This document discusses automation in Sitecore and how it can be used to personalize customer experiences. It provides the following key points: - Sitecore automation allows marketers to give more control over how websites interact with visitors using predefined plans and help nurture customer relationships by adapting personalized, timely, and relevant content. - Why automate? To deliver the right content to the right customer through the right channel at the right time. - Sitecore's automation is different in that it can act on information from all areas of the customer journey, trigger actions based on various events, and qualify actions based on additional customer attributes. - The presentation concludes with a discussion of Sitecore's roadmap for further

1. Getting Started:
Automation
Presented by:
David Hughes, Sitecore
Keith LaFerriere, CXO
Trevor Campbell,TA

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• Give more control on how
websites interact with visitors
using predefined plans
• Help customers nurture
relationships by adapting
content and communication
that are personalized, timely
and relevant
• Build a more detailed picture
of your customers based on
the journeys they take
Why Automate?
Right
Customer
Right
Content
Right
Channel
Right
Time

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Why Sitecore automation is different and what at this
means for marketers:
• The ability to act on information from all areas of
the customer journey
• Trigger plan actions by more than just email clicks
or form submissions- such as abandoned baskets,
goal and campaign triggers etc.
• Qualification of plan actions by additional facets
such as device, Geo IP, engagement score or visit
count
• Plans can add useful information to the customer
profile using engagement points and profile values.
• Personalization of web content based on
automation states.
One Connected Platform

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States – whether or not they have visited
certain pages, achieved specific goals,
performed specific actions, where they have
come from etc.
Conditions – logic-based statements that
determine whether visitors in a specific state
fulfill certain criteria
Rules – criteria that determine whether a visitor
fulfills a condition
Triggers – events that determine when Sitecore
should evaluate the conditions and rules
associated with a state
Actions –actions that should be taken when
visitors meet or fail to meet the rules specified
in a condition
What makes a plan?

5. Automation Road Map
What’s next for Sitecore Experience
Automation

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• A new standalone application
• Removal of Silverlight
• A renewed focus on UX and intuitive design
• Guiding users through the process of creating new plans
• Plan templates
• Plan staging and enhanced reporting
• Phased delivery – aiming to deliver v1.0 with SXP 8.3 and v2.0 with SXP 8.4
What’s next?

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Sneak preview – work in progress wireframes

8. Today’s Discussion
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• Verndale Introduction
• Know the Audience
• Research
• Preparing the “Ask”
• Make the Connection
• Curating Emotion
• Mapping the Journey
• Deliver the Goods
• EngagementAutomation
• Q & A

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Today’s Speakers
Keith LaFerriere
Chief Experience Officer
FUTURE Sitecore Design MVP
Trevor Campbell
Technical Solutions Architect
Sitecore MVP

10. Verndale Introduction
• MarketingTechnologyAgency, Est. 1998
• Strategy, Creative &Technology Services
• Offices in Boston, LA, Quito, Bangalore
• Platinum Implementation Partner
• 200+ Experiences Launched
• 75+ Certified Developers
• 200 Employees
• 9 MVP Awards
• Booth 409

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Verndale Introduction

12. Know the Audience

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ar·che·type
ˈärkəˌtīp/
noun
plural noun: archetypes
Highly developed elements of the
collective unconscious.
Research: Archetypes vs. Personas
per·so·na
ˌpərˈsōnə/
noun
plural noun: personas
The aspect of an individual’s
character that is presented to or
perceived by others.

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Research: Persona Development

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Research: Preparing the “Ask”
ETHNOGRAPHY
• Background
Information
• Cultural
Influences
• Human Nature
in Behavior
COLLECTION
• Interview Data
• Survey Data
• UserTesting (Usability
or Focus Group)
PERSONAS
• Validation
and
Socialization
MARKETERS
Define road map and
prepare areas of
action in the
experience
FINDINGS /
SOCIALIZATION
• Review and
Validate with
Teams
• Collaboration on
Approach
• Implementation
andTesting Plans
for new Actions
CONTENT
AUTHORS
• Implement
• Test
• Run Reports
2
PREPARE AUDIENCE INTERVIEW AND ANALYZE MAPTHE JOURNEY

16. Make the Connection

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• Understand EmotiveTriggers Along the User’s Experience
• Create and / or Curate Relevant Content
• Map the Experience Goals / Content to the Journey
Make the Connection: Curating Emotion

18. Mapping the Journey

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BLAH!!!
Make the Connection: Mapping the Journey

20. Deliver the Goods

21. Engagement
Automation Demo
Ladies and Gentlemen, Mr.Trevor
Campbell on the drums.

22. Takeaways
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FiveThingsTo GetYou Started
• Research, Interview and Survey to identify the audience
• Ensure collaboration across all teams / stakeholders
• Map the goals to BOTH the user and your organization
• Remember to start small and iterate often
• Try divergent options and fail forward!

23. ThankYou!
Q+A

24. FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 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.