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Why Aren't You Using Sitecore Analytics?

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Sitecore Analytics are one of the most powerful tools in the Sitecore platform, but as discussed at last year's Symposium there are many customers who are not taking advantage of the power of analytics. This session will focus on how customers are taking full advantage of Sitecore analytics and the creative ways they are combining the power of Sitecore Analytics with Google Analytics. We will share customer stories from the healthcare, manufacturing, and retail sectors providing example dashboards, recommended B.I. layer technology such as Power BI, Tableau, and others to create custom dashboards. This session will also include proprietary research and insights on how customers are using Sitecore analytics to create custom dashboards. Presented by Kristine Stebbins.

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Why Aren't You Using Sitecore Analytics?

  1. 1. #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
  2. 2. #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
  3. 3. #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
  4. 4. #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!
  5. 5. #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.
  6. 6. #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
  7. 7. #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
  8. 8. #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.”
  9. 9. #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
  10. 10. #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.
  11. 11. #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?
  12. 12. #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.”
  13. 13. #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%
  14. 14. #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%
  15. 15. #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.”
  16. 16. #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.”
  17. 17. #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”
  18. 18. #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”
  19. 19. #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
  20. 20. #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
  21. 21. #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)
  22. 22. #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)
  23. 23. #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.
  24. 24. #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
  25. 25. #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.
  26. 26. #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.
  27. 27. #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

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