- How to apply and well tried and tested customer experience adoption roadmap to ensure the best path is taken when running digital marcoms operations. - How to build a business case and ROI model for investing in digital marketing that passes the scrutiny of the most challenging CFO.

1. Cutting through
the hype:
Building a solid business case
for digital transformation
Part 2

2. 1. The webinar recording will be emailed to you
2. Submit any questions in the GoToWebinar questions box, and we’ll
attempt to answer them during the Q&A at the end of the presentation
3. We will be conducting 3 polling sessions throughout today’s webinar
4. Tweet us @Sitecore to share your thoughts on today’s presentation!
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
Sitecore at a glance
WEBSITES BRANDS EMPLOYEES
PARTNERS DEVELOPERS COUNTRIES

5. Speaker
Paul Fennemore
DigitalTransformation Consultant,
Sitecore
Associate Lecturer: Oxford Brookes
University Business School

6. Part 2: A Robust ROI Model & A
Confident Implementation Roadmap
Wednesday 12 April, 2:00 PM BST
Financing: How to build a business case for getting the RIGHT levels of
investment for your digital strategy
Delivering: How to create a high level digital marketing systems roadmap

7. © 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.

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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.
TopTechnology Investments

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11. Blockers
• Seen as IT projects and operational
• Marketing viewed as tactical campaigns
• 90% of global marketers are not trained on how
to calculate an ROI
• Disparate technologies, long implementation
phases
• Organisation silos/ fragmented ownership
• Not viewed as strategic boardroom mandate

12. So…
• How does it serve our business, marketing and
operational imperatives?
• What does a digital marketing strategy comprise of?
• What are our goals?
• What is the business case/ROI?
• How much should we be investing?
• How do we measure success?
• What skills & resources do we need?

13. WhoOwnstheDigitalStrategy/BusinessCase?
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14. POLL
Whereareyouwithyourbusinesscasefordigitalmarcoms
investments?

15. Show me the money!
The Sitecore ROI Calculator
The business case

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The Strategies & KPI’s

18. Revenue Uplift
Optimising Marketing
Mobile optimisation
Personalisation 6% to 12%
Testing 1% to 6%
EngagementAutomation 3% to 7%

19. ROIVariables
• Visitors to digital properties over 3 to 5 years
• Basic, Intermediate, Advanced use of uplift tools
• How many months before operational
• Current and future £conversion values
• Savings on replacing old technologies
• Current and future operational costs (people,
processes, technologies)
• Return on ad-spend

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.
Sitecore ROI Calculator
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21. © 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. 21
Ad Spend Savings – Spend Less, Convert Same

22. © 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. 22
Ad Spend Savings – Spend Same, Convert More

23. The Roadmap

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+
Holistic
Creative
Sitecore Experts
Scope
Measurement
Quick wins
Context ready
Architecture
Data capture
Segment+Journey
Intent
Delight
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What makes a successful context marketing project?

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.
Technology, Process and People

27. © 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.
Customer ExperienceTechnology

28. POLL
Doyouhavedigitalmaturityroadmap?

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Danone Nutricia Roadmap

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Real-time context marketing
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When mothers fill in their
circumstances, they will find
a personalised timeline
adjusted to their moment in
the mothers journey.
All content is tagged and
created for specific
‘moments of truth’ within the
mothers journey.

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A cohesive experience

32. © 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.© 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.
The ROI
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75%
140%
Avg. monthly
growth:
Avg. monthly
repeat purchases:

33. © 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. 33
Learn more at the Sitecore Business Academy

34. Q&A
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35. You can watch both part 1 and part 2 of this series on
Sitecore.net:
http://siteco.re/2pFpyas
Thank you