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Personalization and Content Targeting

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Siebel Personalization makes it possible to deliver a customized message to a large number of employees, customers, and channel partners across all channels. It is important to drive personalization decisions from a business perspective, that is, to understand the business issues you are trying to address before implementing personalization.

Siebel Personalization brings together your detailed understanding of your content and your users. Figure 2 illustrates that by using content and users you define content attributes and build the user profile. Both are used to create rules.

Figure 2.  Content Targeting

The key to implementing personalization is to understand the target audience, whether customer, channel partner, or employee. When the target audience is identified, then the business imperative for that audience must be clearly defined.

You should consider the following:

What views should be shown or hidden, depending on the user interacting with the system?
Should certain applets be shown or hidden?
What opportunities are there to show customized content to users based on their profiles?
What events take place that should be tracked? Alternatively, are there business requirements for tracking certain events?
Can benefits be derived from delivering personalized content to employees as well as customers and channel partners?

Once a personalization system is in place, then the business manager and personalization administrator must develop an ongoing strategy to monitor and implement changes in business requirements as well as evaluate the effectiveness of the current personalization plan.

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