unpacking the sitecore digital marketing suite (dms) for personalization & testing
DESCRIPTION
The DMS within Sitecore is a powerful tool that over 80% of the systems licensees agree they aren't using to its full potential. We look here to increase movement within the tool by deconstructing the tool itself into manageable and measurable components.TRANSCRIPT
UNPACKING THE DMS TOOLBOX A Presentation by Agency Oasis, Digital Strategy
Introductions
@ShapingTheGame | @AgencyOasis UNPACKING THE DMS TOOLBOX 2
Jake DiMare – Digital Strategist – Agency Oasis - @jakedimare
Jason Fields – SVP Strategy – Agency Oasis - @interactivejj
Managing Editors: www.shapingthega.me
Follow us on Twitter at: @interactivejj @jakedimare
Join the conversation today at:
#ShapingTheGame UNPACKING THE DMS TOOLBOX @ShapingTheGame | @AgencyOasis
Agenda
• Break out the differences
• Piece by Piece
• Shaping the Game
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(Assuming everyone on the call is a Sitecore user, or future user.)
How many of you feel like you are getting full use of the features and functionality made available by Sitecore DMS?
A quick poll…
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Over 80% of the companies that invest in marketing automation fail to leverage the full breadth of features in the tools. In fact, 7 out of 10 have a difficult time moving beyond traditional batch and blast email campaigns- which was the very reason they likely invested in the first place. – Gleanster
You’re not alone…
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BASELINE UNDERSTANDING
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Turning Acronyms into Words
Content Management System Digital Marketing System
Asset Storage Marketing Storage
Add, add, add, add Revise, revise, revise
CMS DMS
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Turning Words into Meaning content /’ kän tent/ the things that are held or included in something
marketing /’ märkitiNG/ the action or business of promoting and selling products or services
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From Meaning to Purpose
CMS DMS
Publishing Editing
Modifying Of Things
(Text, images, documents)
Publishing Editing
Modifying Of Actions
(Rules, decisions, schedules)
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The CMS
CMS
Create
Modify
Govern
Publish
Retire
Optimize
Deliver
Version
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The DMS Goals &
Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement Automation
E-mail campaigning
Sales enablement with CRM
integration
Cross Channel presence
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What they combine to be
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The DMS Goals &
Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement Automation
E-mail campaigning
Sales enablement with CRM
integration
Cross Channel presence
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The Sum of the Parts
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement Automation
E-mail campaigning
Sales enablement with CRM
integration
Cross Channel presence
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The Sum of the Parts
Which works better, A or Content B
Which works better, combo A-F-7 or combo G-6-Y
Multivariate testing
A/B Testing
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A/B Testing
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Multivariate Testing
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A-F-7 G-6-Y
UNPACKING THE DMS TOOLBOX
Implicit Personalization
Making a marketing rule, based on information unspoken by the user.
Rules Based Personalization
Personas & profiling
Implicit Personalization
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Implicit Personalization
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The Sum of the Parts
Making a marketing rule, based on information overtly offered.
Rules Based Personalization
Personas & profiling
Explicit Personalization
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Personalization Process
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The Sum of the Parts Personas &
profiling
A Sitecore Persona can be different than a UX Persona The ability to assign value to content and visitors in order to automate the relationship between the two
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Scoring – Content & Profiles
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Visitor Profiles
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Email Campaign
Marketing rules on when and what to reach out to your known users with
Email Campaign
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Delivering the Right Message
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Sales Enablement Sales enablement
with CRM integration
Tying implicit and explicit data to a unique data record.
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The Sum of the Parts
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The Sum of the Parts
Requires CMS wide content value assignment as it relates to the sales cycle
Engagement Automation
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Delivering the Right Message
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SHAPING THE GAME
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• Create your scoring system • Identify point opportunities • Establish your profile scores • Assign content scores • Create the Rulebook
Full DMS Utilization
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The Process of Personalization
Fun Fun
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Ruh Roh
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Personalization
•GEOIP •Campaigns •Number of visits •specific page viewed •Content Profiling •Sitecore profile cards and patterns
Implicit
•CRM •Security Profile •Transaction History •“Known” visitors
Explicit
•Download an asset •Hit a threshold of Engagement Value points •Enter or exit a particular customer journey state (Engagement Plans)
Achievement
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Rule Editor
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Why is this Hard?
Goals & Engagement Values
Engagement Analytics
Campaign Management
Rules Based Personalization
A/B split & MV testing
Personas & profiling
Predictive personalization
Engagement Automation
E-mail campaigning
Sales enablement with CRM integration
Cross Channel presence
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Reduce the Noise
A|B Testing
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Core Considerations
Early Decisions Staff
Gold Standard Configuration
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Adoption
UNPACKING THE DMS TOOLBOX
Cross Org Participants
• business value propositions • customers • technology • brand • general marketing • digital measurements & insight • business goals • back end operations • website • referral digital marketing • pushing of buttons • CRM • Search (onsite & ppc)
Some one who knows about the:
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Questions
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