This document discusses how edynamic helps companies realize return on investment from their digital marketing investments using the Sitecore Experience Platform. It outlines edynamic's Time to Value methodology, a structured workshop and delivery offering designed to quickly harness Sitecore's capabilities. The methodology involves 4 steps - Engagement Analytics, Rules Based Personalization, Profiling & Predictive Personalization, and A/B Testing. It is intended to rapidly enable marketing optimization and deliver quick wins within 30 days to see maximum benefit and ROI from a Sitecore investment. The outcomes include a scope for marketing success, digital goals, personalization opportunities, profile definitions, and suggestions for A/B tests.

1. WHY MARKETING IS BROKEN
AND HOW TIME TO VALUE FIXES IT
Greg Baxter, edynamic, MD APAC – greg.baxter@edynamic.net

2. Introduction
Greg has spent 21 years living and breathing digital. Before edynamic Greg spent 8
years at Sitecore, leading Business Optimization Strategies across theAsia Pacific
region. Greg also worked for the 5 person leadership team that developed the
framework and workshops used by Sitecore customers and partners to undertake
personalization, AB testing, utilizing engagement analytics, marketing
automation, profiling and predictive personalization and the EngagementValue
Scale
Greg has worked with numerous world leading brands including Hexagon, Huawei,
Ascendas,ABS NBC andToyota to help them realize a return on investment using
the Sitecore Experience Platform.
Greg Baxter
Managing Director,
APAC

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

4. At a Glance • Sitecore Gold Partner, since 2003
• Over 200 Sitecore projects
successfully delivered
• 100+ certified Sitecore resources
• 4 Sitecore MVP’s
• Dozens of Sitecore connectors
built to extend the ecosystem

5. Award winning

6. Over 50 of the
Fortune 500

7. Connecting the
Sitecore Ecosystem

8. An inch wide.
A mile deep.
We are Sitecore specialists.

9. The opportunity
Customer
Experience is the
new battleground.

10. 1:1 Marketing
Personalized experiences
driven by data and technology
to engage customers and
drive revenue.

11. Customer
Experience
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.

12. Customer
Experience
89% of businesses
now expect to compete
mostly on the basis of
customer experience.

13. Customer
Experience
By 2017, 50% of product
investment projects will be
redirected to customer
experience innovations

14. Customer
Experience
The results were something you could really bet your
wallet on.The portfolios of customer experience
leaders beat the laggards by 80.2 percent.The
customer experience leaders’ portfolios even beat the
S&P 500 Index by 26.2 percent over a 7-year period.
And it’s not just leaders vs. laggards—delivering a bad
customer experience hurts a company and its brand.
The portfolio of customer experience laggards trailed
the S&P 500 Index stock performance by 54 percent for
the same 7-year period.
Using Forrester Research’s 2007–2014 Customer
Experience Index, Landmark compared portfolios
composed of stocks of the top 10 customer experience
leaders against the bottom 10 laggards.

15. IN THE LAST 15 YEARS, 52% OF THE FORTUNE
500 COMPANIES HAVE DISAPPEARED.

16. Nine out of ten (90%)
global marketers are
not trained to
calculate return on
investment.
90% Struggle with being
able to properly
demonstrate the
effectiveness of their
spending, campaigns
and activities.
80% 67% of Marketers
don’t believe
marketing ROI
requires a
financial outcome.
67%
Source: The Fournaise Group
Source: Forrester

19. Time to Value
Basecamp 1

20. CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Engagement Analytics
Rules Based Personalization
Profiling & Predictive
AB/MVTesting
Campaign Personalization
Sitecore xDB
1:1 Segmented Email Nurture
X-Channel Campaign Personalization
Marketing Automation
Social Personalization
Full Customer Lifecycle Mapping
Full Customer Nurture
Full Integration
Full Single View of the Customer
Data Lake Approach
Flying Blind Quick BusinessWins
CX Maturity Model
Marketing Data Lake

21. 21
Step 1 –
Engagement
Analytics

22. Business Alignment
StrategicTheme
Business Objectives
Marketing Objectives
Marketing
Objectives
Digital
Goals
Business Objectives
Digital
Goals
Digital
Goals
Digital
Goals
Digital
Goals
• Business & Marketing strategic analysis
aligns customer experience capabilities
with key business and marketing strategy.
• The result is that all optimization outcomes
are aligned to positive business results.
Make sure you hit the ground running!
BusinessAlignment is Key

23. Engagement
Analytics
• The Engagement Value Scale is the starting
point for Sitecore Analytics. Brainstorm the
digital goals you will use to achieve your
marketing objectives.
• The result is that the platform can immediately
begin gathering valuable and actionable visitor
engagement data.
• This drives personalization and optimization
going forward in alignment with business
outcomes.
What we measure is what we optimize towards!
BusinessAlignment is KeySitecore EngagementValue Scale

27. Revenue Growth Per Month

28. Re-Buy Growth Per Month

29. YOY Growth

30. CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Engagement Analytics
Rules Based Personalization
Profiling & Predictive
AB/MVTesting
Campaign Personalization
Sitecore xDB
1:1 Segmented Email Nurture
X-Channel Campaign Personalization
Marketing Automation
Social Personalization
Full Customer Lifecycle Mapping
Full Customer Nurture
Full Integration
Full Single View of the Customer
Data Lake Approach
Flying Blind Quick BusinessWins
CX Maturity Model
Marketing Data Lake

31. 31
Step 2 – Rules Based
Personalization

32. Rules Based
Personalization
• Rules Based Personalisation is your entry point
into personalisation.
• This digital fingerprint is low hanging marketing
fruit.
• Simple to exploit, easy to implement.
• Uncover the most relevant places on the site to
undertake personalisation, and define the kinds
of personalisation that will have the greatest
business impact – with the minimal
configuration.
This is the essence of personalization quick wins!
BusinessAlignment is Key
campaign
country
goals
keywordsvisit number
profile
ip owner
date & time
region city
language
business name
The Digital Fingerprint

33. 33

34. 34

35. Uplift in Test Drives

36. Uplift in Contact Us Requests

37. Goal Abandonment Halved

38. Advertisement Bounce Rate

39. CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Engagement Analytics
Rules Based Personalization
Profiling & Predictive
AB/MVTesting
Campaign Personalization
Sitecore xDB
1:1 Segmented Email Nurture
X-Channel Campaign Personalization
Marketing Automation
Social Personalization
Full Customer Lifecycle Mapping
Full Customer Nurture
Full Integration
Full Single View of the Customer
Data Lake Approach
Flying Blind Quick BusinessWins
CX Maturity Model
Marketing Data Lake

40. 40
Step 3 – Profiling
& Predictive
Personalization

41. Profiling & Predictive
Personalization
• Using Profiles and Predictive Personalization
helps define relevant profiles and predictive
personalization opportunities.
• The process includes the generation of Profiles,
Profile Keys, and the Digital Relevancy Map
(Customer Journey) for major revenue
generating profiles.
• It is a powerful step for customers who wish to
understand their customers online behaviour
and segments.
From here we personalize the customer
experience and journey for business uplift!
BusinessAlignment is Key
campaign
country
goals
keywordsvisit number
profile
ip owner
date & time
region city
language
business name
The Digital Fingerprint

43. 43
Use of SXP
Profiling & Personalization
Personal
Private Banking (Big Client)
Business (SMB)
Corporations
Geo-Location Personalization
Campaign Personalization
Source ofVisit

44. Increase in organic loan conversions.

45. Increase in traffic.

46. CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Engagement Analytics
Rules Based Personalization
Profiling & Predictive
AB/MVTesting
Campaign Personalization
Sitecore xDB
1:1 Segmented Email Nurture
X-Channel Campaign Personalization
Marketing Automation
Social Personalization
Full Customer Lifecycle Mapping
Full Customer Nurture
Full Integration
Full Single View of the Customer
Data Lake Approach
Flying Blind Quick BusinessWins
CX Maturity Model
Marketing Data Lake

47. 47
Step 4 – AB Tests

48. AB Testing
• Testing & Optimization defines relevant AB test
hypotheses', surfaces where to test and
indicates anticipated outcomes.
• Aim to test the major “calls to action” on the site,
and key conversion places to achieve the best
optimization outcomes.
• These are the first steps towards a culture that
tests continuously to achieve the strongest
business outcomes possible.
Make your key conversion and “call to action”
spots as powerful as they can be!
BusinessAlignment is Key
campaign
country
goals
keywordsvisit number
profile
ip owner
date & time
region city
language
business name
The Digital Fingerprint

49. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their
respective owners.

50. Dollywood.com HomepageTest
This variant was trailing behind with
conversion rate 18.37% below 3rd best
performing variant
Winner
Performs with a conversion uplift of 21.43%
3rd place 2nd place

51. 51
xDB
A journey backed
by solid data!
xDB captures all – triggering
personalization & nurture
communications.
Actionable analytics & single
view of the customer.

52. Time toValue is a
Giant Leap
Step 1 – EngagementAnalytics
Step 2 – Rules Based Personalization
Step 3 – Profiles & Predictive
Personalization
Step 4 –Testing and Optimization

53. Time toValue is a structured workshop and
delivery offering designed to quickly harness the
marketing potential of the Sitecore Experience
Platform. Our “business first”, and “quick win”
philosophy is designed to rapidly enable
marketing optimization using Sitecore.
So you get the maximum benefit and ROI from
your Sitecore investment.
And we will do it in under 30 days.

54. • A blueprint and scope for
marketing & business success.
• Real outcomes from the face-to-
face workshops, including:
• Digital Goals
• Engagement Value Scale
• Rules-based personalization
opportunities
• Profiles and Predictive
Personalization
• Suggestions for AB tests to
increase conversions
• Quick win implementation.
Outcomes

55. SingleView of Customer –The
Marketing Data Lake

56. CMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Engagement Analytics
Rules Based Personalization
Profiling & Predictive
AB/MVTesting
Campaign Personalization
Sitecore xDB
1:1 Segmented Email Nurture
X-Channel Campaign Personalization
Marketing Automation
Social Personalization
Full Customer Lifecycle Mapping
Full Customer Nurture
Full Integration
Full Single View of the Customer
Marketing Data Lake
HD Insights (Big Data)
Flying Blind Quick BusinessWins Marketing Data Lake
CX Maturity Model

57. • RealTime Behaviour
• Goals, Journey & Profile
• MA & Campaign Metrics
• Social Proclivities
• CRM
• Machine Learning
• Internet ofThings
• Data LakeApproach
• BI Layer for N-Reporting
Single View of the
Customer

58. N-Level Reporting LayerI
Machine Learning – Internet ofThings
N-Level BI Reporting Layer
Hadoop Data Lake
Sitecore
Online
Behaviour
Customer
Profile
Customer
Journey
xDB
CRM
Customer
SPOT
Offline
Activity
Bookings
Segmentation
Marketing
Automation
Campaign
Effectiveness
Channel
Effectiveness
Lead
Generation
Sales Funnel
Social
Social Profile
Likes
Affiliations
Advocacy
Status

59. LET’STALK
greg.baxter@edynamic.net