achieving integrated digital marketing with sitecore & hcl

Achieving Integrated Digital Marketing

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to build the effective

meaningful relationships

that win customers for life.

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Speaker

Mac Karlekar

Practice Director at HCL Digital & Analytics practice

Copyright © 2017 HCL Technologies Limited | www.hcltech.com

Integrated Digital Marketing

Sitecore Webinar19th April 2017

INTEGRATED DIGITAL MARKETING

Joining dots between contextual customer experience design &

technology solution blueprinting & scalable architecture thinking


Introductions

MAC KARLEKARDigital Strategist, Omnichannel SolutionsDigital & Analytics [email protected]@hcl.com

BISMI RAVINDRANSitecore practice leadDigital & Analytics [email protected]

https://twitter.com/mackarlekar

mailto:[email protected]

mailto:[email protected]


1 THE DIGITAL EUPHORIA: Customer, Marketing-Sales-Service, IT perspective

2 INTEGRATED DIGITAL PLATFORM : Outside-in view

3 OVERALL SOLUTION & PLATFORM ARCHITECTURE VIEW

4 KEY CASE STUDIES

Agenda


The Digital Euphoria – Challenges & Asks across functions

Key Asks Key Asks

• Brand Consistency, Efficient Audience definition –Globalization leading to change in customer mix

• Seamless Omni channel Experience to Customers

• Turning Data into Insights and Insights into Actionable Segments, for employees and customers

• 121 Targeting to convert into sales – Marketing & Sales leads

• Seamless & contextual service (including self-service)

• Multichannel attribution – Providing efficient customer service across channels (use of social media)

• Digital Marketing – Campaigns, Personalization & Targeting, Segmentation

• Actionable Insights - KPI and Metrics, Dynamic Tag Manager, Reports and Dashboards, Flexibility and Scalability –Blueprinting, Cross Channel, Well Integrated

• Single View of Customer – Audience Manager, User Profile Shareable

• Ease of Operations – Contextual Authoring, Global Interface & seamless views, Templates and components

• Self service platforms to capture leads and generate insights

Key Asks

• Disparate brand image, Inconsistent brand experience

across channels – disjointed backend and front end

capabilities

• Slow or inefficient Self Service capabilities

• Lack of Loyalty Programs, Inefficient Social Media channels

leading to reduced intimacy

• Unified experience across channels - Mobile Framework, Apps publishing

• Relevant experiences – Persona based targeting, A/B and Multivariate, Preference Based

• Digital Commerce – APIs, Connectors, Components, Loyalty, Offers – Recommendation, Target, Repository

• Self service Capability – REST support, AD/ LDAP Integration

• Lack of Agility across platforms/channels to effectively

launch marketing activities

• Deliver faster time to market for digital solutions

• Improve Total Cost of Ownership

• Cloud Ready – Marketing cloud, cloud Objects, Seamlessly scalable

• Open Standards • Development Tools & Processes – CTXDE, Eclipse,

FileVault, Deployments • Digital Factory/Catalog of services

MARKETING, SALES, SERVICE CUSTOMERS Digital IT


Journeys & Persona Design Thinking - Meet Tom

Biography - “Hi, I’m a 35 year old lawyer living with my fiancé Sandra in London. I am adventurous, outgoing and not afraid to take risks in my professional and personal life. I like to live an good lifestyle and as such, I am always keen to invest my money where I believe there is potential for a generous return. My goals include professional success and to start a family in the near future. My interest to invest is so that I can grow my personal wealth to improve my quality of life and that of my future family...”

Known Past Possible Future

Marketing Preferences

Travelled the world

Graduated University

Bought an apartment

Began professional career

Proposed to girlfriend

Promoted to management

“Get married”

“Start my own business”

”Invest in the stock market”

“”Buy a big house”

“Start a family of my own”

“Retire as early as possible”

Digital Preferences

What am I looking for online?

“Value deals on travel and entertainment. Special offers.”

“New ways to invest my money and grow my portfolio. Finance blogs, and news channels.”

“Content that I can consume on the go or between client meetings…”

Marketing Channel Preferences

Email: “I get a lot of e-mail marketing in my mailbox so I generally ignore it”

Video: “I find video very engaging and am likely to being converted if the message is conveyed in this format.”

Social Media: “I spend a lot of time on social media sites to look out for new information”

How do I engage?

Discover

50%

Shop

25%

Share

15%

Serve

10%

Device usage

Phone

40%

Tablet

10%

Desktop

50%


Delivering relevant contextual experience across touchpoints is an art in itself

Building Consistent, Relevant & Engaging Consumer/Shopper Experience

Discover - Shop – Serve - Share Innovate & Colloborate

• Online: Social, Search• Offline: TV Ads, DOOH

2 Attract customers

Increase Engagement & conversion rate

• Discount offers, compétitions• Live Chat/Call back

4

• Call centre, Branch

• Delivery/Logistics/Returns

PURCHASE5

FEEDBACK

• Surveys (email, social, phone)• Reviews & recommendations

7

Brand Advocacy

• Addressing need (transparency)• Increase Share of voice • 121 personalised experience• Build Brand loyalty

8

Actionable Insights

• BigData / Predictive Analytics

• Social Listening & integration across departments (sales, service, marketing, product innovation)

9

Building single view (CRM)10• E2E portal intégrations

• Opt-ins / opt-out management

• Segmentation / personalisation

Innovation and Collaboration

• Startup ideas to established innovations (across value chain)

• Social enterprise collaboration (e.g. gamification, internal vs agencies/3rd parties)

11

• Personalization (known / unknown customers)

• Segmentation strategy

3 Deliver RelevantExperiences

Digital Marketing

• Initiate first contact

• Build relation (ongoing)

1

Brand.commCommercesCommerce

6. SERVICE / SUPPORT


A Closer Look – Logical View of an Integrated Digital Marketing Platform

1Core Experience Platform

Platform On boardingFeature Enablement

Experience RolloutCommunity, Scalability

2Experience Optimization

PersonalizationRecommendation

A/B & Multivariate Testing

3Data Driven Marketing

Single View of CustomerSegmentation

CampaignsRules

4Integrated AnalyticsKPI Definitions EnablementReport CreationExternal system integration

5Omni channel CommerceUnified CommerceBuy AnywhereReal time CustomizationOffers

6Innovation & Future ChannelsChatbot & AIIoTAR/VR


A Closer Look – Key Components for an Integrated Digital Platform

Foundation platform proposed by HCL will keep in mind aspects related to reusability, scalability, easy configuration, integration ready.Will utilize reusable components from HCL COE and across Shared Library.

Will ensure generic templates are created which can be utilized in further phases.

DigitalPlatform

Configuration

Shared Library

Reusable Components

Generic Templates

REUSABLE SCALABLE PLUGGABLE STANDARD

Modular architecture with atomic design

• Solution Development into smaller & manageable parts

• Extensible & Deployable to Multiple Environments

Component Based Approach• Flexibility & Consistency to end user authoring process

• Re-usability, greater personalization & contextual content

• Easiness on setting A/B or M/V test

Scalable & Multilevel Information Architecture

Headless CMO• Benefits with content to be reused, delivered through

desktop, mobile and other channels

Multilayer Caching Strategy• Caching at every layer i.e. pretech, item, data & HTML

• CDN level caching, Product data would be imported inside Sitecore

Loosely Coupled Architecture• Based on MVC architecture

• Separation of business logic, data model and UI using View rendering and Controller renderings

• Different Views can be created based on same model

DevOps & cloud Ready• Continuous Integration & Continuous Delivery of the

solution leveraging Rally for planning & TFS for CI/CD

• Automated build & unit testing

• Integration of CA Rally with TFS


Next Gen Innovative Service Offerings

OmniVerse Platform

Cognitive Services

Computer Vision Speech Recognition Voice BiometricsNatural Language

Understanding (NLU)

Machine Learning/Deep

Learning

Human-like dialogue Personalized and Predictive self-service support

Contextually aware across channels

Smart quick enquiry (ASK not search)

Location based marketingusing beacons and sensors

Contactless in-store check-out experience using RFID/NFC

tags

Predictive/Preventive maintenance in industrial goods &

manufacturing industry

Asset health/usage push service notification

AR powered in-store productlocator mobile app and

product selection attributes like reviews and ratings

Accelerated path to purchase like VR powered product

selection/ configuration view at the comfort of home

Reinvented story-telling with compelling product

Gamification of product experience using AR

Web Mobile Email Social Kiosks Smart Speakers

Virtual assistant

Wearables In-store Contact Centres

Omni-channel Customer Experience

Configurable and scalableframework

Accelerate time to market with ready-to-use industry specific

solutions

Process high-value sensor streams & generate useful insights

Correlate multiple data formats from multiple sensors

Reduce data management costs with a single solution for multiple

data sources

BENEFITS

ARTIFICIAL INTELLIGENCE

AUGMENTED & VIRTUAL REALITY

INTERNET OF THINGS (IoT)


Delivering relevant contextual experience - Demo

Building Consistent, Relevant & Engaging Consumer/Shopper Experience

Discover - Shop – Serve - Share Innovate & Colloborate

• Online: Social, Search• Offline: TV Ads, DOOH

2 Attract customers

Increase Engagement & conversion rate

• Discount offers, compétitions• Live Chat/Call back

4

• Call centre, Branch

• Delivery/Logistics/Returns

PURCHASE5

FEEDBACK

• Surveys (email, social, phone)• Reviews & recommendations

7

Brand Advocacy

• Addressing need (transparency)• Increase Share of voice • 121 personalised experience• Build Brand loyalty

8

Actionable Insights

• BigData / Predictive Analytics

• Social Listening & integration across departments (sales, service, marketing, product innovation)

9

Building single view (CRM)10• E2E portal intégrations

• Opt-ins / opt-out management

• Segmentation / personalisation

Innovation and Collaboration

• Startup ideas to established innovations (across value chain)

• Social enterprise collaboration (e.g. gamification, internal vs agencies/3rd parties)

11

• Personalization (known / unknown customers)

• Segmentation strategy

3 Deliver RelevantExperiences

Digital Marketing

• Initiate first contact

• Build relation (ongoing)

1

Brand.commCommercesCommerce

6. SERVICE / SUPPORT

Awareness

Search, Social integrationPersonalisation:

Digital Presence

Design Thinking

Interactive Support

Omni-channel AI

Analytics

Customer 360

Dashboard


Integrated Digital Marketing – Reference Architecture

Data Access Layer

Data Layer

External Services

Application Layer

Components & Modules

Custom WFFMContent

ManagementEXM PXM FXM

Powershell Extensions

Customer Experience Layer

Corporate Sites Communities Brand Sites Social Mobile Apps Sitecore Admin

.Net MVC .Net Webforms SPEAK UIMobile SDK

Content Management Rendering Engine Experience Optimization

Templates

Content Lifecycle

Management

Content Tree & Taxonomy

Analytics & Reporting

Core Services

Data Providers Connectors Custom Integrations

Sitecore Content Analytics & Reporting

Layout Rendering

Rules Engine Profile keys

Personalization

Engagement PlanProfile Cards Pattern Cards

Identification

Aggregation

Visitor Tracking

Indexing

Reports Dashboard

Pipelines Jobs Security Publishing Workflows Templates

Goals

Lead Scoring

Content Profiling

Multi variant

testingDevice Detection

Chat

GeoIP Service

Translation Engine

IAM

Enterprise Search

Social

Partner Sites

CRM, E-Commerce, Search IndexLine of Business Applications

Search

Experience Profile

CLOUD INFRASTRUCTURE

Copyright © 2017 HCL Technologies Limited | www.hcltech.comWE MANAGE END TO END OPERATIONS while YOU DELIVER GREAT EXPERIENCES

Key HIGHLIGHTS of our Solution is

Cloud BasedFaster Pace of Rollouts and

Upgrades

No CAPEXFocus on APPS and not OPS

EnhancedSecurity

MitigateScalability Concerns

Modern Back End Services

EnablingMarketing

Automation

HCL Platform as a Service Solution for Digital Marketing

Key BENEFITS of our Solution is

Quick Start-upReduced Ops and Maintenance Cost

Dynamic Scalability

High Uptime and Improved SLA’s

Consistent Brand Experience

Single View of the Customer

Unified Content Governance & Administration

Subscription Based Model

HCL's fully managed Digital Experience Management Solution is a cloud Platform-as-a-Service (PaaS) enabled web application deployment model. The solution aims to provide our customers the best platform for building with modern architectures, innovating quickly, and scaling precisely to meet demands.

Leveraging our Technology Experience and Partnerships Landscape, we help our customers minimize risk and complexity by managing their entire gamut of Infrastructure management and Backend operations (Setting up, Operating and maintaining platform) thus allowing them to dedicate energy to what really matters: BUILDING GREAT APPS.


Catalogue Based Services

Managed Services

SLAs and KPIs driven Model at Fixed

Price

Time & Materials Services

FTE and hours spent based model

Typical Engagement Models


Strategy Towards Delivering Experience Platforms – DevOps based Management to Continuously Improve & Evolve


EXPERIECE MARKETING FEATURES

INTEGRATION & DYNAMIC FEATURES

FOUNDATION FRAMEWORK

BASE PLATFORM

Digital Product Set-up & ConfigurationWireframes

Information ArchitectureWebsite Blueprinting

Set-up Roles (Author / Publisher) & Permissions

PLA

TFO

RM

EV

OLU

TIO

N

CUSTOMER EXPERIENCE

Responsive HTML

Global Templates

Email Templates

Global Components

Taxonomy

Content Creation

Content Approval Workflow

Real-time Publishing

Blog

Live Chat

Microsite Development

ERP Integration

Social Integration

Search Engine Optimization

CDN Integration

Mobile Experience

Personalized Experience Customer Insights through Google Analytics

Campaign

Ensighten Tag Management

System

EmailCampaign

MARKETINGEnrichment

ROLLOUTS

PLATFORMENRICHMENT

Platform Evolution: Strategy Towards Integrated Digital Marketing

PROFILE Based

BEHAVIOURDriven

Cross Channel

Business Onboarding

Content & Localization

Configure & Launch

Transaction

Deep Integration

New Features


Our stories


BUSINESS CHALLENGE

o Reach out to the untapped fan base (659 M) and increase it

o Need to improve fan engagement through commerce and content

o Digital Revenue is $16 M and is dropping YoY

o Under leveraged opportunity for sponsors/partners to promote their products and services

o Limited fan insights across all geographies

HCL SOLUTION:

DIGITAL PLATFORM WITH ENRICHED USER EXPERIENCE AND ANALYTICS

o Implementing a single digital platform to do all the shopping, buying tickets & kits, checkout

dressing room stories and appearances giving omni channel experience

o Creating a solution so that fan should stay connected on the go (Mobile App)

o Enhanced web/mobile metrics and analytics for evaluation and monitoring of digital

experience

o Self service Business Intelligence and real time visualization tools

o Continuous fan engagement during pre match/match/post match and non match day

HCL Impact

One billion fans

and media

reach by 2020

Increase engagement

and improve time spent

on the site by 2x

Additional £10+ million

in digital sponsorships

opportunities

Case Study | Manchester United


Digital Lending Platform Solutions for Leading Personal Finance based in Europe

• Time Disruption From 4 hours to 3 secs

• First 30 Days18.K hits on lending platformLoan Value of PLN 1.22 Mn

• Innovative Engagement Led Approach – Loan is incidental

• Built analytics on risk assessment by taking inputs on browsing/buying


Centralized Digital Platform for Leading Healthcare Solutions Provider

• Delivered Market Place portal and Learning Portal using Sitecore technology which provides the flexibility required to grow the client base. Ultrasound portal in progress

• Deep integration with Hybris PIM to enable e-commerce • An optimized delivery model with co-development

ecosystem with customer and HCL staff working together , supported and monitored by strong governance structure.

• Reduced Manual Intervention - unified platform for partners and internal users• Enable Enterprise Search - Delivered high performance enterprise search for desktop and mobile websites• This new portal allows the end users to access product information, quote, purchase information in order to avoid manual intervention.• Increase in request generation• Enriched customer experience through web enablement of after sales services• Mobile enablement and optimization of the portal• Quick & easy roll out of localized sites and business portals with code-reuse and streamlined process

Benefits


Proactive & Global Campaigns for Europe based Large Manufacturer of Toys

• Launched 350+ local and global Campaigns

across markets

•50+ reusable presentation components

• More than 100K hits from consumers in age

group of 4-40 years

• Customer Sites Demand increased by 400%

• HCL developed campaign/sites across local markets from business operations to release

management

• Cloud based high traffic Optimized Platform

• 90 days forecasting done for campaigns across all markets

• Completely removed Manual Intervention in accessing Sales & Marketing information

• Developed automation platform to replicate the campaign environment, enabling new

campaign launch in just 6 hours


Tools & Accelerators


Accelerators

• CRM Integration• A Jumpstart kit base on CRM Connect• Lead management workflow• Re-usable components• Extensible framework

• E-Commerce Integration• Implementation base don Commerce

connect• Re-usable components

• Prebuilt community suite on top ofSitecore with features like Forums, blogs,events, article and polls.

• Single admin interface for managingcommunity

• Capture the analytics data withinSitecore

• 3rd party chat module implementation

A reference implementation based on HabitatFramework for Corporate sites , Brand Sites,Campaign Sites• Content hierarchy as per best practices• Generic components & workflows• Visual Studio project template• Project Artefact Templates• Developer guidelines• DevOps reference implementation & guidelines

This module provides capability to create forms using Sitecore WFFM module. • Automatically detects the sequence number of

current form and accordingly associates “Prev”, “Next” and “Submit” button with the page

• This functionality is made available to business user through standard WFFM interface. Does not require any extra development efforts

• Data from WFFM forms can be exported in XML format

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.digital-analytics.biz/iDashboard/presskit.html&ei=r3jsVJS9FZK3uQTBh4II&bvm=bv.86475890,d.c2E&psig=AFQjCNFN2U4DQUrOd1dK9dCpUTenyhCZqA&ust=1424869739461813


Thank you

@MacKarlekar – [email protected]@hcl.com

[email protected]

Thank you If you have any more questions please get in touch

[email protected]@hcl.com