Sitecore multi channel approach
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Presentation on DigiPoint info session on content management, by mr. Eddy Lalou and Johan Becue
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Sitecore multi channel approach
- 1. Sitecore enablingMulti-channel Customer Engagement Eddy Lalou - ela@sitecore.netRegional Sales Manager BeLux Johan Becue-jbe@sitecore.netSolution Architect
- 4. Dealing with Productivity challenges
- 6. CEP , WHY ?
- 7. The Customer Journey Today Download white paper Sign up for newsletter I want to buy… Free trial Visit vendor’s website Read analyst report Attend webinar Open email Search tweets Random Acts of Marketing Ask peers Visit competitor’s website Ask boss Chat online with CS Google competitors Read blogs How do I decide?
- 8. Marketing ExcellenceWhat’s the need ?
- 9. CEP , HOW ?
- 10. Customer Engagement Platform The Sitecore Customer Engagement Platform enables customer-facing organizations in mid-tier and enterprise companies to engage in 1:1 conversationswith individual customers, across any channel, to move the conversation forward for real measurable results. New in Sitecore 6.5 Engagement Analytics Engagement Automation Experience Editing
- 11. Experience Editing Put the power of personalization into the hands of business users. Inline personalization Set personalization and content values at the item level Toggle between content variations and edit in context Preview user experiences on the page Personalize by profile cards and patterns Profiles and keys rolled up into easily understood profile cards with visual patterns Assign profile cards as guides for page editors Personalize by automation state Personalize web content by in engagement automation programs
- 12. Engagement Analytics Quickly understand exactly how effective your marketing is at engaging visitors. Balance quantity of traffic with quality Understand the quality of your traffic Balance traffic goals with actual engagement metrics One unifying KPI for all channels and campaigns Compare campaigns, traffic sources, keywords, all with a single metric Layer engagement value on top of visitor traffic Make better informed investment decisions Quickly understand what’s working and what isn’t Gain confidence in traffic reporting
- 13. Engagement Value Points Accumulate Only at Transaction Points Organic Search 125 25 Email “Whitepaper” 100 175 25 50 25 50 Webinar “7 Habits” 25 75 100 150 250 RegistrationQuote Demo 25 50 100
- 14. Engagement Analytics Interactive dashboard Easily export to other formats Drill down to individual campaign, traffic sources, keywords, referring sites and more Choose any timeframe
- 15. Engagement Automation Proactively guide cross-channel conversations in a simple drag and drop flow. Engage where your audience chooses Stay in context when your audience crosses channels Proactively drive the conversation forward Deliver relevant content at the right time, in the right channel Deliver more relevant content, in context with the audience journey Harness insight from one channel to power the next Pre-integrated with CMS, email and analytics Cross-channel ready out of the box Customize to fit your unique business needs
- 16. Engagement Automation Drag & drop Pre-configured actions and conditions Time and event-based triggers Subscribe to page goals and actions Trigger emails, apply profiles, update CRM and more
- 17. CEP , ENABLING WHAT ?
- 18. With SitecoreCEP, Marketers can… Guide the prospect with contextual offers at exactly the right time Prompt their route with suggested next stops Coordinate their journey in an organized fashion Identify and overcome prospect interaction challenges Understand prospect experience at an individual and segment level Regularly test offers Target tests against segments to refine promotions Keep engagement dialog consistent across channels Pass highly qualified leads to sales
- 19. Which Campaigns are most effective?
- 20. Which channels are most effective?
- 23. Profile Cards
Notas del editor
- The Sitecore Customer Engagement platform merges web content management with digital marketing capabilities, enabling relevant 1:1 conversations that nurture the prospect toward conversion across channels, and personalizing the experience to serve relevant content on those channels. The website is core, but it’s part of an ecosystem. Ignore what’s driving visitors in and serving the same content to all (everything to everyone) is irresponsible. Your customers will lose when their competitors figure this out.
- KEY = from QUANTITATIVE engagement value, to QUALITATIVE engagement valueExample: Who is interested in likers and followers from Social Media -channel
- <Read positioning>Dus de belangrijkste delen van de puzzel zijn nu op hun plaats: Sitecore Engagement Analytics biedt iets wat nooit eerder gedaan is - Marketing Effectiveness waarde, in een mooi pakket en het platform, geïntegreerd met uw web-CMS. Marketeers kunnen al hun initiatieven en campagnes meten, visualiseren en aan passen om de gevolgen te weten van de verschillende initiatieven bij het creëren van bewustzijn, het sturen van een prospect en interactief verbonden te blijven. So key parts of the puzzle are now in place:Sitecore Engagement Analytics provides something never done before- Marketing Effectiveness value, in one beautiful package and platform, integrated with your web CMS. Marketers can measure, visualize and adjust all of their initiatives and campaigns knowing the impact of various initiatives in creating awareness, moving a prospect forward and staying interactively engaged.The Dashboard also highlights customer preferences and referral sources – the many ways they come in to a site. So offline or inbound links, perhaps where someone wasn’t running paid campaigns but instead relying on third party influencers via Social Media or word of mouth- Engagement Analytics can managed and display that information as well! That is important because a) you hear the voice of the customer, and b) you can shift resources to better hear and amplify that channel.Het dashboard wijst ook op de voorkeuren van klanten en doorverwijzing bronnen - de vele manieren waarop ze komen in een site. Dus offline of inkomende links, misschien waar iemand niet campagnes betaald, maar in plaats daarvan een beroep op derden beïnvloeders via sociale media of van mond tot mond-Engagement Analytics kan beheerd en display dat informatie zo goed! Dat is belangrijk omdat a) je hoort de stem van de klant, en b) u kan verschuiven middelen om beter te horen en te versterken dat kanaal. Vervolgens hebben we Engagement Automation. Marketeers en website-eigenaren moeten snel reageren op de vele contactmomenten en verzoeken. Het moet automatisch. Onze opdracht Automatisering coördinaten triggerpoints, ofwel een gebeurtenis of een tijd gebaseerd, dat de schijven of vergemakkelijkt de interactie. En de big deal hier is dat het automatisch is geïntegreerd met de WCM, onze e-mail systeem, analytics en nog veel meer. Dit is niet alleen inzet vereenvoudigt, het maakt strakke verbanden en bewustzijn. We hebben nu een combinatie die het mogelijk maakt een gebeurtenis of een tijd op basis van triggers. De volgende belangrijke component van de customer engagement platform is met personalisatie. Marketeers en content editors willen snel en frequent communiceren op hun websites. Ze zijn niet technisch, maar het tempo van vandaag is dat iedereen een uitgever. En ze willen al deze veranderende inhoud te personaliseren. We moesten deze mensen helpen krijgen over de complexiteit hindernis, die echt is gestopt of kreupel meeste personalisatie projecten tot nu toe. Ook zijn persona profielen ingebouwd in de pagina. Ja, kan de inhoud redactie schriftelijk te creëren voor een consistente Persona gedreven als ze gaan. Ze kunnen personaliseren van de gerelateerde biedt, en het succes bijhouden. Het is voor hen eenvoudig te testen, te volgen en actualiseert deze. We hebben het visueel duidelijk en gemakkelijk, rechts op de pagina. Next we have Engagement Automation. Marketers and website owners need to quickly respond to these many touch points and requests. It needs to be automatic. Our Engagement Automation coordinates trigger points, either event or time based, that drives or facilitates interaction.And, the big deal here is that it’s integrated automatically with the WCM, our Email system, analytics and more. This not only simplifies deployment, it enables tight linkages and awareness. We now have a combination that allows event or time based triggers.The next major componentof the customer engagement platform is with personalization. Marketers and content editors want to interact quickly and frequently on their websites. They are non technical, but the pace today is that everyone is a publisher. And they want to personalize all this changing content. We had to help get these people over the complexity hurdle, which really has stopped or crippled most personalization projects to date. Also, persona profiles are built into the page. So, the content editors writing for can create consistent personas driven content as they go. They can personalize the related offers, and track the success. It’s simple for them to test, track and update these. We have made it visually clear and easy, right on the page.
- Click 1 – Organic search with no Engagement Points. EV=0Click 2 – Organic search with Reg and Demo for 25 & 100 Engagement Points. EV = 125Click 3 – Campaign 1 with Reg, Quote, and Demo for 25, 50, and 100. EV = 175Click 4 – Campaign 2 with Reg and Quote for 25, 50. EV = 75Looks like Campaign 1 gives better engagement, but wait, there’s one more visitorClick 5 – Campaign 2 with Reg, Quote, Demo for 25, 50, 100. EV = 150 for total of 250 for Campaign 2
- Engagement Automation 1.0With this tool companies can set up automated campaigns, across channels, and personalize the interactions so that something a person does on a website, can trigger an email on a specific topic. In effect it allows companies to stay in context with a customer or prospect, across the various channels, and build that conversation. Engagement Analytics – really distinguishing from web analytics to focus on how engaged individuals are with your content. Some new tools including an Executive Insight Dashboard, newly designed reports, and also a new Engagement Value metric that helps companies determine how effective their communications are. We’ll talk about this a lot, this idea that it’s not quantity but quality that matters in the conversations companies are having with their customers. And when companies can measure that engagement, they can laser focus on what’s working and what’s not.Redesigned analytics reporting API
- Engagement Automation 1.0With this tool companies can set up automated campaigns, across channels, and personalize the interactions so that something a person does on a website, can trigger an email on a specific topic. In effect it allows companies to stay in context with a customer or prospect, across the various channels, and build that conversation. Engagement Analytics – really distinguishing from web analytics to focus on how engaged individuals are with your content. Some new tools including an Executive Insight Dashboard, newly designed reports, and also a new Engagement Value metric that helps companies determine how effective their communications are. We’ll talk about this a lot, this idea that it’s not quantity but quality that matters in the conversations companies are having with their customers. And when companies can measure that engagement, they can laser focus on what’s working and what’s not.Redesigned analytics reporting API
- COST SAVING ? CONVERSION + ? INSIGHTS FOR MARKETING INVESTMENT AND ROI ?COST-EFFICIENCY for operating multi-channel 1:1 ?
- Marketers make poor decisions with visitor metrics that aren’t indicative of real intent, or how engaged they are. If the marketer only had the first set of data they’d likely make a mistake in deciding how to adjust spend, or where to re-invest. There are really dollars at stake here, this is not a fluffy measurement.
- Until now there hasn’t been a common metric that applies across channels. Typically channel managers must crunch numbers to validate their channels are working, and someone has to take all the channel metrics and try and come up with a mash-up to find a way to measure the channels apples to apples. Many companies don’t even bother because either they don’t have analysts to dedicate, or they don’t really feel confident in the #’s anyway. Sitecore customers can get this insight immediately.