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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing

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Learn how Sitecore DMS can unleash the power of personalization in your marketing

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Get Personal with Your Customers – How Sitecore’s Digital Marketing System (DMS) Can Change Your Marketing

  1. 1. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Get Personal with Your Customers How Sitecore’s DMS Can Change Your Marketing
  2. 2. www.edynamic.net Blending Creativity and Technology to Deliver Better Business Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 1 Introduction
  3. 3. 2  An introduction to DMS personalization  How to prepare to get ready to use DMS  Get some idea how to apply DMS to meet organization’s need  Implementation Plan How Sitecore’s DMS can change your marketing In this webinar, we will discuss:
  4. 4. 33 What is Personalization?
  5. 5. 4 What is Personalization? Sending a relevant message to an appropriate user Without Personalization: Broadcast With Personalization: Targeted
  6. 6. 5 With personalization With information that we learn from clients, we can send an appropriate message to suite them
  7. 7. 6 Without personalization Without any information from clients, you can only broadcast the same message which may or may not be effective
  8. 8. 7 Content isn’t always generic Personalization can help guide users to relevant information
  9. 9. 8 Personalization through DMS DMS allows components on a page to be personalized WineDrinker Beer Drinker
  10. 10. 99 How Personalization in DMS Works
  11. 11. 10 A Sitecore page is made of Components Individual page components are personalized
  12. 12. 11 Alter Component Attributes The Sitecore Rules Engine orchestrates components  Hide Component  Change Component  Change Component Data
  13. 13. 12 Conditions Sitecore Rules Engine Conditions determine when a rule is used Sitecore contains a number of conditions  DMS Profile  Previous site (referrer)  Manual classification of user  Previously triggered “goal”  Location of user (country, city, etc)  Engagement plan state  Custom conditions  And more…
  14. 14. 13 Change Component Data Components read data from their “Data Source” Pages Component Data
  15. 15. 1414 Assess a Component
  16. 16. 15 Assessment Process Determine if a target component can be orchestrated by the rules engine No assessment required:  Hide Component  Change Component (may require configuration) Assessment for Changing Component Data:  Identify component to be personalized  Check if component uses a data source  Try changing the data source and see if the component reacts
  17. 17. 16 Change Data Source Components must use the configured data source to allow a different data source to be provided Data Source1 Lorem ipsum dolor sit amet Output 1 Data Source2 Component 1
  18. 18. 1717 Personalization Plan
  19. 19. 18 Get your site ready Steps how to prepare to implement personalization  Categorize your site users
  20. 20. 19 Categorize your site users Create audience personas. In each persona, we should specify:  What the audience needs  What the website needs from that audience  Opportunities for content targeting
  21. 21. 20 Get your site ready Steps how to prepare to implement personalization  Categorize your site users  Determine components on each page to personalize  Prepare content for specific users  Come up with the rules to change components/data  Implementation and QA
  22. 22. 2121 Implementation Tips:
  23. 23. 22 Avoid static placement of components Components to be personalized must be placed dynamically  Dynamic placement occurs automatically in the Page Editor  Static placement to be used for non- personalized components
  24. 24. 23 Avoid using component fields Embedding component fields in the host page reduces flexibility and makes personalization clunky  Static component fields lead to static page structure  Extract component fields to independent data source template
  25. 25. 24 Data Source VS Context Item Components must use the configured data source to allow a different data source to be provided  XSLT Renderings already use data source if provided  Sublayouts require code updates Lorem ipsum dolor sit amet Output 1 Component 1 Request
  26. 26. 2525 Application Scenarios:
  27. 27. 26 Scenario 1 www.penexpenseapp.com Pen Expense App sells premium software packages addressing the most pressing problem in business – the overhead associated with replacing lost pens
  28. 28. 27 Nancy – Existing Customer Scenario 1 www.yourtechcompany.com Jim – The Information Seeker Susan – The Decider
  29. 29. 28 Scenario 1 Jim: The Information Seeker His Actions: Visits About Us Page Visits Product Information Watches Product Demo
  30. 30. 29 Scenario 1 Jim: The Information Seeker Our Response: Newsletter Signup is Prominent Product Brochure Download is Displayed Copy Reflects Product Value Proposition
  31. 31. 30 Scenario 1 Susan: The Decider Her Actions: Already Signed up for Newsletter Downloaded Multiple Whitepapers Filled Out Contact Us Form
  32. 32. 31 Scenario 1 Susan: The Decider Our Response: Display Free Trial Offer Copy Updated to Reflect Ease of Getting Started Online Chat is Now Available
  33. 33. 32 Scenario 1 Nancy – Existing Customer Her Actions: Owns our Software Visits Training Materials Downloads White Papers
  34. 34. 33 Scenario 1 Nancy – Existing Customer Our Response: Sign In is First Thing She Sees Upsell Offer is Displayed Training Seminar Event is Displayed
  35. 35. 34 Scenario 2 www.davisdavisdavis&davis.com Davis, Davis, Davis & Davis is a law firm with multiple practices areas, hundreds of lawyers, and multiple world wide locations.
  36. 36. 35 Ann – Existing Customer Scenario 2 Chris – Exec in Need Randy – The Poacher www.davisdavisdavis&davis.com
  37. 37. 36 Scenario 2 Chris: Exec In Need His Actions: Reads Articles on Florida Regulatory Environment Visits Regulatory Practice Area Searches for Attorney
  38. 38. 37 Scenario 2 Our Response: Deliver Similar Articles Display Florida Based Events Feature the Viewed Attorney Chris: Exec In Need
  39. 39. 38 Scenario 2 Ann: Existing Customer Her Actions: Visits New Practice Area Several Times Reviews Matters in New Area Downloads Whitepaper
  40. 40. 39 Scenario 2 Ann: Existing Customer Our Response: Display Related Whitepapers Display Related Matters Feature Contact Information for new Practice Area
  41. 41. 40 Scenario 2 Randy: The Poacher His Actions: Came From Known Law Firm Searches for Attorneys
  42. 42. 41 Scenario 2 Randy: The Poacher Our Response: Block Attorneys From View Copy Updates to How Awesome We Are
  43. 43. 42 Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
  44. 44. 43 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net
  45. 45. 4444 Thank You

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