Getting Personal with Customers Create Amazing Customer Experiences Online

@LabDigitalUK

Simon AbrahamsHead of Market Strategy

Hybrid Hosting: Enabling You To Deliver Amazing Online Experiences

April 10, 2023

How Wimbledon is using big data to engage millions

RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK

Key Take-Aways

• Sitecore delivers the most outstanding customer experiences

• Lab are total experts at delivering Sitecore

• Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences

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Who Is Rackspace?

*All material and content provided is privileged and confidential

Servers ?

Data Centres ?

Amazing Online Experiences ?

Every Great ExperienceNeeds Strong Foundations…

88RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK

https://www.flickr.com/photos/psnh/3421373076

Protect Your Customers

Maintain Reliability

https://www.flickr.com/photos/love_and_pain/5085458559/in/photostream/

‣SECURITY / COMPLIANCE

‣RELIABILITY

‣FLEXIBILITY

‣VALUE FOR MONEY

WHAT IS THE PROBLEM?

Be Flexible

https://www.flickr.com/photos/34402227@N03/4146880795

FlexibleHybrid Solutions…

Problem We’re Trying To Solve

[Your Business].com

Hybrid Solution For Amazing Experiences

[Your Business].com

TRADITIONAL IT

[Your Business].com

TRADITIONAL IT

[Your Business].com

RENTRELIABLE SECURE PERFORMANCE

[Your Business].com

RENTRELIABLE SECURE PERFORMANCE

FLEXIBLE LOW RISK

[Your Business].com

In Conclusion…

Key Take-Aways (again!)

• Sitecore delivers the most outstanding customer experiences

• Lab are total experts at delivering Sitecore

• Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences

23RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN THE UNITED STATES AND OTHER COUNTRIES.

RACKSPACE® HOSTING | 5 MILLINGTON ROAD | HAYES, UNITED KINGDOM UB3 4AZ

UK SALES: +44 (0)20 8712 6507 | UK SUPPORT: 0800 988 0300 | WWW.RACKSPACE.CO.UK

Matt PilgrimPartner & Alliances Director – Sitecore UK@matt_pilgrim

Know every customer.Own every experience.Put your website at the centerof your digital marketing strategy

who we are

Sitecore allows you to have meaningful conversations with your customers online. Build personalised experiences, improve brand loyalty and monitor and manage your digital

marketing efforts all from one platform. Sweet.

employees

50countries

21awards

11years in business

6moustaches

3000customers

8000developers

1000partners

1solution

social butterflies

geekscoffee lovers5 45

What we do

what we do

Sitecore provide Platform and Tools

Lab provide the craft

Immersive Digital

Experiences

Brilliant Basics

Magic Touches

Consumer Advocacy

The age of the consumer

Stay Relevant

Multichannel experience

Embrace the data

Capture, Refine & Learn

Multichannel engagement

4.6 Billion 4.0

Billion

7 Billion +

3.5 Billion

world population

# global mobile subscriptions

# global mobile users

# toothbrushes sold annually

Over 91% people on the planet carry a mobile phone with them all the time. Nearly all use them constantly. Mobile web adoption is growing 8X faster than web adoption did in the 90’s and early 2000’s

Is mobile thatbig a deal?

nomophobiaThe fear of being out of mobile contact58% men and 48% of women currently affected

we have a reliance on devicesis your phone your alarm clock?is your phone your watch?is your phone your camera?are you holding your phone right now?what is the last thing you touch at night?

People want to do moreMobile devices drive convergence

Influencing other trends

NFC, Big data, Real-time communication, Self service, Social

The right message across the right channel at the right time

We are always connected

ZWhere do we use mobile devices?

We are always connected

Full, Immersive experienceMake changes to profile, view extended content, download forms and information, full presentations and videos

Second screen experiencePerhaps a 15 minute engagement period, likely to be a second screen, download content to read offline, video information, engagement could be influenced from other channels

3 minute experienceInformation snippets, profile information. Social integration and location based services. Surface content that is considerate of the real estate

Relevant content

NO PINCHING!

Websites should resize automaticallyExperiences should be optimized for the real estate available

Connected Customer Stories

How can we use Sitecore to create a connected customer engagement story across multiple channels?

Anonymous Visitor

Campaign Tracking

Rules Based Personalisation

Account Creation

CRM Connectivity

Social Connected

Offline Interaction

Predictive Personalisation

Mobile is a big opportunity for Digital Marketers

Insightful view of your target audience Endless opportunity to be relevantNew ways to start a conversation

Data – collect, connect, personalise.

In context. In real-time.

The dataThe right dataActionable dataBeautiful data

Cloud is an enablerScalable storageScalable processing

The right toolsPowerful searchAnalytics CRO toolsIn the right hands

Data = relevance

Know your audience…Use personas and profiling to understand the behaviors of your customers

Right data…

Capturing the right data allows you to create relevant interactions

ActionableData…Multivariate testingCRO tools

BeautifulData…InfographicsExecutive insightExperience analytics

Don’t trust your data Things may not be as they appear Test your data Test it again

Know every customer. Own every experience.

Personalisation: Creating Better Experiences

Contents

1. Why personalise?

2. Then v Now

3. The new customer journey

4. Personalisation with Sitecore

5. What the future holds

Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-never-sleeps_b24551

Source: IBM - http://www-01.ibm.com/software/data/bigdata

Change

Media consumption and habits are changing beyond recognition

Buyers faced minimal choices Information asymmetry

Where are we now?

The New ABC

• A – Attunement• B – Buoyancy• C – Clarity

The current landscape

The New Customer Journey

Search on Google

Purchase

Google competitors

Limited timeoffer

Download/view

relatedcontent

Conversationsonline around content

Watchvideo

I want to buy…

How do I decide?

Visit website

Read3rd party

review

Receiveemail offer

Orchestrated Marketing

Based onkeywords, make Recommendations, Show relevant images

Email based onareas of interest from last web visit

Recommend Links or content in follow-up email

VisitFacebookpage and

30 day e-couponTo increase urgency

Askpeers

Share and like content – not necessarily around core product/service

Story Telling

Not story yelling!

Personalisation - What is it?

More than just adding my name

Interpreting behaviour

Creating easy access to relevant information

Personalisation – Behaviour

Visit Data Being Tracked & Analysed

My Profile Being Updated Based on Behaviour

Site Reacting Based on Behavioural Profile

Home Page Personalisation

Personalisation – Rules Based

Picked Up Campaign and Extracted Search Terms

Understanding Intent

Delivering a different experience based on intent

An exciting time

Technology reinventing how people connect

Econsultancy report

85% of respondents said it is fundamental to their future business success to provide experiences that are responsive to customers based on real-time behaviours.

Furthermore, those that are currently implementing real-time marketing reported a 26% uplift in their conversion rate on average.

The Future

Customer engagement will become more important than ever as businesses realise

the importance of reaching out to people on an individual basis

Just a few months ago…

@LabDigitalUK

Getting Personal with Customers Create Amazing Customer Experiences Online

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