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5 Critical Keys to Success with Sitecore DMS


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Are you putting your analytics to work with your data management system? Collecting data is the easy part, but using it to create real value takes skills, planning, and the proper tools. Sitecore’s integrated analytics platform provides the tools, but what else do you need to reap the benefits?

This webinar is presented by Sitecore and Navigationarts. We highlight what you need to get started and what you need to get the most out of DMS. Case study examples ranging from B to B, B to C, and somewhere in between highlight best practices in custom reporting, audience segmentation, real time personalization, and more.

The webinar covers:

How to plan for DMS including audience analysis and content tagging strategies
The ideal project approach
Best practices in B to B and B to C marketing tactics
Using real time personalization
Understanding engagement tiers; out-of-the-box vs customized

Published in: Technology

5 Critical Keys to Success with Sitecore DMS

  1. 1. 5 Critical Keys to to… DMS Success Presented by:
  2. 2. 5 Critical Keys to DMS SuccessPresented By: NavigationArts is a strategic consultancy specializing in: • Web Strategy • User Experience Design • Content Management System Implementations Sitecore provides .NET enterprise-class web content management and digital marketing software with over 2,800 customers managing over 32,000 websites worldwide. Partnership: NavArts has been a valued Sitecore partner since 2007, we’ve launched more than 280 Sitecore sites for more than 30 clients.
  3. 3. 5 Critical Keys to DMS Success5 Critical Keys to DMS Success• K #1 B ild Y Key #1: Build Your T Team and Y d Your B i Business C Case• Key #2: Use What You Need• Key #3: Prepare Your Site• Key #4: Commit to the Cause• Key #5: Don’t Fire and Forget
  4. 4. Key #1 Build Your Team and Your Business Case4
  5. 5. 5 Critical Keys to DMS SuccessKey #1 Build Your Team and Your Business Case• Put together the right mix of people at your organization• D fi your b i Define business case and success metrics d ti• Work with an implementer to establish your project plan
  6. 6. 5 Critical Keys to DMS SuccessKey #1 Get Your DMS Core Team TogetherA successful team make-up includes both: • Advocates who are excited about the possibilities of the marketing suite Advocates, • Realists, who deal with the day-to-day actualities of your websiteYour Core Team should include members from: • Content authors • Content publishers • Marketing team • IT representative • Management stakeholder g
  7. 7. 5 Critical Keys to DMS SuccessKey #1 What’s Your Business Case? B2B Marketing Site:  E Commerce Site: Driving  Driving leads to sales  customers to complete a  forms purchase Define Success  Metrics University Site:  University Site: Transactional Portal:  Transactional Portal: Encouraging online  Engaging users with more  applications content
  8. 8. 5 Critical Keys to DMS SuccessKey #1 Line Up an ImplementerAll implementers have different approaches, but you should look for an implementer who provides ateam with multiple specialties:Senior Consultant Marketing Consultant• Helps you establish a business plan for DMS • Advises on campaign structuring and usage tracking• Advises on how to get the highest ROI with the • Works to establish “value” for user right DMS components actions on your site• Keeps everything on track and on budget • Assists with interpreting and acting on analyticsUX / IA Lead Tech Lead• Incorporates DMS concepts into your site map and taxonomy • Implements the marketing suite in a simple and usable way• Establishes a profile and pattern card model for tagging content based off audiences and • Determines performance impacts personas • Offers technical solutions for• Incorporates personalized or MV modules into requirements that need custom coding an existing site architecture
  9. 9. 5 Critical Keys to DMS SuccessKey #1 What Does an Implementer Do For You?Listed below are the key elements involved in the planning, implementation and integration of aCustomer Engagement Platform.• Needs Analysis o business goals, both strategic and tactical, and online/offline marketing efforts o Defining key audience segments and their needs, attributes, behaviors o Analysis of current state - current site usage and analytics, content, structure o Technical discovery• Defining personas• Content – what needs to be revised or created new• Governance – what can be supported by content team moving forward and how• New/Modified page layouts a d types e / od ed ayouts and• Documenting requirements – user, functional, technical• Implementation• Deployment support & training
  10. 10. Key #2 Use What You Need10
  11. 11. 5 Critical Keys to DMS SuccessKey #2 Use What You Need• Few organization needs all of DMS’ features - don’t get overwhelmed!• Phase your approach to start with the “quick wins” and features with the most quick wins ROI• Tackle advanced capabilities like automated engagement and complex CRM integration when you are ready
  12. 12. 5 Critical Keys to DMS SuccessKey #2 Quick Wins and Long Term ROI Gathering Analytics Assigning Values to Behavior Quick Tagging Marketing Campaigns Wins Assigning Profiles to Content Multivariate Testing Content Personalization Custom Reporting Engagement Automation Higher Investment g Full CRM Integration g Higher ROI Advanced Data MiningROI for DMS features is different for every business case!
  13. 13. 5 Critical Keys to DMS SuccessKey #2 “Quick Win” Plan• Get DMS up and tracking statistics• A l th concept of “value” to user interactions on your site Apply the t f“ l ”t i t ti it• Use your site map or persona exercises to establish Sitecore profile and pattern cards• Tag your campaigns online and offline• Start personalizing content
  14. 14. 5 Critical Keys to DMS SuccessKey #2 Quick Win: Establish “Value” PPC
  15. 15. 5 Critical Keys to DMS SuccessKey #2 Defining Value About Us Brochure +5• Define success metrics Leadership Our  Company • B2B Marketing Site: Request sales information News and News and  Newsletter Newsletter  Events Registration +3 • Online Retail Site: Completed Purchase Sales  Thank You + 10 • University: Completed Online Application Contact• Identify pages or activities that constitute Strategy success or move users toward success Intranets• Assign these as goals with relative Engagement Value points Home Solutions Websites Search Mobile Healthcare  +1 Client Education  Client +1 Case  Studies Energy  Client +1 Hospitality  +1 Client
  16. 16. 5 Critical Keys to DMS SuccessKey #2 Tagging Marketing Campaigns• Create and categorize campaigns• Use landing pages or unique tracking codes • 56770E402186
  17. 17. 5 Critical Keys to DMS Success Key #2 DMS Profiles from Audience Personas Audience What the audience needs What the website needsOpportunities for content targeting 
  18. 18. 5 Critical Keys to DMS SuccessKey #2 DMS Profiles from Content Strategy About Us Brochure +5 Leadership Our  Company News and  Newsletter  Events Registration + 3 Sales  Thank You + 10 Contact Strategy Intranets Home Solutions Websites Search Mobile Healthcare  Client +1 Education  Client +1 Case Studies Energy  Client +1 Hospitality  Client +1
  19. 19. 5 Critical Keys to DMS SuccessKey #2 Advanced Marketing Suite Implementations• If you’re already past the “Quick Win” stage, then you are ready to tackle the more complex features of Sitecore’s Customer Engagement Platforms Sitecore s Platforms.• At the end of the webinar, we’ll present a case study that shows a fully featured implementation with advanced integrations
  20. 20. Key #3 Prepare Your Site p20
  21. 21. 5 Critical Keys to DMS SuccessKey #3 Prepare Your Site• Investigate your Sitecore implementation’s Page Editor mode and component code• Identify opportunities on the site to leverage multivariate testing and personalization• P Prep your t team
  22. 22. 5 Critical Keys to DMS SuccessKey #3 Investigating Your Sitecore ImplementationMany “power” users y pof Sitecore are usedto the Content Editorand Desktopmodes… d… but severalaspects of DMS workbest in Page Editormode, i l di d includingexclusive MV testingreports
  23. 23. 5 Critical Keys to DMS SuccessKey #3 Investigating Your Sitecore ImplementationSome processes to improve Page Editor usage:• Fixing Javascript/JQuery conflicts that prevent all Page Editor functions from working• Configuration tweaks that speed up Page Editor mode• Use or convert to Sitecore native controls like sc:FieldRenderer to automatically allow Page Editor inline editing y g g
  24. 24. 5 Critical Keys to DMS SuccessKey #3 Investigating Your Sitecore ImplementationNot all Sitecore components arewritten to take immediate advantageof personalization and multivariatetesting rules gPart of the process for preparingyour site is cataloging componentsthat these rules can apply toThenTh making sure those components ki th tare written to support those rules
  25. 25. 5 Critical Keys to DMS SuccessKey #3 Prep Your Team• Train your content authoring on marketing or train your marketers on content authoring• If you already have DMS installed and gathering analytics, review reports and start classifying traffic• Start the ball rolling with your IT team for integrations with CRM and back-end back end systems
  26. 26. Key #4 Commit to the Cause26
  27. 27. 5 Critical Keys to DMS SuccessKey #4 Commit to the CauseDMS implementations can be elegantly built, designed to capture significantly relevantbusiness data, and be poised to deliver targeted, useful content to individuals … and still , p g ,be unsuccessful projects if the features are never used. How do you avoid this?• Make DMS part of your content workflow• R l on automated f t Rely t t d features when content staff is overburdened h t t t ff i b d d• Use campaign tags and landing pages everywhere – offline and online• Work with your implementer to establish and maintain governance models Website  Goal  Audience  Content  MV Testing Publish content Assignment Tagging personalization Review Revise Repeat Campaign  Audience  Distribution  Campaign  Goal Distribute Content Plan Channel Code
  28. 28. 5 Critical Keys to DMS SuccessKey #4 Consider Enforcing PersonalizationAdd a workflow step for a “personalization pass” personalization pass Creator Editor Marketer PublisherAdd validators to ensure profiling and audience information is applied
  29. 29. 5 Critical Keys to DMS SuccessKey #4 Automate Promotional ContentJust like regular websitecontent, you want to producepromo content once and reusemany times.
  30. 30. 5 Critical Keys to DMS SuccessKey #4 Automate Promotional Content Don’t expect to customize each content page. Write default content t t W it d f lt t t display rules once for modular content like a “donation promo”. This approach allows marketers and content authors to intuitively add rules you might otherwise have y g to rely on developers to produce.
  31. 31. Key #5 g Don’t Fire and Forget31
  32. 32. 5 Critical Keys to DMS SuccessKey #5 Don’t Fire and Forget• Like launching your website, implementing DMS is not the end but the beginning• Evaluate campaigns: don’t just look at metrics, act on them• Use dashboards and custom reports to feed the cycle• Determine what content is most “valuable” and create more of it valuable• Move to the next level
  33. 33. 5 Critical Keys to DMS SuccessKey #5 Evaluate Campaigns : DMS Reports High volume of visits  High volume of visits – Low Value per Visit PPC Twitter NewsletterPress Releases Low volume of visits  – High Value per Visit
  34. 34. 5 Critical Keys to DMS SuccessKey #5 Evaluate Campaigns : Custom B2B Reports
  35. 35. Advanced Scenarios y Case Study35
  36. 36. 5 Critical Keys to DMS SuccessKey #5 Custom DevelopmentPrevious examples leveraged out-of-the-boxDMS features. More can be done via customdevelopment.A client of ours serves the Oil & Gas industry.Their customers include all of the major oilcompanies, as well as analysts, investors, andgovernments.Their customers login to theirwebsite t access subscribed b it to b ib dresearch content.
  37. 37. 5 Critical Keys to DMS SuccessKey #5 Custom Analytics EventsSitecore Marketing Suite was used to preciselyrecord events done by a logged in user, including: -Login (out of the box) -Viewed a R Vi d Research A ti l h Article -Downloaded a Research Article (PDF) -Emailed a Colleague -Saved to “My Documents”
  38. 38. 5 Critical Keys to DMS SuccessKey #5 Custom Analytics ReportsCustom reports for the custom information: -Who viewed which research -Most Popular research -How much, and what, research did a particular institution view -Some data comes from their customer database (CRM) -And more… And more
  39. 39. 5 Critical Keys to DMS SuccessKey #5 Integrated Engagement System CustomersComponents: -Sitecore 6 CEP (Content Management, Website, and Analytics) -Custom Analytics Reports Sitecore 6 CEP Analytics -Email Marketing System Tailor content -Customer Relationship Management (CRM) System CustomerThe Integrated System enables them to: Subscription Reports Managers -Tailor content to their website users’ needs -Understand customers’ engagement when it is time for renewals -And more…
  40. 40. 5 Critical Keys to DMS Success5 Critical Keys to DMS Success1. Build Your Team and Your Business Case2.2 Use What You Need3. Prepare Your Site4. Commit to the Cause5. Don’t Fire and Forget
  41. 41. Thank You! Contact Information: Caroline Mullen 7901 Jones Branch Drive, Suite 400
 McLean, VA 22102