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

1. Understandingthedriversforsuccess
Planning for DMS

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. The DMS system

4. What it isn't

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. A powerful set of tools

7. Maturity model

8. Methodology

9. Technical considerations

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. First steps (analyse)

12.  Readiness assessment
 Maturity assessment
 Implementation method.
 Scoping workshop
Preparation resources

13. Readiness assessment
 Page views
 Performance
 Storage
 Database
 Upgrades
 Licenses
 Development cycle
 Configuration
 etc...

14. Maturity assessment
 Web analytics
 Predictive analytics
 Testing
 Email marketing
 Marketing automation
 Campaign management
 Content profiling
 Personalisation
 Social integration
 CRM integration
 etc...

15. Scoping workshop

16. Steps

17. Example

19.  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

20. 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:

21. 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:

22. 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

23. 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:

24. 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

25. DMS planning checklist
 Readiness assessment
 Maturity assessment
 Strategic Themes
 Objectives
Marketing objectives
 Web goals
Scoping workshop

26. Next steps

27.  Use goals to set up engagement value scale
 Set up goals in Sitecore CMS
 Use DMS for measurement and analysis
Next steps

28. Q&A