Product Brief

dotCMS Personalization and Targeting

dotCMS Personalization and Targeting


The Personalization & Content Targeting capability in dotCMS allows marketers to create more relevant content experiences across different channels and devices, driving engagement, customer loyalty, and bottom-line results. Anonymous visitors build a progressive profile based on behavior, context, and historical data. dotCMS helps marketers to deliver the right message, for the right device, at the right moment. 

Key Benefits 

  • An intuitive ‘NoCode’ business rules engine 

  • Open APIs to leverage external data 

  • Progressive profiling and dynamic persona mapping

  • Headless Personalization

Creating Relevance 

With the rise of the Internet of Things (IoT), the number of digital devices will only continue to increase, increasing demands on enterprises to produce relevant content. Content targeting is more than just creating massive amounts of content; it’s also about creating relevant content that resonates with targeted audiences throughout the customer lifecycles. Creating hyper-personalized experiences is where brands can stand out from their competition and drive sustainable success.

Manageable Targeting 

dotCMS offers marketing teams a simple yet very effective content targeting and personalization capability. Content and presentation are entirely separated by design, allowing for dynamic and personalized content delivery at scale.

Business Rules Engine

Adding rules requires no coding expertise and is supported by an intuitive UI. The rules engine has a library of business logic to compose your rules. The critical building blocks are:

  • Evaluation scope - every page, every request, once per visit, or once per visitor.

  • Condition - browser, device type, browser language, etc.

  • Action - set persona, set tag visitor, redirect the request to, etc.

Personalization granularity

dotCMS gives digital marketing teams the NoCode tools they need to execute their digital ambitions. When it comes to personalization, dotCMS offers granular personalization at the content container level, which allows digital marketers to create unlimited variants of a page, where specific containers show different information based on a user’s persona. This is a key differentiator for dotCMS compared to other solutions that only offer personalization at the page level, which impacts digital marketing outcomes.


dotCMS offers persona-driven content targeting and personalization. The persona is a content type in dotCMS, and digital marketing teams create the personas as they see fit. These include device type, referrer URL, Geolocation, New Visitor, Tags, etc. Pages can be previewed for the different personas and/or devices during the authoring process, ensuring the right experience.

Inline Editing

In addition, dotCMS offers inline editing of targeting rules to make the experience easier for digital marketers. Inline editing allows non-technology users to make changes without engaging a developer.

High-Performance Targeting 

dotCMS stores visitor interactions in a high-performance database, enabling fast access with equally dynamic and personalized content rendering. Clever and multi-tiered caching mechanisms on top of this means that marketers can utilize state-of-the-art targeting across their entire digital landscape while retaining excellent performance for each web application. In 2015, dotCMS was able to generate 11M personalized pages within an hour on a single server, which translates to 2500 pageviews/second. Statistics like this illustrate the required scalability for a hyper-personalized digital experience in the digital era. More on high-performance content delivery is addressed found here.


Geo-targeting is set up as granularly as you need: city, state, county, or country level. dotCMS has an interactive radius tool to help the marketing team get the laser-focused geotargeting setting.

External Data 

External data (coming from adjacent Marketing Automation, eCommerce, CRM, etc.) can be leveraged in the rules engine, as conditions, via flexible REST APIs, allowing for a continuous and connected experience. In addition, external data can be utilized using dotCMS’ vast APIs.

Headless Personalization

Digital marketers continue to have content targeting & personalization tools at their disposal when running headless dotCMS to power their websites and applications. While technology teams have the freedom to drive innovation with the latest and cutting-edge technologies, digital marketers have undisrupted access to drive customer experiences.

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