national wildlife federation- oms- dreamcore 2011
TRANSCRIPT
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Engaging your customers, members and/or constituents with Sitecore’s OMS
○Prepared by Carla Brown, National Wildlife Federation○and Amanda Shiga, non~linear creations
○April 2011
○Please blog and tweet about our presentation - #Dreamcore
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Who We Are
Carla Brown, Senior Manager Online Production
National Wildlife Federation○ Largest conservation non-profit in the U.S.○ Protecting wildlife, addressing global warming &
getting people outside in nature
Amanda Shiga, WCM Practice Area Lead
non~linear creations○ Founded in 1995, 70+ employees○ Sitecore partner since 2007○ Offices in Ottawa, Toronto, Calgary, New York○ Digital strategy & marketing○ WCM, search, systems integration
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Poll: What Excites You the Most about OMS?
○Creating personalized content
OR
○How it handles multivariate tests
OR
○What it will teach you about your users?
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What we want to share with you today
○Starting with small steps: our foray into getting the most out of OMS
○Lessons learned
○Tips & tricks
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What is the Online Marketing Suite (OMS) ?
Online Marketing Suite
Omniture or Google Analytics
Page Visits, Unique Visitors Yes YesTrack an individuals route through your site
Yes Yes
Track how a group of people – based on a persona – routes through your site
Yes No
Test content based on personas Yes No
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The OMS changes visitors…
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Into visitors with session data
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Where to start?
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Sitecore Story of www.nwf.org
January 2010 – Launch in Sitecore CMS
October 2010 – Persona implementation
Now – Multivariate tests
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Engaging Stakeholders
Positives○ Market to specific audiences
○ Easy to put persona scores on content
○ Less complicated than Google Website Optimizer
Challenges
○ Our conversion pages mostly not in Sitecore
○ Analytics reports challenging to manipulate
○ Client data is stored client-side – makes marketers nervous – how to hook to CRM?
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Initial Setup: Lessons Learned
○ Be aware of MaxMind costs
○ Exclude robots – 60-70% of traffic○ Workaround for firewall IP
How reports look without MaxMind(Note: No Company Name or Location)
How reports look with MaxMind(Note: Company Name, Location – allows personalization
based on location)
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Initial set-up: More Lessons Learned
○Database tuning is critical
○Have a developer on hand for query writing
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Sample query – “average number of pages per visit by persona”select y.Name, AVG(y.cnt) as average from (
select x.Name, s.SessionId,count(p.IndexableUrl) as cnt from (
select s.GlobalSessionId, pkd.Name, sum(pk.Value) as score, RANK() over (partition by s.globalsessionid order by sum(pk.Value) desc) as rnk
from Session s
inner join Profile p on p.SessionId = s.SessionId
inner join ProfileKey pk on pk.ProfileId = p.ProfileId
inner join ProfileKeyDefinition pkd on pkd.ProfileKeyDefinitionId = pk.ProfileKeyDefinitionId
inner join GlobalSession g on g.GlobalSessionId = s.GlobalSessionId
where Name <> 'Chris' and Name <> 'Sandra'
and g.VisitorIdentification < 900
group by s.GlobalSessionId, pkd.Name
) as x
inner join Session s on x.GlobalSessionId = s.GlobalSessionId
inner join Page p on p.SessionId = s.SessionId
inner join GlobalSession g on g.GlobalSessionId = s.GlobalSessionId
where x.rnk = 1
and p.IndexableUrl not like '/layouts/%'
and p.IndexableUrl not like '/sitecore/%'
and p.IndexableUrl not like '%Error-Page.%'
and g.VisitorIdentification < 900
group by x.Name, s.SessionId
) as y
group by y.Name
order by average desc
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Our Personas
Wildlife Enthusiast Outdoor Enthusiast Policy Enthusiast
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Our Personas
Parent / Caregiver Educator Green LifestylesEnthusiast
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Step 1: Persona Implementation
○ Easy to put the persona scores on content
○ Great lesson – we don’t write to one audience often!
○ Persona scores do not propagate
○ Challenging to get marketers to do audiences, not actions (Wildlife Enthusiast vs. Donor)
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Step 2: Think like a web analyst
○ Profiles ran for 2 weeks
○Captured millions of records of raw data
○How to extract meaning beyond basic traffic analysis?
–How are profiles behaving differently?
–Tie back to audience engagement goals
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How hard was it to extract this information?
○The OOTB reports were great, but we needed to dig deeper.
○We spent considerable time developing a set of complex SQL queries.– We got to know the database structure extremely well.
○How best to provide results to marketers? Excel or BI tool.
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Translate into recommendations: basic Qs
○ Is level of content aimed at each profile congruent with organizational goals?
“Total number of sessions as highest-scoring persona”
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Who’s spending the longest on the site?
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Why don’t wildlife enthusiasts stick around?
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Who is looking at the most pages?
○Why do Outdoor Activity Seekers hit the highest number of pages?– Review top pages – are there clear links to more content?– Compare to top exit pages – opportunity to link elsewhere, or logical
end point?
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The “aha” moment…
○How can we get high-traffic visitors to act more like engaged visitors?
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User engagement: Passive role to active role
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Next Steps: Personalization and MV testing
○ Target calls to action based on personas
“Give wildlife a fighting chance” for wildlife enthusiasts
“Take action to defend polar bears” for policy enthusiasts
○ Track conversions to test effect of personalization
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Getting a little more technical…
oKey architectural considerations oBalance content granularity with template flexibilityo Ensure marketers can fully administer OMS features through the content author interface(s)
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Content granularity
○As best you can, plan for future testing and personalization scenarios– Multivariate tests vary the contextual data source item of a
sublayout, not the sublayout itself – Beware the freedom of the rich text area– Beware data source assignment in code-behind
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Beware site-wide elements!
○ MV tests work best on individual sub-layouts
○ Enable marketers to administer tests!
○ Site-wide elements (such as a footer) may be configured on each template
○ Get creative – code-behind or multiple tests Using Page Editor to add a test
to a sub-layout
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Storing MV tests
○When setting up a MV test, you’ll need 2 or more test variable items
○Where is the best place to store them?
Find inspiration with Wildlife Watch
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The challenge
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Storing MV tests
○Two possible solutions:– A subfolder under the root – organized in one place– A subfolder under the original item – easier to locate
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External conversions
○Solution: set up a special redirect template
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Summary of tips
○ Start simple and ask basic questions– Tie back to website/audience strategic initiatives
○ Profiles are a great place to start– Move on to personalization and testing, depending on your
organizational goals
○ Have a reporting framework in place○ Prepare infrastructure properly
○ Architect build
○ Get ready for DMS 2.0!
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Q&A
○Thank you!
○ Please blog & tweet (#Dreamcore) about our presentation!
This is Carla’s tree-hugging daughter, Nora