#SitecoreSYM#SitecoreSYM © 2001-2018 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.
1
Why Aren’t You
Using Sitecore
Analytics?
Kristine Stebbins
Hero Digital

#SitecoreSYM © 2001-2018 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
Kristine Stebbins
Managing Director
Hero Digital
I am relentless in pursuit of driving
digital transformation that creates
value for my clients and has a
positive impact on the world.
“
 Works with clients every day helping them to get the ROI out of the Sitecore
Platform
 Expert at guiding clients through the process of activating Sitecore capability
to drive business Value

#SitecoreSYM © 2001-2018 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
Sitecore + Google Analytics

#SitecoreSYM © 2001-2018 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
You Don’t Want
Your Analytics to be
a GOOEY Mess!

#SitecoreSYM 5
Analytics are the Key to Unlocking the Power of
Sitecore
© 2001-2018 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.

#SitecoreSYM © 2001-2018 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

#SitecoreSYM 7© 2001-2018 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.
Customer Sitecore Analytics Usage
How often are you
engaged with
Sitecore Analytics?
0%
10%
20%
30%
40%
50%
60%
Daily Weekly Monthly Quarterly or
longer
I am not engaged

#SitecoreSYM 8
Sitecore Analytics Skills Are Still Developing
© 2001-2018 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.
0%
10%
20%
30%
40%
50%
60%
Daily Weekly Monthly Quarterly or
longer
I am not
engaged
 “Too new to it to have gotten that far, we're aware we'll need to
evolve.”
 “Yes, we're right at the beginning. No roadmap/plan as such, just
the desire to be getting more from the platform.”
 “We do not yet use Sitecore Analytics. Yes, it is on our roadmap.”
 “No. But we will be working with a vendor to get our new version of
Sitecore up and running with Analytics”
 “Yes. Make it work!”
 “No. We have not been able to focus on analytics as a lot of time is
spent fixing issues or making other enhancements.”

#SitecoreSYM 9
Usage and Expertise
© 2001-2018 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.
What is your level of
expertise as it relates
to Sitecore Analytics?
61%17%
13%
9%
Beginner
Intermediate
Advanced
I do not know

#SitecoreSYM 10
Plan for Analytics
© 2001-2018 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.
Just as you plan for implementation and training – establish a work stream and
plan for analytics capability, usage, and adoption.
Outside In:
 Always start with the customers wants, needs, and goals and then determine what you want to track where and when.
Design with the End in Mind:
 Don’t document the experience you provide today, design the experience you want to deliver tomorrow and understand how
analytics need to be configured along that journey.
Think Omni:
 Think about how the customer journey moves throughout the other touchpoints – define and map out analytics “sprints” to ensure
that analytics are configured to support Omni.
 Analytics Ecosystem – how does it tie together – Sitecore, GA, Omniture, other.
Know Me:
 Personalize/Localize the experience in a way the competitors cannot – define “analytics” sprints in the rollout and tie in analytics data
along with personalized content delivery and track baseline.

#SitecoreSYM 11
Know Where You Are and Where You Are Going
© 2001-2018 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.
 Have you run any campaigns on Sitecore platform that are not based on personalization?
 Are you familiar with Sitecore analytics? Novice or Advanced User?
 Are you confident that your current configurations are working?
 How are your components set up? Are you tracking goals/values against individual content components?
 Are you already using personas that you want to use to support personalization efforts?
 Are you utilizing a content plans/editorial calendar is your content broken down by target audience or segment?
 Do you currently understand the maturity state of your analytics set up and configuration and do you have a plan for
evolution?

#SitecoreSYM 12© 2001-2018 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.
Have you run any personalized campaigns from the Sitecore
platform within the past 6 months?
“Only location/market
based campaigns”
“Yes, Currently we started
using profiling 2 personas
on 7 for the next year.”
“Yes, we’re running
several homepage
personalizations”
“No. We are currently
running on Sitecore 6.6
and upgrading to 9.”
“No.”

#SitecoreSYM 13
Does Your Website Effectively Use Component Based Design?
© 2001-2018 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.
 “Yes, yes, yes.”
 “Not completely, but in parts.”
 “We do not yet use Sitecore Analytics. Yes, it is on
our roadmap.”
 “Sort of - we're primarily component design but not
sure how to measure effectiveness.”
 “We are working towards that right now.”
 “Yes.”
Yes
75%
No
25%

#SitecoreSYM 14
Are you tracking Goals and Values against individual content components?
© 2001-2018 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.
 “Just at a page level at the moment.”
 “Goals as assigned to items.”
 “Yes some but we are not reviewing the results.”
 “On the old site, yes.”
 “We do not use Sitecore Analytics yet.”
Yes
36%
No
64%

#SitecoreSYM 15© 2001-2018 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.
How are you making use of profile cards in
Sitecore to support personalization efforts?
 “Novice”
 “Not at all”
 “N/A”
 “We do not yet use Sitecore Analytic”
 “Not yet.”
 “We are not.”
 “Not at all”
 “N/A”
 “Yes”
 “We do not currently have any
personalization implemented based
on profile cards.”
 “We don’t”
 “Were not there yet”
 “We're not”
 “We have profiles, keys, profile cards
and pattern card configured. Where
possible we utilize profile key value
and pattern matching to personalize
over explicit personalization.”
 “Not yet, have recently upgrade to 9.
 “Not sure”
 “Profile cards helps me to personalize
content to non-campaign visitors.”

#SitecoreSYM 16© 2001-2018 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.
How is your content broken down? (e.g., by target audience, segment,
demographic, geo-location, etc.)
 “Business segment / product offering”
 “Geo-location”
 “Product category, industry and need”
 “Country, Brand, Division, Industry, Market, Application Area”
 “Audience or segment, some geo”
 “Geo-location”
 “Target audience based on user roles”
 “Geo-location, time of day (daypart for sales), experimented with
segment and number of visits but stopped”
 Business line and geo-location”
 “Category interest, locale type, segments, etc.”
 “We do not have this in place. Only minimal personalization after a
goal is triggered on 5 different user actions”
 “Segments”
 “By practice area.”

#SitecoreSYM 17© 2001-2018 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.
How are you utilizing content plans and/or editorial calendars to
support personalized campaigns?
 “Not at all”
 “Not running personalized campaigns yet”
 “Supports regional and local content variations”
 “No personalized campaigns”
 “We are not.”
 “Not at all”
 “Haha... Not”
 “Based on user needs and propensity to buy”
 “Those aren't tightly coupled yet, thought of independently, content
plan team isn't thinking about personalization on the website”
 “We're not”
 “We currently run a content plan and campaign calendar, however
this is not supporting personalized campaigns”
 “Not using”

#SitecoreSYM 18© 2001-2018 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.
Do you currently understand the maturity state of your Sitecore
Analytics set up and configuration? Do you have a plan for evolution?
 “Maturity of personalization, yes and sort of”
 “Yes. Much customization is planned, remove the irrelevant and
develop out so everything is relevant and meaningful.”
 “No. We have not been able to focus on analytics as a lot of time is
spent fixing issues or making other enhancements”
 Too new to it to have gotten that far, we're aware we'll need to evolve”
 “Not at the moment. We have plans when we upgrade to Sitecore 9”
 “Yes, we're right at the beginning. No roadmap/plan as such, just
the desire to be getting more from the platform.”
 “We do not yet use Sitecore Analytics. Yes, it is on our roadmap.”
 “No. But we will be working with a vendor to get our new version of
Sitecore up and running with Analytics”
 “Yes. Make it work!”
 “Yes and yes we are working on the walk/crawl/run phase”

#SitecoreSYM 19
100
56
62 74
67 72
58
64 71
59
65 69
61
63 68
100
100
Find Try Buy Use Support Upgrade Refer
FORSEE SCORE
YOUR INDUSTRY
ALL INDUSTRIES
52
Data Driven Optimization

#SitecoreSYM 20
Embrace GA
© 2001-2018 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.
 “I have used GA my whole career”
 “I used GA where I worked before and now we have Sitecore”
 “GA is just easier”
 “I don’t see why we need to use Sitecore analytics when we have GA”
 “I don’t really know the difference
 “I had training in Sitecore analytics a longtime ago before we started the implementation
and I forgot it – I guess I should starting using it again”
 “I already have all my settings and everything set up and operational in Google – do I have
to go and that again?”
 “Our analytics really never worked correctly so I just kept using Google”
 “I built my career on being a GA expert – I need to keep my skills sharp on that platform”
Analytics Proficiency or Experience
Google Sitecore None

#SitecoreSYM 21
Comparing Platform Capabilities
Features Sitecore Analytics Google Analytics
Standard reports (demographic, content and source reports) YES YES
Customizable columns for standard reports YES NO
Integration with ad platforms YES
YES
(AdWords)
Advanced segments YES YES
Exportable reports YES YES
Custom alerts YES YES
Custom reports
YES
(Custom Path Analyzer Maps)
YES
Page speed test YES YES
Visitor flow report YES YES
Real-time reporting YES YES
SEO suggestions report YES
NO
(Available in Google Webmaster Tools)

#SitecoreSYM 22
Sitecore and GA – How they are the same – and
different
Sitecore Analytics Google Analytics
Value-driven engagement measurement and real-time reporting of cross-channel, personalized
content at granular levels of detail
Freemium service with a friendly UI and off-the-shelf reporting tools that do not require extensive
custom development or configuration
Tracks and stores anonymous visitor activity as a contact record in xDB to build a full contact
profile of the end customer over time; supports the use of strong security measures to protect
personal data
Google’s privacy policy restricts reporting on personal data (e.g., Contact form details); Google
analytics tracks and stores anonymous visitor data based on browsing behaviors
Features out-of-the box reports that are structured according to the marketing control panel module
configuration (e.g., Taxonomy configuration, node naming, goals, and events)
Features out-of-the box reports with ability to create custom reports with selected dimensions and
metrics; filtering and segmentation capabilities enable marketers to drill deeper into the data from
an intuitive user-interface (UI)
Calculates engagement value – a framework that measures how desired visitor interactions and
behaviors deliver against the specific goals that the business cares about most; goals are created
and scored in collaboration with the business
Applies attribution modeling framework (the rule, or set of rules) to determine how credit for
conversions is assigned to touchpoints along the conversion path
Goals are scored based on business value and can be assigned to pages, content items (e.g.,
Templates, page copy, documents, etc.) And internal links to track and associate engagement
value to visitor interactions
Goals can be set up to measure conversion activities; Google Tag Manager integration enables
marketers to add and update tags and code snippets on website pages without any custom
development required
The path analyzer module can be configured to display the sequential paths that a visitor takes as
they navigate content and trigger goals across the branded experience; custom maps can be
configured according to business need
Flow data views display graphical representations of visitor flow through the site by traffic source or
other defined dimensions; also provides a view into under performing experiences with multi-
channel funnel reports
Integrated with Sitecore experience platform modules (e.g., Campaign creator, email experience
manager, experience optimization, list manager, etc.) To seamlessly create and deliver content
with tracking across channels using a unique campaign ID (ex:
sc_camp=0ed397c4784e4fa1834897a35461992a)
Deep integration with other Google products (e.g., Google tag manager, Adwords, Adsense,
webmaster tools) with a premium service for large enterprises (Google analytics 360 suite)

#SitecoreSYM 23
Extract Value from Both Platforms
© 2001-2018 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.
Sitecore Experience Analytics is a tool to
collect detailed, enriched data about
anonymous and known customers
across all channels.
Sitecore allows real-time data monitoring
and optimization that can drive
automated, personalized, and contextual
content delivery with a built-in
Engagement Value framework that
enables tracking, reporting and
optimization from a single place. Sitecore
provides a deeper view into individual
customers to measure brand and
personalization engagement.
Google Analytics is a widely used and
scalable reporting solution that can be
customized to fit unique business needs
without requiring additional development
time or configuration.
Segmentation and filtering in Google
Analytics can inform custom reporting
that creates efficiencies by reporting
multiple, select dimensions and metrics
to focus on particular business reporting
needs.
Sitecore Experience
Analytics organizes reports
in a comparable UI to
Google Analytics
Google Analytics is useful
for tracking and reporting
headline metrics (e.g.,
Acquisition, Sessions,
Bounce Rate etc.) with
more mature filtering and
segmentation capabilities.

#SitecoreSYM 24
Decision-based Journey Maps
© 2001-2018 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.
 Scenario Lead
 Personal Driven
 Decision Based
 Focus on All Stages of
Customer Lifecycle
 Primary and Secondary KPIs
Identified
 Content, Capabilities, and
Business Rules Identified

#SitecoreSYM 25
Analytics Roadmap
© 2001-2018 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.

#SitecoreSYM 26© 2001-2018 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.

#SitecoreSYM#SitecoreSYM © 2001-2018 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.
27
Thank You
Kristine Stebbins
Managing Director
Hero Digital
Kristine.Stebbins@herodigital.com