How to utilise Sitecore's Digital Marketing Suite

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Jonathan Von Abo from Reading Room explains the importance of realising business objectives using the digital marketing suite in Sitecore

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  • A partner view to implementing DMS Preparation is key
  • Not a magic on /off button Requires careful planning and consideration What you put in is what you get out Devil is in the detail
  • Tools Analytics is king Google provides top level insights (Someone from uk using Chrome)Sitecore offers user specific insight (Dave from London viewing this page on his mobile using chrome) Tracks site performance via engagement value
  • Tactical -> Optimising -> Automation -> Integrated Will look at the goals and engagement values later in the day Analytics feeds all
  • Initiate – Brochure site, sending emails, google analyticsRadiate – cross channel, Mobile , socialAlign – Align site with strategic goals (look at later)Optimise – use analytics to optimise, make personalNurture – focus on customer, trigger based dialogue, relevant conversation, preferred platformsEngage – connect online and offline, real time relevant 121 conversationsLifetime – Cross channel optimisation, anticipate needs, 121 dialogue
  • Analyse – What we are looking at today Design – Feedback from analyse phaseBuild – On Uat and testDeploy – on live and start trackingOptimise – use analytics to refine approachBack to analyse – nest step of maturity model
  • How we analyse the business Use a combination of the resources
  • Step 1 Understand where the business currently is in terms of digital
  • Step 2 Are you currently doing any DMS activity elsewhere
  • identifies the business drivers of the digital strategy. initiatives that drive the marketing objectives and exploit the full power of the Sitecore Customer Engagement Platform.clear link between the strategic and marketing objectives.
  • It’s important we know as much as possible about the business to make the best informed technology decisions It is important to capture all items as accurately as this information allows us to align the objectives with the capability of Sitecore technology. Create measurable results
  • Theme – Ultimate business goalsStrategic Objectives – Strategies that enable the themeMarketing Objectives – Marketing activities to drive stratobjGoals – Actions on site to full fill marketing objTalk through hierarchy
  • Keep it clear What are your differentiatorsBe no 1
  • Explain stratobj Talk through 3 obj
  • Explain Marketing obj Talk through 9
  • Calls to Action that result in conversions, can marketing create that will drive success in marketing objectives?Transactional Goal– two-way communication and exchange of information involving some degree of trust and risk on both sides. - supplying their contact details for more information, purchasing a product, signing up for site membership or joining an email newsletter.Informational Goal–one-way transfers of information that involve little risk. The visitor downloads an asset which helps their decision making process, such as downloading a membership benefits form or using an online calculator or survey.Process Goal–multiple actions by the visitor. This could be, for example, steps in calculating a price using an online price calculator or the process could be steps such as downloading an asset, subscribing to email, and requesting a phone call. Explain 9 goals
  • This gives us hierarchy Hierarchy ensures that all goals feed up to a theme Maintains clarity of purpose
  • Wrapping up Should be able to check these things off Should be done with your partner
  • After break Take these insights and build on them
  • How to utilise Sitecore's Digital Marketing Suite

    1. 1. Understandingthedriversforsuccess Planning for DMS
    2. 2. 1. The DMS System 2. Technical considerations 3. First steps (analyse) 4. Scoping workshop 5. OfficeCore 6. Next steps 7. Q&A Agenda
    3. 3. The DMS system
    4. 4. What it isn't
    5. 5. What it is “The Sitecore Digital Marketing System is a set of marketing tools built into Sitecore that allows partners and clients to promote, optimise, test and track the performance of content on their websites; using a qualitative metric called Engagement Value.”
    6. 6. A powerful set of tools
    7. 7. Maturity model
    8. 8. Methodology
    9. 9. Technical considerations
    10. 10. Technical  Sitecore Version (6.6 or above)  Infrastructure scaled to cope with DMS  Analytics Database enabled Other  Resource considerations (internal / partner managed) Archive strategy in place  Security is defined for page editors  Separate content areas for dynamic content Considerations
    11. 11. First steps (analyse)
    12. 12.  Readiness assessment  Maturity assessment  Implementation method.  Scoping workshop Preparation resources
    13. 13. Readiness assessment  Page views  Performance  Storage  Database  Upgrades  Licenses  Development cycle  Configuration  etc...
    14. 14. Maturity assessment  Web analytics  Predictive analytics  Testing  Email marketing  Marketing automation  Campaign management  Content profiling  Personalisation  Social integration  CRM integration  etc...
    15. 15. Scoping workshop
    16. 16. Steps
    17. 17. Example
    18. 18.  Fictional company used in Sitecore demo system  Focuses on office supplies and holiday products  We will focus on holiday side for this exercise  Premise is ultimately to identify the site goals  These goals will then be created to track engagement  Utilised for reporting and optimisation
    19. 19. Strategic themes Be the no1 destination for innovative holiday products Successful companies operate with a few clear strategic themes. Companies that have too many themes usually fail because they are not focused in their use of resources or in the minds of their customers. When you think of the most successful companies you usually have an image of what makes them unique in their industry. For this demonstration we have distilled the requirements into the following strategic theme:
    20. 20. Strategic objectives Convert (Grow market share) Advocate (Create lifetime customers) Attract (Increase brand awareness) Strategic objectives are those operational objectives that your organization must succeed at if they want to succeed with their strategic theme. To support their strategic themes we have identified the following 3 strategic objectives:
    21. 21. Marketing objectives Interact with key content Sign up to newsletter Grow no. of info requests The marketing objectives are marketing’s contribution to success of the strategic objectives. Identifying the correct marketing objectives is critical to success. We have established the following 9 marketing objectives: Increase purchases Increase product details downloads Increase social shares of content Attract positive reviews Maximise opt-in email Exposure of industry
    22. 22. Digital Goals Video plays Form submission Newsletter sign up Newsletter sign up Social link clicks PDF download Completed purchase Positive review Purchase The digital goals across your web estate directly drive marketing objectives which in turn drive the strategic objectives and ultimately the drive strategic themes. This hierarchy ensures that goals are ultimately relevant. We have established the following 9 goals:
    23. 23. Be the number 1destination for innovative holiday products ConvertAttract Advocate Grow no. of enquiries Interact with key content Increase purchases Sign up to newsletter Increase prod. Details downloads Increase social shares of content Attract positive reviews Maximise opt-in email Exposure of industry Video plays Newsletter sign up Completed purchase Form submission PDF download Newsletter sign up Social link clicks Social link clicks Purchase
    24. 24. DMS planning checklist  Readiness assessment  Maturity assessment  Strategic Themes  Objectives Marketing objectives  Web goals Scoping workshop
    25. 25. Next steps
    26. 26.  Use goals to set up engagement value scale  Set up goals in Sitecore CMS  Use DMS for measurement and analysis Next steps
    27. 27. Q&A

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