omni-channel marketing in the cloud

Omni-Channel Marketing Cloud

Mumbai | November 2016

Aaron Brongersma, Product Marketing Manager

Solutions Marketing - DigitalFactory

@abrongersma

/abrongersma

Engineer turned Marketer

Customer first marketing

DevOps aficionado

Enterprise Cloud Architect

Containers, API, AWS, Mobile

Open-source / Enterprise Software

Fighting for the Developer, DevOps and IT


Customer engagement has shifted…

You need to reach your customer: • When they want• Where they want• How they want

And deliver a consistently positive, powerful experience across all your channels


What I See Talking to Partner & Customers

Business Problem

Technology Challenge

Marketing Challenge

Business Impact

• Poor customer experience• Inconsistent brand presentation • Can’t meet the speed of the market

• ”Infrastructure” challenges• Strained resources• Technology silos

• Can’t meet needs of individual markets• Suboptimal, inconsistent customer journey• Costly rework and duplication of effort

• Lost sales and customers• Poor brand leverage• Displaced by competitors


TechnologyTechnology Business

The Promise of Digital Transformation is Pervasive

Business Technology

Digital Agencies System Integrators

Service ProvidersWeb Contractors

Content Providers Private Contractors

Out/Off-shore3rd-Party Designers

Web Developers

Mobile Developers

DevOps/IT Ops

Architects

Marketing Managers

Content Authors

VP of Digital

Digital Marketers

Biz & IT Productivity

Ecosystem Collaboration


Omni-Channel Experience


Omni-Channel Marketing Maturity Model

Open Source CMS Platform

Social Media Integration

Strategic CMS Platform

Device Level Content

Advanced Analytics & Consulting

Corporate, Personalization Capabilities


Progress Targets Omni-Channel Customer Engagement @Speed

http:www.acme.com

Traditional Approach Rapid Omni-Channel Experience Approach


Customer Engagement @Scale is Also A Challenge

Large National or Multi-National

Multiple Brands

Multiple Products & Services

Multiple Customer Segments

Multiple Regions

Multiple Channels

Business Impact• Poor brand leverage & customer experience impacts revenue and growth• Operational and infrastructure inefficiencies impact cost & expenses


What Is the DigitalFactory?


Customer Experience Management Digital Operations Management

Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps

Cross-Channel Engagement Centralized Sites and Apps Management

Content Management

Audience Management

Experience Personalization

Experience Optimization

Digital Commerce*

Extensibilityand APIs

Continuous Delivery and DevOps

DeveloperTools

Customer Analytics | Data Integration | Business Automation

Security, Governance and Compliance

Digital @ Global Scale -

Optimize the Customer Engagement Manage the “Infrastructure”

Marketing Technology





Content Management

Audience Management



Digital Commerce*



DeveloperTools




Deliver cross-channel engagement Build & deliver websites & apps






Content Management

Audience Management



Digital Commerce*



DeveloperTools




Core capabilities for Marketing Core capabilities for Technology Team






Content Management

Audience Management



Digital Commerce*



DeveloperTools



Digital @ Global Scale

Underlying capabilities support both Marketing and Technology






Content Management

Audience Management



Digital Commerce*



DeveloperTools



Digital @ Global Scale



So Let’s Talk Web Sites


How Progress Makes WCM Different

Management of digital resources at global scale• Not just management of marketing content but…• Operational management ensures right content… right context… right time, all in the cloud

Unmatched usability and user experience• Our UI/UX expertise allows organizations to deliver compelling experiences with…• Easy to use approach that supports marketers, developers and DevOps

Unique blend of flexibility and control• Separation of concerns breaks the tactical dependency on IT & enables marketing• Provides business flexibility while providing strategic corporate governance


What About Mobile

DigitalFactory Provides Business and IT Value

Centralized Site/Application Management: reduce or eliminate infrastructure management complexity

Centralized Site/App

Management

Easy Content Creation and

Reuse

Easy Content Creation and Reuse: content-first approach, strong focus on reuse with templates, marketplaces, etc. Industry

Leading Mobility

Blended Industry Leading Mobility: mobility is blended in the overall experience. Covering all approaches – from responsive, to hybrid, to native (with NativeScript)


Progress for Mobile: Complete Lifecycle Support


How Progress Makes Mobile Different

{N} - build native mobile experiences for every platform with single code base reusing web skills

First class data connectivity - integrate with any existing business system, database based on DataDirect (industry leader)

Our mobile toolset is not a dead end strategy, and allows you to expand to websites and other delivery channels to provide fluent experience separation of concerns breaks the tactical dependency on IT & enables marketing


Customer Engagement




Management


Reuse


Leading Mobility


Customer Journey

Optimization

Customer Journey Optimization: “single view of the customer experience.” Simplifying fundamental aspects like tracking, attribution and personalization


The Need for Customer Journey Analytics

Customer Journey

Web Sites

Emails

Mobile AppsAds

Social

Google Analytics

DoubleClick

Marketo

Eloqua

Optimizely

Facebook Connect

Social Analytics

Many tools - no big picture

Single source of truth?

Insights combining even two of all channels? Example: web and email

Where are the Audiences?


Effective Omni-Channel Customer Experience is Difficult to Deliver

Omni-channel Development• Struggle to provide omni-

channel customer experiences• Difficult to incorporate existing

systems & data• Struggle to respond to rapidly

changing business conditions• Difficult to support breadth of

devices

Poor Customer Engagement• No single view of the customer

experience• Poorly designed customer journey• Unable to act on data from multiple

systems that interact with the customer

• Unable to take action based on insights


PHASE 1

PHASE 2

PHASE 3

Page Visits

Bounce Rates

Number of Contacts

Leads Email Workflows Landing Pages A/B Testing

The Web Analytics Maturity Model

360 Contact Profiling Audience Management Journey Analysis Personalization Content Attribution


The Big Picture

Data aggregation and preparation

Digital Experience

Cloud

Customer Journey Database

Customer Journey Personalization & Optimization

Customer Journey Analysis

Marketing Automation

Social Media

CRM

Custom

Mobile Apps

Website

A B C D


Omni-Channel Analytics Questions

What happened? • Descriptive

What could happen?• Predictive

What should we do next?• Prescriptive


Strengths of the Sitefinity Digital Experience Cloud

Predictive and prescriptive analytics Unmatched data integration capabilities


Built for DevOps




Management


Reuse


Leading Mobility


Customer Journey

Optimization


Business Driven

Automation

Business Driven Automation: powerful rules engine to “take rules out of the code” and enable self-service

Security, Governance, Compliance

Security, Governance, Compliance: Global governance with local control




Management


Reuse


Leading Mobility


Customer Journey

Optimization


Business Driven

Automation

Business Driven Automation: powerful rules engine to “take rules out of the code” and enable self-service

Security, Governance, Compliance

Security, Governance, Compliance: Global governance with local control

Extensibility, Delivery, DevOps

Extensibility, Delivery, DevOps: Everything required to easily integrate, extend, deliver and manage at a global scale

Demo of Digital Experience Cloud