Personalization & the Experience ExplorerSAINT LOUIS SITECORE USER GROUP APRIL 22, 2015
Welcome back and welcome newcomers!
11:30 – 11:55 Lunch
11:55 – 12:00 Agenda and Introductions
12:00 – 12:20 Business Case for Personalization & Case Studies
12:20 – 12:45 Demo: Mechanics of Applying Personalization
12:45 – 1:00 Open Discussion
A little housekeeping
Call for Speakers/Sponsors
Topic Suggestions
What’s Next
• Interested in speaking or want to suggest someone?
• Interested in co-organizing and sponsoring? All are welcome!
• See Meetup discussion board for thread to make a suggestion
• See poll question and vote on recommended topics
• Bi-monthly meetups, next up June
• Related events – webinars, workshops, etc.
Introductions
Mike CaseySitecore
VP OF SALES ENGINEERING
Aaron BransonRoundedcube
CHIEF MARKETING OFFICER
Business Case for Personalization
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Jeff Bezos, Founder & CEO, AmazonWe see our customers as invited guests to a party, and we are the hosts. It's our job to make the customer experience a little bit better.
Why paying attention to experience matters….
• 2X customer retention - Aberdeen Group
• 89% retention for companies with strongest omni-channel strategies-Aberdeen Group
• By 2020 customer experience > price & product - Customers 2020 Report
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Case Study University of Toronto
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Use of Sitecore Experience PlatformPersonalization on Visit NumberPersonalization on Geo-locationPersonalization on IPA/B Testing
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Visit 1How can I get in?How much does it cost?
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Visit 2Why should I enroll?
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Visit 3What will I learn?Who are the teachers?
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Visit 4Call to Action
Personalization Based on Geo-Location
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Personalization based on Domain
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OutcomesBounce Reduced 23%Visit Duration Increase 23%Page Visit increase 14%Time on Page Increase 13%
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Zildjian: Use of Sitecore Experience PlatformEngagement Value ScaleWeb PersonalizationEmail PersonalizationEngagement Automation
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Outcomes
• 300% increase in Zclub registration
• 47% increase in traffic• Average time on site:
+4mins• Bounce rates below 20%
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Optimize
Analyze
Build
Content Marketing
Publishing
Workflow
Validation
Security
.NET Development
Goals
Personalization
Testing
Profiles
Personas
Patterns
Campaigns
Analytics
List Management
Engagement Plans
Experience Profile
xDB
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Boiling it down…..1.Understand your Key Audience Groups2.Define and Document the User Journey3.Align Your Content to Audience Groups and Journey Phases
• 3 stages from : https://www.sitecore.net/learn/blogs/best-practice-blogs/jill-grozalsky/posts/2015/03/audience.aspx
Personalization Possibilities
• GEOIP• Campaigns• Number of visits• Specific page(s) viewed• Sitecore Patterns (content profiling)
Implicit
• CRM• Security Profile• Transaction History• “Known” visitors• “light” explicit—polls, surveys, self-identifying
Explicit
• Download an asset• Hit a threshold of Engagement Value points• Enter or exit a particular customer journey state (Engagement Plans)
Achievement
The goal isINTENTbased personalization
Sitecore Experience Database
Personalization Demo
Scenario
Purpose
• Market health insurance plans to consumers and employers
• Provide access to self-service tools
Audience
• Consumers (Members and Prospects)• Healthcare Providers• Employers• Brokers
Campaigns
• A: Young single adults• B: Head of household w/ children
Goals
• Members to use self-service tools• Consumer A to register for event• Consumer B to request a quote
Personalization for Campaigns
Rule-Based: Campaign A - Young, Active, Single “Weekend Warriors”
1. CONDITION = Specific campaign triggered2. COMPONENT = Homepage hero component3. CONTENT = Message why “weekend warrior” needs insurance4. CONVERSION = Register for an informational event (goal)
• If visitor came via our Facebook “Weekend Warrior” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest
Personalization for Campaigns
Rule-Based: Campaign B - Head of household with young children
1. CONDITION = Specific campaign triggered2. COMPONENT = Homepage hero component3. CONTENT = Message why Healthcore plans are better4. CONVERSION = Request a quote (goal)
• If visitor came via our Facebook “Family” campaign post, • Replace the standard Hero content • with relevant message to audience’s situation and interest
LET’S SET IT UP!
Personalization for Members
Explicit Data: Existing Members
1. CONDITION = Logged in, explicit knowledge2. COMPONENT = Homepage promo component3. CONTENT = Access My Claim Status4. CONVERSION = Visit Member Account Center
• If visitor is logged in as a member• Replace the standard Promo content • with relevant message promoting self-service tools
LET’S SET IT UP!
Personalization for Interest
Implicit Behavior: Employer
1. CONDITION = Has viewed Employer-related content2. COMPONENT = Homepage bottom promo component3. CONTENT = Info on controlling costs4. CONVERSION = Click “Get Started”
• If visitor views pages that match “Employer” pattern• Replace the standard Promo content • with relevant message promoting cost control for employers
LET’S SET IT UP!
What’s next?
Personalization Strategy Webinar: See meetup website for link to webinar replay
Next meetup: Targeting June, a poll to determine the topic available within a week
Go to www.meetup.com/Saint-Louis-Sitecore-User-Group-Meetup/
Join the group on LinkedIn too! Look for “St. Louis Sitecore User Group”