Level: 200

Sitecore OMS – Key concepts part 1


In this article we will walk through the key concepts of Sitecore Online Marketing Suite. We won’t go in to depth with the different parts, but merely describe the different concepts and what they can be used for.

In this part we will take a look at profiles, reports, goals and campaigns.

You can read the second part of the series here.

Written by: Jens Mikkelsen
Fri, Jul 10 2009


In Sitecore OMS a page hits is not just a page hit. You can define how a page hit fits in to certain profiles and Sitecore OMS will register the hit as matching those profiles. In this way you can define that a page is mostly for technical people. If a visitor hits that page, you will mark him as being a technical profile. The profile marking of pages works on a point like system. A page can then be marked as giving X amount of points for profile A and Y amount of points for profile B.

For instance if you have a highly technical page with a little bit of marketing information you can mark that page up to give 10 points to the technical profile and 2 points to the marketing profile. As the visitor moves through your site, you will by the sum of these points be able to identify the visitor as either a technician, a marketing person or similar.


You can define your own profiles. This is done in the Marketing Center:

Marketing center

In this example I have defined a marketer and a technician profile. Now I want to categorize a page and say that if a visitor views this page, they should add 10 points to the technician role and 2 points to the marketer role.

This is done on the item representing the page. You need to click the analyze tab and then the profiles button. Now you can assign the number:

Profile assign

It is possible to use other controls for profiles than a number. You can create a checkbox or a custom defined control.


The profiles don’t have to be visitor types like marketers. You can add profiles which collect data for how experienced a web user the visitor is. For instance if a visitor repeatedly fails to fill out a for correctly, you can identify him as a beginner, and then start adding more help texts or similar. This could be done with the rule engine, which I will describe later.




The heart of OMS is of cause the reporting tool. This allows you to view and analyze the data you have collected from the visitors. There are several standard reports, but you can also build your own reports. The reports can mainly be found in the Sitecore Analytics application, which can be found here:


Analytics app


Here the different standard reports are defined, but also your custom reports. You can define new reports under /system/settings/Analytics/Reports. When created you can navigate to it in the Sitecore Analytics application and then hit the design button:


New report


Now the report designer will open and you can start defining your report.


You can also view reports for a single page, by navigating to the specific item via the content editor. Select the item, click on the Analyze tab and then reports. You can now select different reports, only counting values for the page based on that item:


Single item report




Goals are used to track if a given user end up by reaching some sort of goal you have defined. For instance an e-commerce site would probably have a goal, which is achieved when the visitor makes a purchase. Other goals could be something like signing up for a newsletter or viewing a demo.

By having these goals you can track a given visitor and see the history of pages viewed before the goal is achieved, so you can optimize the process and adapt your site, so you will have more goals achieved.


You can define your goals in the marketing center. When creating a new goal mark the field IsGoal.

Define goal

You can mark a page to be a goal by going to the item, which represents the page, in the content editor. Click the Analyze tab and then the Goals button. Now you can mark it as a goal.
For instance you could mark a “Thanks for signing up to our newsletter” page as being a goal. Goals could also be set programmatically via the Sitecore API.




Campaigns allow you to monitor and follow the results of your campaign and ads. You can monitor the visitors, which access your site via the ads, and then see what type of profile they are or if any goals are achieved. That should help you out identifying whether your ads are paying off or not.

You can setup your campaigns in the marketing center. For each campaign you can create different campaign events, which indicates that the visitor has accessed the site through an ad. This is normally controlled through a query string or similar. So you can create your campaigns like this:

Define campaign

First I have created a campaign and then a campaign event. The event has automatically been assigned a querystring, which triggers the campaign monitor. You can now add that querystring to your URL used in the ad. You can add multiple events, so it can be triggered by different adds and you can follow the different results.


Now that you have defined your campaigns, you can go to the Sitecore Analytics application for statistics. Here you can see the goal conversion for your campaigns, or see what profiles click the ad.



Read the next article where we go through Filters, Event and Failures, The rule engine and personalization right here.


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  • About the author:

    Jens Mikkelsen

    Jens Mikkelsen is a partner at Inmento Solutions a Sitecore consulting firm. He works as a Sitecore specialist and consulting helping clients architect and build quality Sitecore solutions using the newest modules and tools. 

    Further he has been deeply envolved in various complex solutions and has built up a strong knowledge of Sitecore architecture and best practices. He has especially focused on and is specialized in debugging and analyzing Sitecore solutions.


    Jens is very interested in the technical mechanisms in the new marketing products such as Sitecore DMS and Sitecore ECM.

    My Sitecore Freelance CV

1 responses to "Sitecore OMS – Key concepts part 1"

Hello Jens,
You are doing a pretty good work in letting us know about the learning concepts in Sitecore.
I am actually having a question in changing the content language based on the user's IP address. I learnt that we can implement this in Sitecore OMS...Can you please let me know further details from your side.
Posted: Friday, September 09, 2011 10:23 PM

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