Get Personal with your Customers
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The document discusses Sitecore's customer experience platform (CEP) and digital marketing suite (DMS). It provides an overview of key capabilities like engagement analytics, real-time personalization, A/B testing, reporting interfaces, and marketing automation. It also compares DMS to Google Analytics and outlines seven configuration steps to access basic DMS reports. The goal is to help users better understand their customers and improve marketing ROI through personalized experiences.
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Get Personal with your Customers
- 1. 0 “Get Personal with your Customers” edynamic, Tuesday, October 21, 2014
- 2. 1 Agenda As a part of this webinar, we will cover the following: • SitecoreCEP & CXM Overview • SitecoreDMS and Google Analytics Comparison • Sitecore Reporting Interfaces & Marketing Center • Executive dashboard • Engagement Analytics • Website Personalization • A/B Multivariate Testing • 7 Configuration steps to access basic SitecoreDMS Reports edynamic, Tuesday, October 21, 2014
- 3. 2 WCM plus DMS is CEP Marketing & Engagement Predictive Modeling Insight generation edynamic, Tuesday, October 21, 2014 Social Media Strategy Needs Assessment Platform / Tool Evaluation Capability Building Social Process Design Report Design and Generation
- 4. 3 The SitecoreExperience Platform Marketing & Engagement Predictive Modeling Insight generation edynamic, Tuesday, October 21, 2014 Social Media Strategy Needs Assessment Platform / Tool Evaluation Capability Building Social Process Design Report Design and Generation
- 5. 4 Engagement Analytics improves Marketing ROI : Experience Analytics, Real time Personalization & Engagement Intelligence Marketing & Engagement Predictive Modeling Insight generation edynamic, Tuesday, October 21, 2014 Social Media Strategy Needs Assessment Platform / Tool Evaluation Capability Building Social Process Design Report Design and Generation Experience Analytics: Target different types of visitors Respond immediately to trends Focus on the experiences that deliver the best results Real Time Personalization: Provide content based on visitor behavior Trigger personalized offers and calls to action Increase site stickiness with targeted content Engagement Intelligence: Confidently optimize marketing performance across content, campaigns and segments Clearly understand where to improve and what to do next, Conquer the limits of traditional web analytics and silo’d reporting
- 6. 5 GA is for aggregate reports, Sitecore uses its own data collection for real time personalization, A/B testing as well as value of visits and campaigns Sitecore DMS • Operate off server side data, more accurate data • It can measure how effective are certain pages • Reporting dashboard not intuitive • It can track content in form with limited features • Profiling for users available • It allows to tailor the visitor experience real-time for better conversions (Real time Personalization). • Provide individual visitor level data •Multivariate Testing in real time edynamic, Tuesday, October 21, 2014 Google Analytics • Data is reliable to make business insights • Effectiveness of pages can be tracked is limited • Reporting interface is easy to use • It can’t track content entered into form fields. • Profiling for users not available • Visitor experience cannot be changed in real time (No real time personalization) • No individual visitor level data • Multivariate Testing not available
- 7. 6 SitecoreReporting Interfaces & Marketing Centre (Marketing Automation) edynamic, Tuesday, October 21, 2014
- 8. 7 SitecoreReporting Interfaces Executive Dashboard • Channel Performance • Campaign Performance • Brand Awareness • Referring Sites • Entry Pages • Search Keywords • Site Search • Asset Consumed • Goal Conversions edynamic, Tuesday, October 21, 2014
- 9. 8 SitecoreReporting Interfaces Engagement Analytics • Site Health (Common Mistakes, Latest Failures, Not found URLs, Pages that report errors, Slow Pages) • Top Leads (Value/Activity) Classified/Unclassified Organizations for Sales • Latest Visits report edynamic, Tuesday, October 21, 2014
- 10. 9 Engagement Analytics can track exact organizations that visited your website • Lot of data available in engagement analytics reporting. • Only useful when connected with CRM, otherwise difficult to use. • Individual session level data. • Visit from organization tracked if static ip is assigned to the organization • Drill down to users(Known/Unknown), who have visited from that organization • Individual session journey- Pages visited, Time spent, goals triggered. edynamic, Tuesday, October 21, 2014
- 11. 10 Create Goals to measure how well you meet your website objectives • Can create unlimited Goals • Need to assign a value to a goal • Goals are assigned to a specific content item ( Page, Video, PDF download etc) • Can view in Executive Dashboard edynamic, Tuesday, October 21, 2014
- 12. Build personas of site visitors even anonymous visitors based on their site behavior, deliver personalized content against wide range of site variables 11 The visitor is then subject to these engagement plans and personalization rules • Profile: How Do I Classify my customer –Interest in our practice area –Based on his Industry –Based on his Functional Area • Profile Keys: Attributes which defines my classified customer –Practice Area • Finance • Litigation • Labor and Employment –Industry • Real Estate • FMCG • Entertainment • Profile cards: Personas: We assign the profile card to the content item. –John – Finance Client –Peter – Litigation Client • Pattern Cards: System assigns pattern card to the user in a session edynamic, Tuesday, October 21, 2014
- 13. 12 Profile, pattern cards, goals, event etc. helps to personalize content edynamic, Tuesday, October 21, 2014 • Create Goals • Create Events • Assign Value to Goals • Create Campaigns • Create Engagement Plans • Create Profile Cards • Create Pattern Cards • Personalization based on rules • A/B – Multivariate Testing
- 14. 13 Engagement Plans are available similar to marketing automation Let’s say somebody – Who has downloaded my PDF ( so we have his contact info) and did not sign up for a newsletter. We can create an algorithm with conditions and send them automated emails to subscribe to our newsletters.( Very similar to marketing automation). edynamic, Tuesday, October 21, 2014
- 15. 14 Create and track campaigns and personalize content based on campaign Can create unlimited campaigns Need to append the campaign id with the marketing content to track Can see tracking in executive dashboard edynamic, Tuesday, October 21, 2014
- 16. 15 A-B Split/Multivariate Testing can be configured in real time • Test different variation of a component or a page in sitecore • Lets say – You want to plan a banner on the home page with link to download a PDF. You would like to test which creative is more appealing to your audience. For this you can run A/B test for some time period and Sitecore Analytics will tell you which banner is more engaging and driving more downloads. edynamic, Tuesday, October 21, 2014
- 17. 16 For any given visitor, Sitecore DMS records The persona into which they fall Their behavior based on profile values associated to pages visited Their “engagement value” – the relative value of the visitor based on their behavior Whether they were presented with personalized content Whether they responded to personalized content If they viewed the A or the B in an A|B test If they reacted to the A or the B edynamic, Tuesday, October 21, 2014
- 18. 17 7 Configuration Steps to access basic SitecoreDMS reports 1. Gather Analytics 2. Classify your data sources edynamic, Tuesday, October 21, 2014
- 19. 18 7 Configuration Steps to access basic SitecoreDMS reports 3. Define Your Branded Keywords 4. Create Your Goals, and Assign Values to Those Goals edynamic, Tuesday, October 21, 2014
- 20. 19 7 Configuration Steps to access basic SitecoreDMS reports 5. Integrate a GeoIP Service 6. Configure Google Site Search 7. Set Up Site and Language Drop Downs edynamic, Tuesday, October 21, 2014
- 21. 20 Summary Analyze the performance of content, campaigns, and experiences Get actionable customer insights with every interaction Enable better decisions for better customer experiences Automate your marketing to give customers ultimate control edynamic, Tuesday, October 21, 2014
- 22. 21 Connect with us www.edynamic.net contact@edynamic.net 1-877-339-6264 edynamic, Tuesday, October 21, 2014 twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net
Editor's Notes
- A web content management system (WCMS)[1] is a software system that provides website authoring, collaboration, and administration tools designed to allow users with little knowledge of web programming languages Multichannel marketing automation software offers integrated modules for managing customer experiences across web, email, print, commerce, mobile, and social channels Engage in 1-to-1 conversations with individual customers, across any channel, and move the conversation forward for measurable business results
- Own every customer experience. That’s what it takes to create customers for life: owning the experience for each unique customer, from acquisition to retention, from one purchase to the next, and from awareness to advocacy. Growing your business by transforming prospects into fans—now that’s today’s definition of marketing success. But to do that, you need more than a marketing system; you need a customer experience platform.
- Analytics is an important component of DMS
- DMS helps in enriched user experience. The analytics part of Sitecore DMS is the foundation of DMS where all information is collected. Even if you don’t have specific plans for utilizing DMS yet, you may as well start collecting information about your visitors for later use.
- Coupled with MaxMind, the engagement value and execution of goals can be viewed based on organization/company associated with the user. This is extremely valuable when the appropriate time is taken to set up an engagement value scale that is meaningful on the website. Identify your top leads by value Other Out of the box reports include: - Top Pages - Top Landing Pages - Top Traffic Sources -- Top Site Search phrases - Top Exit Pages - Visitor Metrics
- Goals can be video views, newsletter sign up, social share, purchase something on website, pdf download etc.. Marketing center: personalization allows to create personalized pages…different campaign different content, set up variety of goals for page visits, download, Marketing center: can create profiles, test lab to create multivariate test Marketing center: Can track inbound campaigns, paid search/organic campaigns, social media campaigns
- Engagement level of different user groups. Organization usually have idea on various marketing personas. You can even track how a job seeker, partner and competitor are looking at your website. You can create a master list of personas and content they see on your website. What kind of personas are creating the most value
- Personas are built out in the same way as profile cards and are assigned based on the lowest Euclidian distance from their average visited page profiles.
- You can test every single text and image on your website, if you have a sign-up for Newsletter, you can test the sign-up button – should it be red or blue? Should it say “Sign-up to Newsletter” or “Sign-up for latest news”. With A/B splittest you can test different variations of landing pages, front page, banners, call to actions etc. And optimize on the results from you Site visitors in Real time. You can also create Multivariate tests, which enables you to test different elements and optimize for the right combination – like this header with this picture and this button gives the highest conversion.