Hippo Introduces Relevance Module: Content, Context and Customer in Harmony
10 December 2012
Amsterdam, The Netherlands Hippo today announced the launch of Hippo CMS 7.8 and its new Relevance Module. As the first open source CMS to address delivering customer engagement, Hippo puts marketers in charge of creating and maintaining contextualized experiences across the customer journey covering web, mobile and social channels.
Hippo CMS 7.8 actually makes targeting usable to the marketer by delivering a solution that is comprehensive, easy to use and easy to maintain.
As Forrester's Ron Rogowski and Stephen Powers put it, "Three ingredients make relevant customer experiences: profile data about who the customers are, historical data about what customers have done, and situational data about what's happening in their lives now"
Comprehensive. Hippo CMS 7.8 utilizes progressive profiling to contextualize all stages of the customer journey:
Persona. Marketing teams that are using personas can aggregate visitor characteristics and segments to define personas from within the CMS. These personas can be used to individualize in addition to situational context also through behavioral targeting, taking interest and engagement levels into account. Hippo Personas are dynamic to accommodate different modes a visitor might be in when interacting with digital properties.
Personal History. Organizations which have a known or authenticated audience can target in addition to the above also based on explicit information from third party solutions, such as CRM systems or transactional systems like eCommerce or booking engines. Marketers can hereby combine personalization and targeting techniques into one personal and relevant experience.
Situation. Hippo CMS brings relevance from the first click by giving marketers the power to target content and banners based on context, session and device information. Amongst these capabilities are targeting based on geo-targeting, targeting based on time and day, referral information, search keywords, new vs. returning visitor.
Hippo's open platform allows marketers to tap into 3rd party data sources to create personas and targeting rules. The real-time visitor analysis gives marketers insight into actual customer journeys of real visitors and is a powerful dashboard to discover and adjust these personas.
"The targeting capabilities of our new Relevance Module give our clients the means to have continuously meaningful conversations with their customers to drive engagement, loyalty and ultimately revenues," says Arjé Cahn, CTO and Founder.
Easy to use and maintain. Hippo CMS 7.8 gives marketers the control over targeting configuration and persona definition for web, mobile and social channels. In the intuitive Channel Manager, marketers define variants for widgets or content components depending on customer characteristics or persona in every channel. In a preview environment, marketers can then create an alter ego to experience their sites as a persona or individual customer would.
Hippo's content centric philosophy is already a core strength behind Hippo's advanced multichannel capabilities and now also drives the ease of maintenance for the Hippo Relevance Module: Marketers manage targeting in a few templates rather than on every single page in every single channel. This brings significant efficiency improvements and faster time to market for new initiatives.
Next to targeting capabilities, Hippo CMS 7.8 brings extended support for DTAP processes and CMS usability improvements. Customers will also benefit from performance improvements and advanced caching mechanisms that have been optimized to cater for the targeting capabilities.
The Hippo CMS 7.8 Community Edition is available for download as of Dec 6th 2012. Hippo CMS 7.8 Enterprise Edition and the Relevance Module are available as of Dec 6th 2012 for selected partners and customers. Hippo will actively guide initial partner implementations to ensure optimal training and knowledge transfer for this new technology to ensure successful customer projects.
See more: Hippo CMS 7.8 Webinar
Have a closer look at Hippo CMS 7.8 and the ideas behind Hippo's Relevance Module in the Hippo Webinar "Solving the Content Challenge of Delivering Great Customer Experiences" on December 11th 2012 at 11am EST (8 am PST, 5 pm CET). Sign up on http://tinyurl.com/Hippo78Web