sitecore experience days - eating our own dogfood
TRANSCRIPT
How Sitecore 8’s personalization features
made us eat our own dogfood
We are The Reference
Cobbler’s kids, etc. so it’s time for a new website goddammit.
The setting
We are The Reference
Cobbler’s kids, etc. so it’s time for a new website goddammit.
The setting
“It’s just a website”
Further deepen knowledge of Sitecore 8
Improve on current situation by using S8 features:
More power in the hands of the marketeers
Personalization
Website project goals
Personalization
“It’s just a website.” with a dash of personalization
added to it
Perform our usual website building magic
The journey towards the launch
as we imagined it
Prepare forand implementpersonalization
Personalization
Relevance is simply the noun form of
the adjective "relevant," which means
"important to the matter at hand."
What is important for our customer?
What is our customer’s matter at hand?
Relevance:
EasyEasy
Easy
Easy
EasyEasyEasy
Easy
Easy
Easy
Easy
Easy
Easy
Easy
It’s not that we don’t know...
… it’s that we have to get everyone on the same page so that there’s minimal need for oversight/management/procedures.
Fact is:
It’s not that we don’t know…
… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.
Fact is:Which is what our clients
struggle with too.
It’s not that we don’t know…
… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.
Fact is:Which is what our clients
struggle with too.
Which is what we help our clients with
e-ver-y day.
It’s not that we don’t know…
… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.
Fact is:Which is what our clients
struggle with too.
Which is what we help our clients with
every day.
And yet we thought we knew better. You know, it’s just a website.
It’s not that we don’t know…
… it’s that we have to get everyone on the same page so that there’s minimal needfor oversight/management/procedures.
Fact is:Which is what our clients
struggle with too.
Which is what we help our clients with
every day.
And yet we thought we knew better. You know, it’s just a website.
It’s not that we don’t know…
… it’s that we have to get everyone on the same page so that they can make this a success without needingoversight/management/instructions.
So…
Who is everyone
Business analyst (KPI’s, goals, …)
Information architect, interaction designer, functional specs designer
Visual designer
Functional analystsTechnical architect and analysts
Developers
Testers
Online marketeers (copy guidelines, dashboarding, SEF, …)
Content producers
Who is this “everyone”?
Implementation Exploitation
Business consultants for continuous optimization re business goals and changing contexts
Implemenation team for continuous improvement
Online marketeers for tactical operations and hard data reporting
Content marketeers feeding the engine
BUT ABOVE ALL: THE REST OF THE COMPANY (sales, operations, C-level, …)
Who is this “everyone”?
Everyone.
Getting everyone on the same page
Things we need to clear out first
Search online Google
Hungry, don’t want to cook, home alone pizza.be
Need running shoes Nike
Improve career Vlerick
… The Reference
“The matter at hand”
Strike the right balance betweenrelevance anddistinctiveness forour target customers
Things we need to clear out first
Define what we want to personalize for
Business goals
Marketing objectives
Engagement goals
(and not the other way around)
Increase market share
20% must be decisiontaker
Increase sign-up forwhitepapers andcollect DMU & role
Features & functionalities
For content and its promotion;
For delivering relevance;
For continuous improvement;
For configuring the experience management tools (S8)
We now have a blueprint
Continuous optimization
Perform our usual website building magic
The real journey
Define the digital value proposition
Touchpoint mapping Touchpoint journeys Experience design
Content marketing
Sales / Account Management / Marketing / HR / Operations / C-level
Goals & KPI’s (incl. personalization)
The “shiny new toy”-trap is STRONG;
Even if you are conscious of it, you can willstill fall victim to it.
What did we learn?
Even if we’re doing this every day, we shouldn’t think we “just know” how to do it.
We know perfectly well how to use the tools, but we need to take the time toexplicitly define what to use them for.
What did we learn?
Sitecore facilitates and enables us in reaching our goals; i.e. no technologicalrestrictions to our business endeavours.
What did we see validated?
