The document outlines a presentation by Jill Grozalsky and Craig from Ecolab on their personalization proof of concept. They discuss how Ecolab wanted to overcome personalization paralysis and reach the promised land of personalization. They implemented a phased approach starting with customer research, then data and optimization, and technical integrations. For their proof of concept, they defined audiences, content, and rules for triggering personalization. They saw increased engagement metrics as a result and provided takeaways about starting small and learning from data.

1. Presented by:
Jill Grozalsky & Craig
Date:
November 7, 2019
Proof of Concept: Helping
organizations overcome
personalization paralysis
… and reach the promised
land

2. © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
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02
03
04
05
Introductions
The personalization promise(d land)
How we did it
But wait … a curveball
Takeaways
Today’s agenda

3. #SitecoreSYM
#SitecoreSYM
Introductions

4. Nice to meet you
Craig Burkart
Senior Manager, Interactive Marketing
Ecolab
Jill Grozalsky
Director of Digital Strategy
Brainjocks
• Sitecore Strategy MVP
(4 years in a row!)
• Boston-born and
based
• Lover of memes
Twitter follower hoarder
(@jgrozalsky)
• Lead Strategist & Operations
Manager for Ecolab Dot Com
• Cincinnati-born, Chicago-
based
• Grandfather, former
professional musician
• Seinfeld and Grand
Sumo aficionado

5. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
About Ecolab
Ecolab is the global leader in water, hygiene and
energy technologies and services that protect people
and vital resources.
Ecolab delivers comprehensive solutions, data-driven
insights and on-site service to promote safe food,
maintain clean environments, optimize water and
energy use and improve operational efficiencies for
customers in more than 170 countries around the
world.
In 2011, Nalco Water ($4B) merged with Ecolab ($6B)
and Nalco Champion ($2B) was added in 2013.
• 3 million customer locations
• $14.6 billion in annual sales
• 49,000+ employees
• 13 divisions
• 38 country websites
• 19 languages

6. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Why Sitecore & SCORE for Ecolab?
• Migrate from 80 legacy systems to one enterprise
CMS
• Create single, global processes and procedures for
content creation
• Find a simple, yet world-class CMS for our
(simple) content authors
• Leverage Brainjocks SCORE to increase speed to
market through content creation efficiency
• Reduce reliance on IT for template development

7. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
When we last saw you all ...
Phase 1: Customer research
• Qualitative usability research
• Content audit & scorecard
• Existing customer survey
• Findings & content recommendations
• Training & enablement
Phase 2: Data & optimization
• Enable xDB
• Additional Sitecore tracking
• Sitecore xFile
• Rules-based/pattern Personalization
• Content updates & testing
• Training & enablement
Phase 3: Tech & integrations
• Technical deep dive & analysis
• Stakeholder interviews
• Integration planning
• Sitecore 9.x upgrade
• Personalization at scale
• Training & enablement
2018 2019 2020 & beyond

8. #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective
owners.
Our next challenge...

9. #SitecoreSYM
#SitecoreSYM
The personalization
promise(d land)

10. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
WHY embark on this?
Why for Ecolab?
80% of customers are more likely to
purchase a product from a brand that
provides personalized experiences
72% of consumers in 2019 only engage
with marketing messages that are
customized to their specific interests
51% of digital marketers say that
personalization is their No. 1 priority
100+ unique segments of users coming
to the site to find products and solutions
14 different divisions wanting to
promote different products, programs, and
services to those unique users
20% of visitors are returning and have a
desire to pick up where they left off and see
fresh content (based on customer research)
The general why

11. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Paralysis: So how did we move forward?
We took our own advice ...
Our takeaways for
you are to educate
your teams on
Sitecore, build a
team of superheroes...
When in doubt, phase it out, and
make sure to listen to your data

12. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
… and what IS a personalization POC?
A personalization POC is a way to experiment with a few personalization
scenarios to demonstrate that personalization is a feasible strategy.
ReflectImplementMeasurePlan

13. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Benefits of a POC
• Familiarize team with new (aka previously
unused) Sitecore functionality
• Introduce best practices
• Lay a foundation for scaling efforts
• Determine resource gaps for scaling personalization
• Validate audience assumptions with data
• Build a provable business case to get future investment

14. #SitecoreSYM
#SitecoreSYM
How we did it

15. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Going for the … goals
To determine who
visitors are and
understand their needs
and behaviors to serve
relevant content.
To find desired content
quickly and provide a
continuous experience.
Show that data gathered,
and experience aligns
with business goals and
results in increased
engagement.
Collect data Guide users Support biz goals
& growth

16. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Getting the plan in place
• Why: we already told you why :)
• Who: defining actionable audiences
for personalization and what they
need
• What: what is the personalized
content users need to see
• Where: what pages/components are
we personalizing
• When: when will personalization
be triggered
• How: how we configure rules and
match users to patterns

17. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Know WHO you’re dealing with
Name:
Age:
Years Experience:
Industry/Business:
Potential Title:
Goals (What is this user’s goals at work? What are their goals
when engaging with Ecolab?)
Challenges & pain points (What are some challenges they face
at work or in their daily responsibilities?)
Behaviors (What are their behaviors outside of work? At work?) Needs (What are their needs at work? What do they need from
Ecolab?)
Role in decision (What role does this person play in selecting
Ecolab as a partner? In selecting products?)
Content types & CTAs (What content may help this person
with the needs/challenges? What calls to action might they be

18. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
… and their needs
First visit to
Ecolab.com
2+ visits
Contact w sales
representative
Post purchase
Questions they have
Potential pain points
Content they need

19. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
… and WHAT content people will see
• Manipulate existing components
to support the presentation of
personalized content
• Content intake form to help
Content Authors from
different markets
• Presentation of more “middle,”
value proposition content
• Determine featured promos and
related products/solutions

20. #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective
owners.
Determine WHERE personalization will make an impact
The Homepage
(aka the most visited page on the site)
• Hero carousel: Reduces the
amount of sliders to focus content on
known interests.
• Success stories: Promote relevant
stories to answer questions around
proven successes.
• Repurposed components: Promote
services/offerings higher up on the
page; Featured promos; etc.
• Everywhere it matters: Adjusting
placement, or hiding, to keep
attention on personalized content.

21. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Look at all that personalization!

22. #SitecoreSYM © 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective
owners.
Determine WHEN personalization will be triggered
• Pages are ‘scored’ and tagged to
indicate type of industry content
• Different activities create
different scores; the higher the
score the more likely they are to
match a specific industry
• At a defined threshold, when a
user consumes enough content,
they match an industry pattern
and trigger personalization
Pageviews
Accordions
Generic CTA clicks
eBook; Asset form;
Contact Modal
Contact Us
(Submit & Call
on mobile)
+100
+50
+10
+0
Brochure; Case Study;
Fact Sheet
Whitepaper; Sell Sheet
+25

23. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
HOW personalization will be triggered
Anonymous users come to
the site and see a generic
homepage
Pages are tagged in the system and
as a user browses, we collect data
on their interests and preferences
Once a user matches a predefined
threshold we match them to a pattern
type (industry-focused) and deliver
personalized homepage content

24. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
What are the expected results?
• Increase contact rate by 10%
• Project cost payback in 2.1
years
50% of homepage sessions impacted by personalized content
PROMISEDEXPECTING
• Increase traffic by 10%
• Increase contact rate by 20%
• Increase in actual leads by 20%
• Project payback in 12 months

25. #SitecoreSYM
#SitecoreSYM
But wait…
there’s a curveball

27. #SitecoreSYM
#SitecoreSYM
Takeaways

28. #SitecoreSYM© 2001-2019 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Takeaways
1. Don’t be afraid
2. Start small: Don’t boil the
ocean
3. There is no bad data
4. Build for scale
5. Be nimble

29. Thank you
FOR DISCUSSION PURPOSES ONLY.
Sitecore Confidential and Proprietary. ©2019 Sitecore
Corporation A/S. Sitecore® and Own the Experience® are
registered trademarks of Sitecore Corporation A/S. All other
brand names are the property of their respective owners.