Tuesday Sep 27, 2011
Monday Sep 26, 2011
By Glen Borkowski on Sep 26, 2011
Sunday Jul 31, 2011
By Glen Borkowski on Jul 31, 2011
- email address, email status, email opt-in flag
- first, middle, and last name
- date of birth
- last activity date, registration date
- multiple contact elements (address, phone numbers, etc)
- login, password, auto login flag
- member flag, security status
- preferred locale
- Interest level in a certain category (could also include search facets) - This gives you a rough idea of what the customer is looking for as this represents navigational behavior.
- Search keywords - This is a clear indication of what the customer is looking for (they explicitly told you).
- Products that have certain tags or attributes - What are the traits of the products the customer is looking at? Are they looking at relatively expensive items, clearance items, core vs. accessory products, etc.
- Referring URL or some affiliate code on the initial request - This speaks to how they entered the site and can have a big influence on how you personalize the experience for the customer.
- Geo-location information - Knowing whether the customer is currently located in a particular geography may be useful when targeting content or offers. While this information may not be 100% reliable, it may play a role in your strategy. There are third party solutions available to help with providing this information.
- Past order history - This tells you what they have committed to purchasing in the past. It’s debatable whether this should be sourced from online purchases only, or whether it should include (if available) order data from offline channels.
- Membership or loyalty data - Having this data in the ATG Profile allows you present personalized content or offers to customers based on membership level.
- Offline-defined segmentation - If you have an offline segmentation application, it may be worthwhile to load some portion of that segment information into the ATG profile.
- Web analytics systems - Web analytics vendors can offer potentially useful data that can be fed back into the ATG Profile with the purpose of using that data for personalization.
- Service Information - Customer support applications could hold some interesting information about your customers’ service history that you might want to leverage in the online channel.
Different modes of retrieving data from external sources
- Push approach - Scheduled batch feeds that are loaded into the ATG profile repository – This is a very common approach because it’s straightforward from an implementation perspective, and it has the advantage of not relying on the external system to always be available. The downside is that the data could be up to one day old, so this approach might not be applicable in all circumstances.
- Pull approach - Instrument ATG to reach out for this data at certain times – The advantage with this approach is that the data you retrieve will be up to date. The downside is that there is a tight coupling between your site and the backend system; what if the system is unavailable at the time of the request?
A note concerning usability
If you take the time to define a profile that encapsulates the information that describes your customer, you will be on your way to being able to provide those customers with the personalized experience they deserve. Stay tuned for the follow-up posts on this topic!
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