Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing
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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing

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Learn how Sitecore DMS can unleash the power of personalization in your marketing

Learn how Sitecore DMS can unleash the power of personalization in your marketing

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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing Presentation Transcript

  • www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Get Personal with Your Customers How Sitecore’s DMS Can Change Your Marketing
  • www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 1 Introduction
  • 2  An introduction to DMS personalization  How to prepare to get ready to use DMS  Get some idea how to apply DMS to meet organization’s need  Implementation Plan How Sitecore’s DMS can change your marketing In this webinar, we will discuss:
  • 33 What is Personalization?
  • 4 What is Personalization? Sending a relevant message to an appropriate user Without Personalization: Broadcast With Personalization: Targeted
  • 5 With personalization With information that we learn from clients, we can send an appropriate message to suite them
  • 6 Without personalization Without any information from clients, you can only broadcast the same message which may or may not be effective
  • 7 Content isn’t always generic Personalization can help guide users to relevant information
  • 8 Personalization through DMS DMS allows components on a page to be personalized WineDrinker Beer Drinker
  • 99 How Personalization in DMS Works
  • 10 A Sitecore page is made of Components Individual page components are personalized
  • 11 Alter Component Attributes The Sitecore Rules Engine orchestrates components  Hide Component  Change Component  Change Component Data
  • 12 Conditions Sitecore Rules Engine Conditions determine when a rule is used Sitecore contains a number of conditions  DMS Profile  Previous site (referrer)  Manual classification of user  Previously triggered “goal”  Location of user (country, city, etc)  Engagement plan state  Custom conditions  And more…
  • 13 Change Component Data Components read data from their “Data Source” Pages Component Data
  • 1414 Assess a Component
  • 15 Assessment Process Determine if a target component can be orchestrated by the rules engine No assessment required:  Hide Component  Change Component (may require configuration) Assessment for Changing Component Data:  Identify component to be personalized  Check if component uses a data source  Try changing the data source and see if the component reacts
  • 16 Change Data Source Components must use the configured data source to allow a different data source to be provided Data Source1 Lorem ipsum dolor sit amet Output 1 Data Source2 Component 1
  • 1717 Personalization Plan
  • 18 Get your site ready Steps how to prepare to implement personalization  Categorize your site users
  • 19 Categorize your site users Create audience personas. In each persona, we should specify:  What the audience needs  What the website needs from that audience  Opportunities for content targeting
  • 20 Get your site ready Steps how to prepare to implement personalization  Categorize your site users  Determine components on each page to personalize  Prepare content for specific users  Come up with the rules to change components/data  Implementation and QA
  • 2121 Implementation Tips:
  • 22 Avoid static placement of components Components to be personalized must be placed dynamically  Dynamic placement occurs automatically in the Page Editor  Static placement to be used for non- personalized components
  • 23 Avoid using component fields Embedding component fields in the host page reduces flexibility and makes personalization clunky  Static component fields lead to static page structure  Extract component fields to independent data source template
  • 24 Data Source VS Context Item Components must use the configured data source to allow a different data source to be provided  XSLT Renderings already use data source if provided  Sublayouts require code updates Lorem ipsum dolor sit amet Output 1 Component 1 Request
  • 2525 Application Scenarios:
  • 26 Scenario 1 www.penexpenseapp.com Pen Expense App sells premium software packages addressing the most pressing problem in business – the overhead associated with replacing lost pens
  • 27 Nancy – Existing Customer Scenario 1 www.yourtechcompany.com Jim – The Information Seeker Susan – The Decider
  • 28 Scenario 1 Jim: The Information Seeker His Actions: Visits About Us Page Visits Product Information Watches Product Demo
  • 29 Scenario 1 Jim: The Information Seeker Our Response: Newsletter Signup is Prominent Product Brochure Download is Displayed Copy Reflects Product Value Proposition
  • 30 Scenario 1 Susan: The Decider Her Actions: Already Signed up for Newsletter Downloaded Multiple Whitepapers Filled Out Contact Us Form
  • 31 Scenario 1 Susan: The Decider Our Response: Display Free Trial Offer Copy Updated to Reflect Ease of Getting Started Online Chat is Now Available
  • 32 Scenario 1 Nancy – Existing Customer Her Actions: Owns our Software Visits Training Materials Downloads White Papers
  • 33 Scenario 1 Nancy – Existing Customer Our Response: Sign In is First Thing She Sees Upsell Offer is Displayed Training Seminar Event is Displayed
  • 34 Scenario 2 www.davisdavisdavis&davis.com Davis, Davis, Davis & Davis is a law firm with multiple practices areas, hundreds of lawyers, and multiple world wide locations.
  • 35 Ann – Existing Customer Scenario 2 Chris – Exec in Need Randy – The Poacher www.davisdavisdavis&davis.com
  • 36 Scenario 2 Chris: Exec In Need His Actions: Reads Articles on Florida Regulatory Environment Visits Regulatory Practice Area Searches for Attorney
  • 37 Scenario 2 Our Response: Deliver Similar Articles Display Florida Based Events Feature the Viewed Attorney Chris: Exec In Need
  • 38 Scenario 2 Ann: Existing Customer Her Actions: Visits New Practice Area Several Times Reviews Matters in New Area Downloads Whitepaper
  • 39 Scenario 2 Ann: Existing Customer Our Response: Display Related Whitepapers Display Related Matters Feature Contact Information for new Practice Area
  • 40 Scenario 2 Randy: The Poacher His Actions: Came From Known Law Firm Searches for Attorneys
  • 41 Scenario 2 Randy: The Poacher Our Response: Block Attorneys From View Copy Updates to How Awesome We Are
  • 42 Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
  • 43 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net
  • 4444 Thank You