Visitor Personalization

The Send2CRM service offers a number of ways to provide personalized data from Salesforce back to the browser client.

Segments

Segments are a simple means of categorizing Visitors using a unique label; either the Visitor possesses a Segment or does not. There is no practical limit to the number of Segments for a Visitor.

Due to its simplicity, this is the preferred means of providing functional personalization across all platforms. A single Segment may represent very complex criteria but it is easily transferred between Salesforce and the browser client, and even to the website backend via cookies - this allows the delivery of personalized content on the website.

Segments may be applied using JavaScript code via the browser client, or via automation in the Send2CRM Salesforce package.

Segments always accrue and are never removed. They are automatically synced between the browser client and Salesforce.

Goals

Goals are a slightly more complex version of Segments and include a numeric value to indicate magnitude or volume. Goals can be used to populate Segments, or where additional fine control is required.

Goals may be applied via:

• Browser-side Session Events, triggered by:

  • automatic parsing of tagged elements in the web page

  • automatic parsing of form elements

  • custom JavaScript code

• Automation in Salesforce

Field Personalization

Individual field values may be extracted from Salesforce objects related to the Visitor and returned to the Send2CRM client. Any fields marked for Personalization in all relevant form mapping configurations will be included - for example, the following form mappings (with Identification Lookup set):

• Lead with FirstName and LastName fields set to Personalize

• Case with CaseNumber field set to Personalize

Assuming the current Visitor has submitted both forms and thus has been identified against both types of object, field values would be populated in the data object property of the client Visitor object:

To utilize this information on the website custom JavaScript is required - see Visitor data.