An alternative approach on generating early business value .../media/SUGNL/Meetings/SUGNL Meeting September 2… · An alternative approach on generating early business value with

An alternative approach on generating early business value with the Sitecore Experience Platformdonderdag 14 september 2017

Who we are and what we do

Introduction

Introduction

Gert Maas

Technology Consultant @Macaw

www.linkedin.com/in/gertmaas

@gertmaas

Erwin Rijss

Technology Consultant @Macaw

www.linkedin.com/in/erwin-rijss

@erwinrijss

Macaw

▪ Partner in digital transformation

• Strategy & Architecture Masterminds

• Analysis & User Experience Artists

• Execution Engineers

▪ Innovation as the driver for transformation

▪ Facts: 250 employees, 15 Gold & Silver Microsoft certifications, Multiple Microsoft MVP’s , Sitecore Platinum Partner

▪ Keywords: Customer Experience, Digital, Data, Science, Analytics, Business Applications, System Integration, Collaboration, Modern Workspace, Datacenter, Cloud, Program-, Project- & Servicemanagement

Customer engagement in the age of thecustomer

Customer engagement in the age of the customer

Customer engagement in the age of the customer

Customer engagement in the age of the customer

Relevancy gap

Customer engagement in the age of the customer

Ambition versus reality

Requirements

B2B example

22

B2B example

▪ Global B2B brand

▪ Broad digital transformation challenge

▪ Strongly dependant on their partner network

▪ Localized websites in legacy CMS

▪ Key strategic challenge

▪ Limited contact with end-users due to their partner network. No way to identify, profile and segment visitors. As a result unable to shape customer experiences of people visiting their digital channels.

B2B example

Online/Site/

Mobile

ERP

Data/Analytics

25

DIGITAL TRANSFORMATION PROGRAM

NEW WEBSITE + ROLLOUT TO LOCAL

COUNTRIES

DATA INSIGHTSNEW

ENTERPRISE RESOURCE PLANNING

INTRODUCE E-COMMERCE

2019

2018

2017

2016

2015

DATA, ENGAGEMENT & IDENTIFICATION

A value-driven approach

26

A value-driven approach

▪Natural instinct is to start building a new website

▪ If you shift focus on business value, this is not alwaysthe most logical first step

▪ The existing website can act as a vehicle to achievebusiness objectives

A value-driven approach

28

DataStrategy

EngagementStrategy

IdentificationStrategy

Refinement & Implementation

Strategy

A rich set of capabilities

WFFM

COMMERCE

XDB

MA FXM

AZURE

EXM CRMCMS

DEF

SXA

PXM

Data strategy

30

Data strategy

▪ Update CRM Contacts with relevant facts

▪ Synchronize CRM Contacts and populate xDB

▪ Collect all customer data in the organization

▪ Analyze and learn from it

▪ Add predictions to Contacts

CRMDEFXDBCMS

Data strategy - workload

▪ "Vanilla" install of Sitecore

▪ Configure a new site as subdomainof the original:

▪ www.mycompany.com (original)

▪ analytics.mycompany.com (Sitecore)

▪

Data strategy - workload

▪ And..

▪Configure Data Exchange Framework

▪Create custom facets in the Experience Database

▪Configure CRM Mapping

▪Create Rulesets to enable custom facets for personalization

Data strategy – Classify Contacts

▪ Use CRM Contact Properties for individual facts and predictions

▪ Requires custom facets in xDB

▪ Requires extension on CRM Contact to xDB Contact Value Mapping Sets

▪ Requires custom rules to use these properties

▪ Use Marketing List for collective facts and predictions

▪ No additional code required

▪ Use custom xDB interactions with Profile values for timebased facts andpredictions

▪ Requires the most work

B2C insurance example

35

B2C insurance example

▪ Insurance company

▪ High service oriented, quality products and service

▪ Legacy CMS, technological debt

▪ Key strategic challenge

▪ Prove added-value to customers with excellent and pro-active customer service, consistent over all online and offline channels customer choose to interact with. By doing that, limit customer churn.

B2C insurance example

Policies

Claimsetc

Call center

……..

CRM

xDB

Data Strategy – the result

Facts

XDB

Engagement strategy

Engagement strategy

▪ Use Federated Experience Manager to start tracking behavior and engage with visitors on the current site

FXM

Engagement strategy – workload

▪ Configure Sitecore.FXM.config

▪ <setting name="FXM.BaseHostDomain" value="mycompany.com" />

▪ <setting name="FXM.Hostname" value="analytics.mycompany.com" />

▪ <setting name="FXM.ShareSessionsWhenPossible" value="true" />

▪ Add FXM Javascript beacon to the current website

▪ Enable Cross-Origin Resource Sharing by adding a HTTP header to the currentsite

▪ <add name="Access-Control-Allow-Origin" value="analytics.mycompany.com" />

Engagement strategy - workload

▪ Add Page Filters,

▪ Capture Click Actions,

▪ Assign Profiles, Goals, Campaigns, Events andOutcomes

▪ Add Placeholders and inject(personalized) content based on implicit browsing behavior

▪ Prevent complexity: simple non-editable view renderings

B2C insurance example

B2C insurance example

Policies

Claimsetc

Call center

……..

CRM

xDB

Engagement strategy – the result

Facts

XDB

Identification strategy

Identification strategy

▪As long as visitors are anonymous, onlybehavioural data can be used to personalize

▪We need a way to identify those anonymousvisitors

Identification strategy

▪ To identify there are some options:

▪Hook into forms on the original site

▪Federated Login

This needs additional functionality for FXM to accept personal contact data

(see: Rey Rahadian - how to update contact through FXM API)

But…. Also modifications to the existing application

Identification Strategy

▪Email Experience Manager and Web Forms forMarketeers are out-of-the-box solutions for

the identification strategy

WFFMEXM

Identification strategy - workload

▪ Configuration of Email Experience Manager

▪ Creating renderings and styling for newsletters

▪ Configuration of Web Forms For Marketeers

Identification strategy – eye opener

▪Whatever the phase our project is in, don'tunderestimate the identification strategy.

▪ At Macaw we found retroactively out that exisitingcustomers were interested in other services of Macaw, after we implemented our identification strategy and

contacts were merged

▪We didn’t act on that because we didn't know

▪

B2C insurance example

B2C insurance example

Policies

Claimsetc

Call center

……..

CRM

xDB

B2B example

DIGITAL TRANSFORMATION PROGRAM

NEW WEBSITE

DATA INSIGHTSNEW

ENTERPRISE RESOURCE PLANNING

E-COMMERCE

2019

2018

2017

2016

2015

DATA, ENGAGEMENT, IDENTIFICATION

Refinement & Implementation strategy

Recap of workload

Sitecore and VS Solution

• Setup and configureSitecore in Production

• Create Solution anddeployment strategy

• Setup multi-tenancy forfuture implementation of project

DEF and CRM Connector

• Setup and configure DEF• Setup and configure CRM

Connector• Create tasks for scheduled

import• Create Custom Facets for xDB• Create Custom Rules in Rules

Engine• Deploy

Marketing Automation Plan

• Definition andimplementation of persona's, profiles andpatterns and

• Definition andimplementation of Goals, Campaigns, Events, etc.

• Etc.Personalized Content

• Setup a Information Architecture for thefeatures

• Extract HTML fromexisting website forfeatures

• Create Helix stylefeatures for new website with a small or no foundation footprint

Identify Contacts (EXM)

• Install and configureEmail Experience Editor

• Connect with mail gateway and optionallysetup SPF records

• Create modules fornewsletters

• Create mailing lists withList Manager

Identify Contacts (WFFM)

• Install and configureWFFM

• Create CSS in style of current website

?

Go Live

Value in a standard approachV

alu

e

Time

Go Live

Go Live

Value in a value-driven approachV

alu

e

Time

Refinement & Implementation strategy

▪ Insights give the opportunity to refine strategy

▪ Insights give the opportunity to (re)design customer experiences based on actual data instead of assumptions

▪ Built-up profile data is maintained and can effectively be used tokickstart the new website with instant relevancy

▪ Accumulated data can produce informative dashboards

Dashboarding example

Dashboarding example

▪ Macaw

▪ Content marketing strategy around thought leadership on a number of topics. It’s all about lead generation and nurtering.

▪ “We’re spending marketing budget on paid LinkedIn and Adwordscampaigns to promote our content, but we have no idea which campaigns are effective.”

Dashboarding example

▪Engagement value strategy implemented on thewebsite

▪ Sitecore campaigns codes are added to everymarketing campaign accross all free and paid

channels

▪ Specific whitepaper download forms with goalsimplemented

Dashboarding example

Dashboarding example

Dashboarding example

Takeaways

Take aways

1. Setting up and configuring a Digital Marketing Platform without theactual site is less work.

2. The customization through code is focussed directly to the business objectives, and most of it can be re-used in the the new website

3. The benefits of this "vanilla" Digital Marketing Platform in achievingbusiness objectives are evident from the beginning, and continuewhen the new website is activated

Take aways

4. Get strategic! Look for the question behind the question

5. Even if you’re going to create a new website from the beginning, reserve enough time & budget for the data & identification foundation

6. It’s never too late to do things right, but you can be much more efficientwhen you focus on the right things from the start

Beechavenue 140 / 1119PR Schiphol-Rijk / +31 20 8510 510 / [email protected] / www.macaw.nl