John Ours - Sitecore in the Digital Front Office –Turning Data into Action - SUGCON
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Transcript of John Ours - Sitecore in the Digital Front Office –Turning Data into Action - SUGCON
Organized by the Community, for the Community.
SITECORE IN THE DIGITAL FRONT OFFICE – TURNING DATA INTO ACTION
John Ours
VP Technology & Strategy
Paragon Consulting
Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 2
WELCOME TO THE FRONT OFFICE
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A Little “Back”story
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SCM
HRM
CRM FRM
MRP
ERP
• Traceability– Lead to Payment
– Procurement to Payment
– Resource to Product
• Governance
• Efficiency
• Integration
• Aggregation and Reporting
ERP Benefits
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Operations were scientific, but...
• Systems didn’t face customers
• People data was course, if it existed
• Little behavioral feedback, if any
• Marketing was
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Image courtesy of Goopee the Clown (www.goopee-the-clown.com)
Organized by the Community, for the Community.
What is “Magic Marketing?”
• Marketing without data, feedback or hypothesis
• Usually starts with
– “I think that...”
– “Every time I...”
– “People always...”
• Magic Marketing is more art than science
• Yeah, I’m being a little unfair.
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Step to the front
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WCM Analytics
E-mailTesting E-Comm
CRM
Community
Personalize
Mobile
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The evolving situation
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WCM
AnalyticsE-mail TestingE-Comm
CRMCommunityPersonalize
Mobile
Front Office Platform
• Traceability– Across channels
– Across campaigns
– Across tools
• Governance
• Efficiency
• Integration
• Aggregation and Reporting
Platform Benefits
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To put it all on one slide...
Why do we use ERP?
• Traceability– Lead to Payment
– Procurement to Payment
– Resource to Product
• Governance
• Efficiency
• Integration
• Aggregation and Reporting
Why do we use a marketing platform?
• Traceability– Across channels
– Across campaigns
– Across tools
• Governance
• Efficiency
• Integration
• Aggregation and Reporting
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SO MUCH DATA!
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TestingCRM
Community
Personalize
AnalyticsBack
OfficeLOB
Offline Retail
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And with that we can...
• Accurately predict customer behavior
• Perfectly target messaging
• Anticipate customer needs and desires
• Quickly react to changing customer climate
• Correlate experience and conversion
• Fully justify marketing spends
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...but we usually don’t.
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• The amount of information is paralyzing
• Complex sites have complex patterns
• Marketers aren’t data scientists
• How do you incorporate feedback?
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“Information overload is a symptom of our desire to not
focus on what's important. It is a choice.”
― Brian Solis
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The crux of the problem
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Not all available datais interesting
Not all interesting datais actionable
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Scientific Marketing
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Identify Research Hypothesis
ActionEvaluateAdjust
hy·poth·e·sis /hīˈpäTHəsəs/
a supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.
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Where do we find it?
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DigitalObjectives
SupportingData
Testable Hypotheses
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Understand the available tactics
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Create a hypothesis supported by data
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Organized by the Community, for the Community.
Then execute!
• Pick an action
• Determine how to evaluate success
• Execute
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Don’t be surprised if other things move
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Imagine your site as a tightly stretched web.
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Evaluate: right, wrong action or invalid hypothesis?
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Identify Research Hypothesis
ActionEvaluateAdjust
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Our Process
1. Understand the available tactics
2. Create a hypothesis supported by data
3. Pick an action
4. Determine how to evaluate success
5. Execute
6. Don’t be surprised if other things move
7. Evaluate: right, wrong action, or invalid hypothesis?
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A few tips...
• Use Sitecore FXM to cover off-property conversions
• Use Sitecore’s marketing taxonomies
• Spend time integrating CRM and LOB systems
• Engage a data analyst. Or hire one!
• Known users are your low hanging fruit
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And a few more...
• Don’t extrapolate from one point. Or two.
• You will rarely find a free lunch.
• Performance is not, by itself, an insight.
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