Time to Value is a methodology to increase measurable business revenue using Sitecore in under 30 days. Business demands positive results, marketers who don’t shift the needle, and who are not data driven simply won’t survive the customer experience revolution.

1. WHY MARKETING IS BROKEN
AND HOW TIME TO VALUE FIXES IT
Greg Baxter, edynamic, MD APAC – greg.baxter@edynamic.net

2. We are a global digital marketing
and technology agency focused
on client engagement.

3. CX leaders’ average revenue outgrows
laggards by more than double digits.
Customer
Engagement is
the new
89% of businesses now expect to compete
mostly on the basis of customer experience.89%
battleground.Now to be truly competitive your company
must become customer obsessed, which
means you need to have deep knowledge
of, and engagement with your customers.
3

4. Be Relevant or Lose Customers
B2B is far from immune.
70% of business buyers says it’s absolutely critical for companies
to provide a personalized experience.
74%
75%
of business buyers conduct more than half of their
research online before making an offline purchase.
of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

5. Customers who had an
unpleasant experience on
your site are 88% less
likely to return to your
website - Adobe
50% of consumers are
likely to switch brands if a
company doesn’t
anticipate their needs -
Salesforce
Get closer than ever to
your customers. So close
that you tell them what
they need well before they
realize it themselves.-
Steve Jobs
By 2020, the demand for
an omnichannel customer
experience will be
amplified by the need for
nearly perfect execution -
PWC
Companies with the
strongest omnichannel
customer engagement
strategies retain an
average of 89% of their
customers - Aberdeen
57% of users say they
won’t recommend a
business with a poorly-
designed mobile site -
SocPub
The writing is literally
on the wall…

6. 90% 80% 67%Nine out of ten (90%)
global marketers are
not trained to
calculate return on
investment.
Struggle with being
able to properly
demonstrate the
effectiveness of their
spending, campaigns
and activities.
67% of Marketers
don’t believe
marketing ROI
requires a
financial outcome.
Source: The Fournaise Group
Source: Forrester

7. Fractured customer experience
Lost sales. No single view of customer.

8. Your data lives in siloes
You can’t measure. You can’t report.

9. Poor quality sales leads
Sales wants leads. Marketing needs to deliver.

10. The Revenue Engine Roadmap
SXC CRMCustomer Behavior MQL/SAL
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
MAPCMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Funnel and Lead Score
Quick Business Wins 1:1 B2B NurtureFlying Blind

12. Time to Value
Basecamp 1

13. The Revenue Engine Roadmap
SXC CRMCustomer Behavior MQL/SAL
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
MAPCMS Updates
Traffic Analytics
Spray and Pray
Ad Hoc Social
Landing Pages
Funnel and Lead Score
Quick Business Wins 1:1 B2B NurtureFlying Blind

14. Step 1 –
Engagement
Analytics

15. Business Alignment
StrategicTheme
• Business & Marketing strategic analysis
aligns customer experience capabilities
with key business and marketing strategy.
BusinessObjectives
MarketingObjectives
BusinessObjectives
• The result is that all optimization outcomes Marketing
Objectivesare aligned to positive business results.
Make sure you hit the ground running!
Digital
Goals
Digital
Goals
Digital
Goals
Digital
Goals
Digital
Goals
BusinessAlignment is Key

16. Engagement
Analytics
• The Engagement Value Scale is the starting
point for Sitecore Analytics. Brainstorm the
digital goals you will use to achieve your
marketing objectives.
• The result is that the platform can immediately
begin gathering valuable and actionable visitor
engagement data.
• This drives personalization and optimization
going forward in alignment with business
outcomes.
BusinessAlignment is Key
Sitecore EngagementValue Scale
What we measure is what we optimize towards!

20. Revenue Growth Per Month

21. Re-Buy Growth Per Month

22. YOY Growth

23. Step 2 –Rules Based
Personalization

24. Rules Based
Personalization country date & time
business name
keywords
campaign
• Rules Based Personalisation is your entry point
into personalisation.
visit number
• This digital fingerprint is low hanging marketing
fruit.
cityregion
• Simple to exploit, easy to implement.
• Uncover the most relevant places on the site to
undertake personalisation, and define the kinds
of personalisation that will have the greatest
business impact – with the minimal
configuration.
language ip owner
profilegoals
The Digital Fingerprint
This is the essence of personalization quick wins!

26. 26

27. Uplift in Test Drives

28. Uplift in Contact Us Requests

29. Goal Abandonment Halved

30. Advertisement Bounce Rate

31. Step 3 –Profiling
& Predictive
Personalization

32. Profiling & Predictive
Personalization
• Using Profiles and Predictive Personalization
helps define relevant profiles and predictive
personalization opportunities.
• The process includes the generation of Profiles,
Profile Keys, and the Digital Relevancy Map
(Customer Journey) for major revenue
generating profiles.
• It is a powerful step for customers who wish to
understand their customers online behaviour
and segments.
From here we personalize the customer
experience and journey for business uplift!

34. Use of Profiling
Profiling & Personalization
Personal
Private Banking (BigClient)
Business (SMB)
Corporations
Geo-Location Personalization
Campaign Personalization
Source ofVisit

35. Increase in organic loan conversions.

36. Increase in traffic.

37. Step 4 –AB Tests

38. AB Testing
• Testing & Optimization defines relevant AB test
hypotheses', surfaces where to test and
indicates anticipated outcomes.
• Aim to test the major “calls to action” on the site,
and key conversion places to achieve the best
optimization outcomes.
• These are the first steps towards a culture that
tests continuously to achieve the strongest
business outcomes possible.
Make your key conversion and “call to action”
spots as powerful as they can be!

39. l i i

40. Dollywood.co
3rd place 2nd place
This variant was trailing behind with
conversion rate 18.37% below 3rd best
performing variant
Winner
Performs with a conversion uplift of 21.43%

41. xDB
A journey backed
by solid data!
xDB captures all – triggering
personalization & nurture
communications.
Actionable analytics & single
view of the customer.

42. Time toValue is a
Giant Leap
Step 1 – EngagementAnalytics
Step 2 – Rules Based Personalization
Step 3 – Profiles & Predictive
Personalization
Step 4 –Testing andOptimization

43. Time toValue is a structured workshop and
delivery offering designed to quickly harness the
marketing potential of the Sitecore Experience
Platform.Our “business first”, and “quick win”
philosophy is designed to rapidly enable
marketing optimization usingSitecore.
So you get the maximum benefit and ROI from
your Sitecore investment.
And we will do it in under 30 days.

44. LET’STALK
greg.baxter@edynamic.net