Image Source: Sitecore

If there is one fundamental takeaway learned from Sitecore Symposium 2016 (and believe us, there were many), it is that the rapid rise in martech sophistication has given organizations the ability to make an immediate impact on their brand. But where to start?

After participating in two days of non-stop sessions, keynotes, and intensive workshops, we’re sharing our highlights from the Symposium’s three different conference tracks so that executives, developers, and marketers alike can understand how to quickly take advantage of their enterprise marketing cloud technology. The following takeaways are from R2i's front-end devs, software architect, marketing technologist, account manager, and executive who attended. Thank you to Matt Hammer, Dana Hanna, Bob Gates, Regan Shields, Eric MacKenzie, and Chris Chodnicki for your insights! 


While there were countless conversations had on Sitecore best practices, a common piece of business advice shared at this year’s Symposium was the importance of associating a specific value to customer behavior.

By identifying and setting up goals within the Sitecore Engagement Profile, organizations can assign a numerical value to specific conversions or web behaviors—i.e. watching a video = 5 points, or filling out a form = 50 points. This not only allows brands to easily measure the engagement analytics of individual customers and track their progress in the customer journey, but provides a clearer understanding of how visitors are engaging with the website.

These insights are critical for ongoing optimization and allow brands to serve content that’s most relevant to their audiences while identifying which individuals are most important to their business.


As always, Sitecore Symposium featured a handful of new tools and re-releases to empower developers with the technology means to govern their organization’s digital marketing initiatives. One of these was Sitecore's Item API —a dev-friendly tool for building highly dynamic interfaces.

By controlling data and page layout completely through JavaScript, the Item API allows developers to load content through JS on the fly and immediately interact with the content they get back. This is extremely useful for creating any interactive wizard controlled by user interaction—such as quizzes or games—and can be integrated from any touchpoint, whether that’s web, mobile, or even customer kiosks.

Overall, this year’s Symposium again demonstrated Sitecore’s commitment to providing developers and engineers with the technology tools to push the limit on how customers digitally interact with and experience their brand.


There was a major emphasis in this year’s Symposium on how marketers must “get down to the person,” or in other words create more personalized customer experiences. One of the ways Sitecore has supported this is through major improvements to the Sitecore Experience Database, most notably with the introduction of custom facets.

Custom facets are additional data points about a contact that aren’t directly built into the Sitecore platform. These facets are most useful for businesses to capture professional information and link social media logins, but also a simple way to enhance a brand’s web tracking and personalization through Sitecore’s API. In the end, these improvements to the Experience Database immediately help marketers define customer relationships and use these data points to improve segmentation, user experience, personalization, and customer journey mapping.

About the Author: Eric Loy

As Content Marketing Manager, Eric helps develop R2i's content strategy with a focus on brand awareness and lead generation. He's passionate about storytelling and considers Dr. Seuss and Kanye to be geniuses in their own right. A good friend once told him, "success is making the people who believed in you look brilliant," a motto he hopes to one day soon embody. His life goal is to eliminate mumbling and buzzwords so people can get back to understanding one another.

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