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Demistify sitecore personalization


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There is no question personalization and omni-channel optimization deliver real business benefits, with customer experience-led businesses dramatically out-performing their laggard peers.

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Demistify sitecore personalization

  1. 1. Demystify Sitecore Personalization with Quick Wins & Drive Fast Business Results Greg Baxter, SVP Customer Experience
  2. 2. We are a global digital marketing and technology agency focused on customer engagement.
  3. 3. 3 • Sitecore Gold Partner, since 2003 • Over 200 Sitecore projects successfully delivered • 150+ trained Sitecore resources • 4 Sitecore MVP’s • Reusable Sitecore connectors built to extend the ecosystem • Industry accelerators and reusable frameworks SITECORE SPECIALISTS AN INCH WIDE, A MILE DEEP
  5. 5. Our work gets noticed Sitecore People’s Choice Website of the year Webby Official Honoree Winner Hermes Creative Gold Winner AVA Digital Gold Winner Technology Innovator Award 5
  6. 6. CX drives revenue. CX leaders’ average revenue outgrows laggards by more than double digits. 89% of businesses now expect to compete mostly on the basis of customer experience.89% Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of, and engagement with your customers. 6
  7. 7. Be Relevant or Lose Customers B2B is far from immune. 70% of business buyers says it’s absolutely critical for companies to provide a personalized experience. 74% of business buyers conduct more than half of their research online before making an offline purchase. 75% of B2B buyers would purchase again from suppliers that offered omni-channel capabilities.
  8. 8. Barriers to Personalization No Executive Buy In. Personalization can be nebulous, hard to pinpoint value – but its not just a nice to have! It’s a Journey. You do not have to boil the ocean, in fact, it’s a whole lot better if you don’t! Where to Start. Start with what makes a difference to revenue, start with a small project. Keep it digestible!
  9. 9. Pain Point Poor conversion of day trips Huge bounce rate on day trip campaigns Project ROI if bounce rate < 35%
  10. 10. 2 Week Project Focus on AdWord campaigns Drive revenue - easy decision Low project cost – easy decision
  11. 11. 2 Week Project Bounce reduced to 24% Project ROI in just 2 weeks. Quick Win! Measurable! Impact!
  12. 12. #SitecoreSYM Flying Blind Quick Business Wins 1:1 Marketing Revenue Engine Roadmap Engagement Analytics Easy Personalization Real Time Profiling AB Testing CMS Updates Traffic Analytics Spray and Pray Ad Hoc Social Landing Pages CRM MAP SXP Core Contact DataCustomer Behavior Funnel Stage and Lead Score
  13. 13. 3 Steps to Start Sitecore Engagement Analytics Rules Based Personalization Profiling & Predictive Personalization
  14. 14. 75% AV Monthly Growth 140% AV Monthly Re-buy
  15. 15. 3 Steps to Start Sitecore Engagement Analytics Rules Based Personalization Profiling
  16. 16. Top Choice for Cars and Aftercare New Car Sales Book Test Drives Book Service Digital Goals Increase Service Digital Goals Digital Goals Digital Goals Digital Goals Contact Dealer Strategic Objective Business Objective Marketing Objective ALIGNMENT
  17. 17. • Purchase Car/Book Service100 • Book Test Drive / Contact Dealer 75 • Use Finance Calculator50 • Use Dealer Locator30 • Watch Video / DL PDF10 • Compare Models2 VALUE COMMITMENT
  18. 18. 100% Free “Step One” “Tryability” Offer Want edynamic (well, me) to make recommendations on your Sitecore Engagement Analytics? Then have our team build them out for you to activate Sitecore’s dashboards? Wouldn’t it be nice to have working Experience Analytics that show how your site is performing over the revenue generating conversions? Drop me an email - Spots will be limited, I’d love to work with you.
  19. 19. 3 Steps to Start Sitecore Engagement Analytics Rules Based Personalization Profiling
  20. 20. 27 When a visitor enters the website, the visitor’s “digital finger print” is revealed “In the Moment” Personalization – Digital Finger Print Search Marketing Keywords Country Region City Device Operating System ReferralVisit Campaign IP address IP Owner Visitor Identification Language Day Time Default Landing Page Personalized Landing Page
  21. 21. 28 As a visit progresses, the visitor reveals preferences. For example, via specific actions or states “In the Moment” Personalization – Onsite Events Page viewed Goal triggered Internal search keyword Interactions (e.g., comparison tool, price calculator, etc.) Anonymous or logged in Visit number Profiled Content downloaded SC tag values Visit progressionPage count
  22. 22. Easy Steps! Select where on the homepage you will personalize. Choose 5 or 6 rules that will work to drive conversion – make sure they align with your Engagement Value Scale.. . HERO IMAGE FEATURE SPOT VEHICLE PREFERENCE SPOT Rules I use all the time – because they work! • Campaign • Profile (more on that in a minute) • Date and Time • Goal Conversion • Visit Number • Geolocation
  23. 23. 3 Steps to Start Sitecore Engagement Analytics Rules Based Personalization Profiling
  24. 24. Simplify the Who and What! . What product or service? What is their budget? Where are they in the buyer journey?
  25. 25. What Product or Service! . Profile 1 – Vehicle Preference Civic Accord CR-V HR-V Odyssey Pilot Ridgeline The answer is in your navigation! Vehicle Preference is Honda CR-V.
  26. 26. Budget! . Profile 2 – Budget Low Medium High Premium The answer is in your navigation! Budget is High.
  27. 27. Buying Journey! . Profile 3 – Buyer Journey BOF MOF TOF The answer is in your EVS! Buyer Journey is MOF.
  28. 28. Now We Know! . Budget Product Preference Buyer Journey Next Step is Book Test Drive!
  29. 29. Bring it Together! Choose what you will personalize, lets take a few that make sense! This is visit number 2. . HERO IMAGE FEATURE SPOT VEHICLE PREFERENCE SPOT • Visit Number • Campaign – CR-V • Profile • Goal Conversion • Geolocation Budget Product Preference Buyer Journey Special Offers!
  30. 30. 150% Test Drives 150% Contact Dealer 30% Decrease in Bounce on Targeted Search
  31. 31. Digital marketing transformation.
  32. 32. Questions Greg Baxter, SVP Customer Experience