Nonlinear Creations presents at Dreamcore 2011- National Wildlife Federation using Sitecore OMS

1. Engaging your customers, members and/or
constituents with Sitecore’s OMS
○Prepared by Carla Brown, National Wildlife Federation
○and Amanda Shiga, non~linear creations
○April 2011
○Please blog and tweet about our presentation - #Dreamcore

2. Who We Are
Carla Brown, Senior Manager Online Production
National Wildlife Federation
○ Largest conservation non-profit in the U.S.
○ Protecting wildlife, addressing global warming &
getting people outside in nature
Amanda Shiga, WCM Practice Area Lead
non~linear creations
○ Founded in 1995, 70+ employees
○ Sitecore partner since 2007
○ Offices in Ottawa, Toronto, Calgary, New York
○ Digital strategy & marketing
○ WCM, search, systems integration

3. Poll: What Excites You the Most about OMS?
○Creating personalized content
OR
○How it handles multivariate tests
OR
○What it will teach you about your users?

4. What we want to share with you today
○Starting with small steps: our foray into
getting the most out of OMS
○Lessons learned
○Tips & tricks

5. What is the Online Marketing Suite (OMS) ?
Online Marketing
Suite
Omniture or
Google Analytics
Page Visits, Unique Visitors Yes Yes
Track an individuals route through
your site
Yes Yes
Track how a group of people –
based on a persona – routes
through your site
Yes No
Test content based on personas Yes No

6. The OMS changes visitors…

7. Into visitors with session data

8. Where to start?

9. Sitecore Story of
www.nwf.org
January 2010 – Launch in
Sitecore CMS
October 2010 – Persona
implementation
Now – Multivariate tests

10. Engaging Stakeholders
Positives
○ Market to specific audiences
○ Easy to put persona scores on content
○ Less complicated than Google Website Optimizer
Challenges
○ Our conversion pages mostly not in Sitecore
○ Analytics reports challenging to manipulate
○ Client data is stored client-side – makes marketers nervous –
how to hook to CRM?

11. Initial Setup: Lessons Learned
○Be aware of MaxMind costs
○Exclude robots – 60-70% of traffic
○Workaround for firewall IP
How reports look without MaxMind
(Note: No Company Name or Location)
How reports look with MaxMind
(Note: Company Name, Location – allows personalization
based on location)

12. Initial set-up: More Lessons Learned
○Database tuning is critical
○Have a developer on hand for query writing

13. Sample query – “average number of pages
per visit by persona”
select y.Name, AVG(y.cnt) as average from (
select x.Name, s.SessionId,count(p.IndexableUrl) as cnt from (
select s.GlobalSessionId, pkd.Name, sum(pk.Value) as score, RANK() over (partition by s.globalsessionid order by
sum(pk.Value) desc) as rnk
from Session s
inner join Profile p on p.SessionId = s.SessionId
inner join ProfileKey pk on pk.ProfileId = p.ProfileId
inner join ProfileKeyDefinition pkd on pkd.ProfileKeyDefinitionId = pk.ProfileKeyDefinitionId
inner join GlobalSession g on g.GlobalSessionId = s.GlobalSessionId
where Name <> 'Chris' and Name <> 'Sandra'
and g.VisitorIdentification < 900
group by s.GlobalSessionId, pkd.Name
) as x
inner join Session s on x.GlobalSessionId = s.GlobalSessionId
inner join Page p on p.SessionId = s.SessionId
inner join GlobalSession g on g.GlobalSessionId = s.GlobalSessionId
where x.rnk = 1
and p.IndexableUrl not like '/layouts/%'
and p.IndexableUrl not like '/sitecore/%'
and p.IndexableUrl not like '%Error-Page.%'
and g.VisitorIdentification < 900
group by x.Name, s.SessionId
) as y
group by y.Name
order by average desc

14. Our Personas
Wildlife Enthusiast Outdoor Enthusiast Policy Enthusiast

15. Our Personas
Parent / Caregiver Educator Green Lifestyles
Enthusiast

16. Step 1: Persona Implementation
○Easy to put the persona scores on
content
○Great lesson – we don’t write to
one audience often!
○Persona scores do not propagate
○Challenging to get marketers to do
audiences, not actions (Wildlife
Enthusiast vs. Donor)

17. Step 2: Think like a web analyst
○ Profiles ran for 2 weeks
○Captured millions of records of
raw data
○How to extract meaning
beyond basic traffic analysis?
–How are profiles behaving
differently?
–Tie back to audience
engagement goals

18. How hard was it to extract this information?
○The OOTB reports were great, but we
needed to dig deeper.
○We spent considerable time developing a set
of complex SQL queries.
– We got to know the database structure extremely well.
○How best to provide results to marketers?
Excel or BI tool.

19. Translate into recommendations: basic Qs
○ Is level of content aimed at each profile
congruent with organizational goals?
“Total number of sessions as highest-scoring persona”

20. Who’s spending the longest on the site?

21. Why don’t wildlife enthusiasts stick around?

22. Who is looking at the most pages?
○Why do Outdoor Activity Seekers hit the
highest number of pages?
– Review top pages – are there clear links to more content?
– Compare to top exit pages – opportunity to link elsewhere, or logical
end point?

23. The “aha” moment…
○How can we get high-traffic visitors to act
more like engaged visitors?

24. User engagement: Passive role to active role

25. Next Steps: Personalization and MV testing
○ Target calls to action based on personas
“Give wildlife a fighting chance”
for wildlife enthusiasts
“Take action to defend polar bears”
for policy enthusiasts
○ Track conversions to test effect of personalization

26. Getting a little more technical…
oKey architectural
considerations
oBalance content granularity
with template flexibility
o Ensure marketers can fully
administer OMS features
through the content author
interface(s)

27. Content granularity
○As best you can, plan for future testing and
personalization scenarios
– Multivariate tests vary the contextual data source item of a
sublayout, not the sublayout itself
– Beware the freedom of the rich text area
– Beware data source assignment in code-behind

28. Beware site-wide elements!
○MV tests work best on individual
sub-layouts
○Enable marketers to administer
tests!
○Site-wide elements (such as a
footer) may be configured on
each template
○Get creative – code-behind or
multiple tests Using Page Editor to add a test
to a sub-layout

29. Storing MV tests
○When setting up a MV test, you’ll need 2 or
more test variable items
○Where is the best place to store them?
Find inspiration with Wildlife Watch

30. The challenge

31. Storing MV tests
○Two possible solutions:
– A subfolder under the root – organized in one place
– A subfolder under the original item – easier to locate

32. External conversions
○Solution: set up a special redirect template

33. Summary of tips
○Start simple and ask basic questions
– Tie back to website/audience strategic initiatives
○Profiles are a great place to start
– Move on to personalization and testing, depending on your
organizational goals
○Have a reporting framework in place
○Prepare infrastructure properly
○Architect build
○Get ready for DMS 2.0!

34. Q&A
○Thank you!
○ Please blog & tweet (#Dreamcore) about
our presentation!
This is Carla’s tree-hugging daughter, Nora 