destination dollywood! optimizing the digital experience

Optimizing the Digital ExperienceHow Herschend Family Entertainment uses data and context to engage and excite

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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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Jennifer GormanDigital Media Manager, Dollywood

Introduction

Bryan HardmanDirector, Digital Marketing, Herschend Family Entertainment

Martin EnglishConsultant and Sitecore MVP, Arke Systems


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Herschend Family Entertainment Overview


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Dollywood Overview

Situation Analysis

How Sitecore is helping to address challenges with connecting the guest journey across disparate systems


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• No ability to test what image/message/CTA converts the best

• No ability to communicate relevant messages

• Siloed CRM Data

• Separate eCommerce Platforms

Dollywood.com Situation Analysis

• Execute A/B and Multi-Variate testing

• Personalize content based on campaign, geo-location, etc.

• Leverage CRM data

• Track conversion across platforms

Challenges Objectives


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Track visitors across multiple sites Track experiences when converting on business activities – goals and events

Connecting the intelligence across touchpoints


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Current Structure

Optimizing Campaign MessagesDetermine which Call to Action drives the highest conversion


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Results for 2016 Season Pass Campaign

?Purchase Today Before

The Offer Ends

3rd Place

Prices Go Up Soon!

4th PlaceThis variant was trailing behind

with conversion rate

18.37% below next closest

Variant

Offer Ends Jan 3!

2nd Place

Prices Go Up After Jan 3!

WinnerPerforms 21.43% better than

Variant A & 9.76% better than

Variant B


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2016 Season Pass Campaign - Post Optimization


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Dollywood’s DreamMore Resort & Spa

Original Variant (A)

Has DreamMore Resort logo on the right side.

Test Variant 1 (B)

3rd Night Free promotion (no logo)

Test Variant 2 (C)

Guest Privileges promotion (no logo)

Test Variant 3 (D)

Skip the Lines promotion (no logo)


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Dollywood.com End of Summer Ticket Offer

Personalization

Deliver the most relevant offers to visitors to Dollywood.com


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Geo Personalization


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Season Passholder Personalization

Analytics Insights

How we optimize based on our Business Objectives


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Visitor Profiles


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How we evaluate content and where to optimize

Page Visits

DW Home Page 105,309

themepark 33,233

buy-tickets 42,344

AllRidesMob 31,431

Calendar 39,152

waterpark 23,506

Season-Passes 24,299

Tickets 26,270

Rides 23,639

Special-Offers 20,664

Top10 Pages

Page Visits Value per Visit

DW Home Page 105,309 0.67

buy-tickets 42,344 1.70

Calendar 39,152 0.27

themepark 33,233 0.43

AllRidesMob 31,431 0.00

Tickets 26,270 1.07

Season-Passes 24,299 1.18

Rides 23,639 0.27

waterpark 23,506 0.69

Special-Offers 20,664 1.21

with Value

Page Value per Visit

buy-tickets 1.70

Special-Offers 1.21

Season-Passes 1.18

Tickets 1.07

waterpark 0.69

DW Home Page 0.67

themepark 0.43

Calendar 0.27

Rides 0.27

AllRidesMob 0.00

Pages that drives value


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Path Analyzer


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Path Analyzer

Configuration andData FlowUsing Federated Experience Manager to create seamless, relevant content and analysis.


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Configuration – Architecture

<script src=“//www.dollywood.com/bundle/beacon”></script>

FXM

Future State


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Configuration – Federated Experience Manager

• Track visitor’s journey from Sitecore site to external sites

• Trigger goals on pages within purchase path

• Key for Dollywood – A/B Testing to determine what content drives most conversions

• Conversion on external site

Click to DW Purchase FunnelStep 1 - Select Products Step 2 – Added to cart


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• Responsive – Mobile specific goals

• Mobile content that drives most conversions

Mobile Click to DMR Purchase Funnel Step 1 - Select Products


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• Funnel Explorer Module – Alex Shyba

• Trigger goals at each step within the purchase path to build funnel

Step 1 - Select Products

Step 2 – Added to cart


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Record Units and Total Amount from Purchase

Complete Booking

FXM JavaScript API


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Exploring the funnelNode size = valueThickness of the line = number visitsGreen = most efficient path

What’s Next?

Using CRM integration and previous visit data to leverage what we already know about our guests.


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Configuration – Primary Objectives

Explicit Experience Personalization

Relevant content on any Dollywood website changed based on what we already know about the visitor. Show visitor we care about who they are and value their business.

• Have children

• Household income

• Season Pass Expiration

• Previous Purchase

• Market Segment

• Location


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Configuration – Primary Objectives

Help Dollywood Marketers

Send key visit information to CRM

• Date of last web visit

• Goals triggered


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Configuration – CRM Integration

• We want to turn anonymous contact into known contact. Why?

• We want to show visitors that we care about the relationship

• Show relevant content around key things we know about them


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Configuration – CRM Integration: ExperienceSync


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Sync CRM contact and xDB Contact

• CRM ID = 123456

• Has children

• Household income = $410,000

• Season Pass Expiration =

04/15/2017

• Previous Purchase = 02/09/2016

• Segment = Family Fun

• Location = 30326

CRM


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Explicit Personalization – we want to show Lars relevant content and guide him to buy Season Passes for the whole family!

After Symposium . . .

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• Identify Goals

• Create a test plan that prioritizes basedon critical KPIs

• Connect inbound channels to relevant content

• Change and improve basedon learnings


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Thanks & Come Visit!

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved. Sitecore®

and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All

other brand and product names are the property of their respective owners.

destination dollywood! optimizing the digital experience

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