getting started: automation
TRANSCRIPT
Getting Started:Automation
Presented by:David Hughes, SitecoreKeith LaFerriere, CXOTrevor Campbell, TA
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
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• Give more control on how websites interact with visitors using predefined plans
• Help customers nurture relationships by adapting content and communication that are personalized, timely and relevant
• Build a more detailed picture of your customers based on the journeys they take
Why Automate?
RightCustomer
RightContent
RightChannel
RightTime
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Why Sitecore automation is different and what at this means for marketers:
• The ability to act on information from all areas of the customer journey
• Trigger plan actions by more than just email clicks or form submissions- such as abandoned baskets, goal and campaign triggers etc.
• Qualification of plan actions by additional facets such as device, Geo IP, engagement score or visit count
• Plans can add useful information to the customer profile using engagement points and profile values.
• Personalization of web content based on automation states.
One Connected Platform
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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States – whether or not they have visited certain pages, achieved specific goals, performed specific actions, where they have come from etc.
Conditions – logic-based statements that determine whether visitors in a specific state fulfill certain criteria
Rules – criteria that determine whether a visitor fulfills a condition
Triggers – events that determine when Sitecore should evaluate the conditions and rules associated with a state
Actions –actions that should be taken when visitors meet or fail to meet the rules specified in a condition
What makes a plan?
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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• A new standalone application
• Removal of Silverlight
• A renewed focus on UX and intuitive design
• Guiding users through the process of creating new plans
• Plan templates
• Plan staging and enhanced reporting
• Phased delivery – aiming to deliver v1.0 with SXP 8.3 and v2.0 with SXP 8.4
What’s next?
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Sneak preview – work in progress wireframes
Today’s Discussion
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• Verndale Introduction
• Know the Audience
• Research
• Preparing the “Ask”
• Make the Connection
• Curating Emotion
• Mapping the Journey
• Deliver the Goods
• Engagement Automation
• Q & A
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Today’s Speakers
Keith LaFerriereChief Experience OfficerFUTURE Sitecore Design MVP
Trevor CampbellTechnical Solutions ArchitectSitecore MVP
Verndale Introduction• Marketing Technology Agency, Est. 1998• Strategy, Creative & Technology Services• Offices in Boston, LA, Quito, Bangalore• Platinum Implementation Partner• 200+ Experiences Launched• 75+ Certified Developers• 200 Employees• 9 MVP Awards• Booth 409
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Verndale Introduction
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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ar·che·type
ˈärkəˌtīp/
noun
plural noun: archetypes
Highly developed elements of the collective unconscious.
Research: Archetypes vs. Personas
per·so·na
ˌpərˈsōnə/
noun
plural noun: personas
The aspect of an individual’s character that is presented to or perceived by others.
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Research: Persona Development
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Research: Preparing the “Ask”
ETHNOGRAPHY• Background
Information• Cultural
Influences• Human Nature
in Behavior
COLLECTION• Interview Data• Survey Data• User Testing (Usability
or Focus Group)PERSONAS• Validation
and Socialization
MARKETERSDefine road map and prepare areas of action in the experience
FINDINGS / SOCIALIZATION• Review and
Validate with Teams
• Collaboration on Approach
• Implementation and Testing Plans for new Actions
CONTENT AUTHORS• Implement• Test• Run Reports
2PREPARE AUDIENCE INTERVIEW AND ANALYZE MAP THE JOURNEY
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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• Understand Emotive Triggers Along the User’s Experience
• Create and / or Curate Relevant Content
• Map the Experience Goals / Content to the Journey
Make the Connection: Curating Emotion
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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BLAH!!!
Make the Connection: Mapping the Journey
Takeaways
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Five Things To Get You Started• Research, Interview and Survey to identify the audience
• Ensure collaboration across all teams / stakeholders
• Map the goals to BOTH the user and your organization
• Remember to start small and iterate often
• Try divergent options and fail forward!