Personalization & the Experience ExplorerSAINT LOUIS SITECORE USER GROUP APRIL 22, 2015

Welcome back and welcome newcomers!

11:30 – 11:55 Lunch

11:55 – 12:00 Agenda and Introductions

12:00 – 12:20 Business Case for Personalization & Case Studies

12:20 – 12:45 Demo: Mechanics of Applying Personalization

12:45 – 1:00 Open Discussion

A little housekeeping

Call for Speakers/Sponsors

Topic Suggestions

What’s Next

• Interested in speaking or want to suggest someone?

• Interested in co-organizing and sponsoring? All are welcome!

• See Meetup discussion board for thread to make a suggestion

• See poll question and vote on recommended topics

• Bi-monthly meetups, next up June

• Related events – webinars, workshops, etc.

Introductions

Mike CaseySitecore

VP OF SALES ENGINEERING

Aaron BransonRoundedcube

CHIEF MARKETING OFFICER

Business Case for Personalization

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Jeff Bezos, Founder & CEO, AmazonWe see our customers as invited guests to a party, and we are the hosts. It's our job to make the customer experience a little bit better.

Why paying attention to experience matters….

• 2X customer retention - Aberdeen Group

• 89% retention for companies with strongest omni-channel strategies-Aberdeen Group

• By 2020 customer experience > price & product - Customers 2020 Report

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Case Study University of Toronto

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Use of Sitecore Experience PlatformPersonalization on Visit NumberPersonalization on Geo-locationPersonalization on IPA/B Testing

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Visit 1How can I get in?How much does it cost?

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Visit 2Why should I enroll?

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Visit 3What will I learn?Who are the teachers?

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Visit 4Call to Action

Personalization Based on Geo-Location

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Personalization based on Domain

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OutcomesBounce Reduced 23%Visit Duration Increase 23%Page Visit increase 14%Time on Page Increase 13%

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Zildjian: Use of Sitecore Experience PlatformEngagement Value ScaleWeb PersonalizationEmail PersonalizationEngagement Automation

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Outcomes

• 300% increase in Zclub registration

• 47% increase in traffic• Average time on site:

+4mins• Bounce rates below 20%

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Optimize

Analyze

Build

Content Marketing

Publishing

Workflow

Validation

Security

.NET Development

Goals

Personalization

Testing

Profiles

Personas

Patterns

Campaigns

Analytics

List Management

Engagement Plans

Experience Profile

xDB

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Boiling it down…..1.Understand your Key Audience Groups2.Define and Document the User Journey3.Align Your Content to Audience Groups and Journey Phases

• 3 stages from : https://www.sitecore.net/learn/blogs/best-practice-blogs/jill-grozalsky/posts/2015/03/audience.aspx

Personalization Possibilities

• GEOIP• Campaigns• Number of visits• Specific page(s) viewed• Sitecore Patterns (content profiling)

Implicit

• CRM• Security Profile• Transaction History• “Known” visitors• “light” explicit—polls, surveys, self-identifying

Explicit

• Download an asset• Hit a threshold of Engagement Value points• Enter or exit a particular customer journey state (Engagement Plans)

Achievement

The goal isINTENTbased personalization

Sitecore Experience Database

Personalization Demo

Scenario

Purpose

• Market health insurance plans to consumers and employers

• Provide access to self-service tools

Audience

• Consumers (Members and Prospects)• Healthcare Providers• Employers• Brokers

Campaigns

• A: Young single adults• B: Head of household w/ children

Goals

• Members to use self-service tools• Consumer A to register for event• Consumer B to request a quote

Personalization for Campaigns

Rule-Based: Campaign A - Young, Active, Single “Weekend Warriors”

1. CONDITION = Specific campaign triggered2. COMPONENT = Homepage hero component3. CONTENT = Message why “weekend warrior” needs insurance4. CONVERSION = Register for an informational event (goal)

• If visitor came via our Facebook “Weekend Warrior” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest

Personalization for Campaigns

Rule-Based: Campaign B - Head of household with young children

1. CONDITION = Specific campaign triggered2. COMPONENT = Homepage hero component3. CONTENT = Message why Healthcore plans are better4. CONVERSION = Request a quote (goal)

• If visitor came via our Facebook “Family” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest

LET’S SET IT UP!

Personalization for Members

Explicit Data: Existing Members

1. CONDITION = Logged in, explicit knowledge2. COMPONENT = Homepage promo component3. CONTENT = Access My Claim Status4. CONVERSION = Visit Member Account Center

• If visitor is logged in as a member• Replace the standard Promo content • with relevant message promoting self-service tools

LET’S SET IT UP!

Personalization for Interest

Implicit Behavior: Employer

1. CONDITION = Has viewed Employer-related content2. COMPONENT = Homepage bottom promo component3. CONTENT = Info on controlling costs4. CONVERSION = Click “Get Started”

• If visitor views pages that match “Employer” pattern• Replace the standard Promo content • with relevant message promoting cost control for employers

LET’S SET IT UP!

What’s next?

Personalization Strategy Webinar: See meetup website for link to webinar replay

Next meetup: Targeting June, a poll to determine the topic available within a week

Go to www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/

Join the group on LinkedIn too! Look for “St. Louis Sitecore User Group”