When it comes to Sitecore marketing strategies, profiles and patterns are among of the most complicated to grasp and control. In the beginning, setting up patterns requires that businesses make several "assumptions" about the actual make-up of the customer. Ideally these are hypotheses informed by supporting data from historic analytics, customer interviews, previous personas, and so on. Over time we measure the rates at which patterns are matched by actual visitors. But there is a fundamental flaw in the original assumption of patterns; if the pattern review only looks to iterate and not fix fundamental problems then the marketing strategy may have serious issues.
↧