DMS: Emerging Best Practices for Content Driven Sites
Presentation from Sitecore Users Virtual Summit 2013 Video of Presentation: http://youtu.be/hqCkXqP6gtg Description: For years, product based, e-commerce websites have effectively taken advantage of in-depth analytics, content personalization, and marketing automation, while content-driven websites have lagged behind. Though content-driven websites don’t always follow a traditional purchase funnel, they do, however, have conversions just like their sales-oriented counterparts – and they can use and benefit from many of the same techniques. In this session, we use the flagship website of the Brookings Institution, www.brookings.edu, as a case study to provide an in-depth view to the process Velir used to define conversions, track visitors and react to their behavior using Sitecore DMS.
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DMS: Emerging Best Practices for Content Driven Sites
- 1. DMS: Emerging Best Practices for Content Driven Websites Andrew Blackmore @AMBlackmore Lead Solutions Architect @Velir
- 2. Who am I? • • • • Andrew Blackmore | Lead Solutions Architect | Velir I work on large, content-rich websites everyday I’ve been a designer, developer, and an architect My education includes BFA, MBA, and MSIT
- 3. Who is Velir? • • • Full-service interactive agency Veteran Sitecore partner with all 6 Specializations 40+ Sitecore Certified developers on staff
- 4. DMS T oolset
- 5. Measurement
- 7. Automation
- 9. Who is the Brookings Institution? • • • • America’s Top Think Tank Quality research, insight and opinion A large content-publishing organization A complex Sitecore implementation
- 10. T echnology Isn’t a Barrier • • • Technology shouldn’t limit customer interaction TBs of data available Expansion of choice and integration
- 11. So, what’s the problem? • • • Business questions haven’t changed What do we need to know? How will we react when we find out?
- 12. T echnology and Data • • • Are we collecting the right data? Are we keeping it long enough? Which technologies do we use?
- 22. But I don’t sell products... • • • Engagement Value is your new friend Based on interactions with your site EV per Visit instead of Page Views, ToS or Visits
- 23. Determining Engagement Value • • • We used a workshop Get the right people in the room Top-down approach • Identify organizational/departmental objectives first - get to web next
- 26. Other Ideas • • What does our data mean? Needs analysis - with DMS, you own your data • • BI/Visualization Tools Regression Analysis
- 27. Other Ideas • • Business Intelligence/Vizualization What (Engagement Intelligence Analyzer) does our data mean? Targit Tableau Needs analysis - with DMS, you own your data Tibco Spotfire BI/Visualization Tools • • Regression Analysis
- 28. Other Ideas • • Statistical Analysis Targit (Engagement Intelligence Analyzer) What does our data mean? SAS Tableau SPSS Needs analysis Tibco Spotfire - with DMS, you own your data Stata BI/Visualization Tools • • Regression Analysis
- 29. Doing More... • • • Engagement Value in your CRM Decaying EV Page Potential
- 30. Questions? Ask me later on Quora: Quora.com/Andrew-Blackmore