Profiling and automated decision-making

Abstract

Overview of the Sitecore features that can use an individual's data to determine what content to present.

Applies to

GDPR

Warning

This Privacy Guide provides technical guidance on how your developers can choose to configure your Sitecore product implementation to support you with data privacy compliance. This guide does not provide exhaustive guidance, and should not be construed or used as legal advice about the content, interpretation, or application of any law or regulation. You, the customer, will always be in the best position to assess your own risks, and must seek your own legal counsel to understand the applicability of any law or regulation to your business, including how you process personal information. Your resulting implementation is based entirely on your own configuration choices.

The following features can use data such as IP address or past behavior to determine content that is presented to an individual. For example, an individual’s IP address might be used to personalize the offers that are included in a marketing email message. Make sure individuals are aware of and have actively consented to automated decision-making based on their personal information.

Feature

Description

Personalization

Personalized components can show different content depending on an individual's behavior or data that has been collected about the individuals, such as location. Email messages can also be personalized.

Sitecore 9.1 and later uses the Sitecore Cortex™ Processing Engine to suggest personalization rules based on data gathered during component testing.

Automation

Automation plans can contain conditional activities that make decisions about an individual’s progress through a plan based on behavior or data collected about the individuals. Automation plans can be customized to exclude individuals who do not want to be enrolled, and plans can be extended with conditional activities that use a default path for individuals who have opted out of personalized automation.

Segmentation

The segmentation engine can be used to organize contacts into lists based on behavior or data collected about the contact. The List Manager uses the segmentation engine to build mailing lists for the Email Experience Manager. Segmentation conditions can be customized to exclude individuals that have opted out of personalized email messages.

Content Testing

Content testing might result in visitors to your website seeing different variations of the same content. Variations are randomly assigned, but persist across multiple sessions and might affect a visitor’s behavior on your website. Emails can also contain content tests.

Sitecore 9.1 and later uses the Sitecore Cortex™ Processing Engine to suggest personalization rules based on data gathered during component testing.

Sitecore Cortex™ Processing Engine

You can use the Sitecore Cortex Processing Engine to integrate with external machine learning platforms.

See Types of processing for a list of all processing activities and options for disabling processing.