Key takeaways include: - Aligning your personalisation and content strategies. - How Sitecore’s personalisation compares to retrofit or overlay products and why that matters for omnichannel optimisation. - How aggregators and disruptors win with personalisation. - Measuring the impact of personalisation. - Low-effort high-impact personalisation. - Goals? Rules? How to understand the difference and when to use them!

1. Beyond
Personalisation:
The Customer
Conversation

2. 1. The webinar recording will be emailed to you within the next couple of
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Webinar details

3. To empower organizations
to build the effective
meaningful relationships
that win customers for life.

4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4
WEBSITES BRANDS EMPLOYEES
PARTNERS DEVELOPERS COUNTRIES

5. Speaker
Charles Bell
Head of Sales Engineering, Sitecore UK
•
•

6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• Find your voice, find your content strategy.
• What do we mean by personalisation?
• Understanding goals, profiling, and rule-based personalisation.
• Omnichannel context is everything.
• Why aggregators win.
• The customer conversation.
Webinar overview

7. Find your voice, find
your content strategy
7

8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• Defining a content strategy is impossible if you don’t know what you
want to say.
• Defining a content strategy is impossible if you don’t have the means to
say it.
• Thinking of a content strategy in terms of content frequency might be
missing opportunities to delight customers.
• Don’t let Search Engine Optimisation fears constrain your voice.
Find your voice

9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 9
Content StrategyTypes

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Content StrategyTypes

11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 11
Content StrategyTypes

12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Or: what does personalisation mean to you?
• If we know where you are we can give you locally relevant content
• If we know what you are interested in we can give you relevant content
• If you’ve completed a call to action we can help with a next best action
• If you’re in a particular part of a journey we can surface relevant content
• If you’re in a phase of an engagement plan we can give you relevant content
• If you’re known to us we can use CRM data to determine which content to
show you.
• Etc….
What do we mean by personalisation?

13. Thinkingabout personalisationin those
terms quicklybecomes overwhelmingand a
majorblockerto gettingstarted.

14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• Should I have my site in different languages?
• Should I personalise based on location (GeoIP)?
• If I know, or can figure out, how my customers segment, should I do
something about that?
• DRY – don’t repeat yourself.
Your content strategy drives personalisation must
haves

15. UnderstandingGoal,
Profile,and Rule-based
Personalisation
15

16. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16
Goal-based personalisation

17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 17
Goal-based personalisation

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Persona-based personalisation

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Persona/profile based personalisation

20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• GeoIP
• Repeat visitor
• Page has been visited
• User is logged in
• …
Advice: Use rules to get quick wins and to leverage personalisation for little-
to-no effort.
Rule-based personalisation

21. OmnichannelContext
is Everything

22. The omnichannel mindset
Stop thinking in terms of channels. Start thinking in terms of
consistent experience.
Don’t silo your content. Do approach your content creation with the
broadest possible reach.

23. Why aggregators win

24. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• Aggregators have no product, so they seek to own the sale.
• They look beyond the first sale, and how to establish a relationship.
• They use personalisation to great effect, and test everything.
• They are great at establishing niche capabilities and expanding.
• They constantly seek to minimise the amount of work you have to do.
The forefront of the customer conversation

25. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 25
“Let’s got to Madrid next weekend”

26. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 26
On the other hand…

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And…

28. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 28
Where are you now?

29. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
• Discover how Sitecore can help you find your voice.
• Discover how the Sitecore Experience Platform and Sitecore Experience
Commerce can give you the tools to unlock your strategy.
The customer conversation – next steps

30. Q&A
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31. Thank you