With context, you can understand exactly where customers are on their buying journey, and give them useful, relevant content at the point when they’ll be most receptive to it. Danone-Nutricia is at the forefront of Context Marketing, driving an incredible eight-fold growth in month-over-month revenues since launching its “Mother’s Journey” program.

1. Danone NutriciaCase -
The Data-Driven
Mother'sJourney
September 22, 2016
Chris Nash - @chrisnash
Sitecore Business Optimizations Strategies

2. © 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. 2
About me

3. © 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. 3
Consumer Foods Industry – Early Life Nutrition

4. © 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. 4
The business challenge

5. © 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. 5
The customer challenge - new behaviors
5
Technology
behaviors
Information
Situation
ConcernsSocial
Store
Needs
Products

6. © 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. 6
Decision
moments
Switch
moments
Decision
moments
Switch
moments
The Mother’s Journey – customer POV

7. © 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. 7
Age-stage
segments: Pre-conception Pregnancy Baby Toddler
Services & Tools:
• Baby-allergy test
• Recipe generator
• Chat with nutritionist
• Shop
• Become member
• My Nutricia
And our newest Body & Mind
Content 4-6 months:
• Breastfeeding
• First spoon
• Back to Work
Touchpoints-
segments:
Moments of
truth
Thoughts and
feelings
Nutritional
Changes
Baby
Development
Activity
Decisions
The Mother’s Journey – operational map

8. © 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. 8
Website Mobile App Events + DM Magic mirror POS Vending
machine
Contact
centre
Customer Experience Platform
Omnichannel solution
Connector

9. © 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. 9
nutriciavoorjou.nl & nutriciababy.be

10. © 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. 10
Xccelerate Process
Xccelerate – People, Process & Technology

11. © 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. 11
CX data is cross-channel data that is instantly accessible
and can be used to shape customer experiences
– in the moment of a given experience
Data that reveals a customer’s intent … and what is meaningful & relevant as a
customer experience progresses…
Needs
Preferences Filters
Turn On’s
Decision
Moments
Truth
Moments
Turn Off’s
Knowledge
What is Customer Experience Data?

12. © 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. 12
Channel
Device
Campaign
Recency
Pages
Interests
Behaviors
Goals
Outcomes
Experience
Database
Social
Mobile
Named
Facebook
Date /Time
Member
Consider
Baby
Baby dev.
Feeding Schedule
Experience
Connected Data
(e.g. Social)
Fiona May Smith
Anonymous
Experience
Paid
Mobile
AdWords
Date /Time
Calculate
Discover
Baby
Nutrition
Bottle feeding
Experience
Search
Desktop
Known
Date /Time
AllergyTest
Research
Baby
Well being
Bottle size
Explicit Data
CX data – marketing’s single view of the customer

13. © 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.
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
My Situation Profile Interest Profile
mobile
Profile pattern match Profile pattern match
Analytics &
Personalization
€
REAL-TIMEPROFILING

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Example – CareLine Goal Personalization
If profiled as
interested in pre-
pregnancy
If profiled as
interested in
pregnancy
Visit progression
Personalization – intent and relevancy

15. © 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. 15
Example – CareLine Goal Personalization
If visit matches
nutrition pattern in a
theme or where page
“food during
pregnancy is visited”
Personalization example – behavior and relevancy

16. © 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. 16
Original - Default
Personalization Variant
Personalization rule: if child greater than 6 months
Nutrilon is always available online
Especially for your child from 6 months
Always available online. At 20:30 tomorrow to buy
the house, the dispatch is free.
At 20:30 tomorrow to buy the house, the dispatch is free.
67% increase in
purchases vs
default
Personalization – relevancy increases sales

17. © 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. 17
Original - Default
Test Variant
26% conversion rate
uplift vs. original
Nutricia is always ready for you
Register now and receive a free gift!
A/B testing – increase marketing ROI

18. © 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. 18
Pregnancy (35) Baby (44) Toddler (12)
• Email streams per
segment
• Scheduled recurring
emails based on due
date or birthdate
• Three emails
categories
• Effective with
generating
engagement
Email – engagement & personalization

19. © 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. 19
Segment Using
Komfo Connector
Facebook
Custom Audience
Engagement in
“Nutricia for you”
Nutricia & Komfo Connector for Sitecore
Segment = Non member
Goal = Pregnancy slider
Pattern = Pregnancy interest
Theme = Nutrition interest
Visit count => 5
Call to Action
“Become a member -
Learn about pregnancy
& early life nutrition”
Call to Action
“Register - NvJ is
convenient, useful
knowledge wherever and
whenever you need it”

20. © 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. 20
Segment Using
Komfo Connector
Facebook
Custom Audience
Engagement in
“Nutricia for you”
Nutricia & Komfo Connector for Sitecore
Segment = Member
Goal = Purchase not complete
Pattern = Baby interest
Theme = Feeding interest
Explicit data => baby 7 mths
Call to Action
“Visit us - resource
Nutricia is there when
you need it”
Call to Action
“Visit the shop – we have
reliable availability”

21. © 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. 21
“With average growth of 75% each
month, and average monthly rebuy
growth of 140%, we’re very pleased with
the results we’ve seen so far and we’re
confident of continued growth in the
future.”

22. © 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. 22
Time to migrate to EXM 3.0 - 1 month
100 different emails
1.5 million emails per month
Email open rate - 46%
Email click through rate – 28.5%
Reducing from three agencies to one (own digital team)
Total annual cost saving 325K EUR
Results