The DMS within Sitecore is a powerful tool that over 80% of the systems licensees agree they aren't using to its full potential. We look here to increase movement within the tool by deconstructing the tool itself into manageable and measurable components.

1. UNPACKING THE DMS TOOLBOX
A Presentation by Agency Oasis, Digital Strategy

2. Introductions @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 2
Jake DiMare – Digital Strategist – Agency Oasis - @jakedimare
Jason Fields – SVP Strategy – Agency Oasis - @interactivejj
Managing Editors: www.shapingthega.me

3. Follow us on Twitter at:
@interactivejj
@jakedimare
Join the conversation today at:
#ShapingTheGame UNPACKING @ShapingTheGame | @AgencyOasis THE DMS TOOLBOX

4. Agenda
•
Break out the differences
•
Piece by Piece
•
Shaping the Game @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 4

5. (Assuming everyone on the call is a Sitecore user, or future user.)
How many of you feel like you are getting full use of the features and functionality made available by Sitecore DMS?
A quick poll… @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 5

6. Over 80% of the companies that invest in marketing automation fail to leverage the full breadth of features in the tools. In fact, 7 out of 10 have a difficult time moving beyond traditional batch and blast email campaigns- which was the very reason they likely invested in the first place. – Gleanster
You’re not alone… @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 6

7. BASELINE UNDERSTANDING @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 7

8. Turning Acronyms into Words
Content Management System
Digital Marketing System
Asset Storage
Marketing Storage
Add, add, add, add
Revise, revise, revise
CMS
DMS @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 8

9. Turning Words into Meaning
content
/’ kän tent/
the things that are held or included in something
marketing /’ märkitiNG/ the action or business of promoting and selling products or services @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 9

10. From Meaning to Purpose
CMS
DMS
Publishing
Editing
Modifying
Of Things (Text, images, documents)
Publishing Editing Modifying Of Actions (Rules, decisions, schedules) @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 10

11. The CMS
CMS
Create
Modify
Govern
Publish
Retire
Optimize
Deliver
Version @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 11

12. The DMS
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement
Automation
E-mail campaigning
Sales enablement with CRM integration
Cross Channel presence @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 12

13. What they combine to be @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 13

14. The DMS
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement
Automation
E-mail campaigning
Sales enablement with CRM integration
Cross Channel presence @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 14

15. The Sum of the Parts
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement
Automation
E-mail campaigning
Sales enablement with CRM integration
Cross Channel presence @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 15

16. The Sum of the Parts
Which works better, A or Content B
Which works better, combo A-F-7 or combo G-6-Y
Multivariate testing
A/B Testing @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 16

17. A/B Testing @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 17

18. Multivariate Testing @ShapingTheGame | @AgencyOasis 18
A-F-7
G-6-Y UNPACKING THE DMS TOOLBOX

19. Implicit Personalization
Making a marketing rule, based on information unspoken by the user.
Rules Based Personalization
Personas & profiling
Implicit Personalization @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 19

20. Implicit Personalization @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 20

21. The Sum of the Parts
Making a marketing rule, based on information overtly offered.
Rules Based Personalization
Personas & profiling
Explicit Personalization @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 21

22. Personalization Process @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 22

23. The Sum of the Parts
Personas & profiling
A Sitecore Persona can be different than a UX Persona
The ability to assign value to content
and
visitors in order to automate the relationship between the two @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 24

24. Scoring – Content & Profiles @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 25

25. Visitor Profiles @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 26

26. Email Campaign
Marketing rules on when and what to reach out to your known users with
Email Campaign @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 28

27. Delivering the Right Message @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 29

28. Sales Enablement
Sales enablement with CRM integration
Tying implicit and explicit data to a unique data record. @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 30

29. The Sum of the Parts @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 31

30. The Sum of the Parts
Requires CMS wide content value assignment as it relates to the sales cycle
Engagement
Automation @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 32

31. Delivering the Right Message @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 33

32. SHAPING THE GAME

33. @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 37

34. •
Create your scoring system
•
Identify point opportunities
•
Establish your profile scores
•
Assign content scores
•
Create the Rulebook
Full DMS Utilization @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 38

35. The Process of Personalization
Fun
Fun @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 39

36. Ruh Roh @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 40

37. Personalization
•GEOIP
•Campaigns
•Number of visits
•specific page viewed
•Content Profiling
•Sitecore profile cards and patterns
Implicit
•CRM
•Security Profile
•Transaction History
•“Known” visitors
Explicit
•Download an asset
•Hit a threshold of Engagement Value points
•Enter or exit a particular customer journey state (Engagement Plans)
Achievement @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 42

38. Rule Editor @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 43

39. Why is this Hard?
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement
Automation
E-mail campaigning
Sales enablement with CRM integration
Cross Channel presence @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 46

40. @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 47

41. Reduce the Noise
A|B Testing @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 48

42. Core Considerations
Early Decisions
Staff
Gold Standard Configuration @ShapingTheGame | @AgencyOasis 49
Adoption UNPACKING THE DMS TOOLBOX

43. Cross Org Participants
•
business value propositions
•
customers
•
technology
•
brand
•
general marketing
•
digital measurements & insight
•
business goals
•
back end operations
•
website
•
referral digital marketing
•
pushing of buttons
•
CRM
•
Search (onsite & ppc)
Some one who knows about the: @ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 50

44. @ShapingTheGame | @AgencyOasis
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UNPACKING THE DMS TOOLBOX

45. Questions
@ShapingTheGame | @AgencyOasis
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UNPACKING THE DMS TOOLBOX