Getting Started:Automation

Presented by:David Hughes, SitecoreKeith LaFerriere, CXOTrevor Campbell, TA

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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

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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

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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?

Automation Road Map

What’s next for Sitecore Experience Automation

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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?

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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

Know the Audience

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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.

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Research: Persona Development

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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

Make the Connection

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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

Mapping the Journey

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BLAH!!!

Make the Connection: Mapping the Journey

Deliver the Goods

Engagement Automation DemoLadies and Gentlemen, Mr. Trevor Campbell on the drums.

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!

Thank You!

Q+A

FOR DISCUSSION PURPOSES ONLY. SitecoreConfidential and Proprietary. © 2016 SitecoreCorporation 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.