ENGAGING CUSTOMERS WITH PERSONALIZATION.
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1 ENGAGING CUSTOMERS WITH PERSONALIZATION
2 Ron Person Sr. Consultant, Business Optimization Services E:
3 One of the Crowd? Personal Service?
4 Customer Engagement Platform Integrated Platform Content Management Rule-Based and Predictive Personalization Engagement Automation Online and Offline Engagement Analytics with Business Intelligence Delivers Across Multiple Channels , Web, Social Media, and Print Universal Connectors Capture Data Capture Individual User Data
5 Sitecore Overview Company Background Customers and Community Over 3,000 customers Over 8,000 certified Sitecore developers 17,000 active community members in Sitecore Developer Network Partners Founded in 2001 Strategic investment by Technology Crossover Ventures in employees worldwide Over 1,000 partners worldwide Microsoft Gold Certified, Global ISV Alliance Partner Financials 40% YOY Growth for past 3 years Sustained profitability Our customer experience management platform combines proven web content management with customer intelligence to create a single view of a customer that drives meaningful interactions, increases conversions and builds lifetime customers.
6 Sitecore Customers
7
8
9 During the easyjet January Sale, easyjet s biggest to date, our personalised homepage was helping fill two planes every minute easyjet, Head of CRM
10 Marketing Objectives Website Goals Strategic Theme Total Solution Strategic Objectives Marketing Objectives Online Goals Increase Retention Increase Revenue Focus on Decision Maker Persona Increase Conversions Goal Goal Goal Nurture and Retain Existing Customers Goal Goal Strategic Objectives Driven by Strategic Themes Strategic Objectives Driven by Marketing Objectives Marketing Objectives Driven by Online Goals
11 Persona
12 Why You? Are You the One? Where s the Value?
13 Personalization Spots on Pages Spot 1 Spot 2 Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Which content are most relevant according to visitor intent?
14 Personalization Spots on Pages
15 Two Primary Types of Personalization Rules-Based Personalization If Condition then Personal Content Examples - Keywords - Location Predictive Personalization Behavior on Site is Evaluated Content Displayed Based on Behavior
16 Rules-Based Personalization
17 The Digital Fingerprint Device OS Campaign Keywords Language Region IP Address IP Owner City Country Visitor identification Day Time Referral
18 Select the Customizable Component
19 Configure in Page Editor
20 Set the Rule
21 Select the Personalized Content
22 Add Multiple Rules and Content
23 Example - Static Website
24 Example - Static Website
25 Example - Rules-Based Personalization
26 Example - Rules-Based Personalization Save up to 70% on top brand Mountain bikes On stock in these locations In Cambridge
27 Rules-Based Personalization Pro Easy to Implement Low-Hanging Fruit Con Needs - Analysis Persona Personalized Content Website Locations Difficult to Grow and Maintain
28 Predictive Personalization
29 Digital Body Language is Behavior Relevance Purchases Buying Stage Intentions Selections Product/Service
30 Profile Cards Define Persona Lynette, 42, Restaurant Owner Title Details Age Description Education Image Family Interests Day of my life Organization Environment Goal Responsibility Psychographics
31 Profile Cards for Visitor and Content Persona (Profile) Practical (Profile Key) Precautious (Profile Key) Environmental Cautious (Profile Key) Boaster (Profile Key) Car Type (Profile) Urban (Profile Key) Two seats (Profile Key) Rural (Profile Key) Economical (Profile Key) Family (Profile Key)
32 Predictive Personalization Pro Very Adaptive Expands Automatically with Growth Easy to Grow and Maintain Con Needs - Analysis Persona Personalized Content Content Profiling Website Locations
33 Sitecore. Compelling Web Experiences Predictive Personalization Example Page 33
34 Sitecore. Compelling Web Experiences Page 34
35 Sitecore. Compelling Web Experiences Page 35
36 Sitecore. Compelling Web Experiences Page 36
37 Sitecore. Compelling Web Experiences Page 37
38 Sitecore. Compelling Web Experiences Page 38
39 Sitecore. Compelling Web Experiences Page 39
40 Sitecore. Compelling Web Experiences Page 40
41 Sitecore. Compelling Web Experiences Page 41
42 Sitecore. Compelling Web Experiences Page 42
43 Sitecore. Compelling Web Experiences Page 43
44 Sitecore. Compelling Web Experiences Page 44
45 Sitecore. Compelling Web Experiences Page 45
46 Sitecore. Compelling Web Experiences Page 46
47 Sitecore. Compelling Web Experiences Page 47
48 Sitecore. Compelling Web Experiences Page 48
49 Sitecore. Compelling Web Experiences Page 49
50 Sitecore. Compelling Web Experiences Page 50
51 Sitecore. Compelling Web Experiences Page 51
52 Sitecore. Compelling Web Experiences Page 52
53 Sitecore. Compelling Web Experiences Page 53
54 Sitecore. Compelling Web Experiences Page 54
55 Sitecore. Compelling Web Experiences Page 55
56 Sitecore. Compelling Web Experiences Page 56
57 Sitecore. Compelling Web Experiences Page 57
58 Sitecore. Compelling Web Experiences Get Started Now! Step by Step Process Start Now with Baby Steps or Get Left Behind 1. Define Marketing Objectives 2. Identify Website Goals 3. Define 3 5 Persona 4. Identify Personalization Spots on Website 5. Start with Rules-Based Personalization Page 58
59 How Are You Going to Grow Your Digital Marketing?
60 I will personally send you a copy of the Digital Maturity Model Ron Person rop@sitecore.net Write on your business card DMM2 Bring it up!
BIG DATA: THE PROMISE AND REALITY FOR MARKETERS. www.sitecore.net
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