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Area: Episerver Commerce, Episerver Perform
Applies to versions: EPiServer.Personalization.Commerce 1.0 and higher

Personalization in Commerce

There are different ways of applying personalization in Episerver. You can either use the simple built-in visitor group functionality, or you can add the sophisticated recommendation capabilities that included with Episerver Perform, part of the Episerver Personalization product suite.

How it works

By applying machine learning and statistical analysis to behavioral data, the platform uses visitor behavior to autonomously create and optimize individual content and product views.

The native integration for Commerce is part of Episerver Perform. You also need an Episerver Perform environment to receive tracking data and serve recommendations. See Personalization and Recommendations how to get started with Perform.

Key integration components for personalization

Personalization has key components that you should not alter. If you need to alter the following components, co-ordinate with Episerver.

User tracking

Changes to user tracking needs can result in loss of behavior and core functionality, such as if you switched from tracking plain email addresses to pseudonymized user IDs or vice versa.

Recommendations. To prevent user behavior from being lost, you need to send Episerver an up-to-date mapping between email addresses and pseudonymized user IDs. This only needs to be provided once so that Episerver Personalization can replace existing customer email addresses with their corresponding pseudonymized user ID.

Mail. You need to continually provide your ESP (Email Service Provider) an up-to-date mapping between email addresses and pseudonymized user IDs. Your ESP needs to create a new placeholder (mail merge variable) that represents the pseudonymized user ID. You then replace the email address placeholder from all your Mail campaigns with this new placeholder.

Triggers. Your ESP must handle pseudonymized user IDs. Currently, in Triggers, this functionality is provided only by Episerver Campaign. Alternatively, you need to advise your ESP to provide an API extension that lets Episerver call methods that accept the pseudonymized user ID instead of email address. Also, provide and maintain a mapping between pseudonymized user ID and customer email address that your ESP can use to lookup, to send the email to the appropriate customer based on their pseudonymized user ID.

Promote. If provided, Episerver Personalization can use the visitor's IP address, within their session, to do a geolocation lookup to identify the approximate location of the visitor for a personalized online experience. IP addresses if provided will no longer be stored, so cannot be used for analytics and reporting.

When you provide and test a user mapping, co-ordinate with Episerver to schedule a deployment and receive further instructions.

Product reference

The product reference (productId) serves as an important connector between your data and the Episerver recommendations engine; changes to this identifier breaks a connection between collected behavior and your product catalog. To prevent this connection from breaking, inform Episerver of any plans to change the format of product references in your feed and tracking implementation. Provide a mapping from the old to the new product references and co-ordinate a deployment with Episerver.

Related topics

Last updated: Nov 07, 2017

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