what does full-on personalization look like and how do i get there? sitecore symposium 2014

What does full-on personalization look like …And how do I get there?

Sean Rusinko // VerndaleJill Grozalsky // Verndale

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AGENDA

1. Verndale Introduction and Company Overview

2. Market Trends: Users, Technology, & Personalization

3. Personalization Process: Best Practices & Methodology

4. So What Does Personalization Look Like?

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PART ONEWHO WE ARE AND WHY WE’RE HERE.

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WHO ARE THESE TWO?

• SVP of Strategy

• Sitecore MVP

• @seanrus

• Strategy Lead

• Sitecore Certified Marketer

• @jgrozalsky

#personalizedUX

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ABOUT VERNDALE

• Award-Winning XT Company

• Boston Headquarters, 6 global offices

• 130 FTEs; 65 Certified Sitecore Developers

• Diverse Client Portfolio

• Sitecore Partner Since 2007: 5x Sitecore MVPs / 4 Sitecore Sites-of-the-Year

OUR MARKET POSITION & EXECUTION APPROACH

Interaction, user-centereddesign, prototyping, andcreative mastery

Measurement and analyticsare essential for staying onthe front edge of marketingevolution

Platforms, system healthanalysis, testing, and deepcoding skills

Strategic Planning, Digital Marketing Campaigns (DMCs)& CXM Consulting

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PART TWOMARKET TRENDS: USERS, TECHNOLOGY, & PERSONALIZATION

PERSONALIZATION IS THE PRACTICE OF DYNAMICALLY TAILORING YOUR WEBSITE TO THE UNIQUE, IDENTIFIED NEEDS AND WANTS OF EACH INDIVIDUAL USER.

PERSONALIZATION IS THE PRACTICE OF DYNAMICALLY TAILORING THE EXPERIENCE TO THE UNIQUE, IDENTIFIED NEEDS AND WANTS OF EACH INDIVIDUAL USER.

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TYPES OF PERSONALIZATION

IMPLICIT

INFORMATION THAT IS REVEALED BY A PROSPECT’S ONLINE BEHAVIOR

Examples include:

• User path

• Goal completions

• Visit recency/frequency

• Geo-IP

• Campaign

EXPLICIT

DATA THAT IS PROVIDED INTENTIONALLY

Examples include:

• Website form

• Survey

• Email address/sign up/social login

• Native login

• CRM/Back-office identity systems

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It Used to be so Simple

+ =

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Your Customer’s Modern-day Journey

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Marketing + Technology = Happy Users

USERS TECHNOLOGY

Users expect a seamless, integrated experience that leading technology enables today.

Today’s User…

• Consumes More

• Commits Less• Demands

Efficiency • Expects It

Across Devices

Today’s Technology…

• Scales Easily• Learns About

Users• Integrates More• Adapts to

Devices

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Marketing + Technology = Happy Users

MARKETERS

USERS TECHNOLOGY

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Marketing + Technology = Happy Users

MARKETERS

USERS TECHNOLOGY

• Produce More• Progressively

Profile• Personalize

Content• Streamline the

Experience

75% of users are frustrated that content does not recognize or adapt to their interests.

1. *Janrain study

75% of users are frustrated that content does not recognize or adapt to their interests

User targeted calls-to-

action have a 42% higher view-to-submission rate than untargeted CTAs

Hubspot

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Companies Raising the Bar

Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.

Because of the tech giants, users are expecting a more tailored, end-to-end

experience across the board.

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Google

• Pioneered personalization

• Data monster: knows more about you than the NSA

• Google Now

• Keep it simple design

• “Don’t be evil”

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Amazon

• Customer-centric company

• Pioneered user reviews

• Personalization machine

• One-click buying

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LinkedIn

• Leverage human connections and endorsements to build trust

• Pioneered progressive profiling & profile completion %

• Sophisticated marketing automation

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Uber

• Bridged personal offline experience with online experience

• Increased engagement through personalized mobile interaction

• Mass consumption of data to improve business – constant iteration

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The Technology is Here!

“Today, the off-the-shelf technology exists, which enables marketers to deliver customer

experiences that rival those of the tech giants.”

-Sean Rusinko

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The Technology is Here!

“Five Years From Now, CMOs Will Spend More on IT Than CIOs Do.”

Gartner, 2012

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JUST A FEW DIGITAL MARKETING TECHNOLOGIES TO CHOOSE FROM…

What is Experience Management?

Customer Experience Platform

CMS XM

Experience Management Platforms tie together web content management (CMS) with customer intelligence to drive real-time, one-on-one engagement with users through various touchpoints and channels.

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Your Customers

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Your Customers

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ADVOCATECONVERTATTRACT

Digital Marketing Maturity

85.4%

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PART THREEPERSONALIZATION PROCESS: BEST PRACTICES & METHODOLOGY

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Assess

Understand where you are in order to

get where you want to go.

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DMS Readiness

MobileMobile

StrategicAligning business objectives with a DMS Strategy &

Roadmap

TechnicalDMS-supported code structure &

system orchestration

OperationalExecuting on the DMS

(resource planning, monitoring, reporting &

optimization

COREREQUISITE

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Strategic Readiness: XM Planning Steps

Business Objectives

WorkshopsBiz Objectives > DMS GoalsHow to Measure Value

User Segments

Audience ResearchPersonas > DMS Profile Cards & Keys

Experience Design & ContentContent Strategy & Scenario MappingModular DesignResponsive

Roadmap

Long-term growth, Short-term resultsAgile MarketingMeasurement & Optimization

Strategic Readiness: Business Objectives

Digital Goal

Marketing Objective

Strategic Objective

Strategic Theme Generate Customer Value

Grow Market Share

Generate Leads

?

Increase Quality

Build Communities of Engagement

AccuratePersonalization

?

Sticky Engagement

?

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Strategic Readiness: Segment Your Users

Segment / Persona

Demographics Psycho-graphics

Key Customer Goals/Intent

Products / Services Desired

Segment 1 • • •

Segment 2 • • • •

Segment 3 • • • •

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Strategic Readiness: XD Planning

• Understand the online and offline user path• What are the expectations?• How does the user path

influence the navigation and where you want to personalize?

• Understand the Content• Content is king• Map it out!

DEFINE

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Strategic Readiness: Map Users, Phases & Content

Segment 1Customer Journey Stages

Awareness Consideration Intent Purchase Advocate

Customer Intent

CTAs / Goals

Persuasive Content

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Strategic Readiness: Put Together a RoadmapWhere you want your digital marketing efforts to take you and how you can get there

ROADMAP

VISION

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Technology Process: SoE Planning

Up-front system and data orchestration required in order execute against the experience & campaign strategy.

PRESENTATION

ESL / BUSINESS LOGIC

3RD PARTY & BACK OFFICE

SitecoreCustomer Experience Management Platform

Content

Dig Marketing

Analytics

SERVICE LAYER

ERP CRM/IdentityData

WarehouseOther LOB

OtherTechnology

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Operational Planning

Build a team/

Assign roles

Set expectations

Build a timeline

Execute

Report and Re-evaluate

Best Practices

1. Get Your Baseline in Check

2. Plan, Plan, Plan

3. Take Your Time: Marathon vs. Sprint

4. Understand and Optimize

5. Don’t Be Creepy

6. Don’t Think Small Scale

7. Design for Experience

8. Keep Creating Content

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Get Your Base in Check

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Plan for Technology: Understand Your Implementation

Issue DescriptionRecommended

Action SeverityMaturity Model

Implications

Site uses only one template and two sublayouts

There is limited structured framework to leverage for personalization, e.g., targeting users with different features, callouts, etc.

Build more structured templates and sub layouts based on personalization and content strategy requirements Medium

Nurture - may restrict personalization

Low data sources due to limited templates

Limited data source templates requires heavy reliance on content author to choose presentation (writing HTML)

Build more structured templates that leverage different data sources Medium

Nurture - may restrict personalization

All user-generated content (social media and reviews) is IFRAMEed into the site

There is very limited DMS functionality for all third-party content

Social: TBD, Reviews: Build review functionality in a way that Sitecore can consume/host the content Medium

Align/Optimize - may restrict goal tracking/analytics and personalization across modules

• Installation

• Performance

• Source Code

• Analytics

• Database

• Security

• Site Architecture

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Dream big, but plan realistically. Digital marketing maturity is a

marathon, not a sprint.

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Understand and Optimize

• Don’t “set it and forget it”

• Set KPIs and baselines

• Monitor and schedule periodic check ups

• Understand what’s working and test it elsewhere

• Account for seasonality

• Update roadmap based on findings

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Don’t Be Creepy

JWT Intelligence Survey

Nearly two-thirds of consumers feel uneasy about the information that companies have on them.

• PLAN upfront to understand how to best use data

• PINPOINT particular scenarios to make sure efforts are subtle, yet effective

• PRIORITIZE content and map it appropriately for all scenarios

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Don’t Think Small Scale

• Think beyond your website

• Tie together all offline and online marketing efforts

• Map out omni-channel engagement plans

• Ensure consistency of messaging at each touch point

Modular design is key to supporting enhanced experiences through

dynamic content50

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GOING ON CRUISE CONTROL

Automating content creates efficiencies in the short-term but hinders your long-term

marketing flexibility

Keep Creating Content

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PART FOURSO WHAT DOES PERSONALIZATION LOOK LIKE?

Rule #1: Full-on Personalization Looks at All Channels

Rule #2: Full-on Personalization Does Not Look Completely Different

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• Personalization of partner logo and phone number

• Drive more conversions through partner-tailored form for more accurate data

• Tailor experience for partners

• Track performance of campaigns and partner programs through tagging and performance of personalized content

OVERVIEW

MMI is the largest nonprofit, full-service credit counseling agency in the US.

MMIMMI: TARGET AND TRACK

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• Fixing offline unbalanced call load through personalization based on referring URL

• Decreased bounce rate from landing page

• Accurate tracking and partnership evaluation

HIGHLIGHTS

MMI

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• Replatforming site onto Sitecore

• Integrating Active Commerce for eCommerce

• Distinct parent and teacher persona groups with unique needs

• Goal: increase conversions across user groups through tailored, personalized marketing

OVERVIEW

Carson-Dellosa is a publisher of parent and teacher supplies including education materials, classroom decorations, common core supplies and more.

Carson-DellosaCARSON-DELLOSA

Carson-Dellosa: Process

Define

Business objectives

User journey

Segmentsthrough research

Understand

Engagement value identification and scoring

Campaign identification

Plan

Personalization planning

Goal and persona matrix

Campaign tailoring

Map

Map content to the user journey

Tag site content

Engagement plans

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Carson Dellosa: XD Process

Drivers for Responsive:

• Similar user intent across devices

• Base content & feature set across breakpoints

• One codebase for development & management

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Carson-Dellosa: User Segments Process

MAPPING

Personas XM Profile Cards & Radar Diagrams

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Carson-Dellosa: User Segments Process

Defining primary audience groups

What are the stages in the user journey?

Determining content types to get a clear picture of visitor

interests

Use Parent personas to match content

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Carson-Dellosa

• Implementation of 20+ goals for value per visit tracking

• Personalized enabled areas for “You May Also Like” Content to help increase total sales

• Campaign integration through Silver Pop and PPC to serve consistent content shown off site

• Engagement plans based on personas (parent/teacher)

• Content categorization for buying cycle, target groups, and parent personas

HIGHLIGHTS

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Carson-Dellosa

• 85% increase in cart-page views*

• Average 1.5 point increase in value per visit in 1 month

• User segmentation based on click-throughs

• Presentation of dynamic content based on identification of parent and level of commitment (parent 1, parent 2, parent 3, in engagement plan)

RESULTS

*August 2014 vs August 2013

THE AVEDIS ZILDJIAN COMPANY

• Premier cymbal maker since 1623

• Extremely loyal fan base

• Fans from Europe to Asia

• Fans consist of orchestral percussionists, students & educators, and your everyday drummers

• Digital is the highest ROI channel in their marketing mix

Business Issues Impacting Digital Marketing

Digital Marketing

Intelligence & Execution

De-centralized Marketing

“Bad” User Data

‘Blast’ Email Marketing

Large % of Inactive Site Registrants

CMS, Email, CRM, and Analytics managed in separated location/platforms

My Account Registration not collecting marketable user data

Email Marketing largely executed in blasts resulting in non-personalized, non-targeted messaging

Large portion of users who haven't logged into My Account in months

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FROM IDEA TO EXPERIENCE.

Collaborative Process

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KPI Identification Process

Strategic Themes

DMS Goals

Supporting Marketing

Activity

Business Objective

Re-engage inactive users

Improved Forms

Form completion

Product Purchase

SoundLab

Cymbal Demos

AwarenessExpand Global Reach

Tap Existing Customers

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1 pts

5 pts

100 pts

50 pts

KPI Identification and Scoring

Updated Z-Club Member form to reduce

the amount of information users have to provide in order to

register.

OLD FORM NEW FORM

Form: Before & After

Email: Before & After

More manageable,

modular template with

specific call-to-action.

1. Automate flows to reduce marketing administration

2. Focus on “inactive users”

3. Place users into a drip campaign focused on getting them to register

4. Personalize communication through targeted lists and personalized content modules

Engagement Plan Strategy

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• 300% increase in Zclub registrations

• 47% increase in traffic

• Average time on site: 4 Minutes+

• Primary source of all conversions

• Bounce rates below 20%

Highlights:

STATISTICS & CONVERSIONS

ZILDJIAN SOUND LAB

ADVOCATECONVERTATTRACT

INITIATERADIATE

ALIGN OPTIMIZE NURTURE ENGAGELIFETIME

CUSTOMERS

Technical Readiness

DMS Phase One

SEO & CRO SoundLab DMS

Phase Two

• Modularity• Page Editor• Systems

• EA• Rules

Personalization• Testing

• On-Page Optimization

• New Form Registration

• Interactive Experience

• Increased Engagement

• Implicit Capture

• Automation & Email

Zildjian’s Path to Lifelong Customers

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Personalization Next Steps

ASSESS: Determine your readiness – where you are and where you want to go

DEFINE: Understand and document your goals, users, site, opportunities, systems, etc.

ROADMAP: Define the short-term and long-term

BUILD: Build the Experience, Train Your Team (Co-development)

AUTOMATE: Automate with the DMS, Use data to optimize

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THANK YOU!

Q & A