Personalization and the Experience Explorer - St. Louis Sitecore User Group Meetup
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This slideshare includes presentation slides from the second St. Louis Sitecore User Group Meetup, "Personalization and the Experience Explorer" hosted on April 22, 2015 by Roundedcube and Fpweb.net. Presentation by Sitecore's Mike Casey and Roundedcube's Aaron Branson. Are you a St. Louis Sitecore user? Join the User Group here: http://www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/
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Personalization and the Experience Explorer - St. Louis Sitecore User Group Meetup
- 1. Personalization & the Experience Explorer SAINT LOUIS SITECORE USER GROUP APRIL 22, 2015
- 2. Welcome back and welcome newcomers! 11:30 – 11:55 Lunch 11:55 – 12:00 Agenda and Introductions 12:00 – 12:20 Business Case for Personalization & Case Studies 12:20 – 12:45 Demo: Mechanics of Applying Personalization 12:45 – 1:00 Open Discussion
- 3. A little housekeeping Call for Speakers/Sponsors Topic Suggestions What’s Next • Interested in speaking or want to suggest someone? • Interested in co-organizing and sponsoring? All are welcome! • See Meetup discussion board for thread to make a suggestion • See poll question and vote on recommended topics • Bi-monthly meetups, next up June • Related events – webinars, workshops, etc.
- 4. Introductions Mike Casey Sitecore VP OF SALES ENGINEERING Aaron Branson Roundedcube CHIEF MARKETING OFFICER
- 5. Business Case for Personalization
- 6. 6 Jeff Bezos, Founder & CEO, Amazon We see our customers as invited guests to a party, and we are the hosts. It's our job to make the customer experience a little bit better.
- 7. Why paying attention to experience matters…. • 2X customer retention - Aberdeen Group • 89% retention for companies with strongest omni- channel strategies -Aberdeen Group • By 2020 customer experience > price & product - Customers 2020 Report
- 8. 8
- 9. Case Study University of Toronto
- 10. 10 Use of Sitecore Experience Platform Personalization on Visit Number Personalization on Geo-location Personalization on IP A/B Testing
- 11. 11 Visit 1 How can I get in? How much does it cost?
- 12. 12 Visit 2 Why should I enroll?
- 13. 13 Visit 3 What will I learn? Who are the teachers?
- 14. 14 Visit 4 Call to Action
- 15. Personalization Based on Geo-Location ▲
- 16. Personalization based on Domain
- 17. 17 Outcomes Bounce Reduced 23% Visit Duration Increase 23% Page Visit increase 14% Time on Page Increase 13%
- 18. 18
- 19. 19 Zildjian: Use of Sitecore Experience Platform Engagement Value Scale Web Personalization Email Personalization Engagement Automation
- 20. 20 Outcomes • 300% increase in Zclub registration • 47% increase in traffic • Average time on site: +4mins • Bounce rates below 20%
- 21. 21
- 22. 22 Optimize Analyze Build Content Marketing Publishing Workflow Validation Security .NET Development Goals Personalization Testing Profiles Personas Patterns Campaigns Analytics List Management Engagement Plans Experience Profile xDB
- 23. Boiling it down….. 23 1.Understand your Key Audience Groups 2.Define and Document the User Journey 3.Align Your Content to Audience Groups and Journey Phases • 3 stages from : https://www.sitecore.net/learn/blogs/best-practice-blogs/jill-grozalsky/posts/2015/03/audience.aspx
- 24. Personalization Possibilities • GEOIP • Campaigns • Number of visits • Specific page(s) viewed • Sitecore Patterns (content profiling) Implicit • CRM • Security Profile • Transaction History • “Known” visitors • “light” explicit—polls, surveys, self-identifying Explicit • Download an asset • Hit a threshold of Engagement Value points • Enter or exit a particular customer journey state (Engagement Plans) Achievement The goal is INTENT based personalization
- 27. Scenario Purpose • Market health insurance plans to consumers and employers • Provide access to self-service tools Audience • Consumers (Members and Prospects) • Healthcare Providers • Employers • Brokers Campaigns • A: Young single adults • B: Head of household w/ children Goals • Members to use self-service tools • Consumer A to register for event • Consumer B to request a quote
- 28. Personalization for Campaigns Rule-Based: Campaign A - Young, Active, Single “Weekend Warriors” 1. CONDITION = Specific campaign triggered 2. COMPONENT = Homepage hero component 3. CONTENT = Message why “weekend warrior” needs insurance 4. CONVERSION = Register for an informational event (goal) • If visitor came via our Facebook “Weekend Warrior” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest
- 29. Personalization for Campaigns Rule-Based: Campaign B - Head of household with young children 1. CONDITION = Specific campaign triggered 2. COMPONENT = Homepage hero component 3. CONTENT = Message why Healthcore plans are better 4. CONVERSION = Request a quote (goal) • If visitor came via our Facebook “Family” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest LET’S SET IT UP!
- 30. Personalization for Members Explicit Data: Existing Members 1. CONDITION = Logged in, explicit knowledge 2. COMPONENT = Homepage promo component 3. CONTENT = Access My Claim Status 4. CONVERSION = Visit Member Account Center • If visitor is logged in as a member • Replace the standard Promo content • with relevant message promoting self-service tools LET’S SET IT UP!
- 31. Personalization for Interest Implicit Behavior: Employer 1. CONDITION = Has viewed Employer-related content 2. COMPONENT = Homepage bottom promo component 3. CONTENT = Info on controlling costs 4. CONVERSION = Click “Get Started” • If visitor views pages that match “Employer” pattern • Replace the standard Promo content • with relevant message promoting cost control for employers LET’S SET IT UP!
- 32. What’s next? Personalization Strategy Webinar: See meetup website for link to webinar replay Next meetup: Targeting June, a poll to determine the topic available within a week Go to www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/ Join the group on LinkedIn too! Look for “St. Louis Sitecore User Group”
Notas do Editor
- Welcome/Housekeeping/Agenda
- Fast-forward to today: Digital has come in - Internet, mobile, social – and changed how we see marketing forever. Now we live in what Forrester Research calls the Age of the Customer – an era where customers have never been more powerful. They have all the information they need, at their fingertips, to make decisions about what to buy, where to go, who to trust – and they’re never going back. The balance of power has turned irreversibly in favor of the consumer. However, Customers today still expect to be treated like people. People with individual needs and wants, desires and aspirations. And companies have to respond, by being more in tune with what each and every customer is looking for, and providing them with more tailored information, options and offers, to secure their ongoing business. And of course, every marketer worth his or her salt knows this, and has been trying to do exactly that – market to individuals. Yet consumers feel increasingly isolated. They buy from a company, only to continue to be presented with adverts on other web sites for the very product they just bought. Their email preferences aren’t respected. They have to register, and re-register again, for services from the same company. Their credit card data is leaked. And the visual inconsistencies and jarred conversations they encounter and the move across their experience and across devices, just erode their belief in whether that company really knows what it’s doing. And along the way their trust has been eroded. We’ve all lived it – we know how it feels.
- Canada's top business school #9 globally for faculty research #10 globally for finance studies
- Low Hanging Fruit – not onerous to implement Simple rules personalisation & AB testing drive great outcomes! Not hard, not long, not expensive! PROCESS: Analytic review, stakeholder interviews to decide on quick wins! Implementation of quick wins!
- Visit Frequency Personalisation: Slide 1 – How can I get in – how much does it cost? Rotman also tested here on “Apply Now” Versus “Start Your Application” “Apply Now” massively out converted “Start Your Application” – a super simple test on a major CTA.
- Visit 2 – provide information on why enroll
- Visit 3 what will I learn, and who are the teachers?
- Visit 4 – major Call to Action Apply Now
- Geo-Location Based on Top Countries of foreign high value students CLICK1 - India Slide – point our right hand side graphic (mid screen “Coming from India”), shows information for students coming from India – all other locations do the same thing! CLICK 2 – Middle EAST CLICK 3 – China CLICK 4 – Chinese Call to Action
- Personalisation on Domain Lots of people coming from Canada’s big banks to further their study. Site tracks the major bank domains and personalises to show recent or prominent alumni who work at the bank, and who are Rotman graduates. CLICK 1 – Example visitors from Royal bank of Canada.
- Low hanging Fruit Simple personalisation Email Personalisation to reactivate dormant users! Engagement automation to reclaim dormant users!
- You need to collect and connect all this information in one place, to see the whole person once more – the humans that are your customers. You need to join up all the available information into a single experience platform, to build a complete view of your prospects and customers, and treat them as the real people that they actually are. Only by recognizing that it’s a single, unique person at the other end of all these communications channels, can you begin to deliver real, personalized experiences to them, at the right time, in the right channel.
- we have the ability to collect every interaction an individual has with a brand. We have added the ability to collect online interactions from non-Sitecore sites, through the Experience Manager, social media interactions, offline interactions, as well as the ability to measure transactions or billable outcomes. All of this in an extensible way that allows you enrich this data from other sources as well. You can attribute each of these interactions to channels that can be molded fit your business. And we can visualize an individual customers journey with your brand through the Experience Profiles. Anonymous – Known – Converted – Returning. To find out more: Session: The power of a single customer view: xDB™ - T1B Mark Stone, Sitecore, Thursday, Product Track (FXM) Extending the power of Sitecore across all platforms Adam Conn + ARKE, Wednesday