---
title: Configuring and customizing your on-line marketing features
related:
  - https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

## Configuring on-line marketing features

Before you start working with on-line marketing features, make sure that you have set up the features correctly and provided marketers with necessary permissions:

- Follow the best practices for performance. See:
  - [Best practices for EMS performance in MVC](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/best-practices-for-ems-performance-in-mvc.md)
  - [Best practices for EMS performance](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/best-practices-for-ems-performance.md) (Portal Engine sites)
- [Configure on-line marketing permissions](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-on-line-marketing-permissions.md)

You may also need to enable or configure individual on-line marketing features to allow marketers work with them efficiently:

- [Configure contacts](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-contacts.md)
- [Configure activities](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-activities.md)
- [Register campaign tracking](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/tracking-campaigns-on-mvc-sites.md) if you have an MVC site and wish to use campaigns
- Set up content personalization:
  - [For MVC sites](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/content-personalization-on-mvc-sites.md)
  - [For Portal Engine sites](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-content-personalization.md)
- [Configure email marketing](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-email-marketing.md)
- [Configure marketing automation](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-marketing-automation.md)
- [Enable A/B testing of pages](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/enabling-a-b-testing.md) (for MVC sites)
- [Configure A/B or MVT testing of pages](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-optimization-testing.md) (for Portal Engine sites)
- [Configure web analytics](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-web-analytics.md) (only available for Portal Engine sites)

Furthermore, you can make additional adjustments to [banners](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/banners.md), [campaigns](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/campaigns.md), and [personas](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/personas.md):

- [Change the campaign report update interval](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/changing-the-campaign-report-update-interval.md)
- [Add banners to a page as web parts](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/adding-banners-to-a-page-as-web-parts.md) (only available for Portal Engine sites)
- [Recommend pages to personas through web parts](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/recommending-pages-to-personas-through-web-parts.md) (only available for Portal Engine sites)

## Ensuring marketing data recalculation for MVC sites

Sites built using the [MVC development model](https://docs.kentico.com/k12sp/developing-websites/mvc-development-overview.md) run as two separate applications – an MVC live site and the Kentico administration interface. For performance reasons, all recalculations of [contact scores](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/scoring-contacts.md), [contact groups](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/contact-management/segmenting-contacts-into-contact-groups.md), [personas ](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/personas.md) and [marketing automation triggers](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/marketing-automation.md) are done by the Kentico application.

> **Note:** **Important**
>
> Because the Kentico application itself does not usually receive traffic from site visitors, you need to keep the application alive to ensure that the recalculations work correctly. For example, you can set the **Start Mode** advanced setting of the used application pool in IIS to _**AlwaysRunning**._

## Customizing on-line marketing features

After having enabled and configured, and even worked with your on-line marketing features, you may want to customize them, so that you can use the features in a more efficient manner:

- [Use on-line marketing macros](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/on-line-marketing-macros.md) to dynamically load values related to on‑line marketing applications.
- [Improve performance of custom macros](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/on-line-marketing-macros/improving-custom-macro-performance-in-scoring-and-contact-groups.md) in scoring and contact group conditions.
- [Separate the contact management database](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/separating-the-contact-management-database.md) to optimize the contact management data processing.
- [Set up automatic deletion of contacts](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-contacts/setting-up-automatic-deletion-of-contacts.md) to reduce the volume of contact management data.