What does full-on personalization look like and how do I get there?

1. Organized by the Community, for the Community.
WHAT DOES FULL-ON
PERSONALIZATION LOOK
LIKE AND HOW DO I GET
THERE?
SEAN RUSINKO
SVP, Digital Strategy

2. Organized by the Community, for the Community.
WHO ISTHIS GUY?
• Sean Rusinko
• Head of Digital
Strategy atVerndale
• Passionate about
ExperienceTechnology
& Marketing
Transformation
• Sitecore MVP
• @seanrus
• @verndaletweets

3. PERSONALIZATION ISTHE
PRACTICE OF DYNAMICALLY
TAILORINGYOURWEBSITETOTHE
UNIQUE, IDENTIFIED NEEDS AND
WANTS OF EACH INDIVIDUAL USER.
PERSONALIZATION ISTHE PRACTICE
OF DYNAMICALLYTAILORINGTHE
EXPERIENCETOTHE UNIQUE,
IDENTIFIED NEEDS ANDWANTS OF
EACH INDIVIDUAL USER.

4. Organized by the Community, for the Community.
TYPES OF PERSONALIZATION
4
IMPLICIT
INFORMATION THAT IS REVEALED BYA
PROSPECT’S ONLINE BEHAVIOR
Examples include:
• User path
• Goal completions
• Visit recency/frequency
• Geo-IP
• Campaign
EXPLICIT
DATATHAT IS PROVIDED INTENTIONALLY
Examples include:
• Website form
• Survey
• Email address/sign up/social login
• Native login
• CRM/Back-office identity systems

5. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015
WE HAVE ENTEREDTHE AGE OFTHE CUSTOMER
A 20-year business cycle in which the most successful enterprises will reinvent
themselves to systematically understand and serve increasingly powerful
customers.
Source:Forrester,2014

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TRANSFORMINGWITH BUSINESS
TECHNOLOGY
How will enterprises
reinvent themselves to
systematically
understand and serve
increasingly powerful
customers?
Resulted from uneasy relationship between IT and the
business: IT and business alignment and the
consumerization of IT.
Business Technology (BT)

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IT USEDTO BE SO SIMPLE
7
+ =
DEMAND GENERATION DESKTOP EXPERIENCE CUSTOMERS

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YOUR CUSTOMER’S MODERN-DAY JOURNEY

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YOUR CUSTOMERS

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YOUR CUSTOMERS

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While we love the tech giants
for their innovation, they
have dramatically raised the
expectations of your users,
therefore creating a
challenge.
MOSTVISITEDWEBSITES INTHE U.S. (ALEXA)
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TECH GIANT EXAMPLE:
GOOGLE
• Pioneered personalization
• Data monster: knows more about you
than the NSA
• Google Now
• Keep it simple design
• “Don’t be evil”
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• Customer-centric company
• Pioneered user reviews
• Personalization machine
• One-click buying
• Putting data to work
TECH GIANT EXAMPLE:
AMAZON
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TECH GIANT EXAMPLE:
LINKEDIN
• Leverage human connections
and endorsements to build trust
• Pioneered progressive profiling
& profile completion %
• Sophisticated marketing
automation
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TECH GIANT EXAMPLE:
UBER
• Bridged personal offline experience
with online experience
• Connection with spotify for personal
music preferences to enhance
experience
• Increased engagement through
personalized mobile interaction
• Mass consumption of data to improve
business – constant iteration
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16. Organized by the Community, for the Community.
COMPANIES RAISINGTHE BAR
•Because of big names such as Google, Uber, users are
expecting a more tailored, personalized experience
even from smaller companies.
16
Because of the tech giants, users are
expecting a more tailored, end-to-end
experience across the board.
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THE CONNECTED EXPERIENCE
TECHNOLOGY
DEVICE/CANVAS
CHANNEL
PHASE
CONNECTED
EXPERIENCE

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COMPANIES ARE COMPETING FOR
EMPOWERED CUSTOMERS
TECHNOLO
GY
MAJOR
FOCUS
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85.4%
DIGITAL MATURITY MODEL

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BASIC PERSONALIZATION
EXAMPLES

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RULE #1: FULL-ON PERSONALIZATION
LOOKS AT ALL CHANNELS

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RULE #2: FULL-ON PERSONALIZATION
DOES NOT LOOK COMPLETELY
DIFFERENT

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B2B EXAMPLE #1:
RULES & PREDICTIVE
PERSONALIZATION

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ConnectWise is enrolled in a 12 month digital marketing
managed services campaign to support marketing efforts and
better leverage Sitecore DMS capabilities.
• Verndale client since April 2015
• Participated in an XM workshop to develop goals and EVS
• Two out of three brand sites into Sitecore with goals live for
value per visit reporting
• 11 live personalization scenarios on the homepage
• 4 profile cards tagged against all content
• Business pain point; business type; funnel state;
customer type (partner vs. prospect)
• Testing content on all PPC landing pages
• SBOS Module installed and leveraged for deeper reporting
CONNECTWISE

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Connectwise profile cards

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B2B EXAMPLE #2:
ACCOUNT-BASED
MARKETING

30. Organized by the Community, for the Community.
ANALOG DEVICES
Analog Devices came to Verndale for Digital Marketing
Managed Services to help mature their investment in Sitecore
and show ROI through personalization
• Personalization to tailor resources based on language
• DemandBase will be leveraged for B2B personalization
through the creation of a custom rule (currently in QA)
• Personalization scenarios based on identified market
segment, location
• Analog will also target messages to top sales priority
businesses based on name
• Leveraging A/B testing

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ANALOG PERSONALIZATION

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THE PATHTO
PERSONALIZATION
TRANSFORMATION

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MobileMobile
Strategic
Aligning business objectives
with digital strategy
Technical
Selecting and implementing
the right technology
Operational
Staffing and training the resources who will
execute the strategy
CORE
REQUISITE
DEFINING READINESS
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34. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015
Strategic
Aligning business
with digital strategy
CORE
REQUISITE
DEFINING READINESS
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SEGMENTS JOURNEY CONTENT
• Collect all existing
consumer/user research,
including segmentation and
persona studies
• Conduct internal
discussions to ensure that
key information is available
regarding key segments
(demographics,
psychographics)
• Define customer journey
stages
• Identify key segments
and characteristics
• Select top 3-5 segments
or personas to focus on
and map their journey
stages
• Identify key
information for
customer journey
stages of key
segments
• User Intent
• Goals/CTAs
• Content
STRATEGIC PLANNING PROCESS
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1 2 3

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Segment /
Persona
Demographics Psycho-
graphics
Key Customer
Goals/Intent
Products / Services
Desired
Segment 1 • • • •
Segment 2 • • • •
Segment 3 • • • •
1. KEY SEGMENT/PERSONASWORKSHEET
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Customer Journey
Phase
Description
Awareness Brief Description
Consideration Brief Description
Intent Brief Description
Purchase Brief Description
Advocate Brief Description
AdvocatePurchaseIntentConsiderationAwareness
2. USER JOURNEY PHASES
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3. SEGMENT & JOURNEY CONTENT MAPPING
Segment:
Traditionalist
Customer Journey Stages
Awareness Consideration Intent Purchase Advocate
Customer
Intent
CTAs / Goals
Persuasive
Content
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Drivers for Responsive:
• Similar user experience
across devices
• Base content & feature set
across breakpoints
• One codebase for
development & management
• SEO
RESPONSIVE DESIGN
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RELEASE 1 – 12MO
• Responsive Redesign
• XM Integration
• Personalized Calls-to-action
• Product Recommendations
• Testing/Optimization
RELEASE 2 – 18MO
• Advanced Multivariate Testing
• Advanced Personalization
• Channel Optimization
• Enhanced Mobile Uses -
Virtualization
RELEASE 3 – 24MO
• Automation
• Business Intelligence (BI)
Reporting
• Offline>Online Channel
Optimization
• Gamification
• 3d Printing
• Host the site on Mars
BUILDINGA ROADMAP
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Mobile
Technical
Selecting and implementing
the right technology
DEFINING READINESS
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THIS DOES NOT WORK ANYMORE.

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Tying together content management (CMS) with customer intelligence empowers marketers to drive real one-on-one engagement with
users at every touch point with a full suite of experience marketing (XM) tools
CONNECTINGTHE EXPERIENCETHROUGH CXM

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TECHNOLOGYAPPROACH:
CXM PLATFORMASTHE FOUNDATION
BACK-OFFICE SYSTEMS & ERP
ANALYTICS & BUSINESS INTELLIGENCE
USTOMER RELATIONSHIP MANAGEMENT (CRM)
COMMERCE PLATFORMS
CONTENT SERVICES & EMPOWERMENT
DIGITAL MARKETING TOOLS
CXM

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TECHNICAL READINESS: SYSTEM ORCHESTRATION
System and data orchestration required up-front in order execute against the
experience & campaign strategy.
PRESENTATION
ESL /
BUSINESS
LOGIC
3rd party &
BACK OFFICE
Core Experience Platform
Customer Experience Management (CXM)
Content
Dig
Marketing
Analytics
Service Layer
ERP CRM/Identity
Commerce /
PIM
Back-office
Other
Technology

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MobileMobile
Operational
Staffing and training the resources who will
execute the strategy
DEFINING READINESS
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Hire a digital marketing
manager!
OPERATIONAL READINESS: DISCIPLINESTO
HIRE FOR
DIGITAL MARKETING
MANAGER SKILLSET
• Content Marketing
• Demand Generation
• Lead Optimization
• Engagement Automation
• Social
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Staffing &
Training
Campaign
Execution &
Optimization
ROI &
Socialization
Digital marketers are responsible for
monitoring engagement analytics,
optimizing and evolving customer
engagement, and socializing results
internally to gain buy-in and garner
feedback.
OPERATIONAL READINESS
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The DCoE is a centralized
cross-functional team that
supports the needs of internal
business lines, brands and
AORs by providing structure,
process, skills, and product
expertise to enable
contextualized digital
experiences.
DIGITAL CENTER OF
EXCELLENCE, DCOE
SCoE
DIGITAL MARKETING
EXPERIENCE
DESIGN
TECHNOLOGY
PM
DCoE

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TRANSFORMED &
CONNECTED CUSTOMER
EXAMPLES

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B2C EXAMPLE #3:
MULTI-BRAND GLOBAL
ENTERPRISE

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STANLEY BLACK & DECKER
Stanley Black & Decker is an American manufacturer of power tools
and accessories, hardware and home improvement products with
international sales through retail partner networks.
Verndale is currently spearheading the global redesign and technology
overhaul of the digital experience for all of SBD’s Global Tools &
Storage (GT&S) brands through Strategy, Experience Design &
Technology services.

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SBD ENTERPRISE ECOSYSTEM
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SBD ENTERPRISE ECOSYSTEM
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Sitecore acts as central
command for the
marketer’s presentation
with front-end
integrations and a service
layer to access vital data

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STREAMLINED PERSONALIZATION
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56. Organized by the Community, for the Community.
STREAMLINED PERSONALIZATION
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57. Organized by the Community, for the Community.
STREAMLINED PERSONALIZATION
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58. Organized by the Community, for the Community.
STREAMLINED PERSONALIZATION
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59. Organized by the Community, for the Community.
STREAMLINED PERSONALIZATION
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60. Organized by the Community, for the Community.
STREAMLINED PERSONALIZATION
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SITECORE CENTER OF EXCELLENCE (SCOE)
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TheSCoE is a centralized cross-
functional team that supports
the needs of internal business
lines, brands and AORs by
providing structure, process,
skills, and product expertise to
enable contextualized digital
experiences.

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B2C EXAMPLE #4:
ONEVIEW OFTHE
CUSTOMER

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ARBELLA INSURANCE
Arbella is a leading New England insurance
company providing car insurance, home
insurance and business insurance.
Financially strong and customer focused,
Arbella has been serving New England for
more than 25 years.

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ARBELLA
Arbella partnered with Verndale in late 2012 as they expressed a need in generating more value
from their investments made in digital marketing technology. Verndale was challenged for building
a long-term growth strategy while garnering short-term “quick wins”
OUR CHALLENGE
COPYRIGHT 2015
Arbella’s Digital Marketing
Challenges
Technical
Foundation
Not “CXM-
Ready”
Lack of
Mobile
Optimized
Experience
Stagnant
SEO and
Lead
Generation
Limited
Online
Engagement
for
Customers
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CXM-READY & RESPONSIVE
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SEO:
 Baseline rankings: 51
keywords in first three
pages of Google; today
there are 95 with 47 of
those ranking on page 1
MOBILE:
• 84.7% increase in mobile
and tablet organic traffic

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PERSONALIZATION &TESTING

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MYARBELLA PERSONALIZATION
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PERSONALIZED CTAs:
Explicit data:
• User’s profile & policy
Implicit data:
• Browsing behavior identifying
interest in rental insurance
ENGAGEMENT:
• 22% increase in traffic
• 42% increase in SEO
PORTAL
• Average of 5,000 customer
registrations per month since
launch

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MyArbella
ARBELLA CHALLENGES
Verndale strategized and roadmapped a multi-faceted program of digital strategy, design and
technology projects aimed at moving Arbella into the Advocate phase of the Digital Marketing Maturity
Model.
OUR SOLUTION
ROADMAP OF PROJECTS
ADVOCATECONVERTATTRACT
COPYRIGHT 2015
•Discovery
•Competitive Research
•Vision and Roadmap
•Personalization-Ready
•Responsive Design
•SEO and Social
•A/B Testing
•CRO
•Customer Engagement
•Self-service
Digital Maturity
Campaign
68
Remediation &
Responsive
Strategic Planning

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B2C EXAMPLE #5:
BUILDING LIFETIME
CUSTOMERSTHROUGH
OMNICHANNEL
PERSONALIZATION

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THE AVEDIS ZILDJIAN
COMPANY: LIFETIME
CUSTOMERS
• Premier cymbal maker since 1623
• Extremely loyal fan base
• Fans from Europe to Asia
• Fans consist of orchestral percussionists,
students & educators, and your everyday
drummers
• Digital is the highest ROI channel
in their marketing mix

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• CMS, Email, CRM and analytics managed
on separate platforms
De-centralized
Marketing
• My Account Registrations not collecting
marketing data“Bad” User Data
• Email marketing executed in blast with non-
personalized, non-targeted messagingBlast Email
• Large portion of users haven’t logged into
accounts in months
Large % of Inactive
Registrants
BUSINESS ISSUES IMPACTING XM

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Strategic Themes
DMS Goals
Supporting Marketing
Activity
Business Objective
Re—engage
inactive users
Improved Forms
Form
completion
Product
Purchase
SoundLab
Cymbal
Demos
Awareness
Tap Existing
Customers
Expand Global
Reach
KPI IDENTIFICATION & SCORING

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1
pts
5 pts
100
pts
50 pts

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KPI IDENTIFICATION & SCORING
BUSINESSVALUE
COMMITMENT
• Zildjian.com & Product
Registrations
100
points
• Find a Dealer
• Zclub signu-ps
50
points
• Checkout clickouts
• Product reviews25 points
• Social shares
• Contact us
submits
10 points
• App Store
Clickouts
• Click to
Social
1 points
Measuring Digital
Marketing ROI on
a Value-Per-Visit
Framework

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Updated Z-Club
Member form to
reduce the amount
of information
users have to
provide in order to
register.
Old Form
New Form
FORM: BEFORE AND AFTER

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More manageable
template with
specific calls-to-
action and
personalized
content
EMAIL: BEFORE AND AFTER

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• Automate flows to reduce marketing
administration
• Focus on “inactive users”
• Place users into a drip campaign
focused on getting them to register
• Personalize communication through
targeted lists and personalized
content modules
ENGAGEMENT PLAN STRATEGY

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ZILDJIAN SOUND LAB
Zildjian is a premier maker of cymbals used by a global base of
musicians. Since 1623, Zildjian has been providing cymbals for
fans ranging from orchestral percussionists, students &
educators, and your everyday drummers

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• 300% increase in registrations
• 47% increase in traffic
• Average time on site: 4 Minutes+
• Primary source of all conversions
• Bounce rates below 20%
Highlights:
STATISTICS & CONVERSIONS
ZILDJIAN SOUND LAB

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ZILDJIAN’S PATHTO LIFELONGCUSTOMERS
• Basic Personalization
• & Testing
Personalization Phase Two
ROADMAP OF PROJECTS
ADVOCATECONVERTATTRACT
• Modularity, CXM-ready
Templates
• Interactive experience
• Increased engagement
• Implicit capture
• Automation & email
• New form registration
• On- and Off-page
Optimization
SoundLabCROSEOTechnical Readiness

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FINALTHOUGHTS

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GETYOUR BASE IN CHECK

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DON’TTHINK SMALL SCALE
• Think beyond your website
• Tie together all offline and
online marketing efforts
• Map out omni-channel
engagement plans
• Ensure consistency of
messaging at each touch point

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Dream big, but plan realistically.
Digital marketing maturity is a
marathon, not a sprint.

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PLAN FORTECHNOLOGY: UNDERSTAND
YOUR IMPLEMENTATION
Issue Description
Recommended
Action Severity
Maturity Model
Implications
Site uses only one
template and two
sublayouts
There is limited structured
framework to leverage for
personalization, e.g.,
targeting users with
different features, callouts,
etc.
Build more structured
templates and sub layouts
based on personalization
and content strategy
requirements Medium
Nurture - may restrict
personalization
Low data sources due to
limited templates
Limited data source
templates requires heavy
reliance on content author
to choose presentation
(writing HTML)
Build more structured
templates that leverage
different data sources Medium
Nurture - may restrict
personalization
All user-generated content
(social media and reviews)
is IFRAMEed into the site
There is very limited DMS
functionality for all third-
party content
Social: TBD, Reviews:
Build review functionality in
a way that Sitecore can
consume/host the content Medium
Align/Optimize - may
restrict goal
tracking/analytics and
personalization across
modules
• Installation
• Performance
• Source Code
• Analytics
• Database
• Security
• Site Architecture
85

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UNDERSTAND AND OPTIMIZE
• Don’t “set it and forget it”
• Set KPIs and baselines
• Monitor and schedule
periodic check ups
• Understand what’s working
and test it elsewhere
• Account for seasonality
• Update roadmap based on
findings

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DON’T BE CREEPY
JWT Intelligence Survey
Nearly two-thirds of
consumers feel uneasy
about the information that
companies have on them.
• PLAN upfront to understand how to
best use data
• PINPOINT particular scenarios to
make sure efforts are subtle, yet
effective
• PRIORITIZE content and map it
appropriately for all scenarios

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MODULAR DESIGN IS KEYTO SUPPORTING
ENHANCED EXPERIENCESTHROUGH DYNAMIC
CONTENT
88

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GOING ON CRUISE
CONTROL
Automating content creates
efficiencies in the short-term
but hinders your long-term
marketing flexibility
KEEP CREATING CONTENT

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THANK YOU!
Q&A
Sean Rusinko
srusinko@verndale.com
@SeanRus
@VerndaleTweets
Verndale.com

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THANKYOUTO OUR SPONSORS!
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SM