Getting beyond the kilogram website questionGert Maas & Erwin Rijss
June 15, 2017
#sugcon
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Introduction
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Gert Maas
Technology Consultant @Macaw
www.linkedin.com/in/gertmaas
@gertmaas
Erwin Rijss
Technology Consultant @Macaw
www.linkedin.com/in/erwin-rijss
@erwinrijss
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Partner in digital transformation
• Strategy & Architecture Masterminds
• Analysis & User Experience Artists
• Execution Engineers
Innovation as the driver for transformation
Facts: 250 employees, 15 Gold & Silver Microsoft certifications, Multiple Microsoft MVP’s , Sitecore Platinum Partner
Keywords: Customer Experience, Digital, Data, Science, Analytics, Business Applications, System Integration, Collaboration, Modern Workspace, Datacenter, Cloud, Program-, Project- & Servicemanagement
Macaw
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➢ FUN company!
➢ Meermalen beste werkgever
➢ Jaarlijkse trip
➢ Binnenkort verhuizen naar prachtig pand
Macaw
Customer engagement in theage of the customer
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Customer engagement in the age of the customer
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Customer engagement in the age of the customer
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Customer engagement in the age of the customer
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Customer engagement in the age of the customer
Relevancy gap
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Customer engagement in the age of the customer
Ambition versus reality
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85%
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Digital Marketing Platform selection
Requirements
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B2B example
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Global B2B brand
Broad digital transformation challenge
Strongly dependant on their partner network
Localized websites in legacy CMS
Key strategic challenge
Limited contact with end-users due to their partner network. No way to identify, profile and segment visitors. As a result unable to shapecustomer experiences of people visiting their digital channels.
B2B example
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Online/Site/
Mobile
ERP
Data/Analytics
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B2B example
DIGITAL TRANSFORMATION PROGRAM
NEW WEBSITE + ROLLOUT TO LOCAL
COUNTRIES
DATA INSIGHTS
NEWENTERPRISE RESOURCE
PLANNING
INTRODUCE E-COMMERCE
2019
2018
2017
2016
2015
DATA, ENGAGEMENT & IDENTIFICATION
A value-drivenapproach
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Natural instinct is to start building a new website
If you shift focus on business value, this is not always themost logical first step
The existing website can act as a vehicle to achievebusiness objectives
A value-driven approach
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DataStrategy
EngagementStrategy
IdentificationStrategy
Refinement & Implementation
Strategy
A value-driven approach
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WFFM
COMMERCE
30
A rich set of capabilities
XDB
MA FXM
AZURE
EXM CRMCMS
DEF
SXA
PXM
Data strategy
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Collect all customer data in the organization
Analyze and learn from it
Create Contacts and populate xDB
Data strategy
CRMDEFXDBCMS
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"Vanilla" install of Sitecore
Configure a new site as subdomainof the original:
www.mycompany.com (original)
analytics.mycompany.com (Sitecore)
Data strategy - workload
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And..
▪Create Visual Studio Solution
▪Configure Data Exchange Framework and CRM Connector
▪Create custom facets in the Experience Database
▪Configure CRM Mapping
▪Create Rulesets to enable custom facets for personalization
Data strategy - workload
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And..
▪Configure Data Exchange Framework
▪Create custom facets in the Experience Database
▪Configure CRM Mapping
▪Create Rulesets to enable custom facets for personalization
Data strategy - workload
B2C insuranceexample
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Insurance company
High service oriented, quality products and service
Legacy CMS, technological debt
Key strategic challenge
Prove added-value to customers with excellent and pro-active customer service, consistent over all online and offline channels customer choose to interact with. By doing that, limit customer churn.
B2C insurance example
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B2C insurance example
PoliciesClaims
etc
Call center
……..
CRM
xDB
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Data Strategy – the result
Facts
XDB
Engagement strategy
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Use Federated Experience Manager to start tracking behavior and engage with visitors on the current site
Engagement strategy
FXM
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Configure Sitecore.FXM.config<setting name="FXM.BaseHostDomain" value="mycompany.com" />
<setting name="FXM.Hostname" value="analytics.mycompany.com" />
<setting name="FXM.ShareSessionsWhenPossible" value="true" />
Add FXM Javascript beacon to the current website
Enable Cross-Origin Resource Sharing by adding a HTTP header tothe current site<add name="Access-Control-Allow-Origin" value="analytics.mycompany.com" />
Engagement strategy – workload
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Add Page Filters,
Capture Click Actions,
Assign Profiles, Goals, Campaigns, Events and Outcomes
Add Placeholders and inject(personalized) content based on implicit browsing behavior
Prevent complexity: simple non-editable view renderings
Engagement strategy - workload
B2C insuranceexample
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B2C insurance example
PoliciesClaims
etc
Call center
……..
CRM
xDB
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Engagement strategy – the result
Facts
XDB
Identificationstrategy
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As long as visitors are anonymous, only behavioural data can be used to personalize
We need a way to identify those anonymous visitors
Identification strategy
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To identify there are some options:▪Hook into forms on the original site
▪Federated Login
This needs additional functionality for FXM to accept personal contact data
(see: Rey Rahadian - how to update contact through FXM API)
But…. Also modifications to the existing application
Identification strategy
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Email Experience Manager and Web Forms forMarketeers are out-of-the-box solutions for the
identification strategy
Identification Strategy
WFFMEXM
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Configuration of Email Experience Manager
Creating renderings and styling for newsletters
Configuration of Web Forms For Marketeers
Identification strategy - workload
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Whatever the phase our project is in, don't underestimate theidentification strategy.
At Macaw we found retroactively out that exisiting customers wereinterested in other services of Macaw, after we implemented our
identification strategy and contacts were merged
We didn’t act on that because we didn't knew
Identification strategy – eye opener
B2C insuranceexample
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B2C insurance example
PoliciesClaims
etc
Call center
……..
CRM
xDB
Refinement & Implementation
strategy
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Recap of workload
Sitecore and VS Solution
• Setup and configureSitecore in Production
• Create Solution anddeployment strategy
• Setup multi-tenancy forfuture implementation of project
DEF and CRM Connector
• Setup and configure DEF• Setup and configure CRM
Connector• Create tasks for scheduled import• Create Custom Facets for xDB• Create Custom Rules in Rules
Engine• Deploy
Marketing Automation Plan
• Definition andimplementation of persona's, profiles andpatterns and
• Definition andimplementation of Goals, Campaigns, Events, etc.
• Etc.
Personalized Content
• Setup a Information Architecture for thefeatures
• Extract HTML from existingwebsite for features
• Create Helix style features for new website with a small or no foundation footprint
Identify Contacts (EXM)
• Install and configure Email Experience Editor
• Connect with mail gateway and optionally setup SPF records
• Create modules fornewsletters
• Create mailing lists withList Manager
Identify Contacts (WFFM)
• Install and configure WFFM• Create CSS in style of
current website
?
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Go Live
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Value in a standard approachV
alu
e
Time
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Go Live
Go Live
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Value in a value-driven approachV
alu
e
Time
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Insights give the opportunity to refine strategy
Insights give the opportunity to (re)design customer experiences based on actual data instead of assumptions
Built-up profile data is maintained and can effectively be usedto kickstart the new website with instant relevancy
Accumulated data can produce informative dashboards
Refinement & Implementation strategy
Dashboarding example
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Macaw
Content marketing strategy around thought leadership on a number of topics. It’s all about lead generation and nurtering.
“We’re spending marketing budget on paid LinkedIn andAdwords campaigns to promote our content, but we have no ideawhich campaigns are effective.”
Dashboarding example
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Engagement value strategy implemented on the website
Sitecore campaigns codes are added to every marketing campaign accross all free and paid channels
Specific whitepaper download forms with goals implemented
Dashboarding example
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Dashboarding example
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Dashboarding example
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Dashboarding example
Takeaways
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1. Setting up and configuring a Digital Marketing Platform without the actual site is less work.
2. The customization through code is focussed directly to thebusiness objectives, and most of it can be re-used in the thenew website
3. The benefits of this "vanilla" Digital Marketing Platform in achieving business objectives are evident from thebeginning, and continue when the new website is activated
Take aways
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1. Get strategic! Look for the question behind the question
2. Even if you’re going to create a new website from thebeginning, reserve enough time & budget for the data & identification foundation
3. It’s never too late to do things right, but you can be much more efficient when you focus on the right things from the start
Take aways