what can be measured can be improved: sitecore edition...#sitecoresym 6 2-3 years ago…. “we have...

#SitecoreSYM#SitecoreSYM

What can be measured can be improved: Sitecore Edition

© 2001-2017 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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Presented by:Amanda Shiga

https://sitecoresymposium2017.smarteventscloud.com/exhibitor/login.do


#SitecoreSYM

Speaker: Amanda Shiga

• VP Marketing Science @ Valtech (Toronto)

• Measuring, optimizing and personalizing the digital experience

• Sitecore Technology MVP since 2012

http://www.sitecoremachinelearning.com

http://www.personalizationprofessionals.org

http://www.amandashiga.com


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http://www.sitecoremachinelearning.com/

http://www.personalizationprofessionals.org/

http://www.amandashiga.com/

#SitecoreSYM

MARKETING SCIENCE

Optimize, measure, track and improve the digital

experience on Sitecore

Designed dozens of Sitecore Optimization Roadmaps

What have we learned?


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“What gets measured gets improved”

- Peter Drucker

“A problem well stated is a problem half solved”

- Charles Kettering

“Measure what matters and make better decisions”

- Douglas W. Hubbard

A philosophy of measurement



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How many have a live website running on Sitecore?

How many are running a personalization and testing program?

Anyone brand new to Sitecore’s marketing features?

Where are you at?



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2-3 years ago…. “we have very limited budget / time / mindspace”

More recently…. “we have personalization ideas coming from all directions, but we don’t know how to harness the enthusiasm into an effective program”

“…and we still have very limited budget / time / mindspace”

Where are you at?



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1. Sitecore XP offers digital marketers a broad palette of tactics

2. Tactics vary dramatically in their time to value

3. Tactics vary in which business problems they solve

4. Your current analytics are valuable for an effective roadmap

5. Setting up a campaign is simple; knowing if you’re winning or losing is hard

A few truths



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The Sitecore XP Palette


Assess Visitor EngagementNot all visitors are equal – score them differently

Visitor ProfilesPut visitors in their place

A|B and Multivariate TestingFind out what works

Rules-based Implicit PersonalizationTarget content based on geography, organization…

Persona- or Profile-based Implicit PersonalizationTarget specific content to specific personas

Explicit PersonalizationTarget content based based on data in your CRM

Engagement PlansAutomate marketing post initial contact

Lead ScoringRate a lead based on behaviour

Sales EnablementProvide sales with insight

Visit Level AnalyticsInsight into individual prospects


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Optimization Roadmap

SEO Experiment

Personalization Experiment

AB Test Experiment

Optimization roadmap



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- Could be driven by content strategy

- Could seek to improve the performance of one campaign

- Could focus on lifting one audience segment

- Could focus on improving landing page performance

- Could be limited to just one area of the website where traffic is sufficient

How do I optimize thee? Let me count the ways…



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A simple three steps


Business objective Data Enrichment Experiment Roadmap

Align to

established goals

Capture a full

behavioral

footprint

Every tactic as

a structured

experiment


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Step One



Align to

established goals

Capture a full

behavioral

footprint

Every tactic as

a structured

experiment


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A bit too vague: “We should personalize the homepage depending on what country someone is coming from.”

Better: “Our business objective this quarter is to drive more applications to our part-time programs. What characterizes the audience segments to which we must target and where do they live?”

Step One Makeover



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- A travel & tourism organization:- We must lift website-generated revenue by $[x] in the next calendar year

- We must reduce operational costs by [x] hours for these [y] marketing tasks

- An insurance provider: - We’re spending $[x]/month on this AdWords campaign and we need to see an

increase in landing page conversion

- A professional membership organization: - We must increase student enrollment for a specific designation

- A university: - We have a business mandate to increase enrollment for our part-time programs

This type of framing makes your life easier



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- A university:

- Increase applications from qualified prospective students to both graduate and undergraduate programs

- Drive traffic to top areas of strategic importance (ie the graduate school)

- A non-profit organization:

- We’ve selected one specific revenue stream (ecommerce product) to redesign and optimize by a certain date

- A professional membership organization:

- Build on the influence of [organization] as a thought leader and voice of the profession

This type of framing makes your life easier



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Step Two



Align to

established goals

Capture a full

behavioral

footprint

Every tactic as

a structured

experiment


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The Business Value of Sitecore Analytics


xDB Data

Enrichment


#SitecoreSYM

1.

research

3.

browse

4.

find

An intelligence & personalization engine

2.

discover

5.

convert

The Behavioral System of Record

6.

post purchase


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• Content profiling

• Campaign tracking

• Page events

• Engagement value• A|B testing – helps us understand the impact

• Personalization – ditto

• Path Analyzer – helps us segment to deeper insight

• Sitecore Analytics – drives value per visit reporting

Data Enrichment in Sitecore



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100

75

50

20

10

5

Legend:

Page View

Non-PV, Click Action

Read Blog Post

Visit Product Page

Read Testimonials

View Event Details

Submit Contact Us Form

Read FAQs


#SitecoreSYM

100

75

60

50

35

20

15

10

5

Read Blog Post

Visit Product Page

Read Testimonials

View Event Details

Read FAQs

Watch Video

Scroll to article end

Open Event Lightbox

Legend:

Page View

Non-PV, Click Action

Submit Contact Us Form


#SitecoreSYM

1 - Research


#SitecoreSYM

2 - Discover

○ Channel: AdWords

○ Campaign: Widget Safety

○ City: Toronto

○ Country: CA

1 - Research


#SitecoreSYM

2 - Discover (con’t)



○ City: Toronto

○ Country: CA

DemandBase/Kickfire

○ IP Address: 100.100.100.100

○ Company Name: Acme Engineering

○ Industry: Widgets

1 - Research 2 - Discover


#SitecoreSYM



○ City: Toronto

○ Country: CA

○ Engagement Value: 50

○ Pattern Match: Plant Manager

○ Interest Profile Key: Widget Safety

○ Goal: Watched Virtual Tour

3 - Browse & Search

1 - Research1 - Research 2 - Discover 2 – Discover

(con’t)


#SitecoreSYM



○ City: Toronto

○ Country: CA





○ Goal: Download specification sheet

○ Name: Angela Smith

○ Email: [email protected]

○ Goal: Clickthrough from automated email

○ Search term: “BPA free”

○ Products viewed: [ProductA, ProductB]

4 - Find


(con’t)

3 – Browse

and Search


#SitecoreSYM



○ City: Toronto

○ Country: CA











○ Goal: Request a Quote

○ Product Taxonomy: “[x], [y], [z]”

5 - Convert


(con’t)

3 – Browse

and Search

4 – Find


#SitecoreSYM



○ City: Toronto

○ Country: CA











○ Goal: Request a Quote

○ Product Taxonomy: “[x], [y], [z]”

○ Purchase: AAABBB-C88

6 - Post Purchase


(con’t)

3 – Browse

and Search

4 – Find 5 – Content


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Rotman School of Management (University of Toronto)

The Business Value of Sitecore Analytics


Early personalization

(2013)

Sitecore Data Enrichment

Machine learning pilot

part 1

(2016)

Machine learning pilot

part 2

(2017)

GeoIP/ Visit

Number

Engagement

value/

Profiling

Predictive

modelSegment

discovery


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Personas 2016



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Personas 2016



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Personas 2017



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Personas 2017



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Step Three



Align to

established goals

Capture a full

behavioral

footprint

Every tactic as

a structured

experiment


#SitecoreSYM 35

The discipline of the scientific method


Experimental

thinking


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How do you measure whether an A|B test is making a difference?

Good questions



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How do you measure whether personalization is making a difference?

Good questions



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Anatomy of an experiment


Business Context

This organization wants to

increase tour purchases on

their website and improve

their mobile experience

Benchmark Values

When reviewing their

analytics, it was revealed that

mobile users had a 68%

bounce rate, and a low page

value score (0.06) compared

to desktop users

Hypothesis

Over 70% of traffic to the

[Landing Page] comes from

organic searches like “top

things to see in [region]”.

When a user lands on this

page, the list of attractions is

hidden under lengthy text.

This does not align with the

user expectations.

When a user visits from their

mobile device, swap the

location of the copy with the

list of attractions to implore

users to stay on page and

complete transactions.

Prerequisites

Move copy to bottom of attractions list

No creative requiredNo copywriting requiredNo development required

Metrics

Bounce rate(Google Analytics)

Trailing Engagement Value (Sitecore Analytics)


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Building a backlog



#SitecoreSYM © 2001-2017 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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#SitecoreSYM 43

Forcing alignment to a business goal ensures that you are choosing valuable experiments that impact the business

A living backlog and trace of ongoing team discussion

Instilling ownership is the key to success

An easily trackable process that embeds into development methodology

Ensures transparency and easy-to-understand next steps

Over time, patterns will emerge as to which experiments were most effective

The benefits we’ve found



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Personalization experiment sub-types


Network21%

Visit #10%

Persona14%

Date7%

Geo IP21%

Device7%

Campaign10%

Goal-Based10%

Network

Visit #

Persona

Date

Geo IP

Device

Campaign

Goal-Based


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Bonus points: Measuring an entire program


Predicted

engagement

lift

Predicted

revenue lift

(Sitecore

Outcomes)


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If you’re feeling overwhelmed by getting started with an optimization program on Sitecore: Clarify your business objective

Collect great data

Insist on a structured experiment roadmap

Embrace an operational rhythm of continuous optimization

This discipline will help you harness chaos into a disciplined program and the ability to see immediate changes to measurements

Points to remember



#SitecoreSYM

Let’s chat!

@amandashiga

[email protected]

www.amandashiga.com


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mailto:[email protected]

http://www.amandashiga.com/

#SitecoreSYM

FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2017 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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what can be measured can be improved: sitecore edition...#sitecoresym 6 2-3 years ago…. “we have...

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