Sitecore. Compelling Web Experiences Page 1www.sitecore.net Customer Engagement Platform Presented by

Sitecore. Compelling Web Experiences Page 2www.sitecore.net Engagement anno 100 BC to 2011

Sitecore. Compelling Web Experiences Page 3www.sitecore.net Buying Process Nurture Marketing Sales Accepted

Sitecore. Compelling Web Experiences Page 4www.sitecore.net Visit vendor’s website Read blogs Ask peers Search tweets Google competitors Free trial Download white paper Chat online with CS Open Attend webinar Sign up for newsletter I want to buy… How do I decide? Visit competitor’s website Read analyst report Ask boss Random Acts of Marketing The Customer Journey Today

Sitecore. Compelling Web Experiences Page 5www.sitecore.net Average website conversion rate, 1st week in May ‘ % Source: Fireclick Index

Sitecore. Compelling Web Experiences Page 6www.sitecore.net US Online Ad spending in 2010 $25.8 BN Source: eMarketer.com We tend to spend most of the Online Marketing budget on attracting visitors, with Paid Search being the highest.

Sitecore. Compelling Web Experiences Page 7www.sitecore.net Visitors are leaving your website Source: Avinash Kaushik “..it is really hard to get a bounce rate under 20%, anything over 35% is cause for concern ”

Sitecore. Compelling Web Experiences Page 8www.sitecore.net The math visitors website is irrelevant 176 are persuaded We tend to accept bounce rates between 20-35% as good, like ”there will always be visitors by mistake” Should we accept this? This is a persuasion rate of 2.20%. However missed opportunities are 97.80%, leaving visitors ”un- persuaded”! Should we accept this? Save money Grow revenue

Sitecore. Compelling Web Experiences Page 9www.sitecore.net Customer Behavior

Sitecore. Compelling Web Experiences Page 10www.sitecore.net Customer Behavior Was there intent to buy? Was the landing page able to get attention, based on intent? Will the visitor leave the website? Make your website more relevant

Sitecore. Compelling Web Experiences Page 11www.sitecore.net The Opportunity Save money by increasing relevance We can save money by focusing on attracting relevant visitors We need to measure relevance by shifting focus from Quantity to Quality Grow revenue by increasing efficiency We can increase efficiency by improving the experience Websites usually have low persuasion rate and lots of opportunity for improvement RelevanceEfficiency Save money Grow revenue

Sitecore. Compelling Web Experiences Page 12www.sitecore.net Sitecore Customer Engagement Platform

Sitecore. Compelling Web Experiences Page 13www.sitecore.net Sitecore Customer Engagement Platform

Sitecore. Compelling Web Experiences Page 14www.sitecore.net Goals & Engagement Values Engagement Analytics Campaign Management Inline Conditional Personalization A/B split & MV testing Personas & profiling Predictive personalization Engagement Automation campaigning Sales enablement with CRM integration Cross Channel presence Sitecore Customer Engagement Platform

Sitecore. Compelling Web Experiences Page 15www.sitecore.net Engagement Analytics

Sitecore. Compelling Web Experiences Page 16www.sitecore.net Engagement Value Communication = Two-way exchange of information Trust = Revealing some confidential information Commitment = commitment that the visitor has serious intent

Sitecore. Compelling Web Experiences Page 17www.sitecore.net Which Campaigns are most effective?

Sitecore. Compelling Web Experiences Page 18www.sitecore.net Which channels are most effective?

Sitecore. Compelling Web Experiences Page 19www.sitecore.net Engagement Analytics Dashboard

Sitecore. Compelling Web Experiences Page 20www.sitecore.net How can CEP make a difference

Sitecore. Compelling Web Experiences Page 21www.sitecore.net Consumer or ProfessionalKeywords Location

Sitecore. Compelling Web Experiences Page 22www.sitecore.net The Digital Fingerprint Keywords Country Region City Device OS Referrel Campaign IP adress IP Owner Visitor identification Language Day Time + Onsite implicit visitor Behavior, using profiles

Sitecore. Compelling Web Experiences Page 23www.sitecore.net Patterns

Sitecore. Compelling Web Experiences Page 24www.sitecore.net Patterns Patterns can be predefined in Sitecore and is an easy way to recognize a certain visitor profile, towards a specific pattern. Eg. is a visitor more a family car buyer or a sports car buyer The visitor profile will be matched real-time towards the pattern, that it’s closest to Predictive Personalization based on patterns, is much easier than rule based personalization Eg. Where visitor matches pattern instead of where visitor has more than 20 in profile key and less than 10 in profile key

Sitecore. Compelling Web Experiences Page 25www.sitecore.net Pattern examples

Sitecore. Compelling Web Experiences Page 26www.sitecore.net A 360-degree customer view

Sitecore. Compelling Web Experiences Page 27www.sitecore.net Engagement Automation

Sitecore. Compelling Web Experiences Page 28www.sitecore.net What is “Engagement” Automation? Sitecore Engagement Automation is the orchestration tool that enables marketers to guide conversations with their audience across multiple channels, with highly relevant content, all in context with past interactions. Engagement Automation is the conductor, CEP is the orchestra

Sitecore. Compelling Web Experiences Page 29www.sitecore.net  CMS is fundamental  Engage across channels vs. just and landing pages  MA: , landing pages, SMS  Sitecore Engagement Automation: Entire web site, mobile, social, emerging channels  Personalize interactions using wealth of profile data  Each channel influences the other How Sitecore is different

Sitecore. Compelling Web Experiences Page 30www.sitecore.net  Integrated  User Interface, Engagement metrics, Channels, Personalization all work in unison  Blend of out-of-the box and ability to configure  Each business has unique needs  Engagement automation applies to B2B, B2C, and higher ed, and non-profit, and government, etc. How Sitecore is different

Sitecore. Compelling Web Experiences Page 31www.sitecore.net Where to start Use goals and value metrics to understand and drive Quality Campaign management to optimize Marketing Spend Conditional personalization to drive Relevance Personas to profile Content Predictive personalization to target with relevant content, based on Behavior Engagement Automation and Campaign Manager to ‘speak’ to your target audience Engagement Analytics to measure marketing effectiveness Fast time to value. These are all low hanging fruit!