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Sitecore’s Federated Experience Manager: Keeping the Customer at the Center of Your Marketing Efforts

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From Sitecore Symposium 2014 - Las Vegas:
ISITE Design's Brian Payne (@brianpayne) and Sitecore's John Field (@john_field) explain how Sitecore’s Federated Experience Manager (FXM) provides a simple way to deliver a unified and personalized experience across your entire marketing technology platform, keeping the customer at the center of your marketing efforts.

Published in: Technology
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Sitecore’s Federated Experience Manager: Keeping the Customer at the Center of Your Marketing Efforts

  1. 1. Sitecore’s Federated Experience Manager Keeping the Customer at the Center of Your Marketing Efforts John Field // Sitecore Brian Payne // ISITE Design
  2. 2. Agenda • Introductions • Overview Federated Experience Manager • Why Connected Experiences Matter • Real World Examples From Early Adopters • Q&A 3
  3. 3. helping global companies deliver digital experiences that make a difference 4
  4. 4. Federated Experience Manager 5 What? • Federated Experience Manager enables content editors to manage and measure the customer experience on non-Sitecore sites, driving a consistent experience across an entire portfolio of previously disconnected websites How? • Using the Experience Editor from within Sitecore, editors can … • Get started on Day 1 • Create and manage content • Track & measure experiences • Personalize content • Conduct A/B testing • Collect all experience data in the Sitecore Experience Database • Implementation = 1 line of code
  5. 5. Sitecore Experience Platform Non-Sitecore Sites Non-Sitecore Mobile Apps 6
  6. 6. Who? • A company in acquisition mode needs to quickly take control of existing websites and start to bring them under the main brand umbrella. • A company owns multiple brand websites, and needs to have a single view of how a single individual is interacting with those sites, and then personalize the experience across all the sites for a single, consistent experience. • A company can’t wait for a new website to be developed before leveraging Sitecore’s capabilities, so they leverage Federated Experience to easily track, measure and personalize the experience on existing sites. • A company with sites or applications that cannot be managed by Sitecore. Secure sites you can’t traditionally monitor/track centrally, non .Net sites. 7
  7. 7. Federated Experience Manager Why Connected Experiences Matter 8
  8. 8. 9 Technology is Not a Silver Bullet
  9. 9. 10 Fact: We’re Better At Making Websites Than Managing Them Related: Organizations Make A Lot Of Websites
  10. 10. Customer Experiences Span Many Channels Customers use 6 different channels on average for prospecting Source: Accenture Global Consumer Pulse Research, 2013 11
  11. 11. they’re presented with inconsistent offers or experiences across channels Source: Accenture Global Consumer Pulse Research, 2013 Are Frustrated When… = 65% 12 ≠ ≠
  12. 12. Will Abandon Your Brand… Source: Insight One Study, 2013 ½ after as little as two mis-targeted communications 13
  13. 13. Connected Experiences Are Valuable 5-year performance customer experience leaders vs. laggards (2007-2011) CX Leaders 22.5% CX Laggards -46.3% Source: Watermark Consulting, 2013 14 40% 30% 20% 10% 0% -10% -20% -30% -40% -50% S&P 500 Index -1.3%
  14. 14. Connected Experiences Are Valuable 6-year performance customer experience leaders vs. laggards (2007-2012) CX Leaders 43.0% CX Laggards -33.9% Source: Watermark Consulting, 2013 15 60% 50% 40% 30% 20% 10% 0% -10% -20% -30% -40% -50% S&P 500 Index 14.5%
  15. 15. Connected Experiences Are Valuable 7-year performance customer experience leaders vs. laggards (2007-2013) CX Leaders 77.5% CX Laggards -2.5% Source: Watermark Consulting, 2013 16 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% -20% S&P 500 Index 51.5%
  16. 16. Source: Sitecore Experience Maturity Model 17
  17. 17. Source: Sitecore Where’s Your Organization? 18
  18. 18. Advocate Convert Attract Crafting Connected Experiences is Challenging Need Compare Discover Research Decide Purchase Get Help Use Share Personalize Tribe Evangelize Partner Search Customer Experience Ecosystem Meaning Value Function 19
  19. 19. Research Use Personalize Evangelize Partner Mobile Social Web Search Store 20
  20. 20. Optimizing Connected Experiences is Challenging Only 34% of companies understand their customers’ ‘digital body language’ Only 10% of companies have a comprehensive view of their customer Source: Econsultancy, Customer Lifetime Value Report (April, 2014) Source: CMO Council (April, 2013) 21
  21. 21. The Marketing Technology Landscape is Challenging Source: http://chiefmartec.com 22
  22. 22. The Marketing Technology Landscape is Challenging August 2011 September 2012 January 2014 Source: http://chiefmartec.com 23 ~100 companies ~350 companies ~950 companies
  23. 23. Sites Mobile Apps Commerce Community Social Search Email Digital Asset Management Commerce & Product Management Translation Management Profiling & Personalization Business Intelligence CRM & Sales Automation Marketing Automation Email Service Provider CConMteSnt Digital Analytics 29 Assembling One Connected Platform?
  24. 24. 30 Technology is Not a Silver Bullet
  25. 25. 31 Technology is Not a Silver Bullet
  26. 26. <script src=“//tracking.local/bundle/beacon”></script> 32
  27. 27. Federated Experience Manager Real-world Examples 33
  28. 28. Utility Company Example Public Site Runs on Sitecore (Hosted in the Cloud) Non-Sitecore Site for Account Management & Bill Pay (Host On-Premise) 34
  29. 29. Analytics Tracking on Non-Sitecore Site 35 Analytics Tracking on Non-Sitecore Site
  30. 30. Analytics Tracking on Non-Sitecore Site 36 Analytics Tracking on Non-Sitecore Site
  31. 31. Personalization of Content on Sitecore Site Personalization of Content on Sitecore Site Based on Behavior on Non-Sitecore Site 37
  32. 32. Personalization of Content on Non-Sitecore Site 38 Personalization of Content on Non-Sitecore Site
  33. 33. A/B Testing of Content on Non-Sitecore Site 39 A/B Testing of Content on Non-Sitecore Site
  34. 34. Server-Side Integration: Non-Personalized Content Internet Non-Sitecore Page INTERNET 3 Production Installation 1 Non-Production Installation SITECORE SERVER 5 Concurrent Authors 1 Entity Server-Side Integration via Sitecore’s API Web Database Publishing Sitecore Content Delivery (Hosted On Azure) Non-Sitecore Site (Hosted On Premise) INTERNAL DELIVERY SITECORE SERVER 8 Cores 8+ GB RAM 250+ GB HDD PROFESSIONAL + DEVELOPMENT SERVER CEP MANAGEMENT SERVER CEP DELIVERY SERVERS DEVELOPER WORKSTATIONS AUTHOR WORKSTATIONS DATABASE SERVER MASTER WEB CORE DATABASE SERVER MASTER WEB CORE DATABASE SERVER WEB CORE DMS Packages Windows Server 2008 IIS 7 .NET Framework 3.5 8-10M Pages / Month* DATABASE SERVER 8 Cores 8+ GB RAM 250+ GB HDD 250GB per Content DB 14KB per Visitor *Approximate page output. Results may Database Server Web Server Web Server DELIVERY 8 Cores 8+ GB RAM 250+ GB HDD CEP MANAGEMENT SERVER CEP DELIVERY SERVERS AUTHOR WORKSTATIONS DATABASE SERVER MASTER WEB CORE DATABASE SERVER WEB CORE DMS Windows Server 2008 IIS 7 .NET Framework 3.5 8-10M Pages / Month* DATABASE SERVER 8 Cores 8+ GB RAM 250+ GB HDD 250GB per Content DB 14KB per Visitor *Approximate page output. Results may SQL Database Store Delivery Web Role Delivery Web Role 40
  35. 35. Client-Side Integration: Analytics & Personalization Internet Non-Sitecore Page INTERNET 3 Production Installation 1 Non-Production Installation SITECORE SERVER 5 Concurrent Authors 1 Entity Client-Side Integration via Federated Experience Manager Web Database Publishing Sitecore Content Delivery (Hosted On Azure) Non-Sitecore Site (Hosted On Premise) INTERNAL DELIVERY SITECORE SERVER 8 Cores 8+ GB RAM 250+ GB HDD PROFESSIONAL + DEVELOPMENT SERVER CEP MANAGEMENT SERVER CEP DELIVERY SERVERS DEVELOPER WORKSTATIONS AUTHOR WORKSTATIONS DATABASE SERVER MASTER WEB CORE DATABASE SERVER MASTER WEB CORE DATABASE SERVER WEB CORE DMS Packages Windows Server 2008 IIS 7 .NET Framework 3.5 8-10M Pages / Month* DATABASE SERVER 8 Cores 8+ GB RAM 250+ GB HDD 250GB per Content DB 14KB per Visitor *Approximate page output. Results may Database Server Web Server Web Server DELIVERY 8 Cores 8+ GB RAM 250+ GB HDD CEP MANAGEMENT SERVER CEP DELIVERY SERVERS AUTHOR WORKSTATIONS DATABASE SERVER MASTER WEB CORE DATABASE SERVER WEB CORE DMS Windows Server 2008 IIS 7 .NET Framework 3.5 8-10M Pages / Month* DATABASE SERVER 8 Cores 8+ GB RAM 250+ GB HDD 250GB per Content DB 14KB per Visitor *Approximate page output. Results may SQL Database Store Delivery Web Role Delivery Web Role 41
  36. 36. 42
  37. 37. 43
  38. 38. 44
  39. 39. 45
  40. 40. 46
  41. 41. 47
  42. 42. 48
  43. 43. 49
  44. 44. 50
  45. 45. Regional Bank Example Marketing Site Runs on Sitecore (Hosted in the Cloud) 3rd Party Vendor Sites Provide Key Functionality 51
  46. 46. Analytics Tracking on Non-Sitecore Site 52 All Key Conversions Happen on 3rd Party Sites
  47. 47. Personalization of Content on Sitecore Site Personalization of Content on Sitecore Site Based on Behavior on Non-Sitecore Sites 53
  48. 48. Clear Roadmap for Incremental Improvements Across Dozens of 3rd Party Sites 54
  49. 49. Ski Resort Example Marketing Site & Ecommerce Runs on Sitecore Mobile App Can Play Key Role in On-Hill Experience 55
  50. 50. Analytics Tracking in Mobile App Analytics Tracking 56
  51. 51. Personalization of Content in Mobile App Personalized Content 57
  52. 52. Personalization of Content on Sitecore Site Personalization of Content on Sitecore Site Based on Behavior in Mobile App 58
  53. 53. Q & A 59

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