Uploaded byVasiliy Fomichev
Activating massive omnichannel personalization
Vasiliy Fomichev presented on activating personalization at scale without breaking a sweat. He discussed foundational concepts like atomic content and centralized content, decisioning, analytics, and reporting. He also covered tools like Sitecore Content Hub, Sitecore CDP, Parse.ly, and Altudo's ROI framework. Finally, he proposed a composable reference architecture that utilizes Sitecore CDP, Sitecore Experience Platform, Sitecore Content Hub, CRM, marketing automation, and other systems to enable personalization at scale across channels.
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Activating massive omnichannel personalization
- 1. October 6, 2021 Activatingmassive omnichannel personalization Vasiliy Fomichev Sr. Director, Solution Architecture without breaking a sweat
- 2. © 2021 SitecoreCorporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM 01 02 03 04 05 Introductions The recipe for personalization at scale Foundational concepts Tools Composable reference architecture Agenda
- 3. #SitecoreSYM • Sitecore MVP2015 – 2021: Technology, Commerce, Ambassador • 13 years of Sitecore delivery • 7 years of managing Sitecore practices • MarTech enthusiast — Azure, AI & Blockchain Vasiliy Fomichev Sr. Director, Solution Architecture, Altudo vasiliy.fomichev@altudo.co @vasiliyfomichev www.altudo.co www.cmsbestpractices.com Introductions
- 4. #SitecoreSYM Altudo is aSitecore leader: XP / XC / CH
- 5. #SitecoreSYM We now livein a highly personalized relationship-driven digital world. Creating personalized omni-channel cross-brand experiences at scale that drive revenue is a key priority for brands. Where we are with digital
- 6. #SitecoreSYM Businesses tried personalizationat scale and gave up The high cost of changes The high cost of omnichannel consistency The high cost of personalization management and testing Lack of insight into content ROI The high cost of channel- specific asset formatting Increase in cost from growing content teams
- 7. © 2001-2021 SitecoreCorporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Positive ROI comes only with the right tools and processes Activate Self-Service Operationalize feedback Minimize operations Positive ROI
- 8. #SitecoreSYM Foundational concepts • Atomic content •Centralized content, decisioning, analytics, and reporting • Self-service
- 9. #SitecoreSYM Atomic architecture isessential for personalization at scale • Smallest unit of “personalizable” content • Cannot be broken down any further • Examples: Titles, descriptions, CTAs • An assembly of molecules • Provides a relatively complex and distinctive part of a channel-specific interface • Examples: Header, footer, plan detail view • A cohesive assembly of atoms, some of which may be general, and some personalized • Provides a complete message or value on its own • Examples: Article intro, callout, slide, on-page menu • An assembly of organisms • Provide a distinct and complete channel-specific unit of content • Examples: Home page, plan detail page, mobile view, reminder email View Atom Molecule Organism
- 10. #SitecoreSYM The old martechstacks prevent cost-effective personalization Business services Transactions Rules Content Admin Analytics Service & support Warranties Claims Commerce Catalog Mgmt. D2C Product Info Content CMS DAM MAM Marketing Marketing automation Email marketing Campaign CRM and SFA SAP Microsoft Web Chat Social Email Kiosk Voice IVR Mobile Call Center IoT Transactions Rules Content Admin Analytics Transactions Rules Content Admin Analytics Transactions Rules Content Admin Analytics Transactions Rules Content Admin Analytics
- 11. #SitecoreSYM The old martechstacks prevent cost-effective personalization Business services Customer Data Platforms (CDP) Decisioning — Journey orchestration Content — Content Hub Analytics — Dashboards, searches, & journeys Service & support Warranties Claims Commerce Catalog Mgmt. D2C Product Info Content CMS DAM MAM Marketing Marketing automation Email marketing Campaign CRM and SFA SAP Microsoft Foundation services Uniquely identify your customers Decide when/what to do with them Give them what is most relevant Analyze the effectiveness Web Chat Social Email Kiosk Voice IVR Mobile Call Center IoT
- 12. #SitecoreSYM Composable views arefundamental for self-service Theming & formatting Content types Blogs Products Videos News Images Profiles 360 Email Locations Images Blogs Videos News Profiles 360 Products News Videos Products Profiles Blogs Images Email Blogs Profiles Images Locations Videos News Products Channel A Channel B Channel C
- 13. #SitecoreSYM Tools Sitecore Content Hub(CMP) Sitecore CDP (Boxever) Parse.ly + Altudo’s ROI Framework
- 14. #SitecoreSYM A centralized contentplatform like Sitecore Content Hub™ is key CONTENT HUB Agency Supplier ERP PLM MDM Contract File server Legacy platform CMS E-commerce Social POS CRM Apps Retail Aggregate Publish & analyze Manage, create, collaborate, search & download
- 15. © 2001-2021 SitecoreCorporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners. #SitecoreSYM Sitecore Experience Accelerator (SXA) is the native Sitecore accelerator that sets up the foundation for self-service in Sitecore XM and XP. • The SXA Toolbox with 70+ components dramatically cuts the time to market for new page releases • Authoring productivity accelerators make content editing more user-friendly • Flexible theming engine allows pluggable styling and theme sharing across websites • Sitecore best practice alignment activates access to all Sitecore marketing features Content authors must be empowered to make changes themselves
- 16. #SitecoreSYM Introduction to decisioningin Sitecore Customer Data Platform Sitecore Customer Data Platform (CDP) allows you to centralize customer data and therefore - the decision-making process. The flexible and extensible decisioning engine in Sitecore CDP is one of the most advanced on the market. Data Collection Profile Unification Segmentation & Analytics Decisioning A.I. Testing & Optimization Targeting & Triggering • Behavioral stream • Batch imports • Interactive updates • Identity resolution • Visitor profiles • Customer profiles • Visual segmentation • Predictive segments • Data visualization • Visual decisioning • Decision tables • Programmables • Live data feeds • Collaborative filtering • Machine learning • Recommenders • Model activation • A/B testing • Real-time audiences • Goal tracking • Preview and QA • Experience templates • Onsite personalization • Onsite targeting • Trigger messaging SItecore CDP Sitecore Decisioning Sitecore Experiences
- 17. #SitecoreSYM Parse.ly Analytics • Viewperformance across different platforms, channels, and content types • 30+ attention metrics • Segmentation • Schedule reports to bring the data to your inbox • Set alerts in Slack or email for traffic spikes or other Sitecore Content Hub™ content analytics and reporting Altudo’s content effectiveness scoring • Measure atomized content effectiveness across channels • Activate data-driven content marketing strategy for Atomic Content structures • Align Impact Score with XP’s Engagement Value Parse.ly helps gather live content analytics, however, to get more granular into the atomic model effectiveness Altudo’s Content Effectiveness framework is required.
- 18.
- 19. #SitecoreSYM Sitecore CDP Sitecore Experience Platform Sitecore Content Hub Personalization at scalein a composable DXP 1. Content is produced in Sitecore Content Hub. 2. Content is synchronized into Sitecore Experience Manager, from where it’s served across channels. 3. Sitecore XM calls the Sitecore CDP when a personalization decision needs to be made. 4. Personalization decisions can be made more precise by bringing more data into the CDP. 5. In fact, it can be made increasingly smarter with AI. 6. The feedback loop is created via content analytics and atomic engagement scoring. CRM Marketing automation Basic content personalization Basic & advanced rules-based layout personalization Report contact data Report contact data ERP Azure Machine Learning 1 2 3 5 Report engagement Website Email Kiosk Mobile App 6 4 Sync Email Decision
- 20. #SitecoreSYM Bonus: Single-click auto-personalizationwith Sitecore AI Sitecore AI Sitecore Cortex
- 21. #SitecoreSYM Vasiliy Fomichev Sr. Director,Solution Architecture, Altudo vasiliy.fomichev@altudo.co @vasiliyfomichev www.altudo.co www.cmsbestpractices.com Don’t hesitate to reach out
- 22. #SitecoreSYM Thank you FOR DISCUSSIONPURPOSES ONLY. Sitecore Confidential and Proprietary. ©2021 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
Editor's Notes
- #13 Accessibility Performance Visual appeal Utility Messaging
- #15 Our vision of a Content Hub allows marketers to do all this by setting up content creation and delivery as a supply chain: the Content Supply Chain. Aggregating rom multiple data sources within the organization, into the hub, and then published out to the various channels. We look at content creation and publication as a process, and then provide a technology platform that allows for the execution of this process. Sitecore Content Hub is part of the approach we propose to Solve the Content Crisis, and guides you through this process. Let’s take a look at it step-by-step:
- #16 SCRIPT: Sitecore’s existing marketing and content authoring capabilities are still there, but new changes have been introduced to make it even easier. Horizon was the new editing interface introduced in the Sitecore 9 series, but its capabilities have been expanded to allow you to work with more of your existing sites, especially larger solutions that have multiple languages and multiple sites. The digital marketing capabilities have been improved to deliver new ways for marketing teams to get started faster, get deeper insights, and also integrate with Salesforce Marketing Cloud in realtime. For organizations on their data privacy compliance journey, there are now easier ways to enforce and manage consent choices, as well as new support for anonymization of personal information submitted via Sitecore Forms.