Trendspot ANZ 2014 - Federated Experience Manager - Thomas Eldblom
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Semelhante a Trendspot ANZ 2014 - Federated Experience Manager - Thomas Eldblom
Semelhante a Trendspot ANZ 2014 - Federated Experience Manager - Thomas Eldblom (20)
Trendspot ANZ 2014 - Federated Experience Manager - Thomas Eldblom
- 1. A U S T R A L I A Senior Solution Architect 30 September 2014 Thomas Eldblom Sitecore ANZ Extending the Reach of your Sitecore Platform using the Federated Experience Manager
- 5. Sitecore® Federated Experience Manager • Track and optimize the entire customer journey • Distribute content across platforms and technologies • Extend the digital marketing capabilities to all websites and applications
- 7. Demo Tracking on remote sites
- 8. Beacon script <script type="text/javascript" src="//[SITECORE_DOMAIN]/-/fxm/web/"></script>
- 9. Mirror Items
- 10. Creating Mirror Items Bulk Creation Manual Creation Ad Hoc Creation Crawl the external website pages and create corresponding items Use the page editor to navigate the external website and create corresponding items Visit pages on the external website and create corresponding items Manually triggered or scheduled Enabled by default Disabled by default Controlled by rules
- 11. Recap - Tracking Define remote website in Federated Experience Manager Attach beacon script to remote website Choose strategy for creating mirror items Configure template and tracking attributes for mirror items
- 12. Demo Injecting content on remote sites
- 14. Recap – Content Injection Use page editor to define placeholder selectors and placeholders. Attach common placeholder selectors to external site. Use page editor to define renderings and content for the remote site. Use Sitecore personalization and testing features on the remote site.
- 16. Tracking script
- 19. Recap – Application Tracking Allows external applications to track events and goals into the Analytics database Resolves applications based on referrer url Applications reads the request parameters from the request Application configuration uses the rules engine to determine actions based on the parameters Rule actions trigger goals or events (or custom actions)
- 20. Summary
- 21. Sitecore® Federated Experience Manager Track and optimize the entire customer journey Distribute content across platforms and technologies Extend the digital marketing capabilities to all websites and applications
- 22. Sitecore® Federated Experience Manager Version 1 available now on SDN Compatible with Sitecore CMS 7.2 and 7.1 Update-1 Version 1.1 released with Sitecore 7.5 supporting xDB Documentation available: • Federated Experience Manager 1.0 Installation Guide • Federated Experience Manager 1.0 Developer's Guide
- 23. Sitecore 8
- 25. Q&A
- 26. Sitecore® Federated Experience Manager • Extend the reach of your Sitecore platform. • Simple, Easy, Powerful. • Available now! Thomas Eldblom the@sitecore.net teldblom
Notas do Editor
- CXM today is a very fragmented system landscape content management online customer service e-commerce campaign management analytics and tracking Personalization Automation social media ad management retargeting Most organisation have multiple systems not only to handle different parts of the mgmt process multiple CMS’s, which covers the same processes. This scenario is not likely to change in the near future. My name is Show newest features of Sitecore FXM, can help connect a fragmented digital connect and reach out to all visitors across all the owned channels
- Before joining Sitecore 14 years in Pentia, Denmark. Founding company of Sitecore in 2001 Exclusively building Sitecore solutions for Danish and international customers. Most clients Sitecore was a major technological investment A new platform for driving their online marketing efforts Building the solution (brand website, customer service website or e-commerce) a major project. Almost without exception, all clients would have other CMS systems or legacy systems in place after implementation or migration. Not Marketing division necessarily wanted it Technical migration would be too costly or not values worth the effort
- A lot of hours and smart people worked Building a better digital platform giving the customers a better experience feel like it mattered very little. Systems not converted to Sitecore was the e-commerce platforms, the direct customer service websites or the transaction websites. The websites actually giving the most value to the visitors kept on legacy systems Where customer experience and tracking was most vital to the success Not helping marketing and customer service. Result = Disconnected customer experience. Visual design changing from website to website Bad user flow or information architecture content being wrong, not helpful or not updated on legacy websites Capabilities of Sitecore severely crippled Sometimes investment in personalization and optimization not worthwhile. Reason why so many organisations acquiring Sitecore not leveraging the platform fully.
- Personally excited heard about Federated Experience Manager. We start incorporating the legacy websites into the optimization effort Assisting the visitors on making those vital transactions Marketing our products or services on the websites where the visitor actually is, and not just where we would like them to be. Allow Sitecore to reach out to non-Sitecore websites and applications and track visitor behaviour across these. Start to see the entire visitor journey on the owned platforms and profile the users. Marketing get more control over the digital channels Make the investment in Sitecore much more valuable.
- FXM Released and available right now for Sitecore 7.1 and forward. Track the individual visitors across non-Sitecore websites using javascript tags Use the standard Sitecore tools for goal tracking and visitor profiling. Independent of technology - FXM track non-websites such as mobile apps. Push content from Sitecore to non-Sitecore websites and applications. Content can be maintained in one location Push theming and visual elements = Unified user experience Standard Sitecore mechanisms = leverage all Sitecores tools Push data back to Sitecore too Events and data sent to Sitecore Rules engine = trigger marketing events in Sitecore. Show you version available for Sitecore 7.1 and forward \ End of the talk, show you a short glimpse of version 8
- Officecore = huge multinational company office supplies and skiing equipment - Two very distinct types of products Officecore has cornered the entire market Built their main website and e-commerce on the Sitecore platform – excited! ------ DEMO ------
- ---- DEMO ----
- Beacon script = piece of JavaScript connecting the remote site to Sitecore beacon script requested from the Sitecore Goes though a specific HTTP handler in FXM Retrieves a configurable JavaScript file Tries to resolve the site definition matching the remote site Multi-site solution, external site runs within site definition isolating it from the other sites allowing for specific configuration. Beacon script paves the way for tracking and personalization of the external site. ----- DEMO -----
- In summary, the beacon script will resolve the site and then deduce the Sitecore mirror item to request subsequently. This requests goes through the standard Sitecore handler and is therefore treated as a completely standard page request and tracked in the Experience database.
- There are three different ways to create mirror items in FXM. Bulk creation uses the crawler to run… Manual creation allows you to use the page editor to manually visit pages on the remote site and automatically create mirror items Ad Hoc creation will use the beacon script to automatically create mirror items when pages on the remote site is being visited. All options allows the creation, templates and associated tracking attributes to be determined by rules. Lets use the standard tools to start profiling the user on the remote site. ------- DEMO -----
- So the Officecore marketing division is really excited. They can now follow the users interactions on their Wordpress site directly in Sitecore, and they can leverage those interactions to personalize the user experience on the website. But now one of the marketing guys comes up with a great idea! What if we could actually start pitching our products directly on the blog! Of course we would hate to maintain content in two places. So this is where another great feature of FXM comes in: the ability to push content to the remote sites. Lets see how that works. (switch to Sitecore) FXM is integrated straight into the Page Editor of Sitecore, allowing us to work on the remote site directly from within Sitecore. (click Blog) (click Publish/Page Editor) (click around) (Explain navigation and url) (click “Our website” link) (Explain html retrieval and link replacement and customization) (click ribbon/view/fxm) (click aside) What we are defining here is a “placeholder selector”. A placeholder selector is actually a css selector (like the once used in jQuery) which selects a dom element which can be used as an anchor or replaced with the content of a given placeholder in Sitecore. (click replace) Here we define which placeholder to insert at this given place. “blog products” (click edit placeholder settings) So here we can define any placeholder settings, for example which renderings to add to this location on the page. (click “create new”) (click “Edit”) (select “/sublayouts/blog/blogproduct”) (save) (Click add to here) (switch to content editor) (show placeholder selectors) (explain placeholder selector) (Switch placeholder selector to common) (Switch to page editor) (navigate to blog post) (Create ski product) (switch to content editor) (show layout definition) (Publish) (switch to website) (clear cookies) (refresh) (navigate to blog) (navigate to heliski) (show network traffic) (switch to slides)
- So in summary, Sitecore will use the standard request pipeline to retrieve content from the mirror item. Any placeholder selectors will be mapped to placeholders in the layout definition and the rendered content will be returned as JSON to the page. The script returned through the beacon script will then replace or insert the content from Sitecore on the remote page. Now since this works through the standard pipelines of Sitecore, all the personalization or testing features in Sitecore works with FXM too. But lets just check that. -- DEMO --
- Define placeholder selectors and placeholders – use page editor Attach any common placeholder NOT SHOWN: Resolve external site language using rules Set controls and content on mirror items – use page editor Use Sitecore marketing features for personalization and testing
- Final part of FXM Triggering actions in Sitecore based on events in external applications = Application Tracking. Skip the demo on this and merely introduce the concepts. This will give us time to show you version 8
- Easy to track custom actions on an external website Javascript on the page Access to an object to push data Script attached to a page event for example button or link
- App Tracking based on the sending a request to a specific event listerner. CAN BE ANY APP Runs through the standard Sitecore pipeline = initialize the Sitecore context and tracking FXM will determine which application is calling (URL). NOT MIRROR ITEM Select one or more parameter readers. Attach rules to application evaluate parameters Trigger actions such as tracking events or attributing value to the visitor. OR CUSTOM
- Setup application and assign URL and parameters readers Define application configuration – the rules which evaluates the parameters coming in Multiple applications can run the same rules App – JSON, website – querystring Setup rules and assign actions Page events (goals) Assign profile points Custom code
- So to summarize…
- Track the individual visitors across non-Sitecore websites using javascript tags Use the standard Sitecore tools for goal tracking and visitor profiling. Push content from Sitecore to non-Sitecore websites and applications. Content can be maintained in one location and leverage all Sitecores tools Trigger actions in Sitecore from the external site sending data through HTTP requests using the rules engine
- FXM is available now on SDN Compatible with Sitecore CMS 7.2 and 7.1 Update-1 xDB version will be released with 7.5 Documentation package available