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Using the Right Content Strategy to Create a Personalized Digital Experience
Agenda
Who We Are
What Is the Right Content Strategy & What to Personalize
Where to Begin
• Must Do’s in Creating a Strategy to Drive Personalized Experience
Sitecore Digital Value Map
Quick Wins with Sitecore
• Content Authoring, Personalization, Multi-Channel, Testing
• Insights & Engagement Value
Q&A
Perficient is a leading information technology consulting firm serving clients throughout
North America.
We help clients implement business-driven technology solutions that integrate business
processes, improve worker productivity, increase customer loyalty and create a more agile
enterprise to better respond to new business opportunities.
About Perficient
• Founded in 1997
• Public, NASDAQ: PRFT
• 2013 revenue ~$373 million
• Major market locations throughout North America• Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus,
Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los Angeles, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto and Washington, D.C.
• Global delivery centers in China, Europe and India
• >2,200 colleagues
• Dedicated solution practices
• ~85% repeat business rate
• Alliance partnerships with major technology vendors
• Multiple vendor/industry technology and growth awards
Perficient Profile
BUSINESS SOLUTIONSBusiness IntelligenceBusiness Process ManagementCustomer Experience and CRMEnterprise Performance ManagementEnterprise Resource PlanningExperience Design (XD)Management Consulting
TECHNOLOGY SOLUTIONSBusiness Integration/SOACloud ServicesCommerceContent ManagementCustom Application DevelopmentEducationInformation ManagementMobile PlatformsPlatform IntegrationPortal & Social
Our Solutions Expertise
A Sitecore Certified Solution Partner
Perficient has designed and delivered numerous large, public-facing sites powered by Sitecore. • Perficient is a top Microsoft National Service Provider • Sitecore practice is situated within Perficient’s
Microsoft group to provide the highest value to clients• Perficient & Sitecore have a long term relationship;
25+ Sitecore certified consultants• One of less than 20 partners with Sitecore Customer
Engagement Platform (CEP) certification• 3 Sitecore Most Valuable Professionals on staff• Site of the Year for Best Partner Site in 2012• In 2013, customer awarded Site of the Year for Best
Financial Services & Insurance Site by Sitecore and Best Prepared Website for Health Insurance Shoppers by Forrester
Speakers
Jason MaloneyDirector of
Perficient XDPerficient
Michael PorterPrincipal of Portal, Web
Content and Social SolutionsPerficient
Mark GehmanDirector of SitecorePerficient
What is the Right Content Strategy
It depends….
On your customers – who they are, their expectations, and how they interact with you.
On you – your objectives, brand, business model and capabilities.
The right strategy for you is the one that best marries your customers’ needs with your business goals and realities to deliver the right content at the right time in the right environment to every customer. The result is a great experience for your customer that equates to helping your business grow.
What Should Be Personalized?
It depends….
On your customer expectations, your data, your technology and your commitment to your customers to provide the most relevant information for them at all times.
So, pretty much anything you can personalize should be personalized.
– If it enhances the experience
– And to the extent you can support the effort
So Where Do I Start?
1. What are your business objectives2. What do you know about your customers3. What data do you have4. What can your marketing and digital tools do
Align them all, and off you go.
In our experience, we’ve found 9 important ‘Must-Do’s’ to create an effective content strategy to drive a personalized experience.
Take a Holistic Approach
Be obsessed with intelligent, effective, creative & seamless interactions for your customer.
Segmentation to Drive Personalization
• Find the best method to segment your customers.• Geography, personal attributes, time, preferences, behavior
and customer lifecycle to name just a few• Beyond attributes and profiles – could be predictive and
modeled• Let the data drive you – guided by your experience• Understand each segment to its fullest extent….and
document it. Describe it. Map its journey. Tell its story. • Identify the content you need to fulfill that journey and be a
part of the story• Create the content for each touchpoint for that customer.
Segmentation to Drive Personalization
Segmentation to Drive Personalization
Content Types Matter
You Must Support Multiple Channels
You Must Support Multiple Channels
Know What Your Customers Are Doing
• They tell you a lot– Through their preferences– By their searches– By their history– From where they are coming from
• Use web analytics and reporting tools to constantly measure and learn
• If you can understand what is influencing and driving your customers online interactions, you can adapt your content to enhance your customer experience
Test Early and Test Often
• A/B testing• Copy and creative testing• Offer testing• Time based• Product attributes• Champion/challenger• The earlier and faster you fail, the more chance you have
to get it right
Understand Your Specific Authoring Model
• Remove any barriers to publishing content. Make it as easy as possible on your authors/publishers
• Must take into account all the potential authors– Marketing team– Product team– Agency– Sales team
Customer Authoring and Community
• Today we must understand that we don’t control all content, and some of our most influential content comes from outside the brand
• Customers can author content through word of mouth and specific user generated content
• Editors, experts and bloggers provide content• Allowing outside content to be visible can add credibility and authenticity
to your experience
Think Strategically
8/27/2014
Goals Challenges Solutions
Customer 1stIncreased salesLower cost of salesAttributable investment
Speed to market Adapting to consumer needs
Varying programs and investments
One view of the customerUnified digital channelOmni-channel supportTargeted content and offers
Poor integrationDisjointed dataPoor mobile supportNot multi-channel
Unified platformPerhaps multi-vendorFully integrated
Web Content ManagementCRMCampaign managementWeb analyticsAttribution tool(s)
Old web contentNo personalization capabilitiesNot integrated to web analyticsMany gaps
Variety of tools Unified platform if possible
SupportabilityAgileOn same page
Mixed marketing and IT teamsBudget issuesLong development timesNot on same page
COE
Business
Platform
Technology
Team
One “Best of Need” Platform that delivers:• Quick Transition from Strategy to Implementation
• Increased Multi Channel Revenue
• Lowered Operational Cost
Walk Before You Run
Sitecore Digital Value Map
Key Digital Strategy Concepts Sitecore Quick Wins
Ease of content authoring for any potential author or content type
• Contextual Sitecore Page Editor • Granular Ribbon Feature Trimming
Relevant call to action content based on implicit and explicit personalization rules
• Sitecore Experience Editor & Viewer• Marketing Center
• Personae and Content profiling• Goals and Engagement value• Rules engine, Custom conditions
Multiple channel support • Sitecore Device Manager• Device Emulator, Rules engine
Fail early, test often • A/B Testing• Multivariate Testing
Engagement value and behavior tracking
• Executive Dashboard• Engagement Analytics
Content Authoring Quick Wins
Context Ribbon
Component Capability
Content Types
WYSIWYG Editor
Content Authoring Quick Wins
Context Ribbon
Component Capability
Content Types
WYSIWYG Editor
Content Authoring Quick Wins
Context Ribbon
Component Capability
Content Types
WYSIWYG Editor
Content Authoring Quick Wins
Context Ribbon
Component Capability
Content Types
WYSIWYG Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Personalization Quick Wins
Marketing Center
Experience Context
Experience Viewer
Experience Editor
Implied Content
Component Editor
Rules Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Context Editor
Component Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Context Editor
Component Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Context Editor
Component Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Content Editor
Component Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Context Editor
Component Editor
Multi-Channel Quick Wins
Page Preview
Device Emulation
Device Experience
Device Support
Context Editor
Component Editor
Testing Quick Wins
Testing Context
Component Test
Evaluate Results
Testing Quick Wins
Testing Context
Component Test
Evaluate Results
Testing Quick Wins
Testing Context
Component Test
Evaluate Results
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Insights and Engagement Value Quick Wins
Executive Dashboard
Goal Conversion
Engagement Analytics
Business Overview
Visitor Overview
Visit Detail
Next Steps
Quick wins providing fast time to value!– Use goals and value metrics to understand and drive quality
– Campaign management to optimize marketing spend
– Conditional personalization to drive relevance
– Personas to profile content
– Predictive personalization to target with relevant content, based on
behavior
– Engagement automation and email campaign manager to ‘speak’
to your target audience
– Engagement analytics to measure marketing effectiveness
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Questions
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