Sitecore to showcase its Dynamics CRM enterprise marketing vision in Microsoft Technology Centers

If you're curious what Microsoft Technology Centers (MTCs) showcase in regard to Dynamics technology, here's one new item: a marketing solution for web-based content built on Sitecore, Dynamics CRM 2013 and SharePoint 2013.

Marketing agency ARKE Systems is working with Microsoft and Sitecore to develop and build out the new demo platform in Windows Azure. The compelling part of the story is content personalization driven off the combination of Sitecore and Dynamics CRM, says Chris Spears, Chief Marketing Technologist, ARKE Systems.

Here's how Spears explained the basic approach: When you visit a content-rich website, you are an anonymous user. But a Sitecore-based site can profile you based on your IP address and start to display relevant content based on on-site behavior. Once you decide to leave a comment or download something or subscribe to a newsletter you've created a conversion and you are no longer anonymous. Now the website and the CRM system that have been tracking all of your anonymous usage can identify you and improve the personalization.

Then take it a step farther: Now that the system knows your name, perhaps it bounces you against a third-party database and discovers your gender, age range, the city you live in, and your income level. At that point, there are a range of ways to personalize content like articles, advertising, and even imagery.

It is that personalization story that Microsoft wanted to demonstrate in the MTCs, Spears said. But any organization considering this approach also needs to be wary of going too far.