Using the Right Content Strategy to Create a Personalized Digital Experience

Using the Right Content Strategy
to Create a Personalized Digital Experience
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Agenda
Who We Are
What Is the Right Content Strategy & What to Personalize
Where to Begin
• Must Do’s in Creating a Strategy to Drive Personalized
Experience
Sitecore Digital Value Map
Quick Wins with Sitecore
• Content Authoring, Personalization, Multi-Channel, Testing
• Insights & Engagement Value
Q&A

About Perficient
Perficient is a leading information technology consulting firm serving clients throughout
North America.
We help clients implement business-driven technology solutions that integrate business
processes, improve worker productivity, increase customer loyalty and create a more agile
enterprise to better respond to new business opportunities.

Perficient Profile
• Founded in 1997
• Public, NASDAQ: PRFT
• 2013 revenue ~$373 million
• Major market locations throughout North America
• Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus,
Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los
Angeles, Minneapolis, New York City, Northern California,
Oxford (UK), Philadelphia, Southern California, St. Louis,
Toronto and Washington, D.C.
• Global delivery centers in China, Europe and India
• >2,200 colleagues
• Dedicated solution practices
• ~85% repeat business rate
• Alliance partnerships with major technology vendors
• Multiple vendor/industry technology and growth awards

BUSINESS SOLUTIONS
Business Intelligence
Business Process Management
Customer Experience and CRM
Enterprise Performance Management
Enterprise Resource Planning
Experience Design (XD)
Management Consulting
Our Solutions Expertise
TECHNOLOGY SOLUTIONS
Business Integration/SOA
Cloud Services
Commerce
Content Management
Custom Application Development
Education
Information Management
Mobile Platforms
Platform Integration
Portal & Social

A Sitecore Certified Solution Partner
Perficient has designed and delivered
numerous large, public-facing sites powered
by Sitecore.
• Perficient is a top Microsoft National Service Provider
• Sitecore practice is situated within Perficient’s
Microsoft group to provide the highest value to clients
• Perficient & Sitecore have a long term relationship;
25+ Sitecore certified consultants
• One of less than 20 partners with Sitecore Customer
Engagement Platform (CEP) certification
• 3 Sitecore Most Valuable Professionals on staff
• Site of the Year for Best Partner Site in 2012
• In 2013, customer awarded Site of the Year for Best
Financial Services & Insurance Site by Sitecore and
Best Prepared Website for Health Insurance
Shoppers by Forrester

Speakers
Jason Maloney
Director of
Perficient XD
Perficient
Michael Porter
Principal of Portal, Web
Content and Social
Solutions
Perficient
Mark Gehman
Director of
Sitecore
Perficient

What is the Right Content Strategy
It depends….
On your customers – who they are, their expectations, and
how they interact with you.
On you – your objectives, brand, business model and
capabilities.
The right strategy for you is the one that best marries your customers’ needs with your
business goals and realities to deliver the right content at the right time in the right
environment to every customer. The result is a great experience for your customer that
equates to helping your business grow.

What Should Be Personalized?
It depends….
On your customer expectations, your data, your
technology and your commitment to your customers
to provide the most relevant information for them at all
times.
So, pretty much anything you can personalize should
be personalized.
– If it enhances the experience
– And to the extent you can support the effort

So Where Do I Start?
1. What are your business objectives
2. What do you know about your customers
3. What data do you have
4. What can your marketing and digital tools do
Align them all, and off you go.
In our experience, we’ve found 9 important ‘Must-Do’s’ to
create an effective content strategy to drive a
personalized experience.

Take a Holistic Approach
Be obsessed with intelligent, effective, creative & seamless
interactions for your customer.

Segmentation to Drive
Personalization
• Find the best method to segment your customers.
• Geography, personal attributes, time, preferences, behavior
and customer lifecycle to name just a few
• Beyond attributes and profiles – could be predictive and
modeled
• Let the data drive you – guided by your experience
• Understand each segment to its fullest extent….and
document it. Describe it. Map its journey. Tell its story.
• Identify the content you need to fulfill that journey and be a
part of the story
• Create the content for each touchpoint for that customer.

Segmentation to Drive
Personalization

You Must Support
Multiple Channels

Know What Your
Customers Are Doing
• They tell you a lot
– Through their preferences
– By their searches
– By their history
– From where they are coming from
• Use web analytics and reporting
tools to constantly measure and
learn
• If you can understand what is
influencing and driving your
customers online interactions,
you can adapt your content to
enhance your customer
experience

Test Early and Test Often
• A/B testing
• Copy and creative testing
• Offer testing
• Time based
• Product attributes
• Champion/challenger
• The earlier and faster you fail, the more chance you have
to get it right

Understand Your Specific
Authoring Model
• Remove any barriers to publishing content. Make it as
easy as possible on your authors/publishers
• Must take into account all the potential authors
– Marketing team
– Product team
– Agency
– Sales team

Customer Authoring and Community
• Today we must understand that we don’t control all content, and some of
our most influential content comes from outside the brand
• Customers can author content through word of mouth and specific user
generated content
• Editors, experts and bloggers provide content
• Allowing outside content to be visible can add credibility and authenticity
to your experience

Think Strategically
8/27/2014
Goals Challenges Solutions
Customer 1st
Increased sales
Lower cost of sales
Attributable investment
Speed to market
Adapting to consumer needs
Varying programs and
investments
One view of the customer
Unified digital channel
Omni-channel support
Targeted content and offers
Poor integration
Disjointed data
Poor mobile support
Not multi-channel
Unified platform
Perhaps multi-vendor
Fully integrated
Web Content Management
CRM
Campaign management
Web analytics
Attribution tool(s)
Old web content
No personalization capabilities
Not integrated to web analytics
Many gaps
Variety of tools
Unified platform if possible
Supportability
Agile
On same page
Mixed marketing and IT teams
Budget issues
Long development times
Not on same page
COE
Business
Platform
Technology
Team

One “Best of Need” Platform that delivers:
• Quick Transition from Strategy to Implementation
• Increased Multi Channel Revenue
• Lowered Operational Cost

Sitecore Digital Value Map
Key Digital Strategy Concepts Sitecore Quick Wins
Ease of content authoring for any
potential author or content type
• Contextual Sitecore Page Editor
• Granular Ribbon Feature Trimming
Relevant call to action content based
on implicit and explicit personalization
rules
• Sitecore Experience Editor & Viewer
• Marketing Center
• Personae and Content profiling
• Goals and Engagement value
• Rules engine, Custom conditions
Multiple channel support • Sitecore Device Manager
• Device Emulator, Rules engine
Fail early, test often • A/B Testing
• Multivariate Testing
Engagement value and behavior
tracking
• Executive Dashboard
• Engagement Analytics

Content Authoring Quick Wins
Context
Ribbon
Component
Capability
Content
Types
WYSIWYG
Editor

Personalization Quick Wins
Marketing
Center
Experience
Context
Experience
Viewer
Experience
Editor
Implied
Content
Component
Editor
Rules Editor

Multi-Channel Quick Wins
Page
Preview
Device
Emulation
Device
Experience
Device
Support
Context
Editor
Component
Editor

Multi-Channel Quick Wins
Page
Preview
Device
Emulation
Device
Experience
Device
Support
Content
Editor
Component
Editor

Testing Quick Wins
Testing
Context
Component
Test
Evaluate
Results

Insights and Engagement
Value Quick Wins
Executive
Dashboard
Goal
Conversion
Engagement
Analytics
Business
Overview
Visitor
Overview
Visit Detail

Next Steps
Quick wins providing fast time to value!
– Use goals and value metrics to understand and drive quality
– Campaign management to optimize marketing spend
– Conditional personalization to drive relevance
– Personas to profile content
– Predictive personalization to target with relevant content, based on
behavior
– Engagement automation and email campaign manager to ‘speak’
to your target audience
– Engagement analytics to measure marketing effectiveness

www.perficient.com | #sitecore | Proprietary & Confidential
Questions
Slide 53

Using the Right Content Strategy to Create a Personalized Digital Experience

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