Using the Right Content Strategy to Create a Personalized Digital Experience

facebook.com/perficient twitter.com/Perficient_MSFTlinkedin.com/company/perficient

Using the Right Content Strategy to Create a Personalized Digital Experience

Agenda

Who We Are

What Is the Right Content Strategy & What to Personalize

Where to Begin

• Must Do’s in Creating a Strategy to Drive Personalized Experience

Sitecore Digital Value Map

Quick Wins with Sitecore

• Content Authoring, Personalization, Multi-Channel, Testing

• Insights & Engagement Value

Q&A

Perficient is a leading information technology consulting firm serving clients throughout

North America.

We help clients implement business-driven technology solutions that integrate business

processes, improve worker productivity, increase customer loyalty and create a more agile

enterprise to better respond to new business opportunities.

About Perficient

• Founded in 1997

• Public, NASDAQ: PRFT

• 2013 revenue ~$373 million

• Major market locations throughout North America• Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus,

Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los Angeles, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto and Washington, D.C.

• Global delivery centers in China, Europe and India

• >2,200 colleagues

• Dedicated solution practices

• ~85% repeat business rate

• Alliance partnerships with major technology vendors

• Multiple vendor/industry technology and growth awards

Perficient Profile

BUSINESS SOLUTIONSBusiness IntelligenceBusiness Process ManagementCustomer Experience and CRMEnterprise Performance ManagementEnterprise Resource PlanningExperience Design (XD)Management Consulting

TECHNOLOGY SOLUTIONSBusiness Integration/SOACloud ServicesCommerceContent ManagementCustom Application DevelopmentEducationInformation ManagementMobile PlatformsPlatform IntegrationPortal & Social

Our Solutions Expertise

A Sitecore Certified Solution Partner

Perficient has designed and delivered numerous large, public-facing sites powered by Sitecore. • Perficient is a top Microsoft National Service Provider • Sitecore practice is situated within Perficient’s

Microsoft group to provide the highest value to clients• Perficient & Sitecore have a long term relationship;

25+ Sitecore certified consultants• One of less than 20 partners with Sitecore Customer

Engagement Platform (CEP) certification• 3 Sitecore Most Valuable Professionals on staff• Site of the Year for Best Partner Site in 2012• In 2013, customer awarded Site of the Year for Best

Financial Services & Insurance Site by Sitecore and Best Prepared Website for Health Insurance Shoppers by Forrester

Speakers

Jason MaloneyDirector of

Perficient XDPerficient

Michael PorterPrincipal of Portal, Web

Content and Social SolutionsPerficient

Mark GehmanDirector of SitecorePerficient

What is the Right Content Strategy

It depends….

On your customers – who they are, their expectations, and how they interact with you.

On you – your objectives, brand, business model and capabilities.

The right strategy for you is the one that best marries your customers’ needs with your business goals and realities to deliver the right content at the right time in the right environment to every customer. The result is a great experience for your customer that equates to helping your business grow.

What Should Be Personalized?

It depends….

On your customer expectations, your data, your technology and your commitment to your customers to provide the most relevant information for them at all times.

So, pretty much anything you can personalize should be personalized.

– If it enhances the experience

– And to the extent you can support the effort

So Where Do I Start?

1. What are your business objectives2. What do you know about your customers3. What data do you have4. What can your marketing and digital tools do

Align them all, and off you go.

In our experience, we’ve found 9 important ‘Must-Do’s’ to create an effective content strategy to drive a personalized experience.

Take a Holistic Approach

Be obsessed with intelligent, effective, creative & seamless interactions for your customer.

Segmentation to Drive Personalization

• Find the best method to segment your customers.• Geography, personal attributes, time, preferences, behavior

and customer lifecycle to name just a few• Beyond attributes and profiles – could be predictive and

modeled• Let the data drive you – guided by your experience• Understand each segment to its fullest extent….and

document it. Describe it. Map its journey. Tell its story. • Identify the content you need to fulfill that journey and be a

part of the story• Create the content for each touchpoint for that customer.

Segmentation to Drive Personalization

Content Types Matter

You Must Support Multiple Channels

Know What Your Customers Are Doing

• They tell you a lot– Through their preferences– By their searches– By their history– From where they are coming from

• Use web analytics and reporting tools to constantly measure and learn

• If you can understand what is influencing and driving your customers online interactions, you can adapt your content to enhance your customer experience

Test Early and Test Often

• A/B testing• Copy and creative testing• Offer testing• Time based• Product attributes• Champion/challenger• The earlier and faster you fail, the more chance you have

to get it right

Understand Your Specific Authoring Model

• Remove any barriers to publishing content. Make it as easy as possible on your authors/publishers

• Must take into account all the potential authors– Marketing team– Product team– Agency– Sales team

Customer Authoring and Community

• Today we must understand that we don’t control all content, and some of our most influential content comes from outside the brand

• Customers can author content through word of mouth and specific user generated content

• Editors, experts and bloggers provide content• Allowing outside content to be visible can add credibility and authenticity

to your experience

Think Strategically

8/27/2014

Goals Challenges Solutions

Customer 1stIncreased salesLower cost of salesAttributable investment

Speed to market Adapting to consumer needs

Varying programs and investments

One view of the customerUnified digital channelOmni-channel supportTargeted content and offers

Poor integrationDisjointed dataPoor mobile supportNot multi-channel

Unified platformPerhaps multi-vendorFully integrated

Web Content ManagementCRMCampaign managementWeb analyticsAttribution tool(s)

Old web contentNo personalization capabilitiesNot integrated to web analyticsMany gaps

Variety of tools Unified platform if possible

SupportabilityAgileOn same page

Mixed marketing and IT teamsBudget issuesLong development timesNot on same page

COE

Business

Platform

Technology

Team

One “Best of Need” Platform that delivers:• Quick Transition from Strategy to Implementation

• Increased Multi Channel Revenue

• Lowered Operational Cost

Walk Before You Run

Sitecore Digital Value Map

Key Digital Strategy Concepts Sitecore Quick Wins

Ease of content authoring for any potential author or content type

• Contextual Sitecore Page Editor • Granular Ribbon Feature Trimming

Relevant call to action content based on implicit and explicit personalization rules

• Sitecore Experience Editor & Viewer• Marketing Center

• Personae and Content profiling• Goals and Engagement value• Rules engine, Custom conditions

Multiple channel support • Sitecore Device Manager• Device Emulator, Rules engine

Fail early, test often • A/B Testing• Multivariate Testing

Engagement value and behavior tracking

• Executive Dashboard• Engagement Analytics

Content Authoring Quick Wins

Context Ribbon

Component Capability

Content Types

WYSIWYG Editor

Personalization Quick Wins

Marketing Center

Experience Context

Experience Viewer

Experience Editor

Implied Content

Component Editor

Rules Editor

Multi-Channel Quick Wins

Page Preview

Device Emulation

Device Experience

Device Support

Context Editor

Component Editor


Page Preview

Device Emulation

Device Experience

Device Support

Content Editor

Component Editor


Page Preview

Device Emulation

Device Experience

Device Support

Context Editor

Component Editor

Testing Quick Wins

Testing Context

Component Test

Evaluate Results

Insights and Engagement Value Quick Wins

Executive Dashboard

Goal Conversion

Engagement Analytics

Business Overview

Visitor Overview

Visit Detail

Next Steps

Quick wins providing fast time to value!– Use goals and value metrics to understand and drive quality

– Campaign management to optimize marketing spend

– Conditional personalization to drive relevance

– Personas to profile content

– Predictive personalization to target with relevant content, based on

behavior

– Engagement automation and email campaign manager to ‘speak’

to your target audience

– Engagement analytics to measure marketing effectiveness

www.perficient.com | #sitecore | Proprietary & Confidential

Questions

Slide 53

Connect with Perficient

Using the Right Content Strategy to Create a Personalized Digital Experience

Technology

Transcript of Using the Right Content Strategy to Create a Personalized Digital Experience