Embed Size (px)
Citation preview
1. The webinar recording will be emailed to you within the next couple of
days
2. Submit your questions in the correct comment box, and we’ll attempt to
answer them during the Q&A at the end of the presentation
3. Tweet us @Sitecore to share your thoughts on today’s presentation!
Webinar details
To empower organizations
to build the effective
meaningful relationships
that win customers for life.
4
30,000WEBSITES
5000+ BRANDS
1000+ EMPLOYEES
1,500+PARTNERS
10,000+DEVELOPERS
50+ COUNTRIES
Speakers
Paul FennemoreDigital Transformation Consultant at Sitecore
Paul StephenC.E.O. at Sagittarius
The importance of marketing analytics in 2018
Context Setting
“Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.”
Winning in The Age of The CustomerForrester Research Inc
“Digital analytics is the analysis of qualitative and
quantitative data from your business and the competition
to drive continual improvement of the online experience
that your customers and potential customers have which
translates to your desired outcomes (both online & offline).
Avinash Kaushik: Web Analytics: An Hour A Day
Data, analytics and insight is central to a digital strategy
The Analytics Maturity Curve
Channels
Email Print CommerceWeb Mobile Social POS
PersonalizationWXM
The backbone of digital
experiences
Content Management
Digital AssetManagement
Product InformationManagement
Customer ExperienceManagement
Open connectors
Customer Relationship Management
Enterprise Resource Management
Point-of-Sale 3rd Party Data
Real Time and at Scale
SegmentationHandling
Automation/Nurturing
AnalyticsOptimization
Sitecore xConnect
CM
O
CIO
ExperienceDatabase
(One database) SitecoreCortex
xProfileAutomation
Progress
Testing
Outcomes
Analytics
Data
Campaign
Data
Social
Profiles
3rd Party
Data
Behavioral
Data
12
Data driven customer experience management
Content
Contact
Commerce
Custom
Call Center
Sales Person
Online Form
Socially Engage
Loyalty Program
Service Support
Help How-To
Social Listening
Web Sites
Mobile Apps
EmailsSocial PostsBlogs
Call Centers
Online Stores
BrandedStores
RetailOutlets
13
A Single Customer Viewis an aggregated, consistent and holisticrepresentation of the data known by an organisation about its customers.
Source: Wikipedia
• Core data layer• Transaction data• Account data• Interaction data• Attribution data
Data layers
14
€€
€€€
€
€€
Diminishing Returns
15Company respondents: 232 Agency respondents: 179 Source: eConsultancy, March 2015
16
Overview Visits Campaigns Goals Keywords Details
• Facebook cycling France: 20:01:2017• Converted: 21:01:2017• Email plan: 22:01:2017
Latest Website Visits01:02:2017
0hr:11 mins
Manchester
Mary [email protected]
Facebook: marsmith
Status
• Customer• Last purchase: 15:01:2016• Product: Skiing holiday• Value: £3500
Preferences
• Outdoor• Skiing• Cycling• Hiking• Europe
Persona
• AB demographic• Family• Adventurous, non conformist• Working• Convenience seeking• Budget pricing
• Downloaded: 26:01:2016• Last used: 03:02:2016
Campaigns
Mobile App
Latest Website Visits
17
Marketing Analytics: Top tips
1. Who: ownership, resources, teams work together
2. How: skills, automation
3. Combine: unify data silos
4. Plan: align to business and marketing objectives
5. Data: small data, not big data
6. Insight: turn data into the context behind personalised experiences
7. Deliver: one pagers for senior execs of ROI, conversions, outcomes
18
taking away the guesswork.
13th December 2017
the importance of analytics in 2018
high performance guaranteed.
digital marketing thatdrives traffic andcreates raving fans
ecommerce websitesand apps that convertmore sales
seopaid searchsocial strategycontent strategyemail marketing
website design & buildmobileu/x and optimisationglobal ecommercedigital transformation
@SagittariusMktg
Google AnalyticsFree
Familiar
Easy to install
Well integrated with Adwords
Javascript is by default not entirely reliable
Ability to track across sessions and properties with ClientID
A limit of 500 events can be tracked per session
google versus sitecore
@SagittariusMktg
Sitecore AnalyticsIncluded in the platform
Can house all analytics data
Path Analyser
Profiling
Experience Profile - individual and historical experience
Ecommerce data
Can track multi-channel campaigns
Engagement Plans provide further insight and opportunity for automation
Multi-variant testing
Engagement Points
Data can be extracted
Ability to merge sessions with Session State and track offsite interactions with FXM
Live data
google versus sitecore
@SagittariusMktg
client casestudies.Sitecore analytics in use.
25
26
27
28
29
30
31
32
More content on analytics…
The challenges of gaining contextual insight
> https://goo.gl/vNPBn4
