to personalise content to specific customer groups??

We are looking to use this by integrating with our CRM and surfacing specific content to different customer groups, was this easy to set up and put in place?

The plan is to create various landing pages with specific content relevant to their profession, at the moment there is way too much content to put on one single landing page so this should hopefully solve this issue.

Looking for some use cases to see what others are doing.

Thanks
Innes

(Chan) #2

Hi Innes,

You can achieve this by syncing CRM user data into the CDP Single Customer View, which can be done using DXP integrations. Once in CDP, user attributes, such as their role or profession, can be used to segment them into different groups.

From there, components on the page builder can be set up to deliver personalised content based on CDP user segments. https://docs.squiz.net/page-builder/latest/personalization/index.html

There are several options for the user role assignments and getting the personalised content for specific segments depending on the system integration capabilities:

  1. Using DXP Portal Authentication (SSO via SAML): This ensures their profile is matched within CDP, allowing the site to serve personalised content tailored to their specific segment.

  2. Frontend Role-Switching (stay anonymous without CRM sync): If the user doesn’t sign in, a role-switching option on the website allows them to manually select a user group. They will see tailored content relevant to their chosen group during their session.

  3. Matching Email Address (or Another Unique Identifier): If SAML authentication is unavailable, the system can match users based on their email or another unique identifier to retrieve their role.

Hope that helps!
Best regards,
Carrie