What Does Full-on Personalization Look Like and How Do I Get There? Sitecore Symposium 2014
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This document discusses personalization and how to achieve full-on personalization. It begins with an introduction of the presenters and their company Verndale. It then covers trends in users, technology and personalization. The next section discusses best practices for personalization, including assessing readiness, planning, understanding users and content. Case studies of companies achieving personalization are presented, including their processes and results. The document concludes with next steps around assessing, defining goals, roadmapping and building personalized experiences.
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore Symposium 2014
- 2. What does full-on personalization look like … And how do I get there? Sean Rusinko // Verndale Jill Grozalsky // Verndale
- 3. AGENDA 1. Verndale Introduction and Company Overview 2. Market Trends: Users, Technology, & Personalization 3. Personalization Process: Best Practices & Methodology 4. So What Does Personalization Look Like? 3
- 4. PART ONE WHO WE ARE AND WHY WE’RE HERE. 4
- 5. 5 WHO ARE THESE TWO? • SVP of Strategy • Sitecore MVP • @seanrus • Strategy Lead • Sitecore Certified Marketer • @jgrozalsky #personalizedUX
- 6. 6 ABOUT VERNDALE • Award-Winning XT Company • Boston Headquarters, 6 global offices • 130 FTEs; 65 Certified Sitecore Developers • Diverse Client Portfolio • Sitecore Partner Since 2007: 5x Sitecore MVPs / 4 Sitecore Sites-of-the- Year
- 7. OUR MARKET POSITION & EXECUTION APPROACH Interaction, user-centered design, prototyping, and creative mastery Measurement and analytics are essential for staying on the front edge of marketing evolution Platforms, system health analysis, testing, and deep coding skills Strategic Planning, Digital Marketing Campaigns (DMCs) & CXM Consulting 7
- 8. PART TWO MARKET TRENDS: USERS, TECHNOLOGY, & PERSONALIZATION 8
- 9. PERSONALIZATION PERSONALIZATION IS IS THE THE PRACTICE PRACTICE OF OF DYNAMICALLY DYNAMICALLY TAILORING TAILORING THE YOUR WEBSITE EXPERIENCE TO TO THE THE UNIQUE, UNIQUE, IDENTIFIED NEEDS IDENTIFIED AND NEEDS WANTS AND OF WANTS EACH OF INDIVIDUAL EACH INDIVIDUAL USER. USER.
- 10. TYPES OF PERSONALIZATION 10 IMPLICIT INFORMATION THAT IS REVEALED BY A PROSPECT’S ONLINE BEHAVIOR Examples include: • User path • Goal completions • Visit recency/frequency • Geo-IP • Campaign EXPLICIT DATA THAT IS PROVIDED INTENTIONALLY Examples include: • Website form • Survey • Email address/sign up/social login • Native login • CRM/Back-office identity systems
- 11. It Used to be so Simple 11 + =
- 12. 12 Your Customer’s Modern-day Journey
- 13. Marketing + Technology = Happy Users 13 Users expect a seamless, integrated experience that leading technology enables today. USERS TECHNOLOGY Today’s User… • Consumes More • Commits Less • Demands Efficiency • Expects It Across Devices Today’s Technology… • Scales Easily • Learns About Users • Integrates More • Adapts to Devices
- 14. Marketing + Technology = Happy Users 14 MARKETERS USERS TECHNOLOGY
- 15. Marketing + Technology = Happy Users 15 MARKETERS USERS TECHNOLOGY • Produce More • Progressively Profile • Personalize Content • Streamline the Experience
- 16. 75% of users are frustrated that content does not recognize or adapt to their interests. 1. *Janrain study
- 17. 75% User targeted of users calls-are to-action frustrated that content does not recognize or adapt to their interests have a 42% higher view-to-submission rate than untargeted CTAs Hubspot
- 18. Companies Raising the Bar Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies. 18 Because of the tech giants, users are expecting a more tailored, end-to-end experience across the board.
- 19. Google 19 • Pioneered personalization • Data monster: knows more about you than the NSA • Google Now • Keep it simple design • “Don’t be evil”
- 20. Amazon 20 • Customer-centric company • Pioneered user reviews • Personalization machine • One-click buying
- 21. LinkedIn 21 • Leverage human connections and endorsements to build trust • Pioneered progressive profiling & profile completion % • Sophisticated marketing automation
- 22. Uber 22 • Bridged personal offline experience with online experience • Increased engagement through personalized mobile interaction • Mass consumption of data to improve business – constant iteration
- 23. The Technology is Here! 23 “Today, the off-the-shelf technology exists, which enables marketers to deliver customer experiences that rival those of the tech giants.” -Sean Rusinko
- 24. The Technology is Here! 24 “Five Years From Now, CMOs Will Spend More on IT Than CIOs Do.” Gartner, 2012
- 25. 25 JUST A FEW DIGITAL MARKETING TECHNOLOGIES TO CHOOSE FROM…
- 26. What is Experience Management? Experience Management Platforms tie together web content management (CMS) with customer intelligence to drive real-time, one-on-one engagement with users through various touchpoints and channels. CMS XM Customer Experience Platform 26
- 30. 30 Digital Marketing Maturity 85.4% ATTRACT CONVERT ADVOCATE
- 31. PART THREE PERSONALIZATION PROCESS: BEST PRACTICES & METHODOLOGY 31
- 32. 32 Assess Understand where you are in order to get where you want to go.
- 33. 33 DMS Readiness MMoobbileile Strategic Aligning business objectives with a DMS Strategy & Roadmap Technical DMS-supported code structure & system orchestration Operational Executing on the DMS (resource planning, monitoring, reporting & optimization CORE REQUISITE
- 34. 34 Strategic Readiness: XM Planning Steps Business Objectives Workshops Biz Objectives > DMS Goals How to Measure Value User Segments Audience Research Personas > DMS Profile Cards & Keys Experience Design & Content Content Strategy & Scenario Mapping Modular Design Responsive Roadmap Long-term growth, Short-term results Agile Marketing Measurement & Optimization
- 35. Strategic Readiness: Business Objectives Strategic Theme Generate Customer Strategic Objective Marketing Objective Digital Goal Value Grow Market Share Generate Leads ? Increase Quality Build Communities of Engagement Accurate Personalization ? Sticky Engagement ? 35
- 36. 36 Strategic Readiness: Segment Your Users Segment / Persona Demographics Psycho-graphics Key Customer Goals/Intent Products / Services Desired Segment 1 • • • Segment 2 • • • • Segment 3 • • • •
- 37. 37 Strategic Readiness: XD Planning • Understand the online and offline user path • What are the expectations? • How does the user path influence the navigation and where you want to personalize? • Understand the Content • Content is king • Map it out! DEFINE
- 38. 38 Strategic Readiness: Map Users, Phases & Content Segment 1 Customer Journey Stages Awareness Consideration Intent Purchase Advocate Customer Intent CTAs / Goals Persuasive Content
- 39. 39 Strategic Readiness: Put Together a Roadmap Where you want your digital marketing efforts to take you and how you can get there ROADMAP VISION
- 40. 40 Technology Process: SoE Planning Other Technology Up-front system and data orchestration required in order execute against the experience & campaign strategy. PRESENTATION ESL / BUSINESS LOGIC 3RD PARTY & BACK OFFICE Sitecore Customer Experience Management Platform Content Dig Marketing Analytics SERVICE LAYER ERP CRM/Identity Data Warehouse Other LOB
- 41. 41 Operational Planning Build a team/ Assign roles Set expectations Build a timeline Report and Re-evaluate Execute
- 42. Best Practices 1. Get Your Baseline in Check 2. Plan, Plan, Plan 3. Take Your Time: Marathon vs. Sprint 4. Understand and Optimize 5. Don’t Be Creepy 6. Don’t Think Small Scale 7. Design for Experience 8. Keep Creating Content 42
- 43. 43 Get Your Base in Check
- 44. 44
- 45. Plan for Technology: Understand Your Implementation Issue Description Recommended Action Severity Maturity Model Implications Site uses only one template and two sublayouts There is limited structured framework to leverage for personalization, e.g., targeting users with different features, callouts, etc. Build more structured templates and sub layouts based on personalization and content strategy requirements Medium Nurture - may restrict personalization Low data sources due to limited templates Limited data source templates requires heavy reliance on content author to choose presentation (writing HTML) Build more structured templates that leverage different data sources Medium Nurture - may restrict personalization All user-generated content (social media and reviews) is IFRAMEed into the site There is very limited DMS functionality for all third-party content Social: TBD, Reviews: Build review functionality in a way that Sitecore can consume/host the content Medium Align/Optimize - may restrict goal tracking/analytics and personalization across modules • Installation • Performance • Source Code • Analytics • Database • Security • Site Architecture 45
- 46. 46 Dream big, but plan realistically. Digital marketing maturity is a marathon, not a sprint.
- 47. 47 Understand and Optimize • Don’t “set it and forget it” • Set KPIs and baselines • Monitor and schedule periodic check ups • Understand what’s working and test it elsewhere • Account for seasonality • Update roadmap based on findings
- 48. 48 Don’t Be Creepy JWT Intelligence Survey Nearly two-thirds of consumers feel uneasy about the information that companies have on them. • PLAN upfront to understand how to best use data • PINPOINT particular scenarios to make sure efforts are subtle, yet effective • PRIORITIZE content and map it appropriately for all scenarios
- 49. 49 Don’t Think Small Scale • Think beyond your website • Tie together all offline and online marketing efforts • Map out omni-channel engagement plans • Ensure consistency of messaging at each touch point
- 50. Modular design is key to supporting enhanced experiences through dynamic content 50
- 51. 51 Keep Creating Content GOING ON CRUISE CONTROL Automating content creates efficiencies in the short-term but hinders your long-term marketing flexibility
- 52. PART FOUR SO WHAT DOES PERSONALIZATION LOOK LIKE? 52
- 53. Rule #1: Full-on Personalization Looks at All Channels
- 54. Rule #2: Full-on Personalization Does Not Look Completely Different
- 56. MMI: TARGET AND TRACK MMI is the largest nonprofit, full-service credit counseling agency the US. OVERVIEW • Personalization of partner logo and phone number • Drive more conversions through partner-tailored form for more accurate data • Tailor experience for partners • Track performance of campaigns and partner programs through tagging and performance of personalized content 56 COPYRIGHT 2014
- 57. 57 MMI HIGHLIGHTS • Fixing offline unbalanced call load through personalization based on referring URL • Decreased bounce rate from landing page • Accurate tracking and partnership evaluation
- 59. CARSON-DELLOSA Carson-Dellosa is a publisher of parent and teacher supplies including education materials, classroom decorations, common core supplies and more. OVERVIEW • Replatforming site onto Sitecore • Integrating Active Commerce for eCommerce • Distinct parent and teacher persona groups with unique needs • Goal: increase conversions across user groups through tailored, personalized 59 COPYRIGHT 2014 marketing
- 60. Carson-Dellosa: Process Define Business objectives User journey Segments through research Understand Engagement value identification and scoring Campaign identification Plan Personalization planning Goal and persona matrix Campaign tailoring Map Map content to the user journey Tag site content Engagement plans 60
- 61. 61 Carson Dellosa: XD Process Drivers for Responsive: • Similar user intent across devices • Base content & feature set across breakpoints • One codebase for development & management
- 62. 62 Carson-Dellosa: User Segments Process Personas XM Profile Cards & Radar Diagrams MAPPING
- 63. 63 Carson-Dellosa: User Segments Process Defining primary audience groups What are the stages in the user journey? Determining content types to get a clear picture of visitor interests Use Parent personas to match content
- 64. 64 Carson-Dellosa HIGHLIGHTS • Implementation of 20+ goals for value per visit tracking • Personalized enabled areas for “You May Also Like” Content to help increase total sales • Campaign integration through Silver Pop and PPC to serve consistent content shown off site • Engagement plans based on personas (parent/teacher) • Content categorization for buying cycle, target groups, and parent personas
- 65. 65 Carson-Dellosa RESULTS • 85% increase in cart-page views* • Average 1.5 point increase in value per visit in 1 month • User segmentation based on click-throughs • Presentation of dynamic content based on identification of parent and level of commitment (parent 1, parent 2, parent 3, in engagement plan) *August 2014 vs August 2013
- 67. THE AVEDIS ZILDJIAN COMPANY • Premier cymbal maker since 1623 • Extremely loyal fan base • Fans from Europe to Asia • Fans consist of orchestral percussionists, students & educators, and your everyday drummers • Digital is the highest ROI channel in their marketing mix
- 68. Business Issues Impacting Digital Marketing De-centralized Marketing Digital Marketing Intelligence & Execution “Bad” User Data ‘Blast’ Email Marketing Large % of Inactive Site Registrants CMS, Email, CRM, and Analytics managed in separated location/platforms My Account Registration not collecting marketable user data Large portion of users who haven't logged into My Account in months Email Marketing largely executed in blasts resulting in non-personalized, non-targeted messaging 68
- 69. Collaborative Process FROM IDEA TO EXPERIENCE. 69
- 70. KPI Identification Process Strategic Themes Business Objective Supporting Marketing Activity DMS Goals Re-engage inactive users Improved Forms Form completion Product Purchase SoundLab Cymbal Demos Awareness Expand Global Reach Tap Existing Customers 70
- 71. 1 pts 5 pts 100 pts 71 COPYRIGHT 2014 50 pts
- 72. KPI Identification and Scoring
- 73. Form: Before & After Updated Z-Club Member form to reduce the amount of information users have to provide in order to register. OLD FORM NEW FORM
- 74. Email: Before & After More manageable, modular template with specific call-to-action.
- 75. Engagement Plan Strategy 1. Automate flows to reduce marketing administration 2. Focus on “inactive users” 3. Place users into a drip campaign focused on getting them to register 4. Personalize communication through targeted lists and personalized content modules
- 77. 77 COPYRIGHT 2014 ZILDJIAN SOUND LAB STATISTICS & CONVERSIONS Highlights: • 300% increase in Zclub registrations • 47% increase in traffic • Average time on site: 4 Minutes+ • Primary source of all conversions • Bounce rates below 20%
- 78. ATTRACT CONVERT ADVOCATE INITIATE RADIATE ALIGN OPTIMIZE NURTURE ENGAGE LIFETIME CUSTOMERS Technical Readiness DMS Phase One SEO & CRO SoundLab DMS Phase Two • Modularity • Page Editor • Systems • EA • Rules Personalization • Testing • On-Page Optimization • New Form Registration • Interactive Experience • Increased Engagement • Implicit Capture • Automation & Email Zildjian’s Path to Lifelong Customers
- 79. 79 Personalization Next Steps ASSESS: Determine your readiness – where you are and where you want to go DEFINE: Understand and document your goals, users, site, opportunities, systems, etc. ROADMAP: Define the short-term and long-term BUILD: Build the Experience, Train Your Team (Co-development) AUTOMATE: Automate with the DMS, Use data to optimize
- 80. THANK YOU! Q & A 80
Editor's Notes
- #10: By definition personalization is the practice of dynamically tailoring your website to the identified needs and wants of each individualized users
- #12: It used to be just a website with basic SEO was your digital strategy and that led to traffic and $$$
- #13: We know more about our customers than ever before
- #14: Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.
- #15: Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.
- #16: Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.
- #17: Janrain Study - 3/4 of users are frustrated that content does not recognize them or adapt to their interests (http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/)
- #18: In a study of more than 93,000 calls-to-action created using HubSpot, and hundreds of millions of views over a 12-month period, HubSpot found that calls-to-action targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors. (http://blog.hubspot.com/marketing/data-personalize-marketing-li)
- #19: Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.
- #20: Bank of America, Chase, U.S. Bank, Regions Bank and Ally Bank are just some of the banks that have introduced similar programs, which analyze customers’ purchase history to find out where they like to shop and offer discounts and deals to those types of retailers and merchants. http://www.mybanktracker.com/news/2012/05/31/capital-one-offers-personalized-deals-credit-card-customers/
- #21: https://www.kaggle.com/c/expedia-personalized-sort http://mail-dog.com/explore/2010/01/personalize-emails/
- #22: https://www.kaggle.com/c/expedia-personalized-sort http://mail-dog.com/explore/2010/01/personalize-emails/
- #23: http://www.marketingprofs.com/articles/2013/12014/how-to-enhance-mobile-marketing-with-personalization
- #28: Define your customer Understand your users Who are they? Why are they on your site? Why are they interacting with your company? Where else are they interacting?
- #29: We know more about our customers than ever before
- #30: Extracting predictive personalization maturity from the broader digital marketing maturity § When Sitecore talks about digital marketing maturity - there are seven stages. The first time personalization is addressed is in the 4th stage
- #51: Think modular Supporting content is key
- #52: Automated content prevents flexibility
- #56: Extracting predictive personalization maturity from the broader digital marketing maturity § When Sitecore talks about digital marketing maturity - there are seven stages. The first time personalization is addressed is in the 4th stage
- #57: Partner with people, banks, Partner with NFL Whenever NFL sends out URLs it brings them to a page with the NFL Track when users come through each phone number Understand channel and partner effectiveness http://www.moneymanagement.org/landingpages/debt
- #59: Extracting predictive personalization maturity from the broader digital marketing maturity § When Sitecore talks about digital marketing maturity - there are seven stages. The first time personalization is addressed is in the 4th stage
- #60: WHO THEY ARE PROBLEM TRYING TO SOLVE: ONE WEBSITE MEETING DISTINCT SHOPPING NEEDS OF TWO DIFFERENT AUDIENCE GROUPS
- #61: Process:
- #62: We moved through an exercise of defining the target groups, behavior, content type and parent personas Once these were defined we ‘moved through the site and were able to pull together
- #63: We moved through an exercise of defining the target groups, behavior, content type and parent personas Once these were defined we ‘moved through the site and were able to pull together
- #64: We moved through an exercise of defining the target groups, behavior, content type and parent personas Once these were defined we ‘moved through the site and were able to pull together