DMS: Emerging Best Practices for Content Driven WebsitesAndrew Blackmore @AMBlackmoreLead Solutions Architect @Velir

Who am I?

• Andrew Blackmore | Lead Solutions Architect | Velir

• I work on large, content-rich websites everyday

• I’ve been a designer, developer, and an architect

• My education includes BFA, MBA, and MSIT

Who is Velir?

• Full-service interactive agency

• Veteran Sitecore partner with all 6 Specializations

• 40+ Sitecore Certified developers on staff

DMS Toolset

Measurement

Multivariate Testing

Automation

Personalization

Who is theBrookings Institution?

• America’s Top Think Tank

• Quality research, insight and opinion

• A large content-publishing organization

• A complex Sitecore implementation

Technology Isn’t a Barrier

• Technology shouldn’t limit customer interaction

• TBs of data available

• Expansion of choice and integration

So, what’s the problem?

• Business questions haven’t changed

• What do we need to know?

• How will we react when we find out?

Technology and Data

• Are we collecting the right data?

• Are we keeping it long enough?

• Which technologies do we use?

Online Engagement

Online Engagement

Online Purchase Engagement

Online Purchase Engagement

Online Purchase Engagement

Online Purchase Engagement

Online Purchase Engagement

Online Purchase Engagement

Online Purchase Engagement

But I don’t sell products...

• Engagement Value is your new friend

• Based on interactions with your site

• EV per Visit instead of Page Views, ToS or Visits

Determining Engagement Value

• We used a workshop

• Get the right people in the room

• Top-down approach

• Identify organizational/departmental objectives first - get to web next

Determining Engagement Value

Determining Engagement Value

Other Ideas

• What does our data mean?

• Needs analysis - with DMS, you own your data

• BI/Visualization Tools

• Regression Analysis

Other Ideas

• What does our data mean?

• Needs analysis - with DMS, you own your data

• BI/Visualization Tools

• Regression Analysis

Business Intelligence/VizualizationTargit (Engagement Intelligence Analyzer)TableauTibco Spotfire

Other Ideas

• What does our data mean?

• Needs analysis - with DMS, you own your data

• BI/Visualization Tools

• Regression Analysis

Targit (Engagement Intelligence Analyzer)TableauTibco Spotfire

Statistical AnalysisSASSPSSStata

Doing More...

• Engagement Value in your CRM

• Decaying EV

• Page Potential

Questions?Ask me later on Quora:Quora.com/Andrew-Blackmore