Digital Pulse Summit - A Report From the Front Lines of CEM - Randy Woods, Non-Linear Creations
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The document outlines an agenda for a presentation on customer experience management. The agenda includes introductions, an overview of the changing landscape of customer experience, barriers to customer experience management, and a case study of how the Rotman School of Management overcame barriers through their implementation of a customer experience management system. The presentation provides examples of how Rotman used tactics like A/B testing, personalization, and analytics to improve customer engagement.
Digital Pulse Summit - A Report From the Front Lines of CEM - Randy Woods, Non-Linear Creations
- 1. Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 2. 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 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 4. Randy Woods • President, Nonlinear Creations • Helping organizations figure out what to do about this thing called the internet since 1995 • 16 years experience with datadriven online marketing tactics • Past 4 years, has lead Nonlinear’s engagement with Sitecore Digital Marketing System • @randywoods
- 5. 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? Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 6. A Short Introduction to the DMS
- 7. The Shift from Ability to Outcomes Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 8. A Shift in Power Google Trends – “Content Marketing” and “A/B Testing” 8
- 10. 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 10 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 11. 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” Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 12. The Palette of Tactics Available
- 13. Customer Experience Management Capabilities in Sitecore DMS • Assess Visitor Engagement • Explicit Personalization • Visitor Profiles • Engagement Plans • A|B and Multivariate Testing • Lead Scoring • Rules-based Implicit Personalization • Sales Enablement Not all visitors are equal – score them differently Put visitors in their place Find out what works Target content based on geography, organization… • Persona- or Profile-based Implicit Personalization Target specific content to specific personas Target content based based on data in your CRM Automate marketing post initial contact Rate a lead based on behaviour Provide sales with insight • Mobile, Social Integration…….
- 14. Sitecore DMS Capabilities Tactics for the New World of Marketing • Assess Visitor Engagement • Explicit Personalization • Visitor Profiles • Engagement Plans Not all visitors are equal – score them differently Put visitors in their place • A|B and Multivariate Testing Target content based based on data in your CRM Automate marketing post initial contact • Lead Scoring Rate a lead based on behaviour Find out what works • Rules-based Implicit Personalization • Sales Enablement • Persona- or Profile-based Implicit Personalization • Mobile, Social Integration……. Target content based on geography, organization… Target specific content to specific personas Provide sales with insight
- 15. 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
- 16. 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
- 17. Barriers to CEM Success
- 18. 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 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 19. 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 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 20. Rotman Programs – Engagement Level Bounce Rate Pages per visit Mfin Mfin EMBA EMBA EP EP MBA MBA PT MBA PT MBA PhD PhD 0% 10% 20% 30% 40% 50% 60% 70% 0 1 2 3 4 5 6 7 8 9
- 21. MBA Prospects – Interest over Time Home page visitors going to fees and expenses - MBA - by visit number Fourth+ visit Third time visitors 4.03% Application deadlines from MBA Fulltime page Fourth+ visit 6.54% 6.94% Third time visitors Second time visitors 5.67% 8.65% New Visitors 10.11% Second time visitors New Visitors 5.47% 4.42% Admissions criteria from MBA Fulltime page Fourth+ visit Third time visitors Second time visitors New Visitors 7.16% 10.53% 11.09% 13.49% Interests and information needs vary with number of visits Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 22. May Initial Campaigns A|B test for EP 1 A|B test for EP 2 Ambassador Personalization Mid-Term Campaigns Geo-IP personalization Target work permit info on home page Target international campus info on home page Highlight International applicants link Show Toronto-prospects part time info on home page Visit number personalization Home page personalization Company-based personalization EMBA prospect matching to company alumni EMBA prospect matching to alumni from vertical EP prospect matching to companies where custom training is provided A|B Tests EP test set A EP test set A.1 EP test set B EP test set B.1 Ambassador page test set A Ambassador page test set A.1 Home page test set A Home page test set A.1 Full Time MBA test set A Full Time MBA test set A.1 PT MBA test set A PT MBA test set A.1 Application Process A Application Process A.1 EMBA test set A EMBA test set A.1 Engagment Plans EP engagement plan one EP engagement plan two EP engagement plan three Engagement Value Engagement Value implementation June July August September ctober NovemberDecemberJanuary O February March April May June July August September
- 23. Longer Term
- 25. A|B Test One Test A Test B Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 26. A|B Test 2 Test a Test b Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 27. Personalization by Geography Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 28. Results Exit rate – from student services page Avg. time on page - seconds 13% All Visitors All visitors From China From China -43% 0.0% 5.0% 10.0% 15.0% No before and after tracking – best available stand in metric 0 20.0% 25.0% 5 10 15 20 25 30 35 40
- 29. Geographic Personalization II Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 30. Geographic Personalization II Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 31. Results Bounce Rate 45% 40% -23% 35% 30% Visit Duration (seconds) 350 25% 300 Pages per visit 23% 20% 4.5 15% 250 10% 200 4 14% 3.5 5% 150 0% Pre-personalization Post-personalization 3 100 2.5 2 50 1.5 0 Pre-personalization Post-personalization 1 0.5 0 Pre-personalization Post-personalization Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 34. Personalization by Visit Number (V = 1) Can I get in and how much does it cost? Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 35. Personalization by Visit Number (V=2) Why should I choose Rotman? Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 36. Personalization by Visit Number (V=3) What will I learn and from who? Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 37. Personalization by Visit Number (V=4) Call to Action Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 38. Results - Bounce Rate New Users PrePersonalization PostPersonalization Second Visit Third Visit Fourth+ visit 49% 44% 42% 53% 51% 45% 45% 47% Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 39. Results - Bounce Rate New Users PrePersonalization PostPersonalization Second Visit Third Visit Fourth+ visit 49% 44% 42% 53% 51% 45% 45% 47% Only 4+ Visit Figure is statistically valid Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 40. 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 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 42. More Information? www.nonlinearcreations.com @nonlinear_tweet @randywoods Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 43. Backup Slides
- 44. What are you trying to accomplish? Reach new buyers Sell more to existing customers Influence media Influence influencers Attract employees Reach investors 44
- 45. What are you trying to accomplish? Reach new buyers Sell more to existing customers Influence media Influence influencers Attract employees Reach investors 45
- 46. Simplify: Map the Buying Cycle Basic Information Gathering Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender 46
- 47. Map the Buying Cycle How do these software- as- aservice (Saas) products compare to the on- premises solutions? Our HR management system is down again. There must be something better out there. Basic Information Gathering 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 Can these three SaaS HR solutions meet our needs? What do they cost? How stable are they? Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender The pricing the sales person gave me seems okay. And the special only runs until end of quarter What do the analysts think of HRX-online? What do current users think? 47
- 48. Where Are We Weakest? Basic Information Gathering Close Detailed Information Gathering Negotiating Selecting a Contender Narrowing Scope Validating Understanding 48
- 49. Our Recommendation 1. Ignore most of the buyers journey 2. Focus your initial efforts where: 1. You are weakest; or 2. You can have the fastest impact; or 3. You can have the biggest impact 3. Don’t do anything if you can’t measure the effectiveness of your campaign 49 Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 50. Identifying tactics: a restaurant Accurate information in Google maps | Localized SEO Menu available in mobile format | youtube video – interview with chef Develop a mobile site Basic Information Gathering Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender Social media mentions Review sites – Tripadvisor, Urbanspoon 50
- 51. Identifying tactics: B2B Software Personalization of web site content based on keyword searched Whitepapers | SEO | Blog content Basic Information Gathering Call to action based on technical or business buyer Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender Email inviting prospect to download an analyst report Sales makes qualifying call 51
- 52. The “Buying” Cycle: The Implicit > Explicit Transition Basic Information Gathering Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender Toronto | Ottawa | New York | Charlotte | San Jose | São Paulo | Calgary
- 54. NLC Online Objectives Reach new buyers Sell more to existing customers Influence media Influence influencers Attract employees Reach investors 54
- 55. Where Are We Weakest? Basic Information Gathering Close Detailed Information Gathering Negotiating Selecting a Contender Narrowing Scope Validating Understanding 55
- 56. Very Broad Lead Generation 56
- 57. Downloads! 57
- 60. The Results
- 61. The Results 61
- 62. The Results It doesn’t always work….. 62
Editor's Notes
- #11: Part of the answer to the question “why now”