digital pulse summit - a report from the front lines of cem - randy woods, non-linear creations
TRANSCRIPT
Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
Today’s Agenda
• Introductions and Level-set Questions
• The Changing World of Customer Experience Management
• Barriers to Customer Experience Management
• Case Study: Rotman School of Management, University of Toronto
• Concluding Thoughts, Questions and Answers
Introductions and Questions
Randy Woods• President, Nonlinear Creations
• Helping organizations figure out what to do about this thing called the internet since 1995
• 16 years experience with data-driven online marketing tactics
• Past 4 years, has lead Nonlinear’s engagement with Sitecore Digital Marketing System
• @randywoods
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Level-Set Questions
By show of hands, how many of you:
1. Have executed A|B or multivariate testing initiatives on any platform?
2. Are responsible for the business outcomes for your website?
3. Are making use of Marketing Automation technologies?
4. Personalize content on your website for anonymous visitors?
A Short Introduction to the DMS
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The Shift from Ability to Outcomes
8
A Shift in PowerGoogle Trends – “Content Marketing” and “A/B Testing”
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The Key Point
Something fundamental is shifting in the relationship between marketer and marketee
The power has shifted to the victims recipients of marketing activities
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Marketing Infrastructure and Approach Needs to Change
• Forrester Research – “WCM for Digital Customer Experiences”
• Gartner Group – “CRM Multichannel Campaign Management” + “Web Content Management”
• Digital Clarity Group – “Web Content and Customer Experience Management”
The Palette of Tactics Available
Customer Experience Management Capabilities in Sitecore DMS• Assess Visitor Engagement
Not 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
• Mobile, Social Integration…….
Sitecore DMS CapabilitiesTactics for the New World of Marketing
• 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
• Mobile, Social Integration…….
Time to Impact / Return on Investment
Short Time to Impact• Rules-based implicit
personalization• A|B testing• Engagement plans
Higher ROI• Profile-based implicit
personalization• Explicit personalization• Sales enablement• Lead scoring• Engagement value
Scenarios and the Value of Tactics
Short Sales Cycle• A|B testing• Multivariate testing• Rules-based implicit
personalization
Considered Sales Cycle• Engagement value• Engagement plan• Persona-based implicit
personalization• Lead scoring• Sales enablement
Repeat Purchase• Explicit, CRM-driven
personalization• Engagement plans• Sales enablement
Barriers to CEM Success
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The Barriers
• The sheer array of tactics available can lead to confusion on where to start
• The ease of implementation means campaigns launch without an understanding of what success might mean
• Analytic skills or access to resources with analytic capabilities
• Lack of senior management understanding of the potential – and the cost – of CEM
• Technical barriers
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Rotman Overcame these Barriers
• The Outcome:• A 6-18 month DMS roadmap of DMS tactics ordered to
deliver value quickly while building for long term success
• 1-3 tactics implemented and running
• The Process:• Deep review of existing analytics• Stakeholder interviews to identify marketing needs and
gaps• Analysis and identification of quick wins• Implementation of quick wins
Rotman Programs – Engagement Level
PhD
PT MBA
MBA
EP
EMBA
Mfin
0% 10% 20% 30% 40% 50% 60% 70%
Bounce Rate
PhD
PT MBA
MBA
EP
EMBA
Mfin
0 1 2 3 4 5 6 7 8 9
Pages per visit
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MBA Prospects – Interest over Time
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
10.11%
8.65%
6.94%
4.03%
Home page visitors going to fees and expenses - MBA - by visit number
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
13.49%
11.09%
10.53%
7.16%
Admissions criteria from MBA Fulltime page
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
4.42%
5.47%
5.67%
6.54%
Application deadlines from MBA Fulltime page
Interests and information needs vary with number of visits
May June July August SeptemberOctober NovemberDecemberJanuary February March April May June July August SeptemberInitial CampaignsA|B test for EP 1A|B test for EP 2Ambassador Personalization
Mid-Term CampaignsGeo-IP personalizationTarget work permit info on home pageTarget international campus info on home pageHighlight International applicants linkShow Toronto-prospects part time info on home page
Visit number personalizationHome page personalization
Company-based personalizationEMBA prospect matching to company alumniEMBA prospect matching to alumni from verticalEP prospect matching to companies where custom training is provided
A|B TestsEP test set AEP test set A.1EP test set BEP test set B.1Ambassador page test set AAmbassador page test set A.1Home page test set AHome page test set A.1Full Time MBA test set AFull Time MBA test set A.1PT MBA test set APT MBA test set A.1Application Process AApplication Process A.1EMBA test set AEMBA test set A.1
Engagment PlansEP engagement plan oneEP engagement plan twoEP engagement plan three
Engagement Value Engagement Value implementation
Longer Term
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Test B
Test A
A|B Test One
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Test bTest a
A|B Test 2
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Personalization by Geography
Results
From China
All Visitors
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Exit rate – from student services page
No before and after tracking – best available stand in metric
From China
All visitors
0 5 10 15 20 25 30 35 40
Avg. time on page - seconds
13%
-43%
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Geographic Personalization II
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Geographic Personalization II
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Results
Pre-personalization Post-personalization0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Bounce Rate
Pre-personalization Post-personalization0
50
100
150
200
250
300
350
Visit Duration (seconds)
Pre-personalization Post-personalization0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Pages per visit
-23%
23%
14%
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Personalization by Visit Number (V = 1)
Can I get in and how
much does it cost?
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Personalization by Visit Number (V=2)
Why should I choose Rotman?
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Personalization by Visit Number (V=3)
What will I learn and from
who?
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Personalization by Visit Number (V=4)
Call to Action
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Results - Bounce Rate
New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%
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Results - Bounce Rate
New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%
Only 4+ Visit Figure is statistically valid
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Rotman – Next Steps
• Company matching for EMBA, MFIN, Executive Training promotions
• Targeting policy research at federal, provincial and municipal political visitors
• Persona-based personalization based on observed visitor behaviour
Closing Thoughts and Questions
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More Information?www.nonlinearcreations.com
@nonlinear_tweet@randywoods
Backup Slides
44
What are you trying to accomplish?
Reach new buyers
Sell more to existing
customers
Influence media
Influence influencers
45
What are you trying to accomplish?
Reach new buyers
Sell more to existing
customers
Influence media
Influence influencers
46
Simplify: Map the Buying Cycle
Basic Information Gathering
Detailed Information Gathering
Narrowing Scope
Validating Understanding
Selecting a Contender
47
Map the Buying Cycle
Basic Information Gathering
Detailed Information Gathering
Narrowing Scope
Validating Understanding
Selecting a Contender
Negotiating
How do these software- as- a- service (Saas) products
compare to the on- premises solutions?
Our HR management system is down again. There must be something better out there.
Can these three SaaS HR solutions meet our needs? What do they cost? How
stable are they?
What do the analysts think of HRX-online? What do current
users think?The pricing the sales person gave me seems okay. And the special only runs until end of
quarter
Now I just need to get finance involved. Oh, and IT to
decommission the old system.
Wow. That took longer than expected. I’m glad we’re finally
live
48
Where Are We Weakest?
Basic Information Gathering Detailed Information Gathering
Narrowing Scope
Validating Understanding Selecting a Contender
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Our Recommendation
1. Ignore most of the buyers journey
2. Focus your initial efforts where:1. You are weakest; or2. You can have the fastest impact; or3. You can have the biggest impact
3. Don’t do anything if you can’t measure the effectiveness of your campaign
50
Identifying tactics: a restaurant
Basic Information Gathering
Detailed Information Gathering
Narrowing Scope
Validating Understanding
Selecting a Contender
Negotiating
Develop a mobile siteAccurate information in Google maps | Localized SEO
Menu available in mobile format |
youtube video – interview with chef
Review sites – Tripadvisor, Urbanspoon
Social media mentions
51
Identifying tactics: B2B Software
Basic Information Gathering
Detailed Information Gathering
Narrowing Scope
Validating Understanding
Selecting a Contender
Negotiating
Personalization of web site content based on keyword
searchedWhitepapers | SEO | Blog
contentCall to action based on
technical or business buyer
Email inviting prospect to download an analyst report
Sales makes qualifying call
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The “Buying” Cycle: The Implicit > Explicit Transition
Basic Information Gathering
Detailed Information Gathering
Narrowing Scope
Validating Understanding
Selecting a Contender
53
Short Case Study
54
NLC Online Objectives
Reach new buyers
Sell more to existing
customers
Influence media
Influence influencers
Reach new buyers
Sell more to existing
customers
Influence media
Influence influencers
55
Where Are We Weakest?
Basic Information Gathering Detailed Information Gathering
Narrowing Scope
Validating Understanding Selecting a Contender
56
Very Broad Lead Generation
57
Downloads!
58
The Engagement Plan
59
The Engagement Plan
The Results
61
The Results
62
The Results
It doesn’t always work…..