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Confidential. All rights reserved. Valtech Solutions, Inc.
How to get more customer insights than ever Closer to the self-optimizing digital journey with Sitecore 9
A m a n d a S h i g a
V P M a r k e t i n g S c i e n c e
R o b e r t O h
D i g i t a l S t r a t e g i s t
B l a i r R o e b u c k
M a r k e t i n g A n a l y s t
Your presenters
MARKETING SCIENCE PRACTICE
Optimize, measure, track and improve the digital
experience on Sitecore
We design and implement Sitecore Data and Optimization
Strategy
We help you get more business value from your Sitecore
investment
We are a global digital agency focused on
business transformationFounded in 1993 Valtech now has 2,300+ people
with diverse skill sets across 30+ offices in 16 countries.
Completed more than 1000
successful projects
implemented on Sitecore
1000+ 220+More than 220 certified Sitecore
developers, consultants and
architects throughout Valtech’s
global offices
Platinum Sitecore
partner since
2005
Member of Partner
Advisory Council
Numerous awards
for our work
Gold and Silver
Microsoft
partners across
the world
Valtech has 11 developers who
have attained the prestigious
Sitecore Most Valued
Professional award (MVP)
11Valtech has been working with
Sitecore for over 15 years
15+
Global Platinum Partner - SitecoreValtech Overview
Recent Sitecore Launches:
Why Upgrade to Sitecore 9?
A Tale of Evolution
From competing on User Experience, then on Journey
… to competing on Data and Insights
Source: Georgian Partners
9
where are platforms investing?
+ capture of increasingly valuable omni-channel behaviour
+ application of machine learning to automate tasks and uncover deeper insights
+ innovate to compete and disrupt
3/20/2018 10
Back on familiar ground:
Our client case study
The business context
• Professional membership association (200,000+)
• Seeking to continually increase brand value and offer deeper value to the professional community
• Online revenue from publications, subscriptions, courses, educational materials
• Recently revised and re-issued fresh corporate objectives
12
KPI Framework Data Enrichment & Collection Lead Generation &
Nurturing
Optimization &
Personalization
Understanding impact
Aligned to
business
objectives
Capturing a full
behavioral
footprint and
tagging plan
Engaging
audience with
impactful content,
smoothing path to
conversion
Tactic backlog of
structured, data-
driven
experiments
Have my
optimizations
improved
performance?
Why invest in a Sitecore data foundation?
“What gets measured gets improved”
1 - Research
2 - Discover
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
1 - Research
2 - Discover (con’t)
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
1 - Research 2 - Discover
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
○ Engagement Value: 50
○ Pattern Match: Mid-Career Professional
○ Interest Profile Key: Advanced Designation
○ Goal: Watched Promotional Video
3 - Browse & Search
1 - Research1 - Research 2 - Discover 2 – Discover
(con’t)
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
○ Engagement Value: 175
○ Pattern Match: Mid-Career Professional
○ Interest Profile Key: Advanced Designation
○ Goal: Watched Promotional Video
○ Goal: Download course syllabus
○ Name: Angela Smith
○ Email: [email protected]
○ Goal: Clickthrough from automated email
○ Search term: “Designation ABC”
4 - Find
1 - Research1 - Research 2 - Discover 2 – Discover
(con’t)
3 – Browse
and Search
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
○ Engagement Value: 275
○ Pattern Match: Mid-Career Professional
○ Interest Profile Key: Advanced Designation
○ Goal: Watched Promotional Video
○ Goal: Download course syllabus
○ Name: Angela Smith
○ Email: [email protected]
○ Goal: Clickthrough from automated email
○ Search term: “Designation ABC”
○ Conversion Goal: Course Purchase
5 - Convert
1 - Research1 - Research 2 - Discover 2 – Discover
(con’t)
3 – Browse
and Search
4 – Find
○ Channel: AdWords
○ Campaign: Membership Drive
○ City: Toronto
○ Country: CA
○ Engagement Value: 400
○ Pattern Match: Mid-Career Professional
○ Interest Profile Key: Widget Safety
○ Goal: Watched Promotional Video
○ Goal: Download specification sheet
○ Name: Angela Smith
○ Email: [email protected]
○ Goal: Clickthrough from automated email
○ Search term: “Designation ABC”
○ Conversion Goal: Course Purchase
○ Product Taxonomy: “[x], [y], [z]”
○ Purchase: AAABBB-C88
6 - Post Purchase
1 - Research1 - Research 2 - Discover 2 – Discover
(con’t)
3 – Browse
and Search
4 – Find 5 – Content
Our client’s story … continued
KPI Measurement Framework Maximizing use of Sitecore metrics 20 KPIs and tagging detail
3/20/2018 22
From knowing whether a personalization rule has impact…
3/20/2018 23
…to understanding the 50,000 foot view…
3/20/2018 24
…to building predictive models. Think data first!
Driving more value with Sitecore 9
25
3/20/2018 26
Possibilities of Sitecore 9
27
Business Objective
Increase membership signups
by 10% in 2018
Marketing Strategy
- Align channel experiences
to customer intents
- Streamline the signup
process
KPI
- Members signups
- Signup conversion rate
Segment
- Channel
- Persona
- Engagement goal
Measurement Framework
28
Marketing Automation
3/20/2018 29
Mirror the Customer Decision-Making Journey in Marketing Automation
What are the key touch points in the users journey? What are the micro goals? How does this impact their next steps?
3/20/2018 30
Ensures continual engagement & loyalty
3/20/2018 31
32
Business Objective
Increase membership signups
by 10% in 2018
Marketing Strategy
- Align channel experiences
to customer intents
- Streamline the signup
process
KPI
- Members signups
- Signup conversion rate
Segment
- Channel
- Persona
- Engagement goal
Measurement Framework
33
Forms
3/20/2018 34
Sitecore Forms
3/20/2018 35
Multi-page Forms
3/20/2018 36
Forms For Customer Feedback
Ratings Net Promoter Score
3/20/2018 37
Insights
Form Performance Field Performance
38
XConnect
39
xC
on
nec
t
Sit
eco
reC
on
nec
t fo
r
Sa
lesf
orc
e
xC
on
nec
t C
lien
t A
PI
xC
on
nec
t C
lien
t A
PI
Web
ReportingxDB
40
Marketing
AutomationForms XConnect
Sitecore 9 Analytics
41
Data Enrichment
43
Business Objective
Increase membership signups
by 10% in 2018
Marketing Strategy
- Align channel experiences
to customer intents
- Streamline the signup
process
KPI
- Members signups
- Signup conversion rate
Segment
- Channel
- Persona
- Engagement Goal
Measurement Framework
3/20/201844
Tagging The Journey
Persona Chris Micro-conversions
Campaigns
Member signup
Persona
Erica
Persona
Blake
Read Article Watch Video Comparison Tool
Persona Enrichment
Various web personas
Goal and Outcome Enrichment
Micro and Macro conversions
Campaign Enrichment
Campaigns that drive site visitors
3 Key Areas Of Enrichment
3/20/2018 46
Should I Tag Sitecore If I Already Tagged Google Analytics?
Absolutely!
1. Tagging enables marketers to personalize audience
experiences in real-time (Marketing Automation,
Personalization)
2. Enable rich segment and behavioural analysis using
Experience Analytics (Custom Segments) and Path
Analyzer
3. Provides Cortex additional business context to make
recommendations and optimizations that are
meaningful to your business
3/20/2018 47
Extending Google Analytics With Sitecore Data
Secondary Dimension Custom Audience
- Persona
- Campaign
- Engagement Value
Sitecore Reporting Tools
49
xDB
Experience Analytics
Path Analyzer
Reports that allow analyst to understand at a high-level
the audiences, channels, campaigns that are driving the
most/least business value.
Custom reports can be created based on required segments
Reports that allow analyst to dig deeper into audience
behaviours to understand the most/least valuable paths to
help optimize campaigns and on-site experiences.
Path Analyzer
Visits
Value
Path Analysis
Low number of visitors, producing high value/visit
Analyze: Audience Characteristics and Intent, and Suboptimized Paths
High number of visitors, producing high value per visit
Analyze: Channels, Audience Characteristics and Intent
High number of visitors, producing low value per visit
Analyze: Channel, Audience Intent, and Content
Low number of visitors, producing low value/visit
Analyze: Audience Intent, Business Value, and Content
Outcome Map
3/20/2018 53
Analytics summary and recap
Marketing Goal:
Recommend:
Enrich your data with business relevant context (i.e. Persona, Engagement Goals and Outcomes,
Campaigns, etc.)
Utilize a behavioural tool like path analyzer to understand the various paths and optimize your audience
experience accordingly
Increase conversion
Increase campaign ROI &
Lower Cost Per AcquisitionAnd / Or
xConnect and Cortex
3/20/2018 54
xConnect: making it easy to work with xDB data
+ Build applications to read, write or
search xDB data making it easy to
retrieve and consume analytics
data in an easy and flexible way
+ Sample applications
+ CRM integration
+ Data warehouse
+ Predictive modeling
3/20/2018 56
How organizations can leverage xConnect
Pulling CRM data
into Sitecore for
segmentation and
personalization
Capturing
physical/IoT data
such as in-store
beacon tracking
Simplified export
to data
warehouse
Applications of
data science for
greater insight
Sitecore Cortex: “Your own data scientist inside Sitecore’
+ Embedded machine learning
+ Coming with version 9.1
3/20/2018 58
The promise of machine learning for marketing
… or why is everyone putting machine learning in their software?
+ Machine learning lets us replace human judgement with prediction
+ What do computers do better than humans? Learning from and finding patterns within large datasets to make “good enough” predictions
+ (What do humans do better than computers? Creative applications of ML!)
+ Tedious, data-crunching processes that exist – in marketing, or in any discipline – are candidates for automation with machine learning
+ A classic marketing example:
+ The automation of image tagging via image recognition techniques
+ Instead of a human looking at each image and tagging “flower” or “car”, a computer could do that, and get smarter about it
3/20/2018 59
So what is Cortex?
+ Cortex is the machine learning module inside Sitecore 9
+ Seeks to take good advantage of the wealth of data collected by the xDB (facilitated of course
by xConnect!), directly within the product
+ Places in the content authoring and marketing workflows where tasks can be automated – and made
more intelligent – with machine learning and rich behavioural data
+ Makes it easy to embed machine learning models into these tasks
3/20/2018 60
How an organization could leverage Cortex:
+ Probabilistic scoring on a Sitecore Contact’s likelihood to convert/purchase
+ How could this make our lives easier? To personalize on a score threshold, to segment “hot leads” from other contacts.
+ Segment/Audience discovery
+ How could this make our lives easier? To understand unknown clusters of visitor behaviour that may be worth targeting.
+ Consider this a complementary opposite to persona tagging and pattern matching.
+ Automated personalization
+ How could this make our lives easier? Instead of marketers manually configuring specific personalization rules and variants on the website, Cortex could find the best spots and serve content automatically targeted to individual visitors.
3/20/2018 61
Getting ready for Cortex
+ To be ready to capitalize on Cortex:
+ Business/marketing stakeholder who understands marketing objectives, audience segments
and KPIs for the organization
+ Sitecore analyst who understands Sitecore architecture, data and optimization tools such as
personalization (“power user”)
+ To build your own models in Cortex:
+ Sitecore developer who understands the pipelines and solution architecture
+ Data scientist with R programming expertise and ability to calibrate models for best
performance
Marketing
New and improved Forms and
Automation
Data
Introducing xConnect and
Cortex
Cloud
Reduce IT costs and simplify deployments with Azure PaaS. Search and xDB on Azure/SQL
Privacy
Improved support for compliance with GDPR and data privacy such as “right to be forgotten”
Ecommerce
Rebuilt as an all-in-one commerce + content solution taking full advantage of marketing features
Developer Goodies
Enhancements such as JavascriptSitecore Services (JSS) that allow a headless model
3/20/2018 63
Helpful resources
+ More details about Sitecore 9 and the upgrade process: Upgrading to Sitecore 9
+ Valtech’s Sitecore machine learning pilot:
+ Building a predictive model with the xDB to determine which behaviours strongly influence
conversion and engagement
+ More Sitecore machine learning examples from community:
+ www.sitecoremachinelearning.com
A m a n d a S h i g a
V P M a r k e t i n g S c i e n c e
R o b e r t O h
D i g i t a l S t r a t e g i s t
B l a i r R o e b u c k
M a r k e t i n g A n a l y s t
Reach out with any questions! We can help.
thank you