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Personalization is one of the key features within the Umbraco uMS. In a fully
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integrated way you can personalize the experience of each of your visitors
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within Umbraco.
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# Personalization
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Personalization is one of the key features within the uMarketingSuite. In a fully integrated way you can personalize the experience of each of your visitors within Umbraco.
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Getting started with personalization is not difficult and you can start within a couple of minutes.
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## Creating a segment
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The first thing you need to do is [create a segment](../../../../personalization/creating-a-segment/). A segment is a group of visitors within your website. Which visitors are in a segment can be defined when setting up a segment.
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The first thing you need to do is [create a segment](creating-a-segment.md). A segment is a group of visitors within your website. When setting up a segment you can define which visitors are in a segment.
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## Personalizing the website for this segment
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Once you've created a segment you can [personalize the experience of your visitor](../../../../personalization/setting-up-personalization/). This can be done on a specific page, on multiple pages or per Document Type.
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Once you've created a segment you can [personalize the experience of your visitor](setting-up-personalization.md). This can be done on a specific page, on multiple pages, or per Document Type.
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## Explicit and implicit personalization
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The uMarketingSuite allows you to personalize your Umbraco website via [implicit or explicit personalization](../../../../personalization/implicit-explicit-personalization/). To grasp the way the uMarketingSuite handles implicit personalization you can[read the article that explains the workings](../../../../personalization/implicit-personalization-scoring-explained/) of this. Another option is to see in action in [the cockpit view](../../../../personalization/cockpit-insights/) in the frontend of your Umbraco website.
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Umbraco uMS allows you to personalize your Umbraco website via [implicit or explicit personalization](implicit-and-explicit-personalization/). To grasp the way the Umbraco uMS handles implicit personalization read the[ implicit personalization scoring](implicit-and-explicit-personalization/implicit-personalization-scoring-explained.md) article. Another option is to see it in action in [the cockpit view](cockpit-insights.md) at the front end of your Umbraco website.
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## Extending personalization
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If you want to take your personalization to the next level you can always extend the way the personalization in the uMarketingSuite works by default.
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* You can [check if a visitor is part of a specific segment](../../../../personalization/extending-personalization/segment-information/). By doing this you can use C# code to write your own custom logic
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* You can extend the scoring algorithm by [adding your own scores to a visitor](../../../../personalization/extending-personalization/custom-scoring/) as well.
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* It's also possible to [implement your own segment parameters](../../../../personalization/extending-personalization/implement-your-own-segment-parameters/). If you want to hook the uMarketingSuite into your own data sources for example.
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* You can [check if a visitor is part of a specific segment](extending-personalization/segment-information.md). By doing this you can use C# code to write your custom logic
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* You can extend the scoring algorithm by [adding your own scores to a visitor](extending-personalization/custom-scoring.md) as well.
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* It's also possible to [implement your own segment parameters](extending-personalization/implement-your-own-segment-parameters.md). If you want to hook the Umbraco uMS into your data sources for example.
The Umbraco uMS uses both the concept of implicit and explicit
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personalization.
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---
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The Umbraco uMS uses both the concept of implicit and explicit personalization.
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# Implicit and Explicit Personalization
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## Explicit personalization
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This is the "**easiest**" concept to grasp. For every explicit parameter the Umbraco uMS is true or false. For example the browser parameter is an example of an explicit parameter. **A visitor is using a Chrome browser, or not**. There cannot be much debate about this and the parameter returns "true" or "false".
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This is the "**easiest**" concept to grasp. For every explicit parameter the Umbraco uMS is true or false. For example, the browser parameter is an example of an explicit parameter. Suppose the visitor is using a Chrome browser, or not. There cannot be much debate about this and the parameter returns "`true`" or "`false`".
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Most of the parameters within the Umbraco uMS are explicit and true or false.
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Most parameters within the Umbraco uMS are explicit and true or false.
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## Implicit personalization
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But the unique part of the uMarketingSuite is that is also uses implicit personalization. Based on behaviour of a specific visitor the uMarketingSuite can assume that a visitor is a specific persona or in a specific customer journey phase.
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The unique part of the Umbraco uMS is that it also uses implicit personalization. Based on the behavior of a specific visitor the Umbraco uMS can assume that a visitor is a specific persona or customer journey phase.
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In these article you can read how to [setup the customer journey](/personalization/implicit-explicit-personalization/setting-up-the-customer-journey/) or [personas](/personalization/implicit-explicit-personalization/setting-up-personas/). As soon as you have set these up you can use the segment parameters for the customer journey and the personas.
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This article teaches you how to set up[ the customer journey](setting-up-the-customer-journey.md) or [personas](setting-up-personas.md). As soon as you have set these up you can use the segment parameters for the customer journey and the personas.
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In the [segment builder](/personalization/creating-a-segment/) you can use these implicit parameters in the same way you would apply any other segment parameter.
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In the [segment builder](../../../../../personalization/creating-a-segment/), you can use these implicit parameters the same way you would apply any other segment parameter.
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By clicking personas you will see an overview of all the personas that you've setup within your installation. In our case we see the persona groups "**Profiles**" and "**Companies**" and the personas "**Data & Privacy Officer**", "**Developer**", "**Marketer**", "**Agency**", "**Company**" and "**Umbraco HQ**". If we want to create a segment for all personas that are "**Data & Privacy officer**" add that persona as a parameter to the segment.
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By clicking personas you will see an overview of all the personas that you have set up within your installation. 
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In our case we see the persona groups "**Profiles**" and "**Companies**" and the personas "**Data & Privacy Officer**", "**Developer**", "**Marketer**", "**Agency**", "**Company**" and "**Umbraco HQ**". If we want to create a segment for all personas that are "**Data & Privacy officer**" add that persona as a parameter to the segment.
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From now on you can use this segment to personalize the experience of your visitors.
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From now on you can use this segment to personalize the experience of your visitors.
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You can mix and match implicit and explicit segment parameters. If you want to create a segment for the persona "**Marketer**" which is using the browser "**Firefox**" and **is logged in**, that is perfectly fine!
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If you want to see how the algorithm works read the documentation or see it in action on your website with the [Umbraco uMS cockpit](/personalization/cockpit-insights/).
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If you want to see how the algorithm works read the documentation or see it in action on your website with the [Umbraco uMS cockpit](../cockpit-insights.md).
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# Campaign Scoring
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---
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description: >-
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Campaigns are one of the ways to create a implicit scoring for
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personalization. By setting up campaigns correctly you can assign points to
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personas or customer journeys.
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---
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Campaigns are one of the ways to create a implicit scoring for personalization. By setting up campaigns correctly you can assign points to personas or customer journeys.
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# Campaign Scoring
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### Setting up your campaigns
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Campaigns are automatically scored by using utm-parameters, that you may be already using for your marketing campaigns. You can add 5 different parameters to your URL:
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***utm\_source**: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
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***utm\_medium**: The advertising or marketing medium, for example: cpc, banner, email newsletter.
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***utm\_campaign**: The individual campaign name, slogan, promo code, etc. for a product.
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***utm\_term**: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm\_term to specify the keyword.
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***utm\_source**: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example, Google, newsletter4, billboard.
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***utm\_medium**: The advertising or marketing medium, for example, CPC, banner, email newsletter.
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***utm\_campaign**: The individual campaign name, slogan, and promo code for a product.
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***utm\_term**: Identify paid search keywords. If you are manually tagging paid keyword campaigns, you should also use utm\_term to specify the keyword.
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***utm\_content**: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm\_content and set different values for each so you can tell which version is more effective.
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Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.
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For example, if you want to link from a newsletter to the pricing-page of the umarketingsuite.com, you can use the following parameters:
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For example, if you want to link from a newsletter to the pricingpage of the umbraco.com, you can use the following parameters:
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***utm\_source** = newsletter-july-2021 to identify that this visitor came from this specific newsletter
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***utm\_medium** = newsletter to show that the medium was a newsletter
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***utm\_campaign** = more\_signups because that newsletter was part of a bigger campaign
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***utm\_content** = bottom\_button to identify a specific link in the newsletter
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If you want to use these parameters you'll need to setup the URL as:
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If you want to use these parameters you'll need to set the URL as:
Now that you've created urls for campaigns they will automatically be tracked by the uMarketingSuite and you can score them for implicit personalization purposes.
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Now that you've created URLs for campaigns they will automatically be tracked by Umbraco uMS and you can score them for implicit personalization purposes.
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going to **Personalization** -> **Campaign scoring** you will see all the campaign groups, the campaigns that you've already scored, and the campaigns that need scoring.
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going to **Personalization** -> **Campaign scoring** you will see all the campaign groups, the campaigns you already scored, and the campaigns that need scoring.
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![]()
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In this case I've created a campaign group "**A campaign group for developers**" and assigned **7 points** to the **developer** persona. This means when visitors come to the website via a URL with utm-parameters part of this campaign group, get 7 points for the developer persona.
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In this case, we created a campaign group "**A campaign group for developers**" and assigned **7 points** to the **developer** persona. This means when visitors come to the website via a URL with utm-parameters part of this campaign group, get 7 points for the developer persona.
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Because we haven't assigned any campaigns yet, in this case the group will never be triggered.
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Because we haven't assigned any campaigns yet, in this case, the group will never be triggered.
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#### Unscored campaigns
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In the tab "**Unscored campaigns**" you find all campaigns that have not be assigned yet. Remember again that campaigns are created by adding utm-parameters to your url. As soon as the uMarketingSuite detects a new combination of utm-parameters it will add that combination to the list of Unscored Campaigns.
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In the tab "**Unscored campaigns**" you find all campaigns that have not been assigned yet. Remember again that campaigns are created by adding `utm-parameters` to your URL. As soon as the uMarketingSuite detects a new combination of utm-parameters it will add that combination to the list of Unscored Campaigns.
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An example of this tab could look like this:
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So here you see that in the last row for example the **utm\_source** is "**Activate account**", the **utm\_medium** is "**email**" and the **utm\_content** is "**click here to activate your account**". The URL that the visitor used to get to the website looked something like [https://\<url>?utm\_source=activate account\&utm\_medium=email\&utm\_content=click here to activate your account.](https:/%3Curl%3E)
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So here you see that in the last row, for example, the **utm\_source** is "**Activate account**", the **utm\_medium** is "**email**" and the **utm\_content** is "**click here to activate your account**". The URL that the visitor used to get to the website looked something like [https://\<url>?utm\_source=activate account\&utm\_medium=email\&utm\_content=click here to activate your account.](https:/%3Curl%3E/)
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Every unscored campaign can be assigned to campaign group by clicking on the "**Assign**" button. If you do that a popup will open that allows you to assign the specific campaign to one of your created campaign groups.
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Every unscored campaign can be assigned to a campaign group by clicking on the "**Assign**" button. If you do that a popup will open that allows you to assign the specific campaign to one of your created campaign groups.
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By assigning this example to the "**A campaign group for developers**" from now on every visitor that comes to the website with these utm-parameters setup will get the points assigned that are setup in the campaign group. In this example this would be **7 points** for **developers**.
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By assigning this example to the "**A campaign group for developers**" from now on every visitor that comes to the website with these `utm-parameters` set up will get the points assigned that are set up in the campaign group. In this example, this would be **7 points** for **developers**.
As soon as you have set up a persona and a customer journey step in the
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Umbraco uMS you can start scoring the content of your website.
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# Content Scoring
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As soon as you have setup a persona and a customer journey step in the uMarketingSuite you can start scoring the content of your website. Each Umbraco node can be scored against personas and the customer journey.
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Each Umbraco node can be scored against personas and the customer journey.
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To do this navigate to a node in Umbraco and open the content app "**Personalization**" on that node:
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If you go to that content app you can navigate to the tab "**Content scoring**" to score this Umbraco page. Writting your content for a specific set of personas you can assign a score that will be added to this persona or customer journey step.
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You can navigate to the tab "**Content scoring**" to score this Umbraco page. Writting your content for a specific set of personas you can assign a score that will be added to this persona or customer journey step.
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Set up the score and save the scoring. 
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Setup the score and save the scoring. In the example the persona "**Data & Privacy officer**" will get **10 points** and the "**Marketer**" will get **5 points** when they read this Umbraco node.
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In the example the persona "**Data & Privacy officer**" will get **10 points** and the "**Marketer**" will get **5 points** when they read this Umbraco node.
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