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Sitecore Symposium 2018 - Getting Value Out of Your Data

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A how to guide on using Sitecore's analytical tools in your marketing operations

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Sitecore Symposium 2018 - Getting Value Out of Your Data

  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 FindingValue In Your Data: Sitecore Analytics Mike Shaw and Jacqueline Baxter
  2. 2. #SitecoreSYM “Data is the oil of the 21st century. But oil is just useless thick goop until you refine it into fuel.” © 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
  3. 3. #SitecoreSYM Agenda • A 360 degree view - Sitecore Analytics and what sets it apart. • What it all means - definitions. • EngagementValue - how it’s measured. • Begin at the beginning - finding opportunity. • Explore a lead - hunting down opportunities. • Find your customers - researching individuals. • Put it all together - the holistic analytics approach. © 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
  4. 4. #SitecoreSYM 4 High-level analytics aggregations can divorce marketers from their customers. What Sets SitecoreApart © 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. Photo by IB Wira Dyatmika on Unsplash
  5. 5. #SitecoreSYM 5 Sitecore Experience Analytics puts your individual customers at the center of analytics. What Sets SitecoreApart - Always focusing on the individuals. © 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 6 How SitecoreAnalytics Works © 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.
  7. 7. #SitecoreSYM Experience Analytics The 30,000 ft view of your brand and sites. © 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. 7
  8. 8. #SitecoreSYM 8 1. Visit 2. Value 3. PageViews 4. Time on Site 5. Bounces 6. Conversions 7. Count 1. Average Duration 2. Bounce Rate 3. Conversion Rate 4. Count per Page 5. Count perVisit 6. PageView per Visit 7. Value per Count 8. Value perVisit 9. MonetaryValue 10. MonetaryValue perVisit 11. Outcome Occurrences 12. Time on Page Metrics in Sitecore 8.X vs Sitecore 9.X © 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 8.X Sitecore 9.X
  9. 9. #SitecoreSYM MeasuringValue Value perVisit © 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. 9
  10. 10. #SitecoreSYM 10 EngagementValue © 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’s way of quantifying the micro conversions a user experiences on their journey to conversion.
  11. 11. #SitecoreSYM 11 EngagementValue is applied to a user’s contact and allows you to determine how valuable their visit(s) are. As with all analytics, the aggregation of all your contacts value provides a great way to analyze Segments within Analytics. EngagementValue andValue perVisit © 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.
  12. 12. #SitecoreSYM 12 Low Value per Visits, High Visits A segment with low engagement but a lot of visits. This segment needs conversion/engagement tactics. Spend your money improving conversions. Mismatch in Engagement Metrics © 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.
  13. 13. #SitecoreSYM 13 High Value per Visits, Low Visits A segment with high conversions/engagement but low volume of visits. This segment needs traffic generating tactics. Spend your money improving traffic in this segment. Mismatch in Engagement Metrics © 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.
  14. 14. #SitecoreSYM 14 Other Metrics Mismatches Page Views Per Visit Time on Site Search Usage Mismatch in Engagement Metrics © 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.
  15. 15. #SitecoreSYM 15 Identifying a mismatch in ExperienceAnalytics © 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.
  16. 16. #SitecoreSYM 16 A dimension is a summarization of a value. Dimensions determine how visits are analyzed and which fact the data is summarized on. Dimensions © 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. Examples: Languages Channels Internal Search Goals
  17. 17. #SitecoreSYM 17 Segments © 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. Segments determine which visits are analyzed within a dimension. Language Names Channel Sources Outcome Names
  18. 18. #SitecoreSYM 18 Metric © 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. A metric is a measurement. A count of a characteristic or value tracked for a specified Dimension and assigned to a Segment.
  19. 19. #SitecoreSYM 19 Finding Opportunity © 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. Example: Channels Site VpV = 21.25
  20. 20. #SitecoreSYM Path/Page Analyzer The 10,000 ft view of user journeys and their interactions with an experience. © 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. 20
  21. 21. #SitecoreSYM 21 Path Analyzer © 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.
  22. 22. #SitecoreSYM 22 Path Analyzer – HighVisits, LowValue © 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.
  23. 23. #SitecoreSYM 23 Path Analyzer - Identify a highly converting path © 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.
  24. 24. #SitecoreSYM 24 Page Analyzer © 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. A frequently traveled path that results in high value A less traveled path that results in low value A path to the page that results in continual collection of EV
  25. 25. #SitecoreSYM 25 Path Analyzer with Contacts © 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 Path Analyzer with Contacts © 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 xProfile The ground view of an individual visitor interacting with your brand. © 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
  28. 28. #SitecoreSYM 28 xProfile Overview © 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.
  29. 29. #SitecoreSYM 29 xProfile Activity © 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.
  30. 30. #SitecoreSYM 30 xProfile Profiling © 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.
  31. 31. #SitecoreSYM The Holistic Approach Putting all the tools together. © 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. 31
  32. 32. #SitecoreSYM 32 Experience Analytics1. Use ExperienceAnalytics to analyze segments and identify opportunities/weaknesses. The Holistic SitecoreAnalytics Approach © 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.
  33. 33. #SitecoreSYM 33 1. Use ExperienceAnalytics to analyze segments and identify opportunities/weaknesses. 2. Use PathAnalyzer to review traffic flow looking for high or poor performing experiences. The Holistic SitecoreAnalytics Approach © 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. Experience Analytics Path Analyzer
  34. 34. #SitecoreSYM 34 Experience Analytics Path Analyzer xProfile 1. Use ExperienceAnalytics to analyze segments and identify opportunities/weaknesses. 2. Use PathAnalyzer to review traffic flow looking for high or poor performing experiences. 3. Use xProfile to investigate individuals within a path, determine if your tactic will work for this person. The Holistic SitecoreAnalytics Approach © 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.
  35. 35. #SitecoreSYM FOR DISCUSSION PURPOSESONLY. Sitecore Confidential and Proprietary. © 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. © 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. 35 Twitter: @me_mikeshaw Community Slack: @MikeShaw Email: mike.shaw@sitecore.com Twitter: @JaxBaxter Community Slack: @JacquelineBaxter Email: jbaxter@hhog.com

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