Sitecore 8 XP – A Dream for Digital Marketers

0
eDynamic, Wednesday, June 17, 2015
0
Sitecore 8
Digital Marketers’
Dream

1
• How do I improve and measure
customer experience?
• How do I use customer intelligence
to increase the success of my
marketing campaigns?
• Is there a new demographic of
customers that I should be
marketing to?
• Where do my customers interact
with my brand?
• How can we learn from our
campaigns and be more successful?
Key Digital Marketing Challenges Today

2
2
The customer
experience is the
next competitive
battleground.

3
3
Source: Watermark Consulting
• 2X customer retention
- Aberdeen Group
• 89% retention for
companies with strongest
omni-channel strategies
-Aberdeen Group
• By 2020 customer
experience > price &
product
- Customers 2020 Report
Why Customer Experience Matters

4
CX is across the lifecycle
Source: Oracle

5
Organizations have an
opportunity to create
experiences around their brands
that engage customers for life
and create opportunities

6
Aligned with the customer’sjourney
Engaging design driven by customer data, that drives
conversions and interactions
Personalized experience,across the customer journey
Fueled by engaging content
Measured and optimized
Powered by a digital platform that enables marketing
Pillars of engaging Customer Experience

7
7
Sitecore 8
The Genesis

8
Top findings - Forbes Insight & Sitecore market
study
Companies recognize the importance of keeping
customers for life, but are still focusing more on
new customer acquisition for revenue growth
Customer lifetime value (CLV) metrics are
recognized for their value in strategic planning for
acquisition, retention and revenue growth—but
regular usage rates are too low, indicating a
potential disconnect between intention and action

9
Top findings - Forbes Insight & Sitecore market
study
While organizations recognize the importance of
a strategic approach to keeping customers for
life, C-level marketers and technology executives
are often left out of the process
Developing a single customer view is a top
organizational priority, but technical challenges—
including a multiplicity of systems, fragmentation
of data and the resulting silos—slow progress.
The importance of personalized and relevant
content in customer communications is well
understood;

10
Sitecore Experience Platform – layer model

11
How does it all work together?
Integrate with business systems or other sources.
Collect and Connect actionable customer data.
Analyze, get insight, make decisions and automate.
Manage content, information and assets.
Personalize messaging across all channels.
Aligned with the
customer’s journey
Engaging design
driven by customer
data, that drives
conversions and
interactions
Personalized
experience, across the
customer journey
Measured and
optimized

12
Sitecore CX Solution
Unify Data
Aggregate your marketing data and target the right customers.
Engage Audience
Orchestrate individualized, relevant customer experiences.
Analyze Performance
Attribute revenue and gain better insight into customer experience.
WEB MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY
Sitecore

13
NewfunctionalityofferedinSitecore8introducespathbreaking
innovation.
• PeekintoSitecore8–howdoesitlook?
• Sitecore8haswhatmarketerslookfor
• Howcanyoutestandoptimize?
• Sitecore8–changingthegameformarketers
• xDB
• FXM
• Segmentation
• AlreadyusingAnalytics–whydoyouneedSitecore?
• PersonalizationandTargeting
What we will walk through today

14

15
Launchpad – Shape
The Sitecore Experience Platform (Sitecore XP) is the name of the entire Sitecore
solution and is presented in the Sitecore Launch Pad as an icon-based app launcher.

16
Sitecore 8 Unified Content Editors
In Sitecore, you can use either the Content Editor or
the Experience Editor to create and edit the content
on your website.

17
17
Sitecore 8 Has
What Marketers
Look For

18
The Big 4 questions
In today’s changing digital technology paradigm,
marketers are keen to reduce their dependence on
IT. One of the ways in which they can do so is
through data driven insights about customers.
What is my customer looking for?
Can I quickly filter and present information to
prospects to shorten conversion cycles?
Can I target content based on customer/visitor
behavior?
Where and how are my customers interacting with
my digital properties?

19
How does Sitecore 8 really enable marketers?
Sitecore understands the needs of digital marketers
and has hence introduced Sitecore 8 to allow
marketers to:
Better manage large sets of customer interactions*;
and
Better understand theircustomer behavior and intent
1. *Aninteractionisthewayinwhichapersoncommunicatesorengages
withanorganization.
2. 1Interaction=1visit/session
3. Allinteractionsfromthefirstanonymousvisittocustomersshowing
higherlevelsofengagementandcommitmentarerecordedinSitecore.

20
Test Everything Organically
Don’t perform tests on an island

21
Test Everything, Enable Everyone
The Optimization Overview shows:
• Best experience effect – the change in effect between the original and the best version in the test.
• Confidence level – the statistical confidence level that the test has reached.
• Score – the test score assigned to the creator of the test, based on the engagement value gained and the
importance of the tested page.
The EngagementValue, Conversion Rate, and Variables tabs show a bar chart with the tested experiences.

22
Optimize Everything, Everywhere
Goals are activities that visitors can perform on your website. Goals help you track and measure how visitors engage
with your website and campaigns.You can associate goals with content, such as landing pages, search fields, and
registration forms.You can also associate goals with media items, such as PDF files or videos.

23
23
Federated
Experience Manager
and xDB
Focus on Customer
Experience

24
Connected Data = Exceptional Customer Experience
The Sitecore Experience Database is a data
repository that :
Collects information related to customer
interactions across all channels
Defines unified view of the individual customer
Makes it available in real time to marketers for
analysis
Provides truly personalized experiences to
customers

25
Why is Sitecore 8 xDB a game changer?
The Sitecore Experience Database is a data
repository that comes with :
1 view of the customer across websites, non-
Sitecore properties, CRM, partner sites
1 digitalanalytics toolset that has many tools such as
ExperienceAnalytics and PathAnalyzer that show
you how customers are interacting with your digital
properties
Real time customer intelligenceto help orchestrate
digitalcustomer experience across channels
Option to run on premise OR on the cloud

26
• FederatedExperienceManager
• xDBCustomDataIngestion
• CRMIntegration
It gets even better with…

27
WithFXMandxDBonSitecore8,marketerscanpersonalize
content/experienceandgetrealtimeanalyticsfromnon-
Sitecoreproperties.
• 3rd partyeCommercesites
• Incaseofmergersandacquisitionswhereexternal,non-
Sitecoredigitalpropertiescomeunderyourbrandumbrella
• Publisheroradvertisingwebsiteswhereyouarerunning
campaigns
Control and Improve Marketing Possibilities

28
Sitecore 8: Federated Experience Manager

29
Problem: Data is spread across the organization
CRM
Social
Media
Customer
Support
Website
POS Apps

30
xDB was built specifically for Customer Experience
data
CRM
Social
Media
Customer
Support
Website
POS AppsxDB

31
Experience Database View

32
Experience Database - Features
High flexibility
Move from a single server to highly scalable solutions
as demand on your website increases.
High performance
Like all Sitecore products,the Sitecore Experience
Database supports load balancing to optimize
performance.

33
Experience Database - Features
Huge storage capacity
All customer data is stored in a NoSQLdatabase—
nothing is deleted—and is made available to Sitecore
reporting applications.
High availability
All application components can be deployed as
multiple instances,and database components
support high availability and data persistence.
Cloud-friendly
Applicationcomponents can be deployed as
preconfigured serverinstancesallowing for quick
scaling out on demand.

34
See every customer
By combining customer data into a single knowledge repository, you can see your customers for the real people they are.
The Sitecore Experience Profile is your view into the data, giving you complete insight into your customers' experiences.
See every interaction with every content element across channels to build a rich picture of what your visitors want
and need.

35
List Segmentation
Consistent
Rules-driven
Across all data points
Intuitive

36
Behavior Segmentation

37
37
What’s different
with Sitecore
Analytics?

38
Get up close with your customers
Traditional digital analytics tools keep information such as
page clickdata at an aggregate level.That’s why such tools
are more the domain of Web analysts instead of marketers:
 SitecoreAnalyticscapturesdetailed,realtimedigitalbehavior
ofcustomersandcanassociateitwithexistingofflinecustomer
datasources–e.g.,promotional,demographic
 Combiningdetaileddatasourceshelpsyouunderstandthe
individualcustomer
 Thistranslatesintomorerelevantoffers,bettertargeted
outboundcampaignsandmoreefficientuseofyourmarketing
resources

39
Technology Shift inAnalytics
Sitecore ExperienceAnalyticsis based on xDB which, in
turn, is based on Mongo DB (NoSQLDatabase) to manage
billions of records in a big data repository and deliver optimal
performance.This basically means:
 Highvolumeornumberofinteractions-Morevolumewith
morepointsofinteraction
 Multipleintegrations–Integrationofcustomerbehaviordata
frommultipletechnologyplatforms
 Sharpanalysis–Targetedmarketingandre-marketing

40
360 insights with the all-new ExperienceAnalytics
Sitecore’s ExperienceAnalytics help marketers understand what is performing, and with whom.
Real time data slice and dice will show which channels are contributing to your revenue and
customer experience – social, email, mobile, search
Sitecore can also harness and analyze data from non-Sitecore sites,CRM, ERP,
and POS systems, too

41
Analyze what paths provide most value
Value
Visits
Value
PerVisit

42
Optimization in Sitecore 8
 Optimize Everything
 Simple Set Up For New Testers
 Advanced Testing Capabilities
 Reactive or Proactive Testing
 Winners and Best Match
 Test Recommendations
 User Clusters
 Predicted Segments

43
Optimize every component

44
Optimize Everywhere

45
Experience Optimization dashboard measures
team effectiveness

46
46
Personalize
Experience,
Content and
Engagement

47
Make it Personal
Personalization enables you to deliver targeted, relevant content to your site visitors. By setting
personalization rules that check for various details about your visitors, such as location and
their visit to your website, you can ensure that the right content reaches the right visitors
in real-time by showing, hiding, or adjusting specific content.

48
48
• Every component
• For every visitor
• Engagement Value
measurement
Overview of Personalization

49
49
Use any xDB data to personalize, with Rule Set
Editor

50
50
Targeting:
What matters
most

51
51
• Consistent
interface
• Multiple options
• Fully integrated
Email Experience Manager

52
52
• Consistent
interface
• Harnesses list
manager
• Dynamic
segments
• Fully integrated
ExperienceAutomation

53
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net

Sitecore 8 XP – A Dream for Digital Marketers

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Sitecore 8 XP – A Dream for Digital Marketers

Ähnlich wie Sitecore 8 XP – A Dream for Digital Marketers (20)

Mehr von edynamic

Mehr von edynamic (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Sitecore 8 XP – A Dream for Digital Marketers

Hinweis der Redaktion