Harnessing the power of your organization’s channels

© Copyright 2015 Avanade Inc. All Rights Reserved.
Sitecore Federated
Experience Manager
Harnessing the power of your
organization’s channels
Jonathan Vardy | Sitecore Practice Lead
jonathan.vardy@avanade.com

Sitecore workforce
(includes Digital Strategists, Business Analysts,
Designers, Developers, System Admins, etc.)
1,300+
Sitecore
Site of theYear
Awards
7 User Experience
Manufacturing,
Automotive,
Technology Site
Education, Media,
Advertising Site
Azure Site2013 North America
Site of the Year
Business
Transformation
Medical &
Healthcare Site
6Sitecore Global Delivery Centers
450
Sitecore Certified
developers
Global
Sitecore MVPs
9
Sitecore and Avanade:
Together powering our customers
15 Sitecore Azure
deployments
60
Customers Countries with one or
more implementation
18

State of the Customer Experience Union
3
Customer experience has become an critical differentiator in today’s
competitive global marketplace.
An effective customer experience is based on consistent, relevant and
personalized brand experiences across all channels.
But the large number of channels, platforms, and fragmented data
sources make it difficult to ensure a consistent experience across all
channels.
Marketers are looking for solutions that will bridge these gaps.

A step back: why customer experience matters
4
Differentiation based on price and product has become exceedingly more
difficult:
 New product features can be leapfrogged by competitors easier than
ever
 Competition on price affects profitability
On the other hand, there’s tangible business value in differentiating on
customer experience

5
80% of U.S. consumers would pay more for
a product or service to ensure a superior
customer experience
Only 1% of consumers feel their
expectations for good customer experience
are always met

6
Global executives say the cost of not
providing a positive, consistent, and brand
relevant experience is 20% of total revenue
89% say they have switched business to
a competitor due to poor customer
experience

What defines customer experience?
7
Customer experience is defined as the sum of all interactions a customer
has with your company, goods or services. It reflects both their conscious
and subconscious perception of your company.
These interactions include all your channels, like your extranet, store,
tablet and mobile app, blog, social channels, partner sites and more.
It is important to speak a consistent message
And to listen to customer on all channels, to understand what they
really want

What drives an effective customer experience
8
The three key requirements are:
1. Understand the customer lifecycle by creating and maintaining
complete customer profiles
2. Personalize customer interactions
3. Deliver the right information to the right place at the right time
At this point, you may be thinking: “I know this, that’s why I’m looking at a
customer experience management solution”

But is it really that easy?
9
If you are implementing in a greenfield environment, yes…
but, you are likely in this session for one or more of the following reasons:
 Your organization has multiple brands, or is acquiring new brands
 Your organization interacts with your customers over many touch points
 You are in the process of migrating your online channels to Sitecore
If so, chances are high that you have a diverse technology landscape

How often do you start with no technical legacy?
10
 Perhaps you have a company blog running on WordPress, an extranet
running on SharePoint, an Android and iPhone mobile app and a web shop
running on Magento.
 Maybe your organization has just acquired a new company and their
websites are running on Umbraco or Drupal.
 Perhaps you are in the progress of migrating your websites to Sitecore.
With all these channels and systems,
 How do you gain insight into your customers’ behavior?
 How do you ensure a consistent and relevant experience and message?

How do you balance your investments and effort?
11
Ideally, we move all of this to one platform but realistically, we have
budgets, limited staff, deadlines and other constraints to content with.
 Perhaps you can’t wait to consolidate the new brands on your existing
platform
 Maybe you don’t want to reinvest in the migration of perfectly fine
systems
 Likely you don’t own or control all of the channels that you are present
on

Enter Sitecore Federated Experience Manager (FXM)
12
Simply put,
 FXM allows Sitecore functionality to be integrated across non Sitecore-
sites
 Enabling you to track, profile and personalize websites and
applications that do not run on Sitecore
 Driving a consistent experience across an entire portfolio of previously
disconnected websites
 Using the tools you are used to from Sitecore
 All by embedding just one line of code

FXM allows you to
13
 Add, replace and manage content
 Track and measure interactions
 Assign profile values to content
 Personalize content
 Perform A/B testing
 Trigger goals, events and engagement plans
 Create a single view of customer interaction with the Sitecore xDB and xFile
All across multiple channels, brands, sites, touch points
All with the convenience of the Sitecore Page/Experience Editor

The two things you need to get started
14
1. The right Sitecore version:
 Available for Sitecore versions 7.2 and 7.5 as a separate module
 Standard in Sitecore 8, with additional features
2. Access to the non-Sitecore site, allowing you to embed the Beacon
script
 It’s similar in approach to Google Analytics Tag Manager and therefore
something that should be easily integrated in the majority of today’s
systems.

For demonstration we have a Magento-based store

… and a blank WordPress template
18

Getting Started – Tracking Non-Sitecore Sites

From the Sitecore Launchpad we access FXM
20

From the dashboard we add new websites to track
21

Sites with the beacon script installed can be added
22

Sites are added based on their domain names
23

The site has been added and can now be enhanced
24

Visits are now automatically tracked
25

…giving us a complete view of the customer
26

…and consolidating the data into Sitecore’s Analytics
27

Next Up – Enhancing Non-Sitecore Sites

The Experience Editor is enabled on the external pages
29

We first define the scope of our actions with Page Filters
30

We first define the scope of our actions with Page Filters
31

Then to modify content, we add a Placeholder
32

We select the content we would like to replace…
33

…choose the name and scope for the Placeholder
34

…choose the component we would like to insert
35

…and the datasource for the component
36

The existing content is replaced with the new content
37

The last step is to publish the changes
38

The last step is to publish the changes
39

Here’s the before …
40

… and the after
41

Content in placeholders can also be modified directly
42

43

44

First we need to create Profile and Pattern Cards
46

We then add Page Filters for each page that we
want to profile
47

If we want to also profile the child pages, we can
expand the scope
48

… and assign the Profile Cards related to this page
49

After a new visitor visits the profiled pages
50

…Profile Patterns automatically match a user to a profile
51

We choose the option to Capture a Click Action
53

…then select the button that we would like to capture
54

… choose the scope (this page or the entire website)
55

… and select the event that we want to trigger
56

Resulting in events being tracked in Sitecore
57

Finally – A/B Testing & Personalization

Placeholders allow the option of enabling A/B testing
59

… just like we have in a normal Sitecore site
60

61

62

Personalization works much in the same fashion
63

We select the component
64

… add a variation
65

… set up the rule
66

… and that’s it
67

If we now click on Home and Decor often enough
68

…the promotions will switch to Home and Decor
69

In summary
70
Sitecore Federated Experience Manager broadens your reach across non-
Sitecore sites, enabling you to
 track how customers interact with your content
 deliver consistent and personalized experiences
 with a minimal technical investment
In effect: removing the blind spots for marketers

Harnessing the power of your organization’s channels

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