Omnichannel personalization and analytics can seem out of reach for many marketers because of the effort required to connect all the necessary marketing systems and data sources. The benefit of omnichannel personalization is that you can provide personalized experiences to your customers in specific marketing channels using data collected from them in other channels.

Although omnichannel personalization sounds difficult to implement, it’s achievable with Sitecore. You can lay the foundation for it using a “Data Hub” architecture that combines modern data management methodologies with Sitecore Experience Platform (XP)’s extensibility. This design allows organizational user data to be imported into Sitecore and for Sitecore’s contact data to be shared with other systems.

This specific solution, which we will explain in this whitepaper, leverages Sitecore's Data Exchange (DEF) Framework, a proprietary data lake connector developed by Velir, and many out-of-box features of Sitecore XP. Through this whitepaper you’ll learn about the options available when you connect external systems to Sitecore Experience Database (xDB), and the benefits that this type of solution can provide to your organization.