Sitecore AIDA Analytics, Insights, Decisions, and Automation

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1 Sitecore AIDA

2 Analytics, Insights, Decisions, and Automation Sitecore AIDA What is Sitecore AIDA? Sitecore AIDA is a technology framework that simultaneously collects, evaluates, manages, and analyzes customer intelligence from patterns, behaviors, and decisions gathered across multiple digital channels. It then offers immediately actionable insights and analytics that help your marketers maximize the results of your marketing programs. Why use Sitecore AIDA? The automated analysis of high volumes of experience data enables your website to self-tune. Sitecore AIDA enables marketers to harness insights from web traffic and multichannel customer experiences to effectively predict what information to deliver to customers next, in real time. Where does Sitecore AIDA fit within the Sitecore Experience Platform? Sitecore AIDA is at the core of the Sitecore Experience Platform TM. A set of patented, proprietary technologies delivers four key areas of functionality, providing analytics, insights, decision-making support, and automation. In sum, Sitecore AIDA delivers uniquely personalized experiences, using various Experience Managers within the platform, across all experience channels. Integration Database Sitecore AIDA Management Channels Web Mobile Social Apps Analytics Customer data Commerce Connect Commerce Server, Microsoft Dynamics Content Insights Product information sku Decisions Universal Customer Connector Print Digital assets CRM ERP Other systems Automation Commerce Federated

3 1. Experience Analytics You can analyze customer experiences, knowing that you have comprehensive data, to measure the performance of content, experiences, and campaigns. Testing Run robust A/B and multivariate testing on all aspects of the customer experience with an easyto-use interface that requires no coding, tagging, or development work. Optimization at your fingertips Set up tests quickly and easily to pinpoint which content is working and which is underperforming. Continuously refine and improve conversion rates. Getting more-actionable results Use Engagement Value for more-meaningful results. Understand which components best drive visitors toward goals and lead to higher experience analytics scores, rather than just measuring click-through. Optimization testing results are clearly presented so that you can make decisions on what to improve, remove, or newly create. No coding, tagging, or IT work needed Optimization testing capabilities are native to Sitecore, automatically included in each page, , image, and item you create, and designed so that you can simply get on with testing. Flexibility to test anything, anywhere You can test individual page components, entire site items, or the entire experience across whichever channels your customers select to engage with you. Sitecore s testing capabilities are highly flexible and simple to use, and there are no limits to the number of tests you can run concurrently. What is Engagement Value? The graphic above demonstrates the power of Sitecore s Path Analyzer, that displays a map of all the paths people have taken to arrive at a website and the Engagement Value associated with each path, to enable you to assess the online digital experiences they have had. Goal targeting Set goals to see if your marketing is on track. Track the goals that matter You can assign numeric Engagement Values to activities on your website that indicate that a visitor has engaged with your content. Whether downloading an asset or subscribing to a promotion, these activities translate into engagement and outcomes you can track and quantify. Engagement Value is a single metric for measuring and comparing the performance of assets and content. A single metric facilitates better comparisons of campaigns, for quick effectiveness assessment and reaction. This Sitecore Experience Profile (xprofile ) provides a timeline and an overview of an individual s interaction with various marketing activities and their associated goals, conversions, and values. Trigger activities, using goals Use Sitecore s marketing automation to set up activities to be triggered when a customer achieves a specific goal or threshold of goals. Once a goal is triggered, automate a personalized , show personalized content, trigger a call from Customer Service, or send a qualified lead to sales, in real time. Use goals that convert With Sitecore s marketing reports, you can easily understand which campaigns and channels are successfully driving your goals, which segments are best responding, and where to optimize the conversation. Sitecore offers more than 50 out-of-the box reports providing users with fast insights, using highly visual dashboards and reports, available at the moment of need. Recording outcomes You can record outcomes by using the Sitecore platform. An outcome is a business-critical objective that is channel-agnostic, such as when a contact becomes a customer via a website, mail, or a store visit. Turning interactions into outcomes Sitecore records all customer interactions and can also associate outcomes if desired. For example, an outcome can be used to trigger a contact status change from anonymous to identified or from a salesqualified lead (SQL) to a new customer. All these channel interactions and outcomes are recorded on a visual timeline, so the intensity and behavior of the customer are understood and are taken into consideration in future campaigns.

4 2. Experience insights Leveraging reports Get meaningful insights from every customer interaction, so you can give customers what they want, when they want it. Use Sitecore marketing reports to ensure that everyone and everything is aligned to maximize your ROI. Rules-based targeting Use rules to personalize content based on any customer attribute you have collected. You can personalize content across a whole range of attributes, including campaign, goal achievement, social network profile, language, IP address, day/ time, and much more. Earn the right to keep the conversation going with each of your customers. Automate dynamic content and action Take advantage of rules for placing your customers and prospects into cross-channel nurture programs, based on any conditions you choose. Use rules to drive progressive and automatic conversations with each visitor. Manage rules-based personalization Set up rules right in your website, with no IT help required. Content editors can easily select conditions, create content components directly on the page, and instantly preview how content will Sitecore s Rule Set Editor is a tool that applies logic-based rules to content management. You can use the Rule Set Editor to create conditional renderings to personalize and control visitors experiences. appear when each rule applies. Use anonymous personalization You can also customize content for prospects you don t know. If a visitor views something that matches a particular pattern, you can automatically personalize more content based on that person s interests. In this example of a web page dynamically personalized for the viewer based on the data stored within the Sitecore Experience Platform, the platform acts as a single repository of customer intelligence that pulls data from other integrated systems to provide a single view of an individual and that person s interactions across the web, mobile, social media, print, commerce, and . Behavioral targeting Engage your customers in authentic conversations by paying attention to their behavior and personalizing content to satisfy their needs. Shape the experience based on actions You can use behavioral targeting to customize the experience for your customers and prospects by recognizing what they are looking at and anticipating what they are looking for. Investigate both quality and quantity Go beyond quantitative metrics, and understand how engaging and relevant your marketing content is to your audience and how it contributes to goal conversion. Get the data you need, when you need it Access the performance data you need in order to understand how your marketing is doing and where to optimize next. The Sitecore platform automatically rationalizes your customer data across multiple channels. Make relevant apples to apples comparisons Use Engagement Value to conveniently compare channels and campaigns, using a single metric. Align your team By focusing on a single engagement metric, teams can work together to drive the customer experience across channels and campaigns, resulting in deeper engagements. Deliver relevant content that drives conversions With insight, you can deliver meaningful experiences that drive conversions: target content to customers you know are in the market for your product, and increase impact and engagement by customizing messaging based on the behavior they ve displayed. Target beyond the web Leverage behavioral targeting over the entire customer experience personalize messaging across the website, , and mobile and social channels, or guide customers down a completely different, specific engagement path.

5 Sitecore AIDA 3. Experience decisions Test, measure, decide, and act quickly. Sitecore helps you deliver the most-relevant experiences by tracking goals and personalizing content to become increasingly predictive in producing compelling customer experiences. Prediction Using the Sitecore platform, you can anticipate exactly what individual customers need and provide them with exactly what they want, before they were even looking. Remember that reacting is good but guiding is better Deliver a relevant customer experience right out of the box. Sitecore makes it easy for you to observe your customers behavior and provide customers with highly personalized content in real time. Anticipate the next move You can customize each interaction, based on what you know about your visitor s profile, interests, and actions, enabling you to progressively personalize the experience as you gather more insight about each individual customer. Take action in real time Use implicit behavior, such as looking at the types of Segmentation xprofile enables you and your sales teams to monitor the key areas of customer experience and interaction, such as visits, campaigns, goals, profiles, and keywords. For example, for all individual contacts, you can see at a glance which events and goals they have triggered as well as how many Engagement Value Points they have accumulated on your website. content customers are consuming, to predict what interests they may have or what phase of the buying cycle they are in. With this insight, you can show relevant and compelling content in the moment. Use demographic or behavioral insight to dynamically create customer segments that match any criteria. Dynamic segmentation You can create rules to build dynamic segments based on any demographic, behavioral criteria, or cross-channel interaction such as a customer s profile, behavior, location, time of last interaction, and campaigns or goals triggered. Complex segmentation without CRM With Sitecore, marketers can independently create customer segments based on customer experience activity and conduct highly targeted campaigns without customer relationship management (CRM) or incorporate CRM criteria to create segments. Use the hundreds of data points you gather on every customer interaction to automatically provide your customers with the most meaningful experience possible. Profile and pattern segmentation Use Sitecore s automated customer profiling and pattern segmentation to develop more-specific segments based on customer types. Automated segmentation As customers enter a marketing automation plan, you can filter those who achieve certain goals or meet conditions for progression to the next stage in the conversation. Create an Engagement Plan, like the one above, which outlines several predefined steps and actions that, in turn, control how to engage with your audience. Use Engagement Plans to nurture relationships by adapting the content, channels, and media appropriate for each individual interaction. Personalization Personalize progressively Provide compelling customer experiences such as product recommendations, promotions, and content across the entire customer experience, learning more from each interaction and personalizing even further in the next. Know that personalization is easy for anyone Sitecore s personalization capabilities are designed specifically for marketers. Create rules, add and edit content, preview personalized user experiences, build guided marketing automation plans, and test personalization efforts quickly and easily.

6 4. Experience automation Experience automation enables you to build a one-to-one relationship with each of hundreds or thousands of customers. Sitecore marketing automation enables you to respond immediately to your customers actions. Nurturing Enable your sales and marketing teams to nurture relationships with prospects by listening to their needs and reacting with highly personalized and relevant content in real time. Driving the conversation Sitecore s powerful marketing automation enables you to continuously listen to how prospects engage with your brand, so you can communicate to them in real time, based on their specific interests. Nurturing cross-channel React to prospects according to their interests and where they stand in the sales cycle, across the communication channels that matter to them. Lead scoring with customer profiles Sitecore can build highly detailed lead scores based on unique customer profiles across all touchpoints, including web, , mobile, and social interactions. Two-way CRM integration Sitecore easily integrates with all leading CRM systems for using your sales insight in highly personalized marketing and for sharing experience insight with the sales function. Web forms made easy Create web forms without IT assistance. Sitecore can prepopulate forms with existing information or personalize questions based on past experience data. Any leads captured are automatically routed to your CRM system. Scoring Sitecore gives you the potential to automate profile scoring with implicit and explicit behaviors as well as data on how customers are responding to your campaign. Combine data into meaningful profile scores Blend traditional digital parameters such as website pages visited, content downloaded, and s clicked with Engagement Value to build a cross-channel engagement profile score for each person. Score and personalize based on independent actions, and how they connect, to drive further action. Leverage content profiling and patterns With Sitecore profile cards and pattern matching, prospects accumulate value based on how closely they match your ideal customer profiles. When they do match, fast-track the next interaction such as an invitation to a webinar, trigger a call from sales, or present a compelling offer. Trigger the next steps in the conversation Use profile scoring as a condition in your marketing automation plans to automatically place a customer in a track or a segment, and personalize the conversation according to that person s score threshold. Measure precise sales readiness Use profile scores with Sitecore marketing automation and your CRM system to pass qualified leads to sales. Sales will have the advantage of deep profile data indicating exactly what the prospect is interested in, the content that person has consumed, the paths taken, and more. Automation You can connect and automate interactions with your customers and prospects across all channels and devices, enabling highly relevant and personalized conversations. Cross-channel automation Orchestrate cross-channel interactions, automating responses and content based on how customers interact with your brand. Easy drag-and-drop interface Design and manage cross-channel experience plans with Sitecore s intuitive drag-and-drop interface to quickly and easily establish automated campaigns and programs. A system that s always on, always listening Pick up the customer conversation right where you left off, no matter which channel or device your customer switches to next, for crosschannel continuity. Optimized lead nurturing Keep your sales pipeline healthy by driving experiences in which conversations move forward, closer to conversion.

7 So what does it all mean? Benefiting from Sitecore AIDA technology as part of the Sitecore Experience Platform, your team will have a deeper understanding of customers likes and preferences and can therefore engage customers with personalized communications that are consistent, relevant, and timely across all channels. Your team members will also have tools at their disposal that simplify the use of customer intelligence data in developing marketing programs that result in a superior customer experience. The whole picture Get the complete picture you need. Map multiple visits, goals, actions, and types of visitors with each campaign, and also get a holistic view of individual customers interactions with your marketing. Only with this kind of comprehensive detail will you know where to optimize. Business intelligence for marketing analysts Sitecore has developed business intelligence specifically for analysts who want to dive deeper into the wealth of customer interaction data and pinpoint insights to drive more-effective marketing. Optimizing conversations on the fly Marketing and channel leaders learn exactly where campaigns, channels, and traffic sources are underperforming and can make adjustments midflight. You can get answers to questions such as Where is the marketing mix most effective? or What are the best points of quality engagement, and how do different channels compare? These are just a few points of insight that marketers have at their fingertips. The right insight for the executive team Provide your senior leadership with a toolbox that offers a comprehensive view of marketing performance. Beyond simplistic click-through metrics, Sitecore facilitates deep insight into exactly how marketing is contributing to your customer experience. Sitecore is the global leader in customer experience management. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. With the Sitecore Experience Platform, marketers can own the experience of every customer who engages with their brand, across every channel. More than 4,000 of the world s leading brands including American Express, Carnival Cruise Lines, easyjet, Heineken, and L Oréal trust Sitecore to help them deliver the meaningful interactions that win customers for life. Copyright 2014 Sitecore Corporation A/S. All rights reserved. Sitecore and AIDA are registered marks of Sitecore Inc. Experience Database is a trademark of Sitecore Inc.

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