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Organized by the Community, for the Community.
GOING BEYOND YOUR OWN DOMAIN: HOW TO EFFECTIVELY USE FXM IN YOUR CX STRATEGYCory Dixon & Fred Faulkner
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Cory DixonDirector of Delivery for Microsoft Solutions
Fred FaulknerDirector of Marketing and Marketing Technologist
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FXM – WHAT AND WHY(FEDERATED EXPERIENCE MANAGER)
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FXM – THE WHAT
• Cross-Platform Content Management
• Connected Experience• Individual Customer Analytics• Cross-Site Personalization
and Targeting• Central Management and
Insight
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WHAT CAN I TARGET
• AEM• Drupal• .Net• Transactional
As long as you can touch it…
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FXM – THE WHY
• Multiple Platforms• Acquisitions• Applications• Transaction Systems• IT Capacity
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Marketing - WordPress
Acquisition - Drupal
Acquisition - AEM
Sitecore CEP
xDBAnalytics
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Marketing - WordPress
Acquisition - Drupal
Acquisition - AEM
Sitecore CEP
xDBAnalytics
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OK – SO?
• Visitors and Visits• Campaigns• Goals and
Conversions• Interactions• Dynamic Content
and Personalization
• Form Submissions• Value Scores• Profile Matching• Engagement Plans• Page Events
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WHAT CAN YOU DO
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FXM – WHAT CAN YOU DO FOR ME?
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Track
React
Change
Report
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TRACK
• Visit– Visitor / Contact– Channel Source
• Page Filters– Path– Headers, Query
string, Referrer
• Profile assignment• Goal conversion• Campaign Trigger• Event Trigger• Contact View
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REACT
• Click Events– Links, Buttons
• Fragment Interaction– View– Click
• Forms– Submission
• Engagement Value• Goals• Campaigns• Events• Failure Events
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CHANGE
• Remote Content– Add– Substitute
• Personalization– Rule Based
• Placeholders• Renderings
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REPORT
• Integrated with Sitecore Analytics– Visits– Marketing Metrics
• Tracked in Experience Profile– Conversions– Actions
• Each Property is a Site
• Filterable• Part of Contact
Timeline
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FXM PLANNING
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FXM – WHAT TO DO?
1. Have Sitecore 82. Have other site3. Click, click, Ctrl+C, Ctrl+V4. [More clicking]5. Be well liked and revered
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BUT, SERIOUSLY
• What do we want to track?• What’s important?• Content, Analytics, or Both?• Personas, Campaigns, Goals?• Hiccups and Limits
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FXM IS EXPERIENCE PLANNING
• Define the goals and success criteria• Catalog touch-points and current user
experience• Identify events, triggers, and behaviors• Craft Personas and Profiles• Map “To-Be” Journey• Technical Assessment
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EXAMPLE - ACQUISITION
• Different Platform - “Our site won’t work on Sitecore because…”
• You know you share customers, but who are they?• Quick Wins– News Feed– Twitter Feed– Contact Information– Lead Qualification
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EXAMPLE - MICROSITE
“Already hired someone. We support WordPress, right? It’s live next week.”
• Campaign Tracking – who are we reaching?• Goal Conversions – are we converting?• Profile Matching – does our target demographic
match?
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READY? NOT JUST YET
• Technical Considerations• Still Needs some Sitecore
Development• Tracking Limitations
– Contact– Browsers
• Can’t– Web Forms for Marketers– Workflow– Multivariate Testing
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LET’S GET CRACKIN’
• Register Site and Beacon• Align Taxonomy (Channels, etc.)• Construct Goals, Campaigns,
Events• Define Personas and Profiles• Build Content and Presentation• Hook up Page Filters, Actions,
and Substitutions
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DEMO
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THANK YOU
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Visit us at www.icfinteractive.com
[email protected]@icfi.com
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THANK YOU TO OUR SPONSORS!
