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Personalization and the Experience Explorer - St. Louis Sitecore User Group Meetup

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This slideshare includes presentation slides from the second St. Louis Sitecore User Group Meetup, "Personalization and the Experience Explorer" hosted on April 22, 2015 by Roundedcube and Fpweb.net. Presentation by Sitecore's Mike Casey and Roundedcube's Aaron Branson.

Are you a St. Louis Sitecore user? Join the User Group here: http://www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/

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Personalization and the Experience Explorer - St. Louis Sitecore User Group Meetup

  1. 1. Personalization & the Experience Explorer SAINT LOUIS SITECORE USER GROUP APRIL 22, 2015
  2. 2. Welcome back and welcome newcomers! 11:30 – 11:55 Lunch 11:55 – 12:00 Agenda and Introductions 12:00 – 12:20 Business Case for Personalization & Case Studies 12:20 – 12:45 Demo: Mechanics of Applying Personalization 12:45 – 1:00 Open Discussion
  3. 3. A little housekeeping Call for Speakers/Sponsors Topic Suggestions What’s Next • Interested in speaking or want to suggest someone? • Interested in co-organizing and sponsoring? All are welcome! • See Meetup discussion board for thread to make a suggestion • See poll question and vote on recommended topics • Bi-monthly meetups, next up June • Related events – webinars, workshops, etc.
  4. 4. Introductions Mike Casey Sitecore VP OF SALES ENGINEERING Aaron Branson Roundedcube CHIEF MARKETING OFFICER
  5. 5. Business Case for Personalization
  6. 6. 6 Jeff Bezos, Founder & CEO, Amazon We see our customers as invited guests to a party, and we are the hosts. It's our job to make the customer experience a little bit better.
  7. 7. Why paying attention to experience matters…. • 2X customer retention - Aberdeen Group • 89% retention for companies with strongest omni- channel strategies -Aberdeen Group • By 2020 customer experience > price & product - Customers 2020 Report
  8. 8. 8
  9. 9. Case Study University of Toronto
  10. 10. 10 Use of Sitecore Experience Platform Personalization on Visit Number Personalization on Geo-location Personalization on IP A/B Testing
  11. 11. 11 Visit 1 How can I get in? How much does it cost?
  12. 12. 12 Visit 2 Why should I enroll?
  13. 13. 13 Visit 3 What will I learn? Who are the teachers?
  14. 14. 14 Visit 4 Call to Action
  15. 15. Personalization Based on Geo-Location ▲
  16. 16. Personalization based on Domain
  17. 17. 17 Outcomes Bounce Reduced 23% Visit Duration Increase 23% Page Visit increase 14% Time on Page Increase 13%
  18. 18. 18
  19. 19. 19 Zildjian: Use of Sitecore Experience Platform Engagement Value Scale Web Personalization Email Personalization Engagement Automation
  20. 20. 20 Outcomes • 300% increase in Zclub registration • 47% increase in traffic • Average time on site: +4mins • Bounce rates below 20%
  21. 21. 21
  22. 22. 22 Optimize Analyze Build Content Marketing Publishing Workflow Validation Security .NET Development Goals Personalization Testing Profiles Personas Patterns Campaigns Analytics List Management Engagement Plans Experience Profile xDB
  23. 23. Boiling it down….. 23 1.Understand your Key Audience Groups 2.Define and Document the User Journey 3.Align Your Content to Audience Groups and Journey Phases • 3 stages from : https://www.sitecore.net/learn/blogs/best-practice-blogs/jill-grozalsky/posts/2015/03/audience.aspx
  24. 24. Personalization Possibilities • GEOIP • Campaigns • Number of visits • Specific page(s) viewed • Sitecore Patterns (content profiling) Implicit • CRM • Security Profile • Transaction History • “Known” visitors • “light” explicit—polls, surveys, self-identifying Explicit • Download an asset • Hit a threshold of Engagement Value points • Enter or exit a particular customer journey state (Engagement Plans) Achievement The goal is INTENT based personalization
  25. 25. Sitecore Experience Database
  26. 26. Personalization Demo
  27. 27. Scenario Purpose • Market health insurance plans to consumers and employers • Provide access to self-service tools Audience • Consumers (Members and Prospects) • Healthcare Providers • Employers • Brokers Campaigns • A: Young single adults • B: Head of household w/ children Goals • Members to use self-service tools • Consumer A to register for event • Consumer B to request a quote
  28. 28. Personalization for Campaigns Rule-Based: Campaign A - Young, Active, Single “Weekend Warriors” 1. CONDITION = Specific campaign triggered 2. COMPONENT = Homepage hero component 3. CONTENT = Message why “weekend warrior” needs insurance 4. CONVERSION = Register for an informational event (goal) • If visitor came via our Facebook “Weekend Warrior” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest
  29. 29. Personalization for Campaigns Rule-Based: Campaign B - Head of household with young children 1. CONDITION = Specific campaign triggered 2. COMPONENT = Homepage hero component 3. CONTENT = Message why Healthcore plans are better 4. CONVERSION = Request a quote (goal) • If visitor came via our Facebook “Family” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest LET’S SET IT UP!
  30. 30. Personalization for Members Explicit Data: Existing Members 1. CONDITION = Logged in, explicit knowledge 2. COMPONENT = Homepage promo component 3. CONTENT = Access My Claim Status 4. CONVERSION = Visit Member Account Center • If visitor is logged in as a member • Replace the standard Promo content • with relevant message promoting self-service tools LET’S SET IT UP!
  31. 31. Personalization for Interest Implicit Behavior: Employer 1. CONDITION = Has viewed Employer-related content 2. COMPONENT = Homepage bottom promo component 3. CONTENT = Info on controlling costs 4. CONVERSION = Click “Get Started” • If visitor views pages that match “Employer” pattern • Replace the standard Promo content • with relevant message promoting cost control for employers LET’S SET IT UP!
  32. 32. What’s next? Personalization Strategy Webinar: See meetup website for link to webinar replay Next meetup: Targeting June, a poll to determine the topic available within a week Go to www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/ Join the group on LinkedIn too! Look for “St. Louis Sitecore User Group”

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