Unpacking the Sitecore Digital Marketing Suite (DMS) for Personalization & Testing

UNPACKING THE DMS TOOLBOX A Presentation by Agency Oasis, Digital Strategy

Introductions

@ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 2

Jake DiMare – Digital Strategist – Agency Oasis - @jakedimare

Jason Fields – SVP Strategy – Agency Oasis - @interactivejj

Managing Editors: www.shapingthega.me

http://www.shapingthega.me/

Follow us on Twitter at: @interactivejj @jakedimare

Join the conversation today at:

#ShapingTheGame UNPACKING THE DMS TOOLBOX @ShapingTheGame | @AgencyOasis

Agenda

• Break out the differences

• Piece by Piece

• Shaping the Game

@ShapingTheGame | @AgencyOasis 4 UNPACKING THE DMS TOOLBOX

(Assuming everyone on the call is a Sitecore user, or future user.)

How many of you feel like you are getting full use of the features and functionality made available by Sitecore DMS?

A quick poll…


Over 80% of the companies that invest in marketing automation fail to leverage the full breadth of features in the tools. In fact, 7 out of 10 have a difficult time moving beyond traditional batch and blast email campaigns- which was the very reason they likely invested in the first place. – Gleanster

You’re not alone…


BASELINE UNDERSTANDING


Turning Acronyms into Words

Content Management System Digital Marketing System

Asset Storage Marketing Storage

Add, add, add, add Revise, revise, revise

CMS DMS


Turning Words into Meaning content /’ kän tent/ the things that are held or included in something

marketing /’ märkitiNG/ the action or business of promoting and selling products or services


From Meaning to Purpose

CMS DMS

Publishing Editing

Modifying Of Things

(Text, images, documents)

Publishing Editing

Modifying Of Actions

(Rules, decisions, schedules)


The CMS

CMS

Create

Modify

Govern

Publish

Retire

Optimize

Deliver

Version


The DMS Goals &

Engagement Values

Engagement Analytics

Campaign Management

Rules Based Personalization

A/B split & MV testing

Personas & profiling

Predictive personalization

Engagement Automation

E-mail campaigning

Sales enablement with CRM

integration

Cross Channel presence


What they combine to be


The DMS Goals &

Engagement Values


Campaign Management






E-mail campaigning


integration



The Sum of the Parts

Goals & Engagement Values


Campaign Management






E-mail campaigning


integration




Which works better, A or Content B

Which works better, combo A-F-7 or combo G-6-Y

Multivariate testing

A/B Testing


A/B Testing


Multivariate Testing

@ShapingTheGame | @AgencyOasis 18

A-F-7 G-6-Y

UNPACKING THE DMS TOOLBOX

Implicit Personalization

Making a marketing rule, based on information unspoken by the user.








Making a marketing rule, based on information overtly offered.



Explicit Personalization


Personalization Process


The Sum of the Parts Personas &

profiling

A Sitecore Persona can be different than a UX Persona The ability to assign value to content and visitors in order to automate the relationship between the two


Scoring – Content & Profiles


Visitor Profiles


Email Campaign

Marketing rules on when and what to reach out to your known users with

Email Campaign


Delivering the Right Message


Sales Enablement Sales enablement

with CRM integration

Tying implicit and explicit data to a unique data record.





Requires CMS wide content value assignment as it relates to the sales cycle



Delivering the Right Message


SHAPING THE GAME


• Create your scoring system • Identify point opportunities • Establish your profile scores • Assign content scores • Create the Rulebook

Full DMS Utilization


The Process of Personalization

Fun Fun


Ruh Roh


Personalization

•GEOIP •Campaigns •Number of visits •specific page viewed •Content Profiling •Sitecore profile cards and patterns

Implicit

•CRM •Security Profile •Transaction History •“Known” visitors

Explicit

•Download an asset •Hit a threshold of Engagement Value points •Enter or exit a particular customer journey state (Engagement Plans)

Achievement


Rule Editor


Why is this Hard?

Goals & Engagement Values


Campaign Management






E-mail campaigning

Sales enablement with CRM integration




Reduce the Noise

A|B Testing


Core Considerations

Early Decisions Staff

Gold Standard Configuration

@ShapingTheGame | @AgencyOasis 49

Adoption

UNPACKING THE DMS TOOLBOX

Cross Org Participants

• business value propositions • customers • technology • brand • general marketing • digital measurements & insight • business goals • back end operations • website • referral digital marketing • pushing of buttons • CRM • Search (onsite & ppc)

Some one who knows about the:



Questions


Internet

Unpacking the Sitecore Digital Marketing Suite (DMS) for Personalization & Testing