Demistify sitecore personalization

Demystify Sitecore Personalization with Quick Wins & Drive Fast Business Results

Greg Baxter, SVP Customer Experiencegreg.baxter@edynamic.net

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

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• Sitecore Gold Partner, since 2003

• Over 200 Sitecore projects successfully delivered

• 150+ trained Sitecore resources

• 4 Sitecore MVP’s

• Reusable Sitecore connectors built to extend the ecosystem

• Industry accelerators and reusable frameworks

SITECORE SPECIALISTS AN INCH WIDE, A MILE DEEP

OVER 100 CLIENTS

WITH OVER $500M IN REVENUE

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Our work gets noticed

Sitecore People’s Choice

Website of the year

Webby Official Honoree Winner

Hermes Creative Gold Winner

AVA Digital Gold Winner

Technology Innovator Award

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CX drives revenue.

CX leaders’ average revenue outgrows

laggards by more than double digits.

89% of businesses now expect to compete

mostly on the basis of customer experience.89%

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.

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Be Relevant or Lose CustomersB2B is far from immune.

70% of business buyers says it’s absolutely critical for companies to provide a personalized experience.

74% of business buyers conduct more than half of their

research online before making an offline purchase.

75% of B2B buyers would purchase again from suppliers that

offered omni-channel capabilities.

Barriers to Personalization

No Executive Buy In.

Personalization can be nebulous, hard to pinpoint value – but its not just a nice to have!

It’s a Journey.You do not have to boil the ocean, in fact, it’s a whole lot better if you don’t!

Where to Start.

Start with what makes a difference to revenue, start with a small project. Keep it digestible!

Pain Point

Poor conversion of day trips

Huge bounce rate on day trip campaigns

Project ROI if bounce rate < 35%

2 Week Project

Focus on AdWord campaigns

Drive revenue - easy decision

Low project cost – easy decision

2 Week Project

Bounce reduced to 24%

Project ROI in just 2 weeks.

Quick Win! Measurable! Impact!

#SitecoreSYM

Flying Blind Quick Business Wins 1:1 Marketing

Revenue Engine Roadmap

Engagement Analytics

Easy Personalization

Real Time Profiling

AB Testing

CMS Updates

Traffic Analytics

Spray and Pray

Ad Hoc Social

Landing Pages

CRM

MAP

SXPCore Contact DataCustomer Behavior

Funnel Stage and Lead Score

3 Steps to StartSitecore Engagement Analytics

Rules Based Personalization

Profiling & Predictive Personalization

75% AV Monthly Growth

140% AV Monthly Re-buy

3 Steps to StartSitecore Engagement Analytics

Rules Based Personalization

Profiling

Top Choice for Cars and Aftercare

New Car Sales

Book Test Drives

Book Service

Digital Goals

Increase Service

Digital Goals

Digital Goals

Digital Goals

Digital Goals

Contact Dealer

Strategic Objective

Business Objective

Marketing Objective

ALIGNMENT

• Purchase Car/Book Service100

• Book Test Drive / Contact Dealer75

• Use Finance Calculator50

• Use Dealer Locator30

• Watch Video / DL PDF10

• Compare Models2

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ITM

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100% Free “Step One” “Tryability” Offer

Want edynamic (well, me) to make recommendations on your Sitecore Engagement

Analytics?

Then have our team build them out for you to activate Sitecore’s dashboards?

Wouldn’t it be nice to have working Experience Analytics that show how your site is

performing over the revenue generating conversions?

Drop me an email - greg.baxter@edynamic.net

Spots will be limited, I’d love to work with you.

3 Steps to StartSitecore Engagement Analytics

Rules Based PersonalizationProfiling

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When a visitor enters the website, the visitor’s “digital finger print” is revealed

“In the Moment” Personalization – Digital Finger Print

Search Marketing Keywords

Country

Region

City

Device

Operating System

Referral VisitCampaign

IP address

IP Owner

Visitor Identification

Language

Day

Time

Default Landing Page

PersonalizedLanding Page

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As a visit progresses, the visitor reveals preferences. For example, via specific actions or states

“In the Moment” Personalization – Onsite Events

Page viewed

Goal triggered

Internal search keyword

Interactions (e.g., comparison tool, price calculator, etc.)

Anonymous or logged in

Visit number

Profiled

Content downloaded

SC tag values

Visit progressionPage count

Easy Steps!

Select where on the homepage you will personalize.

Choose 5 or 6 rules that will work to drive conversion – make sure they align with your Engagement Value Scale..

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HERO IMAGE

FEATURE SPOT

VEHICLE PREFERENCE SPOT

Rules I use all the time – because they work!

• Campaign• Profile (more on that in a minute)• Date and Time• Goal Conversion• Visit Number• Geolocation

3 Steps to StartSitecore Engagement Analytics

Rules Based Personalization

Profiling

Simplify the Who and What!

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What product or service?

What is their budget?

Where are they in the buyer journey?

What Product or Service!

.Profile 1 – Vehicle Preference

CivicAccordCR-VHR-VOdysseyPilotRidgeline

The answer is in your navigation!

Vehicle Preference is Honda CR-V.

Budget!

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Profile 2 – Budget

LowMediumHighPremium

The answer is in your navigation!

Budget is High.

Buying Journey!

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Profile 3 – Buyer Journey

BOFMOFTOF

The answer is in your EVS!

Buyer Journey is MOF.

Now We Know!

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Bu

dge

tProduct Preference

Buyer Journey

Next Step is Book Test Drive!

Bring it Together!

Choose what you will personalize, lets take a few that make sense! This is visit number 2.

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HERO IMAGE

FEATURE SPOT

VEHICLE PREFERENCE SPOT

• Visit Number• Campaign – CR-V• Profile • Goal Conversion• Geolocation

Bu

dge

t

Product Preference

Buyer Journey

Special Offers!

150%Test Drives

150%Contact Dealer

30% Decrease in Bounce on

Targeted Search

Digital marketing transformation.

QuestionsGreg Baxter, SVP Customer Experiencegreg.baxter@edynamic.net