In a joint presentation from Rosetta and National Instruments, explore real-life examples of how National Instruments (NI) is putting customers at the center of their digital transformation. Customers in all industries have high expectations from brands. To exceed the needs of their customers and internal sales force, National Instruments has made substantial investments in the digital platforms that enable them to deliver better experiences, such as seamless online ordering. In this presentation you will hear the steps NI is taking to enhance customer engagement and grow their business, such as using a data-driven approach to understand the customer journey, enhancing the path to purchase, content and design, and enabling great experiences through technological innovations.

1. Evolution of B2B
Commerce Powered by
Engagement Ecosystems
Session 1435
Nathan Schatz– National Instruments
John Wade -­ Rosetta

2. ni.com
Nathan Schatz
Manager, Global eCommerce
National Instruments
nathan.schatz@ni.com
John Wade
SVP, Rosetta
Account Management
john.wade@rosetta.com
@jwade5

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Topics we will cover today
• B2B customers are demanding a better experience
• How National Instruments transformed their digital experience
• How do you enable great experience through technology innovations

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B2B customers are demanding a better experience
• The people coming to our sites do so because it is their job
• We need to ensure it is easy and intuitive
• B2B is more complex than B2C, but it shouldn’t feel like it
• We need to help our customers quickly find what they are looking for and/or
solve their problems, regardless of whether they are end consumers or not
• B2B buyers are accessing a wider range of resources to assist with their
purchases
• B2B shoppers are fragmented across many complex buying organizations
with influencers, decision makers, and buyers

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3xlift in smartphone subscribers1 In 2014, average number of connected devicesper
personis 2.95
Smartphone and tablet ownership
has continued to grow
Multi-device use is becoming common practice,
and time spent on screens is increasing as a
result of mobile4
Sources: (1) Statista, (2) Comscore MobiLens and Mobile Metrix Reports, Jan 2016, (3)Pew Research, (4) eMarketer, (5) Statista
With the rise of mobile, consumers are always connected
Of phone owners 13+, 79%
own smartphones and
20.9% own feature phones2
Note: Most feature phone users want or are
considering smartphones, but cannot afford them
10xgrowth in tablet ownership3

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B2B buyers are accessing a wider range ofresources to assist with their purchases
SAP 2015
75 73
54 54
42 38 35

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Over $20k
Revenue
2008
Under $20k
Revenue
2013
Revenue (est)
2018
Our growth model is changing…

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Over $20k Under $20k
Number of Orders
2008
Number of Orders
2013
Number of Orders (est)
2018
Our operational model is not

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OurTransformation
The NI
Customer &
Their Journey
Enhancing the
Path to Purchase
Enabling Great
Experiences Through
Technology
Innovations

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THE NI CUSTOMER & THEIR JOURNEY

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Customer Journey

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Journey for Researching aTechnical Issue
Source: 2015 Global Customer Loyalty Survey.
Drivers of loyalty tested for significance at the 90% confidence limit. ◆ indicates a significant driver of loyalty.
2015 Core 9 regression used to determine significant loyalty drivers.
6
7
8
9
10
Mean satisfaction (out of 10)
Mean Sat -­ 2015
Need Shop Buy
Use
Initiate Learn Troubleshoot Advocate
Usefulness of product
information
Ease of use of the
product
Using NI products to
complete projects
Quality of
hardware
services offered
NI communicates with me
in a way that is relevant to
my business
1. Price. 2. NI.com is not easy to search.
Once I get used to google, not handy
when I can't search if there is misspelling.
New Customer, Japan
The complexity and the low
clearness of documentation, the
paid courses are not satisfactory, ...
Existing Customer, Italy
Technical support services is
extremely bad, and very rarely they are
available to pick up the phone calls...
Existing Customer, Brazil

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The Website Experience Was a Barrier
Source: WW Q2 2012 Customer Loyalty Survey
“Finding things on ni.com is
difficult. Also, it's difficult to
discern the difference between
product lines and decide which
is best for what I’m doing.”
US/Canada customer
“The Web site is a zoo.
Extremely large and difficult
to find topics and examples
needed to get answers…”
US/Canada customer

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NI.com –Where Customers Struggle
5.5 6 6.5 7 7.5 8
Product repair process
Ease of navigation through the online …
Ability to resolve my question using online …
Installation & Setup
Proficiency -­ Customers for less than one year
Current level of my proficiency with NI products
Ease of navigation through ni.com
= Loyalty Driver
8 is the minimum acceptable level
Source: WW Q2 2012 Customer Loyalty Survey

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NI.com –Where Customers Struggle
Image source: 2013 ni.com site wide survey

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ENHANCING THE PATH TO PURCHASE

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Action Plan
Simplify NI.com Site Taxonomy
Simplify NI Product Taxonomy
Simplify NI.com Shopping Navigation
Clean Up Technical Content on NI.com
1.
2.
3.
4.

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Simplify NI.com Site Taxonomy
1.

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Establish a New Site Taxonomy: “Home Page & Wrapper”
• Simplify the design
• Separate learning and
shopping content
• Establish foundational
platform

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Simplify NI.com Product Taxonomy
2.

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NI Catalog by the Numbers
HW Models, SW Editions,
and Services in Catalog
Parts in Catalog
58,000+ 7,000+ 4,000+
Sold on NI.com

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184 Results!
Let me get my
glasses to read the
fine print so I know
what this product
does.
What do all the
numbers mean?
What if I
change the
Product Line?
I’m not sure
which one I
need.

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What do all of these
terms mean?

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ni.com | NI CONFIDENTIAL
PXIe-6363 Spec Sheet
Conflicting Technical Data
PXIe-6363 in PSD/Web
NI-9422 Spec Sheet
NI-9422 in PSD/Web

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IBM Product Master Data Management (PMDM)
Data
• Principles and Definitions
• Structures & Standards
Systems
• Record management and access
Process
• Data authoring and quality checks
Governance
• Adherence to standards and policies
Principles &
Definitions
Structures &
Standards
PDI/PIM
Process &
Policy
Data Quality
Measures
Data
Governance
Adoption &
Uptake

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Simplify NI.com Shopping Navigation
3.

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“Hardware Purchase Path” Release – Q3 2016Planned
• Shift from 1100 hardware “models”
to 160 “products”
• Browse and compare by
product specification
• Massive simplification and
reduction of product hierarchy,
taxonomy, and content

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Navigating OurProducts (Shopping)
• Too many
navigation options
• Many products that are similar
but not the same
• Too difficult to find key product
information

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Navigating OurProducts (Shopping)– New Hierarchy
• Input from experts
(Centerline)
• Collaboration with
Product Marketing
• Customer testing
Interviews
Card-­sorting
Usability testing

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Experience Scope – 10 Key Templates
Platform Overview
Platform Customer
Applications
Platform Category Platform Setup & Support
Search Results
Mash-­Ups
1 page (responsive) 35 pages ~150 pages ~75 pages ~1,250 pages
3 pages 3 pages 3 pages 3 pages
2-­3 versions (model
vs. part vs product
ALL HW Products
Shop Home Hardware Category
Hardware Product Page
Tier 1
Hardware Product Page
Tier 2
Lightweight Model

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Product Page
• Provide customers with core
attributes of a product that
they use to narrow down to
a part number
• Once they select a part number
they then can continue to follow
a path to configure and purchase
• Build trust and transparency in
the purchase process so the
customer knows what to expect
in every step

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Product Page

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Product Page

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STRONGEST ARM
Electronic Test and Instrumentation > Oscilloscopes
SUCCESS
90% Success Rate
86% Directness Score
Avg Time: 4.81s
Validate New Hierarchy Through User Tree Testing
Find where you can gather specifications and pricing for an oscilloscope.

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SUCCESS
Validate New Hierarchy Through User Tree Testing
59% Success Rate
48% Directness Score
Avg Time: 13.75s
Find information about building an HMI for your system, including specifications, pricing, and options.
Data Acquisition and Control > Control and Interfacing > HMIs and Displays

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Clean up Technical Content on NI.com
4.

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Technical Content Curation
• Minimize content duplication online
• Use customer language when
transitioning from old to new content
• Reduce workload of content creation –
Do fewer things better!
• Impacting tech com, R&D, Product
marketing, support and regional
marketing
Future State Content Types
Industry Hub User Manual
Industry Detail Specifications Manual
Platform Overview Calibration Procedure
Product Family Overview KnowledgeBase Article
Product Overview Download Overview
Product Page Download Detail
Product Catalog Newsletter
Training Overview Event Overview
Course Detail Lesson
Course Outline Exercise
Exam Detail Sample Project
Exam Preparation Guide LabVIEW Template
Reference Overview Partner Overview
3492

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Less Content is Better?
Eliminate
1700
pages
Improve
SEO Traffic
22%
+170,000 Visits in 2015 to LabVIEW

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The Rest
51%
"Technical
Content"
49%
"Technical
Content"
82%
The
Rest
18%
2015 NI.com Statistics
XX Million Visits XXX Thousand Pages

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How Do You Improve 700,000Pages ofTechnical Content?
Data-­Driven Action Plan
Article Count
Number of
Page Views
Customer Rankings
(Quality)
Recency
(Time since last update)
One Document at a Time

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Summary of DAQ Curation Results so Far…
Statistic 2015 Results
Article Count -­35%
Average Update Date -­21%
Average Customer Rating +7%
Articles with Low Views (<5) -­60%

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ENABLING GREAT EXPERIENCES THROUGH
TECHNOLOGY INNOVATION

48. Rosetta is an agency focused on customer engagement.
We connect rich data, engaging experiences and
robust technologies to forge meaningful relationships
with customers that drive business impact.
48

49. 7
CUSTOMER ENGAGEMENT
Determining who to engage with and how best to engage
with them. We connect rich data, engaging experiences and
robust technologies to forge meaningful relationships
with customers that drive business impact.

50. INTELLIGENCE
TECHNOLOGY CREATIVE
The engagement framework
to enable delivery and
optimization Development of relevant,
meaningful experiences across
touch points, and over time
Identification of Customer Insights
and development of Customer
Strategy to maximize client growth
ENGINEERED TO DELIVER CUSTOMER ENGAGEMENT
8

51. CORE SOLUTIONS
DEVELOPMENT
§ Enterprise CMSstrategy
& solutions
§ Connected device solutions
§ e-commerce strategy &
solutions
§ OMS strategy & solutions
§ Portal solutions
OPERATIONS
§ Application & environment
management
§ Technology enablement
roadmaps
§ Personalization roadmaps
INSIGHT & STRATEGY
§ Personality® segmentation
§ Behavioral analysis
§ Customer lifecycle mapping
§ Business modeling
§ Ignite & Drive
(ideation to execution)
ANALYTICS & OPTIMIZATION
§ Actionable KPI dashboards
§ Media attribution
§ Web analytics & tool selection
§ Program & campaign
optimization
§ A/B & multivariate testing
CREATIVE & CX
§ Information architecture
& design
§ Creative design
§ Responsive design
§ Copy & content creation
§ Usability testing
§ Production
SEARCH & ONLINE MEDIA
§ Organicsearch
§ Mobile marketing
§ Paid SEM
§ Online display advertising
CRM & SOCIAL MEDIA
§ Social media planning,
implementation &
management
§ Direct messaging
§ Social CRM integration
§ CRM data strategy
§ Database management
§ List & data sourcing
§ Longitudinal contact
planning
§ Message customization &
personalization strategy
§ Multichannel campaign
execution
EXPERIENCESINTELLIGENCE TECHNOLOGY
9

52. ROSETTA’S RELATIONSHIP WITH IBM
52
Proven delivery methodology specifically
designed for IBM Commerce
250+ IBM Commerce sites driving
billions in online B2C and B2B revenue
15
YEARS OF IBM
COMMERCE
EXPERIENCE
GOLD IBM LAB
ACCREDITATION
#1
IBM COMMERCE
PARTNER
120+ total IBM certifications and more
than 350 IBM Commerce Consultants
Committed IBM Commerce product
innovation partner

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How We Bring it to Life

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Delivering ASeamless User Experience
Platform Overview
Platform Customer
Applications
Platform Category Platform Setup & Support
Search Results
Mash-­Ups
1 page (responsive) 35 pages ~150 pages ~75 pages ~1,250 pages
3 pages 3 pages 3 pages 3 pages
2-­3 versions (model
vs. part vs product
ALL HW Products
Shop Home Hardware Category
Hardware Product Page
Tier 1
Hardware Product Page
Tier 2
Lightweight Model

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Content and Commerce Sharing the Glass
Digital content from the
AEM repository
Product image and
description overrides from
AEM
Personalized content and
products from Target data
Page template
Adobe Experience Manager
Client context used for
segmentation
Top categories
Product Price
Shopping cart
Entitlement
Catalog image and
description from WC
Authentication and
registration
IBM Commerce

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COMMERCE AND CONTENT LAUNCH TYPES
2 CONTENT-
DRIVEN 3 HYBRID
1COMMERCE-
DRIVEN

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Key TakeAways
• Simplify, simplify, Simplify
• Data Trumps gut – Manage and listen to the data
• Old habits die hard – promote the smallest victories

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Q&A
John Wade
SVP, Rosetta
Account Management
john.wade@rosetta.com
@jwade5
Nathan Schatz
Manager, Global eCommerce
National Instruments
nathan.schatz@ni.com

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Thank You