Marketing automation and a personalised user approach will soon be an integral part of digital commerce. According to Gartner, intelligent personalisation tools that recognise and address customer wishes will enable digital companies to increase their profits by up to 15% as early as 2020.
Major providers such as Adobe, Salesforce and Sitecore have already integrated marketing automation functions into their systems. The developers of the digital commerce framework Pimcore 5 have also recognised this trend and have equipped the recently released software version with a user experience management and customer management framework. In this blog post, we reveal what is behind this new component of the open source platform.
The only open source framework with extensive marketing automation functionality
Pimcore is the only open source experience platform that offers extensive options for master data management of customer data and allows detailed personalisation as well as diverse marketing automation. Another unique selling point is that Pimcore combines content maintenance, e-commerce, product information management, digital asset management and now also customer management in a single system. All data relevant to digital commerce can therefore be managed centrally and efficiently via a single user interface and used for smart marketing workflows.
Like Pimcore as a whole, the new experience management system is also a framework. This means that companies can fully customise the solution and adapt it precisely to their requirements.
The 3 main functions of the Pimcore Customer Management Framework
The Customer Management Framework is directly integrated into Pimcore 5 and enables companies to offer their B2B and B2C customers a fully personalised user experience. The following components form the basis of the framework:
1. customer data management: Customer data can be collected, enriched and stored directly in Pimcore 5. Any external source, such as ERP systems or Salesforce, can be connected for this purpose.
2. user actions & triggering events: The user data managed in Customer Data Management can be enriched by all user actions (e.g. specific conversions in the shop or behaviour on the website). Based on the collected data and individually definable events (e.g. birthday, weather, location, last purchased products, etc.), personalised, automated marketing measures (e.g. sending emails or optimising the shop checkout) can be triggered. Pimcore 5 can already be seamlesslylinked with MailChimp and the IBM Marketing Cloud and expanded with additional interfaces. This means that the user data aggregated in the Pimcore Customer Management Framework and defined events can be used directly for marketing automation and analysis with the connected tools.
3. customer segmentation: Based on the collected customer data and using defined segmentation rules, users are assigned to the appropriate personas. The Pimcore Customer Management Framework already contains demo rules for this, which can be customised as required or replaced by your own segmentation rules.
In this video, Pimcore CEO Dietmar Rietsch presents the core functions and benefits of the new customer management framework:
Pimcore 5 Update: Benefitfrom marketing automation and personalisationnow
The new customer management framework is a good reason to switch to Pimcore 5 promptly and benefit from the extensive marketing automation and personalisation functionality before the competition . Well-known companies such as Burger King, Intersport and Deutsche Bahn are already using the customer experience platform to address the right people with the right content at the right time.
As a Pimcore Gold Partner, we will be happy to advise you on the use of the new software and provide you with comprehensive support when switching to Pimcore 5.
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