Presentation from Sitecore Users Virtual Summit 2013
Video of Presentation: http://youtu.be/hqCkXqP6gtg
Description: For years, product based, e-commerce websites have effectively taken advantage of in-depth analytics, content personalization, and marketing automation, while content-driven websites have lagged behind. Though content-driven websites don’t always follow a traditional purchase funnel, they do, however, have conversions just like their sales-oriented counterparts – and they can use and benefit from many of the same techniques. In this session, we use the flagship website of the Brookings Institution, www.brookings.edu, as a case study to provide an in-depth view to the process Velir used to define conversions, track visitors and react to their behavior using Sitecore DMS.
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DMS: Emerging Best Practices for Content Driven Sites
1. DMS: Emerging Best
Practices for Content
Driven Websites
Andrew Blackmore @AMBlackmore
Lead Solutions Architect @Velir
2. Who am I?
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Andrew Blackmore | Lead Solutions Architect | Velir
I work on large, content-rich websites everyday
I’ve been a designer, developer, and an architect
My education includes BFA, MBA, and MSIT
3. Who is Velir?
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Full-service interactive agency
Veteran Sitecore partner with all 6 Specializations
40+ Sitecore Certified developers on staff
9. Who is the
Brookings Institution?
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America’s Top Think Tank
Quality research, insight and opinion
A large content-publishing organization
A complex Sitecore implementation
10. T
echnology Isn’t a Barrier
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Technology shouldn’t limit customer interaction
TBs of data available
Expansion of choice and integration
11. So, what’s the problem?
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Business questions haven’t changed
What do we need to know?
How will we react when we find out?
12. T
echnology and Data
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Are we collecting the right data?
Are we keeping it long enough?
Which technologies do we use?
22. But I don’t sell products...
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Engagement Value is your new friend
Based on interactions with your site
EV per Visit instead of Page Views, ToS or Visits
23. Determining Engagement Value
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We used a workshop
Get the right people in the room
Top-down approach
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Identify organizational/departmental objectives first - get to web
next
26. Other Ideas
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What does our data mean?
Needs analysis - with DMS, you own your data
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BI/Visualization Tools
Regression Analysis
27. Other Ideas
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Business Intelligence/Vizualization
What (Engagement Intelligence Analyzer)
does our data mean?
Targit
Tableau
Needs analysis - with DMS, you own your data
Tibco Spotfire
BI/Visualization Tools
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Regression Analysis
28. Other Ideas
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Statistical Analysis
Targit (Engagement Intelligence Analyzer)
What does our data mean?
SAS
Tableau
SPSS
Needs analysis
Tibco Spotfire - with DMS, you own your data
Stata
BI/Visualization Tools
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Regression Analysis