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6/3/2013

hybris Developer Training Part II Commerce

Advanced Personalization

6/3/2013

Advanced Personalization Module

Advanced Personalization

How hybris enables your Commerce


Segment Customers into different groups
Use segmentation for personalizing the content
Extensions:
btg
btgcockpit

Problem: Unfocused mass communication strategy

Advanced Personalization

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Solution: Advanced Personalization

Age
Order History
Gender
Country

Advanced Personalization

Pers. Content

Pre-Segmentation
(via user groups)

Customer
Profile
Personalized Pages

Targeting
Rules

Session
Profile

Cart
Viewed Pages
Referral URL
Affiliate Link

Definition of Advanced Personalization

Product Recommendations

Advanced Personalization

Also known as Behavioral Targeting Groups (BTG)


The behavior or characteristics of a customer in an online
shop can be used to classify him/her into different groups or
segments. This segmentation can be used for further
marketing actions.

Customer Behavior

Customer Characteristics

Marketing Actions

Various actions which can be


performed on a website.

Various types of data which is


saved with a customer.

Various hybris commerce


actions which can be
triggered.

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Customer Segments

Advanced Personalization

User: demo

Buys
many
products

User: demo

Puts
Laptop
in cart

User: demo

Segment =
User/usergroup +

Age > 21 years

Age > 21 years

Age > 21 years

Total Order Volume


> 1000

Total Order Volume


> 1000

Total Order Volume


> 1000

Laptop In Cart

Laptop In Cart

Laptop In Cart

Rules +

Free Laptop
Insurance

Output actions

Free Laptop
Insurance

Free Laptop
Insurance

Customer Segment Attributes

Attribute

Advanced Personalization

Contains

id

Unique Identifier created automatically

name

Name of the customer segment

catalog version

Catalog version the segment is valid for

default result scope

Session scope or permanent scope

default evaluation method

Optimized (lazy) or full (eager)

sites

List of CMS websites for the segment

active from, active until

Specifies the period the segment is active

is active

Flag to determine if segment is active

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Customer Segment Rules

Advanced Personalization

Customers must fulfill each rule in order to trigger the


actions that provide some personalization feature
A rule contains expressions of the following form:

LEFT
OPERAND

OPERATOR

RIGHT
OPERAND

Rule Types:
Cart Rule

Customer Rule

Website Rule

Order Rule

Output Actions

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Action which is performed when a customer fulfills all


rules of the segment
All output actions extend AbstractAction
Standard actions as part of btg extension extend
BTGOutputActionDefinition
Subtype of AbstractAction
Catalog aware to fit the staging capability of the segment

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Predefined Output Actions

Advanced Personalization

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Action Assign User to Group


Only for authenticated customers
CMS Restriction Action
Select a WCMS page or component which should be
shown

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Frontend Integration

Advanced Personalization

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BTGSegmentFilter

2. (Preview)Context
3. Invalidation
4. Evaluation

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Advanced Personalization

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Report View

Statistics of the selected segment and its rules

Success rate
Rule success rate
Segment success
over time
Known/Unknown
users rate

User information to a certain segment

Advanced Personalization

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