Personalized, multi channel marketing with the sitecore 8 experience platform
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Learn what you can do with Sitecore 8 - real time personalization, multi-channel marketing, customer profiling and segmentation.
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Personalized, multi channel marketing with the sitecore 8 experience platform
- 2. 11 1 2 3 4 • Real time customer behavior – how can Sitecore 8 help marketers • High velocity marketing programs • Sitecore 8 enables multi-channel marketing • Engaging with customers in a personalized manner
- 3. 2 • Realtimecustomerbehavior– howcan Sitecore8helpmarketers • Highvelocitymarketingprograms • Sitecore8enablesmulti-channel marketing • Engagingwithcustomersin a personalizedmanner What we will talk about today
- 4. 3 So, why is insight into real-time customer behavior important anyway?
- 5. 70% of buying experiences are based on how customers feel they are being treated. McKinsey
- 6. 5 Buyer is informed Buyer Journey is dynamic and cross channel Buyer has little attention Thecustomer haschanged
- 7. 6 Characteristics of the new customer • Disengages with irrelevant content • Consumes content across channels • Is empowered with knowledge and information • Wants to interact with brands where she wants and on her own terms • Is always-on/connected • Wants brands to know her expectations
- 8. 7 How does Sitecore 8 really work? Bettermanagelargesetsofcustomerinteractions*; and Betterunderstand customerbehaviorandintent 1. *Aninteractionisthewayinwhichapersoncommunicatesorengages withanorganization. 2. 1Interaction=1visit/session 3. Allinteractionsfromthefirstanonymousvisittocustomersshowing higherlevelsofengagementandcommitmentarerecordedinSitecore.
- 10. 9 Connected Data = Exceptional Customer Experience TheSitecoreExperienceDatabaseisadatarepositorythat: Collectsinformationrelatedtocustomerinteractionsacross allchannels Definesunifiedviewoftheindividualcustomer Makesitavailableinrealtimetomarketersforanalysis Providestrulypersonalizedexperiencestocustomers
- 11. 10 Why is Sitecore 8 xDB a game changer? TheSitecoreExperienceDatabaseisadatarepositorythat comeswith: 1viewofthecustomeracrosswebsites,non-Sitecore properties,CRM,partnersites 1digitalanalyticstoolsetthathasmanytoolssuchas ExperienceAnalyticsandPathAnalyzerthatshowyou howcustomersareinteractingwithyourdigital properties Realtimecustomerintelligencetohelporchestratedigital customerexperienceacrosschannels OptiontorunonpremiseORonthecloud
- 13. 12 Experience profiles keep building all the time
- 14. 13 • FederatedExperienceManager • xDBCustomDataIngestion • CRMIntegration • SocialDataIngestion It gets even better with…
- 15. 14 WithFXMandxDBonSitecore8,marketerscan personalizecontent/experienceandgetreal timeanalyticsfromnon-Sitecoreproperties. • 3rd partyeCommercesites • Incaseofmergersandacquisitionswhere external,non-Sitecoredigitalproperties comeunderyourbrandumbrella • Publisheroradvertiserwebsiteswhereyou arerunningcampaigns Control and Improve Marketing Possibilities
- 16. 15 Real time magic and engagement metrics
- 17. 16 Unique features of Sitecore Analytics Analytics Features Sitecore Analytics Adobe Analytics (Omniture) Google Analytics (Premium) CoreMetrics (IBM) Acquisition, Behavior and Conversion Analysis Yes Yes Yes Yes Events and Goal Tracking Yes Yes No Yes Website Personalization in real time** Yes Yes (can be customized with AEM, but needs time and costs) No Yes (can be customized with CMS but needs time and costs) Experience Analytics**: Complete, real time profile information for known/unknown visitors Yes Yes (can be customized with AEM, but needs time and costs) No No A/B multivariate testing Yes (Automated) Yes (Automated) Yes (Manual) Yes Attribution Analysis Yes Yes, but may need integration with additional tools Yes No Integration with Marketing Automation ** Yes Yes, but needs integration with additional tools No Yes, but needs integration with additional tools
- 19. 18 Sitecore Experience Database Sitecore FXM Sitecore WebForms for Marketers Sitecore Experience Profile Sitecore multi channel publishing Sitecore Email Experience Manager Sitecore multi channel Publishing, FXM, Analytics
- 20. 19 • Integrationwithexistingsystems • Bigdataplatformtocapturecustomerinteractions andgeneratetherelevantanalyticreportsfor segmentationandtargetingpurposes • Managementofcontentacrossvariouschannelswith no-codingrequired. • Testingonvariouschannels/deviceswithzerocoding • SupportsA/Btestingandmultivariatetestingwithno coding • Automatedcustomerengagementthroughvarious channelsthroughengagementplan One platform…many features
- 22. What is the imperative? The Need for a Platform to Deliver Positive Experiences Across All Touch Points.
- 23. Consistency “We Are What We Repeatedly Do” Aristotle
- 24. Consistency Really talking about brand consistency. (Delivered through digital channels)
- 25. Approach to Collect, Normalize and Activate Your Data Collect Ingest Normalize Curate Publish
- 27. 26 Orchestrate experiences across channels
- 30. 29 The Marketer’s perspective WEB MOBILE EMAIL SOCIAL Cross-channel Engagement YOUR FIRM: WEB EXPERIENCE YOUR FIRM: MOBILE EXPERIENCE YOUR FIRM: EMAIL EXPERIENCE YOUR FIRM: SOCIAL EXPERIENCE
- 31. 30 YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE The customer’s perspective COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME Device: Tablet Device: Desktop Device: PhoneDevice: TabletDevice: Tablet Channel: Web Channel: Email Channel: Twitter Channel: Web Channel: Email
- 32. 31 Personalization—marketers are doing a lot of it now Personalization is being taken from any or all of the following sources of insight 1. Users' profiles and preferences: everything they’ve told you about themselves (if you already know them). 2. Customers' history with you: using intelligence from what they’ve done on your site, in your community, in response to your emails, etc. 4. How they found you: the search terms that delivered them, or a tagged campaign URL that they clicked on. 5. Their immediate behaviors: what they’re doing in the current session (clickstreams, site searches, etc.). 6. Customer life stage: leveraging insight - a new prospect reading up on you, a past/inactive customer or an existing customer looking to do more with you.
- 34. 33 Simple Examples Location Based personalization that makes sense Client-driven practice pages— specific to location and Industry
- 35. 34 Simple Examples Device based personalization that provides better experiences Web Version Tablet Version Mobile Version
Hinweis der Redaktion
- Customer experience is strategic to customers. It is a top priority for customers.
- Edits: headings need to be consistent. Use slide master to make changes. The buyer has changed. The buyer is more informed than ever before. They start the buying process, before they even connect with new clients, they are, by some estimates, 50% of the way through the process. The buyer moves across the buyer journey across channels quickly. Buyers move from mobile to web to social and expect organizations to know them and deliver personalized and contextual content. With information abundance, the buyer has little attention. So the buyer has changed, and organizations need to engage with this buyer in a new way.
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- Edits: need a new icon for design. It should be instead of measure. Measure should be where personalized circle is. Organizations need a framework to be successful. CX is a journey that organizations need to undertake to be successful. Our approach start by understanding the customer and her journey. We design a cx strategy to improve engagement and drive revenue. We identify key touch-points and identify capabilities to support across the customer lifecycle – from website, portals, email. We then create a roadmap to execute the CX strategy Our experiences are driven by customer needs. We analyze your data to define an experience our websites drive personalization by understanding the user persona. We implement and integrate your technology. We support you to ensure that marketing campaigns and initiatives are customer driven rather than campaign focused. Finally, we provide you a single view of the customer that you can use to optimize engagement. Design: Change icon for design. Move it next to strategy and move measure down
- 32% to search on Internet 35% to ask a friend -80% out of those 35% will search for your website to know more about you. Almost 60% of the users will use your website as a first touch point This makes Analytics more important for law firms
- 32% to search on Internet 35% to ask a friend -80% out of those 35% will search for your website to know more about you. Almost 60% of the users will use your website as a first touch point This makes Analytics more important for law firms
- 32% to search on Internet 35% to ask a friend -80% out of those 35% will search for your website to know more about you. Almost 60% of the users will use your website as a first touch point This makes Analytics more important for law firms
- Put image of girl in middle in a circle
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday