digital pulse summit - a report from the front lines of cem - randy woods, non-linear creations


Today’s Agenda

• Introductions and Level-set Questions

• The Changing World of Customer Experience Management

• Barriers to Customer Experience Management

• Case Study: Rotman School of Management, University of Toronto

• Concluding Thoughts, Questions and Answers

Introductions and Questions

Randy Woods• President, Nonlinear Creations

• Helping organizations figure out what to do about this thing called the internet since 1995

• 16 years experience with data-driven online marketing tactics

• Past 4 years, has lead Nonlinear’s engagement with Sitecore Digital Marketing System

• @randywoods


Level-Set Questions

By show of hands, how many of you:

1. Have executed A|B or multivariate testing initiatives on any platform?

2. Are responsible for the business outcomes for your website?

3. Are making use of Marketing Automation technologies?

4. Personalize content on your website for anonymous visitors?

A Short Introduction to the DMS


The Shift from Ability to Outcomes

8

A Shift in PowerGoogle Trends – “Content Marketing” and “A/B Testing”


Marketing Infrastructure and Approach Needs to Change

• Forrester Research – “WCM for Digital Customer Experiences”

• Gartner Group – “CRM Multichannel Campaign Management” + “Web Content Management”

• Digital Clarity Group – “Web Content and Customer Experience Management”

The Palette of Tactics Available

Customer Experience Management Capabilities in Sitecore DMS• Assess Visitor Engagement

Not all visitors are equal – score them differently

• Visitor ProfilesPut visitors in their place

• A|B and Multivariate TestingFind out what works

• Rules-based Implicit PersonalizationTarget content based on geography, organization…

• Persona- or Profile-based Implicit PersonalizationTarget specific content to specific personas

• Explicit PersonalizationTarget content based based on data in your CRM

• Engagement PlansAutomate marketing post initial contact

• Lead ScoringRate a lead based on behaviour

• Sales EnablementProvide sales with insight

• Mobile, Social Integration…….

Sitecore DMS CapabilitiesTactics for the New World of Marketing

• Assess Visitor EngagementNot all visitors are equal – score them differently

• Visitor ProfilesPut visitors in their place

• A|B and Multivariate TestingFind out what works

• Rules-based Implicit PersonalizationTarget content based on geography, organization…

• Persona- or Profile-based Implicit PersonalizationTarget specific content to specific personas

• Explicit PersonalizationTarget content based based on data in your CRM

• Engagement PlansAutomate marketing post initial contact

• Lead ScoringRate a lead based on behaviour

• Sales EnablementProvide sales with insight

• Mobile, Social Integration…….

Time to Impact / Return on Investment

Short Time to Impact• Rules-based implicit

personalization• A|B testing• Engagement plans

Higher ROI• Profile-based implicit

personalization• Explicit personalization• Sales enablement• Lead scoring• Engagement value

Scenarios and the Value of Tactics

Short Sales Cycle• A|B testing• Multivariate testing• Rules-based implicit

personalization

Considered Sales Cycle• Engagement value• Engagement plan• Persona-based implicit

personalization• Lead scoring• Sales enablement

Repeat Purchase• Explicit, CRM-driven

personalization• Engagement plans• Sales enablement

Barriers to CEM Success


The Barriers

• The sheer array of tactics available can lead to confusion on where to start

• The ease of implementation means campaigns launch without an understanding of what success might mean

• Analytic skills or access to resources with analytic capabilities

• Lack of senior management understanding of the potential – and the cost – of CEM

• Technical barriers


Rotman Overcame these Barriers

• The Outcome:• A 6-18 month DMS roadmap of DMS tactics ordered to

deliver value quickly while building for long term success

• 1-3 tactics implemented and running

• The Process:• Deep review of existing analytics• Stakeholder interviews to identify marketing needs and

gaps• Analysis and identification of quick wins• Implementation of quick wins

Rotman Programs – Engagement Level

PhD

PT MBA

MBA

EP

EMBA

Mfin

0% 10% 20% 30% 40% 50% 60% 70%

Bounce Rate

PhD

PT MBA

MBA

EP

EMBA

Mfin

0 1 2 3 4 5 6 7 8 9

Pages per visit


MBA Prospects – Interest over Time

New Visitors

Second time visitors

Third time visitors

Fourth+ visit

10.11%

8.65%

6.94%

4.03%

Home page visitors going to fees and expenses - MBA - by visit number

New Visitors


Third time visitors

Fourth+ visit

13.49%

11.09%

10.53%

7.16%

Admissions criteria from MBA Fulltime page

New Visitors


Third time visitors

Fourth+ visit

4.42%

5.47%

5.67%

6.54%

Application deadlines from MBA Fulltime page

Interests and information needs vary with number of visits

May June July August SeptemberOctober NovemberDecemberJanuary February March April May June July August SeptemberInitial CampaignsA|B test for EP 1A|B test for EP 2Ambassador Personalization

Mid-Term CampaignsGeo-IP personalizationTarget work permit info on home pageTarget international campus info on home pageHighlight International applicants linkShow Toronto-prospects part time info on home page

Visit number personalizationHome page personalization

Company-based personalizationEMBA prospect matching to company alumniEMBA prospect matching to alumni from verticalEP prospect matching to companies where custom training is provided

A|B TestsEP test set AEP test set A.1EP test set BEP test set B.1Ambassador page test set AAmbassador page test set A.1Home page test set AHome page test set A.1Full Time MBA test set AFull Time MBA test set A.1PT MBA test set APT MBA test set A.1Application Process AApplication Process A.1EMBA test set AEMBA test set A.1

Engagment PlansEP engagement plan oneEP engagement plan twoEP engagement plan three

Engagement Value Engagement Value implementation

Longer Term


Test B

Test A

A|B Test One


Test bTest a

A|B Test 2


Personalization by Geography

Results

From China

All Visitors

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

Exit rate – from student services page

No before and after tracking – best available stand in metric

From China

All visitors

0 5 10 15 20 25 30 35 40

Avg. time on page - seconds

13%

-43%


Geographic Personalization II


Results

Pre-personalization Post-personalization0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Bounce Rate

Pre-personalization Post-personalization0

50

100

150

200

250

300

350

Visit Duration (seconds)

Pre-personalization Post-personalization0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Pages per visit

-23%

23%

14%


Personalization by Visit Number (V = 1)

Can I get in and how

much does it cost?


Personalization by Visit Number (V=2)

Why should I choose Rotman?



What will I learn and from

who?



Call to Action


Results - Bounce Rate

New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%


Results - Bounce Rate

New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%

Only 4+ Visit Figure is statistically valid


Rotman – Next Steps

• Company matching for EMBA, MFIN, Executive Training promotions

• Targeting policy research at federal, provincial and municipal political visitors

• Persona-based personalization based on observed visitor behaviour

Closing Thoughts and Questions


More Information?www.nonlinearcreations.com

@nonlinear_tweet@randywoods

Backup Slides

44

What are you trying to accomplish?

Reach new buyers

Sell more to existing

customers

Influence media

Influence influencers

45

What are you trying to accomplish?

Reach new buyers


customers

Influence media


46

Simplify: Map the Buying Cycle

Basic Information Gathering

Detailed Information Gathering

Narrowing Scope

Validating Understanding

Selecting a Contender

47

Map the Buying Cycle



Narrowing Scope



Negotiating

How do these software- as- a- service (Saas) products

compare to the on- premises solutions?

Our HR management system is down again. There must be something better out there.

Can these three SaaS HR solutions meet our needs? What do they cost? How

stable are they?

What do the analysts think of HRX-online? What do current

users think?The pricing the sales person gave me seems okay. And the special only runs until end of

quarter

Now I just need to get finance involved. Oh, and IT to

decommission the old system.

Wow. That took longer than expected. I’m glad we’re finally

live

48

Where Are We Weakest?

Basic Information Gathering Detailed Information Gathering

Narrowing Scope

Validating Understanding Selecting a Contender

Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary 49

Our Recommendation

1. Ignore most of the buyers journey

2. Focus your initial efforts where:1. You are weakest; or2. You can have the fastest impact; or3. You can have the biggest impact

3. Don’t do anything if you can’t measure the effectiveness of your campaign

50

Identifying tactics: a restaurant



Narrowing Scope



Negotiating

Develop a mobile siteAccurate information in Google maps | Localized SEO

Menu available in mobile format |

youtube video – interview with chef

Review sites – Tripadvisor, Urbanspoon

Social media mentions

51

Identifying tactics: B2B Software



Narrowing Scope



Negotiating

Personalization of web site content based on keyword

searchedWhitepapers | SEO | Blog

contentCall to action based on

technical or business buyer

Email inviting prospect to download an analyst report

Sales makes qualifying call


The “Buying” Cycle: The Implicit > Explicit Transition



Narrowing Scope



53

Short Case Study

54

NLC Online Objectives

Reach new buyers


customers

Influence media


Reach new buyers


customers

Influence media


55

Where Are We Weakest?

Basic Information Gathering Detailed Information Gathering

Narrowing Scope

Validating Understanding Selecting a Contender

56

Very Broad Lead Generation

57

Downloads!

58

The Engagement Plan

59

The Engagement Plan

The Results

61

The Results

62

The Results

It doesn’t always work…..

digital pulse summit - a report from the front lines of cem - randy woods, non-linear creations

Technology

paulo calgary

new world of marketing

time visitors new visitors5

nonlinears engagement

new visitors10

marketing needs

marketing infrastructure

behaviourprovide sales