sugcon - getting beyond the kg website question · © 2017 sitecore user group conference europe...

Getting beyond the kilogram website questionGert Maas & Erwin Rijss

June 15, 2017

#sugcon

Introduction

Gert Maas

Technology Consultant @Macaw

www.linkedin.com/in/gertmaas

@gertmaas

Erwin Rijss

Technology Consultant @Macaw

www.linkedin.com/in/erwin-rijss

@erwinrijss

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

➢ FUN company!

➢ Meermalen beste werkgever

➢ Jaarlijkse trip

➢ Binnenkort verhuizen naar prachtig pand

Customer engagement in theage of the customer

Customer engagement in the age of the customer

Relevancy gap

Ambition versus reality

Digital Marketing Platform selection

Requirements

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 shapecustomer experiences of people visiting their digital channels.

B2B example

Online/Site/

Mobile

Data/Analytics

B2B example

DIGITAL TRANSFORMATION PROGRAM

NEW WEBSITE + ROLLOUT TO LOCAL

COUNTRIES

DATA INSIGHTS

NEWENTERPRISE RESOURCE

PLANNING

INTRODUCE E-COMMERCE

DATA, ENGAGEMENT & IDENTIFICATION

A value-drivenapproach

Natural instinct is to start building a new website

If you shift focus on business value, this is not always themost logical first step

The existing website can act as a vehicle to achievebusiness objectives

A value-driven approach

DataStrategy

EngagementStrategy

IdentificationStrategy

Refinement & Implementation

Strategy

A value-driven approach

COMMERCE

A rich set of capabilities

MA FXM

EXM CRMCMS

Data strategy

Collect all customer data in the organization

Analyze and learn from it

Create Contacts and populate xDB

Data strategy

CRMDEFXDBCMS

"Vanilla" install of Sitecore

Configure a new site as subdomainof the original:

www.mycompany.com (original)

analytics.mycompany.com (Sitecore)

Data strategy - workload

▪Create Visual Studio Solution

▪Configure Data Exchange Framework and CRM Connector

▪Create custom facets in the Experience Database

▪Configure CRM Mapping

▪Create Rulesets to enable custom facets for personalization

▪Configure Data Exchange Framework

▪Create custom facets in the Experience Database

▪Configure CRM Mapping

▪Create Rulesets to enable custom facets for personalization

B2C insuranceexample

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

PoliciesClaims

Call center

……..

Data Strategy – the result

Engagement strategy

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

Engagement strategy

Configure Sitecore.FXM.config<setting name="FXM.BaseHostDomain" value="mycompany.com" />

Add FXM Javascript beacon to the current website

Enable Cross-Origin Resource Sharing by adding a HTTP header tothe current site<add name="Access-Control-Allow-Origin" value="analytics.mycompany.com" />

Engagement strategy – workload

Add Page Filters,

Capture Click Actions,

Assign Profiles, Goals, Campaigns, Events and Outcomes

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

Prevent complexity: simple non-editable view renderings

Engagement strategy - workload

PoliciesClaims

Call center

……..

Engagement strategy – the result

Identificationstrategy

As long as visitors are anonymous, only behavioural data can be used to personalize

We need a way to identify those anonymous visitors

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

Identification Strategy

WFFMEXM

Configuration of Email Experience Manager

Creating renderings and styling for newsletters

Configuration of Web Forms For Marketeers

Identification strategy - workload

Whatever the phase our project is in, don't underestimate theidentification strategy.

At Macaw we found retroactively out that exisiting customers wereinterested 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 knew

Identification strategy – eye opener

PoliciesClaims

Call center

……..

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 from existingwebsite for features

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

Identify Contacts (EXM)

• Install and configure Email Experience Editor

• Connect with mail gateway and optionally setup SPF records

• Create modules fornewsletters

• Create mailing lists withList Manager

Identify Contacts (WFFM)

• Install and configure WFFM• Create CSS in style of

current website

Go Live

Value in a standard approachV

Go Live

Value in a value-driven approachV

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 usedto kickstart the new website with instant relevancy

Accumulated data can produce informative dashboards

Refinement & Implementation strategy

Dashboarding example

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 andAdwords campaigns to promote our content, but we have no ideawhich campaigns are effective.”

Engagement value strategy implemented on the website

Sitecore campaigns codes are added to every marketing campaign accross all free and paid channels

Specific whitepaper download forms with goals implemented

Takeaways

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

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

3. The benefits of this "vanilla" Digital Marketing Platform in achieving business objectives are evident from thebeginning, and continue when the new website is activated

Take aways

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

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

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

Take aways

Thank you!

www.macaw.nl

@macawnl

sugcon - getting beyond the kg website question · © 2017 sitecore user group conference europe...

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