webforward conference 2011 - greg baxter, sitecore
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Sitecore. Compelling Web Experiences
Page 1 www.sitecore.net
Analysing the traffic to your website to stay ahead of the curve
Greg Baxter, Product Evangelist, Sitecore [email protected] | 0408 222 363
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Sitecore. Compelling Web Experiences
Page 2 www.sitecore.net
About Sitecore Leading provider of enterprise-class .NET web content
management and portal software for mid-to-large organisations
Presence Brisbane, Sydney, Melbourne, Tokyo, San Francisco, Boston, Copenhagen,
London, Munich and Amsterdam
Stability Profitable since inception in 1999, same owners, same vision and same
technology (.NET)
Customers Over 30,000 web sites in 50 countries
Recognized Gartner Cool Vendor 2008 Content Management Gartner Magic Quadrant, 2009 – leading visionary quadrant with “most
complete vision “ Gartner Magic Quadrant 2010 – only .Net application in “Leaders Quadrant”
Supported Full Sitecore team in Australia, including local tech support Over 300 Sitecore Certified Partners worldwide, with over 50 in Australia
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Sitecore. Compelling Web Experiences
Page 3 www.sitecore.net
Over 30,000 Websites Rely on Sitecore
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Sitecore. Compelling Web Experiences
Page 4 www.sitecore.net
Lets Start with a Very Familiar Story
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Sitecore. Compelling Web Experiences
Page 5 www.sitecore.net
Web Analytics Engagement Analytics
Quantity (High Traffic) Quality (High Engagement)
Silo Marketing Cross-Channel Marketing
No Leverage Marketing Multiplier
Complex Simple and Elegant
Measure and Improve Engagement
GAME CHANGER
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Sitecore. Compelling Web Experiences
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Raw Traffic VS True Engagement
High Traffic
High Traffic
High Engagement
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Sitecore. Compelling Web Experiences
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Silo Marketing?
Email SocialSEO
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Sitecore. Compelling Web Experiences
Page 8 www.sitecore.net
No Leverage? Marketing Multipliers
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Sitecore. Compelling Web Experiences
Page 9 www.sitecore.net
Too Much Complexity!
Theory of Unified Web Analytics
Simple, Elegant
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Sitecore. Compelling Web Experiences
Page 10 www.sitecore.net
Engagement Value
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Sitecore. Compelling Web Experiences
Page 11 www.sitecore.net
Easy to Understand
Points of Engagement Registration 25 points Request for Quote 50 points Instant Demo 100 points
Proportional to Communication, Trust and Commitment
Track Points
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Sitecore. Compelling Web Experiences
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125
Webinar “7 Habits”
100
25
50
Registration
Quote
Demo
25
Engagement Value Points Accumulate Only at Transaction Points
Organic Search
Email “Whitepaper”
25
25
50
100
25
50175
75100150250
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Sitecore. Compelling Web Experiences
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But wait, there’s more…
Once We Know Engagement Value…
Relevance Marketing effectiveness Relevance to visitor’s interests Value per Visitor
Potential Does this marketing campaign/asset reach its potential? Relevance (page) - Relevance (average page)
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Sitecore. Compelling Web Experiences
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Overall Marketing Effectiveness
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Sitecore. Compelling Web Experiences
Page 15 www.sitecore.net
Overall Marketing Effectiveness
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Sitecore. Compelling Web Experiences
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Where and How Do We Spend Our Next Dollar?Which Campaigns are Most Effective?
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Sitecore. Compelling Web Experiences
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Where and How Do We Spend Our Next Dollar?Which Campaigns are Most Effective?
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Sitecore. Compelling Web Experiences
Page 18 www.sitecore.net
Where and How Do We Spend Our Next Dollar?Which Campaigns are Most Effective?
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Sitecore. Compelling Web Experiences
Page 19 www.sitecore.net
Where Do We Focus Our Efforts?Which Channels are Most Effective?
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Sitecore. Compelling Web Experiences
Page 20 www.sitecore.net
Where Do We Focus Our Efforts?Which Channels are Most Effective?
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Sitecore. Compelling Web Experiences
Page 21 www.sitecore.net
Marketing Effectiveness
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Sitecore. Compelling Web Experiences
Page 22 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 23 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 24 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 25 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 26 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 27 www.sitecore.net
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Sitecore. Compelling Web Experiences
Page 28 www.sitecore.net
Q&A
Greg Baxter, Product Evangelist Sitecore
[email protected] | 0408 222 363