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How to get more customer insights than ever Closer to the self-optimizing digital journey with Sitecore 9

A m a n d a S h i g a

amanda.shiga@valtech.com

V P M a r k e t i n g S c i e n c e

R o b e r t O h

robert.oh@valtech.com

D i g i t a l S t r a t e g i s t

B l a i r R o e b u c k

blair.roebuck@valtech.com

M a r k e t i n g A n a l y s t

Your presenters

MARKETING SCIENCE PRACTICE

Optimize, measure, track and improve the digital

experience on Sitecore

We design and implement Sitecore Data and Optimization

Strategy

We help you get more business value from your Sitecore

investment

We are a global digital agency focused on

business transformationFounded in 1993 Valtech now has 2,300+ people

with diverse skill sets across 30+ offices in 16 countries.

Completed more than 1000

successful projects

implemented on Sitecore

1000+ 220+More than 220 certified Sitecore

developers, consultants and

architects throughout Valtech’s

global offices

Platinum Sitecore

partner since

2005

Member of Partner

Advisory Council

Numerous awards

for our work

Gold and Silver

Microsoft

partners across

the world

Valtech has 11 developers who

have attained the prestigious

Sitecore Most Valued

Professional award (MVP)

11Valtech has been working with

Sitecore for over 15 years

15+

Global Platinum Partner - SitecoreValtech Overview

Recent Sitecore Launches:

Why Upgrade to Sitecore 9?

A Tale of Evolution

From competing on User Experience, then on Journey

… to competing on Data and Insights

Source: Georgian Partners

9

where are platforms investing?

+ capture of increasingly valuable omni-channel behaviour

+ application of machine learning to automate tasks and uncover deeper insights

+ innovate to compete and disrupt

3/20/2018 10

Back on familiar ground:

Our client case study

The business context

• Professional membership association (200,000+)

• Seeking to continually increase brand value and offer deeper value to the professional community

• Online revenue from publications, subscriptions, courses, educational materials

• Recently revised and re-issued fresh corporate objectives

12

KPI Framework Data Enrichment & Collection Lead Generation &

Nurturing

Optimization &

Personalization

Understanding impact

Aligned to

business

objectives

Capturing a full

behavioral

footprint and

tagging plan

Engaging

audience with

impactful content,

smoothing path to

conversion

Tactic backlog of

structured, data-

driven

experiments

Have my

optimizations

improved

performance?

Why invest in a Sitecore data foundation?

“What gets measured gets improved”

1 - Research

2 - Discover

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

1 - Research

2 - Discover (con’t)

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

1 - Research 2 - Discover

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

○ Engagement Value: 50

○ Pattern Match: Mid-Career Professional

○ Interest Profile Key: Advanced Designation

○ Goal: Watched Promotional Video

3 - Browse & Search

1 - Research1 - Research 2 - Discover 2 – Discover

(con’t)

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

○ Engagement Value: 175

○ Pattern Match: Mid-Career Professional

○ Interest Profile Key: Advanced Designation

○ Goal: Watched Promotional Video

○ Goal: Download course syllabus

○ Name: Angela Smith

○ Email: asmith@company.org

○ Goal: Clickthrough from automated email

○ Search term: “Designation ABC”

4 - Find

1 - Research1 - Research 2 - Discover 2 – Discover

(con’t)

3 – Browse

and Search

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

○ Engagement Value: 275

○ Pattern Match: Mid-Career Professional

○ Interest Profile Key: Advanced Designation

○ Goal: Watched Promotional Video

○ Goal: Download course syllabus

○ Name: Angela Smith

○ Email: asmith@company.org

○ Goal: Clickthrough from automated email

○ Search term: “Designation ABC”

○ Conversion Goal: Course Purchase

5 - Convert

1 - Research1 - Research 2 - Discover 2 – Discover

(con’t)

3 – Browse

and Search

4 – Find

○ Channel: AdWords

○ Campaign: Membership Drive

○ City: Toronto

○ Country: CA

○ Engagement Value: 400

○ Pattern Match: Mid-Career Professional

○ Interest Profile Key: Widget Safety

○ Goal: Watched Promotional Video

○ Goal: Download specification sheet

○ Name: Angela Smith

○ Email: asmith@company.org

○ Goal: Clickthrough from automated email

○ Search term: “Designation ABC”

○ Conversion Goal: Course Purchase

○ Product Taxonomy: “[x], [y], [z]”

○ Purchase: AAABBB-C88

6 - Post Purchase

1 - Research1 - Research 2 - Discover 2 – Discover

(con’t)

3 – Browse

and Search

4 – Find 5 – Content

Our client’s story … continued

KPI Measurement Framework Maximizing use of Sitecore metrics 20 KPIs and tagging detail

3/20/2018 22

From knowing whether a personalization rule has impact…

3/20/2018 23

…to understanding the 50,000 foot view…

3/20/2018 24

…to building predictive models. Think data first!

Driving more value with Sitecore 9

25

3/20/2018 26

Possibilities of Sitecore 9

27

Business Objective

Increase membership signups

by 10% in 2018

Marketing Strategy

- Align channel experiences

to customer intents

- Streamline the signup

process

KPI

- Members signups

- Signup conversion rate

Segment

- Channel

- Persona

- Engagement goal

Measurement Framework

28

Marketing Automation

3/20/2018 29

Mirror the Customer Decision-Making Journey in Marketing Automation

What are the key touch points in the users journey? What are the micro goals? How does this impact their next steps?

3/20/2018 30

Ensures continual engagement & loyalty

3/20/2018 31

32

Business Objective

Increase membership signups

by 10% in 2018

Marketing Strategy

- Align channel experiences

to customer intents

- Streamline the signup

process

KPI

- Members signups

- Signup conversion rate

Segment

- Channel

- Persona

- Engagement goal

Measurement Framework

33

Forms

3/20/2018 34

Sitecore Forms

3/20/2018 35

Multi-page Forms

3/20/2018 36

Forms For Customer Feedback

Ratings Net Promoter Score

3/20/2018 37

Insights

Form Performance Field Performance

38

XConnect

39

xC

on

nec

t

Sit

eco

reC

on

nec

t fo

r

Sa

lesf

orc

e

xC

on

nec

t C

lien

t A

PI

xC

on

nec

t C

lien

t A

PI

Web

ReportingxDB

40

Marketing

AutomationForms XConnect

Sitecore 9 Analytics

41

Data Enrichment

43

Business Objective

Increase membership signups

by 10% in 2018

Marketing Strategy

- Align channel experiences

to customer intents

- Streamline the signup

process

KPI

- Members signups

- Signup conversion rate

Segment

- Channel

- Persona

- Engagement Goal

Measurement Framework

3/20/201844

Tagging The Journey

Persona Chris Micro-conversions

Campaigns

Member signup

Persona

Erica

Persona

Blake

Read Article Watch Video Comparison Tool

Persona Enrichment

Various web personas

Goal and Outcome Enrichment

Micro and Macro conversions

Campaign Enrichment

Campaigns that drive site visitors

3 Key Areas Of Enrichment

3/20/2018 46

Should I Tag Sitecore If I Already Tagged Google Analytics?

Absolutely!

1. Tagging enables marketers to personalize audience

experiences in real-time (Marketing Automation,

Personalization)

2. Enable rich segment and behavioural analysis using

Experience Analytics (Custom Segments) and Path

Analyzer

3. Provides Cortex additional business context to make

recommendations and optimizations that are

meaningful to your business

3/20/2018 47

Extending Google Analytics With Sitecore Data

Secondary Dimension Custom Audience

- Persona

- Campaign

- Engagement Value

Sitecore Reporting Tools

49

xDB

Experience Analytics

Path Analyzer

Reports that allow analyst to understand at a high-level

the audiences, channels, campaigns that are driving the

most/least business value.

Custom reports can be created based on required segments

Reports that allow analyst to dig deeper into audience

behaviours to understand the most/least valuable paths to

help optimize campaigns and on-site experiences.

Path Analyzer

Visits

Value

Path Analysis

Low number of visitors, producing high value/visit

Analyze: Audience Characteristics and Intent, and Suboptimized Paths

High number of visitors, producing high value per visit

Analyze: Channels, Audience Characteristics and Intent

High number of visitors, producing low value per visit

Analyze: Channel, Audience Intent, and Content

Low number of visitors, producing low value/visit

Analyze: Audience Intent, Business Value, and Content

Outcome Map

3/20/2018 53

Analytics summary and recap

Marketing Goal:

Recommend:

Enrich your data with business relevant context (i.e. Persona, Engagement Goals and Outcomes,

Campaigns, etc.)

Utilize a behavioural tool like path analyzer to understand the various paths and optimize your audience

experience accordingly

Increase conversion

Increase campaign ROI &

Lower Cost Per AcquisitionAnd / Or

xConnect and Cortex

3/20/2018 54

xConnect: making it easy to work with xDB data

+ Build applications to read, write or

search xDB data making it easy to

retrieve and consume analytics

data in an easy and flexible way

+ Sample applications

+ CRM integration

+ Data warehouse

+ Predictive modeling

3/20/2018 56

How organizations can leverage xConnect

Pulling CRM data

into Sitecore for

segmentation and

personalization

Capturing

physical/IoT data

such as in-store

beacon tracking

Simplified export

to data

warehouse

Applications of

data science for

greater insight

Sitecore Cortex: “Your own data scientist inside Sitecore’

+ Embedded machine learning

+ Coming with version 9.1

3/20/2018 58

The promise of machine learning for marketing

… or why is everyone putting machine learning in their software?

+ Machine learning lets us replace human judgement with prediction

+ What do computers do better than humans? Learning from and finding patterns within large datasets to make “good enough” predictions

+ (What do humans do better than computers? Creative applications of ML!)

+ Tedious, data-crunching processes that exist – in marketing, or in any discipline – are candidates for automation with machine learning

+ A classic marketing example:

+ The automation of image tagging via image recognition techniques

+ Instead of a human looking at each image and tagging “flower” or “car”, a computer could do that, and get smarter about it

3/20/2018 59

So what is Cortex?

+ Cortex is the machine learning module inside Sitecore 9

+ Seeks to take good advantage of the wealth of data collected by the xDB (facilitated of course

by xConnect!), directly within the product

+ Places in the content authoring and marketing workflows where tasks can be automated – and made

more intelligent – with machine learning and rich behavioural data

+ Makes it easy to embed machine learning models into these tasks

3/20/2018 60

How an organization could leverage Cortex:

+ Probabilistic scoring on a Sitecore Contact’s likelihood to convert/purchase

+ How could this make our lives easier? To personalize on a score threshold, to segment “hot leads” from other contacts.

+ Segment/Audience discovery

+ How could this make our lives easier? To understand unknown clusters of visitor behaviour that may be worth targeting.

+ Consider this a complementary opposite to persona tagging and pattern matching.

+ Automated personalization

+ How could this make our lives easier? Instead of marketers manually configuring specific personalization rules and variants on the website, Cortex could find the best spots and serve content automatically targeted to individual visitors.

3/20/2018 61

Getting ready for Cortex

+ To be ready to capitalize on Cortex:

+ Business/marketing stakeholder who understands marketing objectives, audience segments

and KPIs for the organization

+ Sitecore analyst who understands Sitecore architecture, data and optimization tools such as

personalization (“power user”)

+ To build your own models in Cortex:

+ Sitecore developer who understands the pipelines and solution architecture

+ Data scientist with R programming expertise and ability to calibrate models for best

performance

Marketing

New and improved Forms and

Automation

Data

Introducing xConnect and

Cortex

Cloud

Reduce IT costs and simplify deployments with Azure PaaS. Search and xDB on Azure/SQL

Privacy

Improved support for compliance with GDPR and data privacy such as “right to be forgotten”

Ecommerce

Rebuilt as an all-in-one commerce + content solution taking full advantage of marketing features

Developer Goodies

Enhancements such as JavascriptSitecore Services (JSS) that allow a headless model

3/20/2018 63

Helpful resources

+ More details about Sitecore 9 and the upgrade process: Upgrading to Sitecore 9

+ Valtech’s Sitecore machine learning pilot:

+ Building a predictive model with the xDB to determine which behaviours strongly influence

conversion and engagement

+ More Sitecore machine learning examples from community:

+ www.sitecoremachinelearning.com

A m a n d a S h i g a

amanda.shiga@valtech.com

V P M a r k e t i n g S c i e n c e

R o b e r t O h

robert.oh@valtech.com

D i g i t a l S t r a t e g i s t

B l a i r R o e b u c k

blair.roebuck@valtech.com

M a r k e t i n g A n a l y s t

Reach out with any questions! We can help.

thank you