There is no question personalization and omni-channel optimization deliver real business benefits, with customer experience-led businesses dramatically out-performing their laggard peers.

1. Demystify Sitecore Personalization
with Quick Wins & Drive Fast Business Results
Greg Baxter, SVP Customer Experience
greg.baxter@edynamic.net

2. We are a global digital marketing
and technology agency focused
on customer engagement.

3. 3
• Sitecore Gold Partner, since 2003
• Over 200 Sitecore projects successfully delivered
• 150+ trained Sitecore resources
• 4 Sitecore MVP’s
• Reusable Sitecore connectors built to extend the ecosystem
• Industry accelerators and reusable frameworks
SITECORE SPECIALISTS AN INCH WIDE, A MILE DEEP

4. OVER 100 CLIENTS
WITH OVER $500M
IN REVENUE
4

5. Our work
gets noticed
Sitecore People’s Choice
Website of the year
Webby Official Honoree Winner
Hermes Creative Gold Winner
AVA Digital Gold Winner
Technology Innovator Award
5

6. CX drives revenue.
CX leaders’ average revenue outgrows
laggards by more than double digits.
89% of businesses now expect to compete
mostly on the basis of customer experience.89%
Now to be truly competitive your company
must become customer obsessed, which
means you need to have deep knowledge
of, and engagement with your customers.
6

7. Be Relevant or Lose Customers
B2B is far from immune.
70% of business buyers says it’s absolutely critical for companies
to provide a personalized experience.
74% of business buyers conduct more than half of their
research online before making an offline purchase.
75% of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

8. Barriers to Personalization
No Executive Buy In.
Personalization can be nebulous, hard to pinpoint value – but its not just a nice to have!
It’s a Journey.
You do not have to boil the ocean, in fact, it’s a whole lot better if you don’t!
Where to Start.
Start with what makes a difference to revenue, start with a small project. Keep it digestible!

10. Pain Point
Poor conversion of day trips
Huge bounce rate on day
trip campaigns
Project ROI if
bounce rate < 35%

11. 2 Week Project
Focus on AdWord campaigns
Drive revenue - easy decision
Low project cost – easy decision

12. 2 Week Project
Bounce reduced to 24%
Project ROI in just 2 weeks.
Quick Win! Measurable! Impact!

15. #SitecoreSYM
Flying Blind Quick Business Wins 1:1 Marketing
Revenue Engine Roadmap
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
CRM
MAP
SXP
Core Contact DataCustomer Behavior
Funnel Stage and Lead Score

16. 3 Steps to Start
Sitecore Engagement Analytics
Rules Based Personalization
Profiling & Predictive Personalization

20. 75% AV Monthly Growth
140% AV Monthly Re-buy

21. 3 Steps to Start
Sitecore Engagement Analytics
Rules Based Personalization
Profiling

23. Top Choice for Cars and
Aftercare
New Car Sales
Book Test
Drives
Book
Service
Digital
Goals
Increase Service
Digital
Goals
Digital
Goals
Digital
Goals
Digital
Goals
Contact
Dealer
Strategic Objective
Business Objective
Marketing Objective
ALIGNMENT

24. • Purchase Car/Book Service100
• Book Test Drive / Contact Dealer
75
• Use Finance Calculator50
• Use Dealer Locator30
• Watch Video / DL PDF10
• Compare Models2
VALUE
COMMITMENT

25. 100% Free “Step One” “Tryability” Offer
Want edynamic (well, me) to make recommendations on your Sitecore Engagement
Analytics?
Then have our team build them out for you to activate Sitecore’s dashboards?
Wouldn’t it be nice to have working Experience Analytics that show how your site is
performing over the revenue generating conversions?
Drop me an email - greg.baxter@edynamic.net
Spots will be limited, I’d love to work with you.

26. 3 Steps to Start
Sitecore Engagement Analytics
Rules Based Personalization
Profiling

27. 27
When a visitor enters the website, the visitor’s “digital finger print” is revealed
“In the Moment” Personalization – Digital Finger Print
Search Marketing Keywords
Country
Region
City
Device
Operating System
ReferralVisit
Campaign
IP address
IP Owner
Visitor Identification
Language
Day
Time
Default Landing Page
Personalized
Landing Page

28. 28
As a visit progresses, the visitor reveals preferences. For example, via specific actions or states
“In the Moment” Personalization – Onsite Events
Page viewed
Goal triggered
Internal search keyword
Interactions
(e.g., comparison tool, price calculator, etc.)
Anonymous or logged in
Visit number
Profiled
Content downloaded
SC tag values
Visit progressionPage count

29. Easy Steps!
Select where on the homepage you will
personalize.
Choose 5 or 6 rules that will work to drive
conversion – make sure they align with your
Engagement Value Scale..
.
HERO IMAGE
FEATURE SPOT
VEHICLE PREFERENCE SPOT
Rules I use all the time – because they work!
• Campaign
• Profile (more on that in a minute)
• Date and Time
• Goal Conversion
• Visit Number
• Geolocation

30. 3 Steps to Start
Sitecore Engagement Analytics
Rules Based Personalization
Profiling

33. Simplify the Who and What!
.
What product or service?
What is their budget?
Where are they in the buyer
journey?

34. What Product or Service!
.
Profile 1 – Vehicle Preference
Civic
Accord
CR-V
HR-V
Odyssey
Pilot
Ridgeline
The answer is in your navigation!
Vehicle Preference is
Honda CR-V.

35. Budget!
.
Profile 2 – Budget
Low
Medium
High
Premium
The answer is in your navigation!
Budget is High.

36. Buying Journey!
.
Profile 3 – Buyer Journey
BOF
MOF
TOF
The answer is in your EVS!
Buyer Journey is MOF.

37. Now We Know!
.
Budget
Product
Preference
Buyer Journey
Next Step is Book Test Drive!

38. Bring it Together!
Choose what you will personalize, lets take a few
that make sense! This is visit number 2.
.
HERO IMAGE
FEATURE SPOT
VEHICLE PREFERENCE SPOT
• Visit Number
• Campaign – CR-V
• Profile
• Goal Conversion
• Geolocation Budget
Product
Preference
Buyer Journey
Special Offers!

39. 150%
Test Drives
150%
Contact Dealer
30% Decrease in
Bounce on
Targeted Search

40. Digital marketing
transformation.

41. Questions
Greg Baxter, SVP Customer Experience
greg.baxter@edynamic.net