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SharePoint Blog

December 03
Engagement Plans with Sitecore

​One of the best features of Sitecore is the ability to draw engagement plans that are easy to marketers and business stakeholders to understand and also powerful enough to have automated actions associated with different states and conditions.

An engagement plan is graphic visualization of a plan put together to engage the visitors of your website with your message and offerings in order to achieve pre-defined online goals and desired outcomes. 

An example of an engagement plan could be a plan outlining when and how to interact with visitors of your website after they had downloaded a specific marketing material. Another example would be what actions should follow once a visitor had abandoned a shopping cart without finalizing the purchase.

As defined in the Sitecore document “Engagement Automation Cookbook: A marketer's guide to designing customer engagement plans”, an engagement plan consists of:

States — the status of a website visitor. Whether or not they have visited certain pages, achieved specific goals, performed specific actions, where they come from, and so on.

Conditions — a series of rules that determine whether or not the visitors in a specific state fulfill certain criteria. These criteria can relate to the visitor in general or this particular visit.

Rules — the criteria that determine whether or not a visitor fulfills a condition.

Triggers — the events that determine when Sitecore should evaluate the conditions and rules associated with a state.

Actions — what Sitecore should do when visitors meet or fail to a meet the rules specified in a condition.

Examples of states are white-paper downloaded, user registered, profile updated, etc. Conditions are based on rules. Examples of rules defined for a condition would be where a specific date has passed, where a specific campaign was triggered, where a specific goal was registered during the visit, etc. Triggers define when the conditions and its rules should be evaluated, for example on session end, on page visited, on form completed, etc. Examples of actions would include add or remove the visitor from roles, send email message, add points, etc.

Let’s, for example assume a non-profit organization that has an online brochure, an event registration page and form for donations. We could build an example engagement plan with the following states, conditions, rules, triggers and actions:

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This is how the engagement plan will look like in Sitecore:
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Engagement plans can help your web marketing team to automate processes and actions on Sitecore. At Protiviti our Digital Marketing specialists can help you to define what engagement plans that make sense to your business and how they could be best configured and used in Sitecore. If you have any additional questions about Sitecore and engagement plans feel free to drop us an email and we will be more than happy to be in touch with you.​

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