Personalizationand Segmentation
Deliver relevant and personalized
digital experiences at scale based on
customer needs and preferences

With Liferay DXP, you can personalize and optimize digital experiences at scale to makeit easy for your customers, partners, or employees to find relevant information quickly.
Our DXP allows you to target different audience segments with precision, generate
tailored recommendations automatically, and test different digital experiences fasterso you can optimize user journeys, increase conversions, and maximize results.

Benefits
Improve the effectiveness of yourdigital experiences with testingthat can evaluate user behavior
and determine which combinationof messages, layouts, and CTAs
work best for your audience.
Automatically present users with
tailored recommendations basedon the content they visit.

Engage and connect with users
on a personal level by easily
customizing the digital experience
they receive to match their
specific needs.
Precisely target different
audiences with relevant content
based on a common set ofattributes or behaviors.

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Core Features
Segmentation

With segments, you can aggregate individuals based on common attributes and behaviors.
This allows you to personalize digital experiences for different types of users. For example,
if you have a segment for users in the finance industry, you could then use personalization
to ensure these users see content related to investing.
Liferay enables you to create both static and dynamic segments:• Dynamic segments let you aggregate individuals automatically based on criteria you specify.
• Static segments allow you to aggregate individual users manually.

For precise targeting, you can build your segments using a wide range of criteria within
Liferay, including:• Individual profile and company information.
• Site behavior such as what pages your users visit.
• Browser and system information related to the devices your audience is using to accessyour site, the geographic location they come from, and cookies. This allows you tocreate segments and personalize the user experience for anonymous users.

You can fine tune your segments further by pulling in data from other sources, such as
Salesforce or a CSV file.

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Personalization

Once you’ve created user segments, you can begin tailoring site experiences specific toa user segment. Content Page Personalization and Collections Personalization are two
methods you can use to deliver personalized user experiences for different user segments.

• Content Page Personalization dynamically changes the page layout and content basedon the user segment criteria of the user viewing the page. For example, if your site is ahome improvement store and you’ve defined a segment for users who visit your kitchen
appliances, users in this segment may see special content or offers related to appliances.

• Collections Personalization allows you to display a collection of content for users

matching a specific segment. Continuing with the home improvement store example,
you might show Do-It-Yourself user segments, a collection of articles related to home
improvement topics.

Recommendations

When users visit your website, they interact with your content and show different
behaviors depending on their interests. Liferay DXP can analyze browsing behavior andshow relevant content based on their interests. For example, when a user visits your siteand shows interest in a particular topic, you can use content recommendations to show
additional related content automatically.
Liferay DXP uses a number of different criteria to determine user interest, including
content elements such as title, description, categories, and tags. It can then display aDynamic Collection of content that matches the interests of your users. You can define thetype of items in the Dynamic Collection, along with criteria for these items, to ensure users
see the right recommendations for their interests. For ecommerce merchants, Liferay alsooffers machine learning models for implementing product recommendations based on:• Related products, which are products complimentary to the one your customer is viewing.
• Also-bought items, which are products other customers bought, based on the productthat a customer is currently viewing.

• Similar buyers, which show customers what other customers who are similar to themalso bought (based on user profile).

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A/B TestingWith A/B testing you don’t have to guess at which version of your digital experience isthe most effective. You can quickly run multiple versions of your content on your site to
test different layouts, messages, or call to action elements. Once you run the test, you
can publish the version that performs the best for a given metric, such as bounce rate orclickthrough.
A/B tests are a great way to test the usability of your digital experiences, the effectivenessof specific pieces of content for different audience segments, and the changes you canmake to your marketing campaigns to improve results.

Liferay makes software that helps companies create digital experiences on web, mobileand connected devices. Our platform is open source, which makes it more reliable, innovative and secure. We try to leave apositive mark on the world through business and technology. Hundreds of organizations in financial services, healthcare,government, insurance, retail, manufacturing and multiple other industries use Liferay. Visit us at liferay.com.

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