Tag Content for Each Profile

Tag Content for Each Profile

In Sitecore, you can assign content profile values to a page on your website. By assigning content profile values to items that make up your site you are able to gain a better understanding of the behavior, actions, and interests of your website visitors. The values you assign to each page accumulate as a visitor navigates through the site. This allows you to build a profile for an individual site visitor, which can then be used along with other DMS tools such as campaigns, personalization, and engagement plans.



The Marketing Center (accessed using the Sitecore Desktop interface) contains a node entitled “Profiles”. The Profiles section is where you can create, edit, and manage profile settings which will then be applied to pages on your site. Profile settings consist of:

Profile - a group of related profile keys. The Profile item’s child items will be the collection of related profile keys. The “type” field on the Profile item defines the relationship between the profile keys

Examples: Age, Gender, Budget, Evaluator Type

Prof Content

Profile key - an attribute of the parent profile item. The Profile Key contains a min, max, and default value.

Example 1: A “Male” Profile Key is given a min value of 0 and a max value of 5 under the “Gender” Profile. A page can then be tagged with a score of 3 points on the “Male” Profile Key. This means when a site visitor hits this page, the visitor will accumulate 3 points towards being a male.

Example 2: The Launch Sitecore demo site groups site visitors into an “Evaluator Type” profile. The four profile keys include:

  • Content Author
  • Developer
  • IT Professional
  • Marketer

Prof Key Content

Profile Card - The use of profile cards simplifies content profiling by grouping percentages of Profile Keys together. Profile Cards are placed on content items and represent a predefined set of Profile Key values. You can also create Persona Cards, which have extra fields to describe the life, habits, background, interests, and profession of a fictional character who contains aspects of the parent Profile.

Example: Connie the Content Author scores the full 5 points for the Content Author Profile Key. This Profile Card will be placed on articles for Content Authors only.


Pattern Card – a Pattern Card is used by the personalization rules engine to determine what profile attributes the current site visitor looks most like.

Example: If a site visitor is hitting mostly Content Author tagged pages, but visits a few Marketer tagged pages, we are still going to say they look like Connie

Looks like Connie

A personalization rule can then be created against this Pattern Card:

Connie Rule

What is the difference between Profile Cards and Pattern Cards?

  • Profile Cards are applied to items, tagging the page with values for specific profile keys
  • A visitor’s profile is matched to Profile Patterns to determine who they look most like

Applying Profile Cards to Items

After you have created the Profile Cards and assigned Profile Key values to them, you can start assigning the Profile Cards to the content items that make up your website. Assigning profile cards to content items makes it easier for you to implement profile values consistently across your website. The alternative is setting values for individual profile keys on each content item.

Example: Below shows tagging a content authoring article with the “Connie” profile card. When a site visitor reads this article, they will get points towards a “Connie the Content Author” profile/persona.

Profile Card

For more information on Profiles, Profile Keys, Profile Cards, and Pattern Cards see Chapter 2 of the Marketing Operations Cookbook.