5. #SitecoreSYM
We now live in a highly personalized relationship-driven
digital world.
Creating personalized omni-channel cross-brand experiences
at scale that drive revenue is a key priority for brands.
Where we are with digital
6. #SitecoreSYM
Businesses tried personalization at scale and gave up
The high cost of
changes
The high cost of
omnichannel consistency
The high cost of personalization
management and testing
Lack of insight
into content ROI
The high cost of channel-
specific asset formatting
Increase in cost from
growing content teams
9. #SitecoreSYM
Atomic architecture is essential for personalization at scale
• Smallest unit of
“personalizable” content
• Cannot be broken
down any further
• Examples: Titles,
descriptions, CTAs
• An assembly of molecules
• Provides a relatively
complex and distinctive
part of a channel-specific
interface
• Examples: Header, footer,
plan detail view
• A cohesive assembly of
atoms, some of which may be
general, and some
personalized
• Provides a complete message
or value on its own
• Examples: Article intro,
callout, slide, on-page menu
• An assembly of organisms
• Provide a distinct and
complete channel-specific
unit of content
• Examples: Home page,
plan detail page, mobile
view, reminder email
View
Atom Molecule Organism
10. #SitecoreSYM
The old martech stacks prevent cost-effective personalization
Business
services
Transactions
Rules
Content
Admin
Analytics
Service & support
Warranties
Claims
Commerce
Catalog Mgmt.
D2C
Product Info
Content
CMS
DAM
MAM
Marketing
Marketing automation
Email marketing
Campaign
CRM and SFA
SAP
Microsoft
Web Chat Social
Email Kiosk Voice IVR
Mobile Call Center IoT
Transactions
Rules
Content
Admin
Analytics
Transactions
Rules
Content
Admin
Analytics
Transactions
Rules
Content
Admin
Analytics
Transactions
Rules
Content
Admin
Analytics
11. #SitecoreSYM
The old martech stacks prevent cost-effective personalization
Business
services
Customer Data Platforms (CDP)
Decisioning — Journey orchestration
Content — Content Hub
Analytics — Dashboards, searches, & journeys
Service & support
Warranties
Claims
Commerce
Catalog Mgmt.
D2C
Product Info
Content
CMS
DAM
MAM
Marketing
Marketing automation
Email marketing
Campaign
CRM and SFA
SAP
Microsoft
Foundation
services
Uniquely identify your customers
Decide when/what to do with them
Give them what is most relevant
Analyze the effectiveness
Web Chat Social
Email Kiosk Voice IVR
Mobile Call Center IoT
12. #SitecoreSYM
Composable views are fundamental for self-service
Theming
&
formatting
Content
types
Blogs Products Videos
News Images Profiles
360 Email Locations
Images
Blogs
Videos
News
Profiles
360
Products
News
Videos
Products
Profiles
Blogs
Images
Email
Blogs
Profiles
Images
Locations
Videos
News
Products
Channel
A
Channel
B
Channel
C
16. #SitecoreSYM
Introduction to decisioning in Sitecore Customer Data Platform
Sitecore Customer Data Platform (CDP) allows you to centralize customer data and therefore - the decision-making
process. The flexible and extensible decisioning engine in Sitecore CDP is one of the most advanced on the market.
Data
Collection
Profile
Unification
Segmentation &
Analytics
Decisioning A.I.
Testing &
Optimization
Targeting &
Triggering
• Behavioral stream
• Batch imports
• Interactive updates
• Identity resolution
• Visitor profiles
• Customer profiles
• Visual segmentation
• Predictive segments
• Data visualization
• Visual decisioning
• Decision tables
• Programmables
• Live data feeds
• Collaborative filtering
• Machine learning
• Recommenders
• Model activation
• A/B testing
• Real-time audiences
• Goal tracking
• Preview and QA
• Experience templates
• Onsite personalization
• Onsite targeting
• Trigger messaging
SItecore CDP Sitecore Decisioning Sitecore Experiences
17. #SitecoreSYM
Parse.ly Analytics
• View performance across different platforms,
channels, and content types
• 30+ attention metrics
• Segmentation
• Schedule reports to bring the data to your inbox
• Set alerts in Slack or email for traffic spikes or other
Sitecore Content Hub™ content analytics and reporting
Altudo’s content
effectiveness scoring
• Measure atomized content effectiveness across
channels
• Activate data-driven content marketing strategy for
Atomic Content structures
• Align Impact Score with XP’s Engagement Value
Parse.ly helps gather live content analytics, however, to get more granular into the atomic model
effectiveness Altudo’s Content Effectiveness framework is required.
19. #SitecoreSYM
Sitecore
CDP
Sitecore
Experience
Platform
Sitecore
Content
Hub
Personalization at scale in a composable DXP
1. Content is produced in Sitecore Content Hub.
2. Content is synchronized into Sitecore Experience
Manager, from where it’s served across channels.
3. Sitecore XM calls the Sitecore CDP when a
personalization decision needs to be made.
4. Personalization decisions can be made more
precise by bringing more data into the CDP.
5. In fact, it can be made increasingly smarter with AI.
6. The feedback loop is created via content analytics
and atomic engagement scoring.
CRM
Marketing
automation
Basic content
personalization
Basic & advanced rules-based layout
personalization
Report contact data
Report contact data
ERP
Azure
Machine
Learning
1
2
3
5
Report engagement
Website Email
Kiosk Mobile
App
6
4
Sync
Email
Decision
Our vision of a Content Hub allows marketers to do all this by setting up content creation and delivery as a supply chain: the Content Supply Chain. Aggregating rom multiple data sources within the organization, into the hub, and then published out to the various channels. We look at content creation and publication as a process, and then provide a technology platform that allows for the execution of this process.
Sitecore Content Hub is part of the approach we propose to Solve the Content Crisis, and guides you through this process. Let’s take a look at it step-by-step:
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Sitecore’s existing marketing and content authoring capabilities are still there, but new changes have been introduced to make it even easier. Horizon was the new editing interface introduced in the Sitecore 9 series, but its capabilities have been expanded to allow you to work with more of your existing sites, especially larger solutions that have multiple languages and multiple sites.
The digital marketing capabilities have been improved to deliver new ways for marketing teams to get started faster, get deeper insights, and also integrate with Salesforce Marketing Cloud in realtime.
For organizations on their data privacy compliance journey, there are now easier ways to enforce and manage consent choices, as well as new support for anonymization of personal information submitted via Sitecore Forms.