ENGAGING CUSTOMERS WITH PERSONALIZATION
Ron Person Sr. Consultant, Business Optimization Services E: rop@sitecore.net
One of the Crowd? Personal Service?
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 Email, Web, Social Media, and Print Universal Connectors Capture Data Capture Individual User Data
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 2011 450+ 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.
Sitecore Customers
During the easyjet January Sale, easyjet s biggest to date, our personalised homepage was helping fill two planes every minute easyjet, Head of CRM
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
Persona
Why You? Are You the One? Where s the Value?
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?
Personalization Spots on Pages
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
Rules-Based Personalization
The Digital Fingerprint Device OS Campaign Keywords Language Region IP Address IP Owner City Country Visitor identification Day Time Referral
Select the Customizable Component
Configure in Page Editor
Set the Rule
Select the Personalized Content
Add Multiple Rules and Content
Example - Static Website
Example - Static Website
Example - Rules-Based Personalization
Example - Rules-Based Personalization Save up to 70% on top brand Mountain bikes On stock in these locations In Cambridge
Rules-Based Personalization Pro Easy to Implement Low-Hanging Fruit Con Needs - Analysis Persona Personalized Content Website Locations Difficult to Grow and Maintain
Predictive Personalization
Digital Body Language is Behavior Relevance Purchases Buying Stage Intentions Selections Product/Service
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
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)
Predictive Personalization Pro Very Adaptive Expands Automatically with Growth Easy to Grow and Maintain Con Needs - Analysis Persona Personalized Content Content Profiling Website Locations
Sitecore. Compelling Web Experiences Predictive Personalization Example Page 33
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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
How Are You Going to Grow Your Digital Marketing?
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!