planning your online marketing suite...
TRANSCRIPT
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Sitecore. Compelling Web Experiences
Page 1 www.sitecore.net
PLANNING YOUR ONLINE MARKETING SUITE ROADMAP
Joe Stanhope, Senior Analyst, Forrester
Suzy McKee, Senior Product Marketing Mgr, Sitecore
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Sitecore. Compelling Web Experiences
Page 2 www.sitecore.net
Reminders for Today’s Webinar
• Webinar recording & slides: will be emailed to you within 48 hours after the event
• Discussion: visit the twitter hashtag: #OMSroadmap
• Questions: type your questions in the chat window to be answered during the Q&A or after the event
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Sitecore. Compelling Web Experiences
Page 3 www.sitecore.net
Today’s Presenters
Joe Stanhope Sr. Analyst Forrester
Suzy McKee Sr. Product Marketing Mgr. Sitecore
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Sitecore. Compelling Web Experiences
Page 4 www.sitecore.net
About Sitecore
• Leader in enterprise-class web content management software (CMS) and marketing platform
• Presence
Offices in 10 countries worldwide, with Partners serving over 50 countries
• Customers
Over 2,500 customers managing over 30,000 web sites worldwide
• Recognized
Gartner 2010 WCM Magic Quadrant “Leader”
Forrester Wave “Strong Performer”
Gartner “Cool Vendor in WCM” 2008
Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner
• Supported
Over 700 Sitecore Certified Partners worldwide
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Sitecore. Compelling Web Experiences
Page 5 www.sitecore.net
Some Sitecore Customers
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© 2011 Forrester Research, Inc. Reproduction Prohibited 6
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© 2011 Forrester Research, Inc. Reproduction Prohibited 7 © 2009 Forrester Research, Inc. Reproduction Prohibited
Planning Your Online Marketing Suite Roadmap
Joe Stanhope, Senior Analyst, Forrester
November 7, 2011
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Consumers don’t make decisions in swim lanes
Source: December 6, 2010, “Upgrading Your Interactive Measurement Strategy” Forrester report
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© 2011 Forrester Research, Inc. Reproduction Prohibited 9
The domination of the customer
experience by digital channels creates
an imperative for organizations to
collect, measure, and utilize web
intelligence as an enterprise asset.
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The Digital Explosion
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1 The Digital Consumer.
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By 2014 almost 700 million new consumers will go online
The number of new
users to join the online
population of APAC by
2014 is equivalent to
the entire US
population.
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Budgets must be re-allocated to match consumers’ eyeballs
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Engaging The Ever-Connected Consumer Across Touchpoints
March 2011 “Welcome To The Era Of Agile Commerce”
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2 Emerging channels.
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The social media landscape
Source: FredCavazza.net (http://www.fredcavazza.net/files/2010/12/SocialMediaLandscape2011.jpg)
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Reconnect By Matching Mobile To The Consumer Life Cycle
October 2010 “Mobile Adds New Appeal To Your Brand Experience”
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Social Technographics Of Mobile Social Users
October 2010 “Social Mobile Technographics®: How Consumers Socialize On Mobile Phones”
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3 The Splinternet.
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The Internet is entering a new era
Source: January 26, 2010, “The Splinternet” Forrester report
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Marketing will no longer be as we know it
Source: January 26, 2010, “The Splinternet” Forrester report
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Introducing the online
marketing suite
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A network of interactive marketing
specialists — held together by a central
hub — which supports the entire
interactive marketing process from
planning and design to execution,
measurement, and analysis.
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A coordinated approach to interactive marketing
Based on a central hub that consolidates core services
– Collects data across online channels
– Segmentation and business rules
– Optimization
– Workflow
An integrated infrastructure
– Includes native functionality and integrated marketing specialists
– Connected via standards-based architecture
Synchronizes three broad functional capabilities:
– Content
– Execution
– Analytics
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The Online Marketing Suite In 2011
February 2011 “Revisiting The Online Marketing Suite”
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The benefits of the online marketing suite
Visibility
– Supports a unified view across the interactive marketing mix
– Drives multichannel analytics and campaign execution
Accuracy
– Coordinated data management for a single source of insight
– Drives the reduction of errors, data quality issues, and delays
Context
– Tracks customers and prospects through the multichannel funnel
– Drives cross-channel attribution and optimization
Collaboration
– Workflow guides processes across the extended marketing stakeholder set.
– Drives consistency, efficiency, and encourages information sharing
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Make Progress
In Stages
Source: New Desktop Wallpapers (http://newdesktopwallpapers.info/Webshots%20Premium%20Wallpapers.%20December%202007/Everest%20Base%20Camp,%20Tibet.jpg)
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Stage 1: operational mastery
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
Online marketingsuite capabilities
Tools
Skills
Measurementstrategy
Manage activitieswithin discrete channels
Channel-specific campaign execution measurement
Marketing management skills,project management and
campaign analysisskills
Plan,execute,and measure singlechannel campaigns
Operational metricsfor campaign deployment and
tracking
Processes
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Stage 2: digital integration
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
Online marketingsuite capabilities
Tools
Skills
Measurementstrategy
Coordinate activity acrossmultiple online channels
Multichannel campaign management,workflow,web
analytics,and the integration layer
Cross-channel campaign planning,datamanagement,
and analytical insight generation
Processesto plan,execute,and measure multichannel
interactive campaigns
Campaign analysisthat establishesthe incremental
value of channel integration
Processes
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Stage 3: optimization
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
Online marketingsuite capabilities
Tools
Skills
Measurementstrategy
Incorporate testing techniquesinto multichannel
marketing programs
Integration layer,workflow,online testing,behavioral
targeting,segmentation,and web analytics
Project management,datamining,experimental design,
financial planning,and marketing management
Manage experiment planning, implementation,and
analysis; incorporate those tasksinto current processes
Optimization analyticsto evaluate experiment
outcomes
Processes
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Stage 4: multichannel integration
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
Online marketingsuite capabilities
Tools
Skills
Measurementstrategy
Coordinate activity acrossonline and offline channels
Integration layer, third-party dataand execution
applications,and data repository
Large-scale data management and analytical insight
generation
Processesto manage data integration,multichannel
campaign planning and execution,and multichannel
analysis
Campaign analysisto evaluate performance against
corporate KPIsand long-termcustomer value, relevance,
and customer experience
Processes
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Getting there from here
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The online marketing suite is a long-term initiative
The online marketing suite is a moving target.
– Emerging channels are evolving.
The online marketing is not one-size-fits-all.
– There are many permutations of the online marketing suite.
– Everyone has their own perspective.
The road map documents:
– The starting point: current capabilities and investments.
– The first phase: initial implementation.
– Subsequent phases: prioritized enhancements over time.
Source: Staples (http://www.staples.com/)
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Content
Analytics
Central hub
Integration layer
Execution
Technology
Collaboration
PlanningProcesses
Skills
StaffingResources
Metrics
Segmentation
Delivery
KPIsMeasurement
Customerexperience
Customercontact strategy
Strategy
Work from a roadmap
The roadmap encompasses five elements
Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report
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Leveraging complexity is about more than technology Consider processes and skills
Prepare for a long-term commitment, not a project Work the roadmap in stages based on your starting point and priorities
Make the online marketing suite your own Choose your own path and work at your own pace
Establish the central hub first Set the stage for integrations and future flexibility with a solid core
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© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Joe Stanhope
+1 617.613.8929
@joestanhope
blogs.forrester.com/customer_intelligence
www.forrester.com
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Sitecore. Compelling Web Experiences
Page 37 www.sitecore.net
OMS in the Real World
5 LESSONS LEARNED Suzy McKee
Sr. Product Marketing Manager
Sitecore Digital Marketing System
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Sitecore. Compelling Web Experiences
Page 38 www.sitecore.net
Sitecore Customer Engagement Platform
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Sitecore. Compelling Web Experiences
Page 39 www.sitecore.net
Put power in the hands of business users
Traditional
Marketing
• Content editors
• Email marketers
• Analysts
• SEO managers
“We need to execute
independently of IT.”
1
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Sitecore. Compelling Web Experiences
Page 40 www.sitecore.net
Simplify analytics
Traditional
Marketing
• Measure engagement value
• Channel agnostic
• Quality on top of quantity
2
“How do we measure
across channels?
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Sitecore. Compelling Web Experiences
Page 41 www.sitecore.net
How is our website doing overall?
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Sitecore. Compelling Web Experiences
Page 42 www.sitecore.net
How are our campaigns performing?
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Sitecore. Compelling Web Experiences
Page 43 www.sitecore.net
Where do we focus our resources?
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Sitecore. Compelling Web Experiences
Page 44 www.sitecore.net
How do we compare across channels?
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Sitecore. Compelling Web Experiences
Page 45 www.sitecore.net
Automate whenever possible
Traditional
Marketing
• Trigger campaigns
• Automatic website personalization
• Cross-channel automation
“We need to
automate the
interactions.”
3
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Sitecore. Compelling Web Experiences
Page 46 www.sitecore.net
Email + Website + CRM + Ecommerce + Customer Svc
= 1 integrated cross-channel campaign
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Sitecore. Compelling Web Experiences
Page 47 www.sitecore.net
Close the gap between methodology and technology
Traditional
Marketing
• Services
• Tools
• Training
“Now we know why.
We still need the how.”
4
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Sitecore. Compelling Web Experiences
Page 48 www.sitecore.net
Designed for Business Users
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Sitecore. Compelling Web Experiences
Page 49 www.sitecore.net
Digital Maturity Model
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Sitecore. Compelling Web Experiences
Page 50 www.sitecore.net
Prove value early and often
Traditional
Marketing
• Help champions prove early wins
• Harness low hanging fruit
• Recruit more champions
5
“All eyes are on us.
We need some proof.”
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Sitecore. Compelling Web Experiences
Page 51 www.sitecore.net
Personalization, Engagement Value Goals, Testing
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Sitecore. Compelling Web Experiences
Page 52 www.sitecore.net
OMS Lessons Learned
• Put power in the hands of business users
• Simplify analytics
• Automate whenever possible
• Close the gap between methodology and technology
• Prove value early and often
2
1
3
5
4
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Sitecore. Compelling Web Experiences
Page 54 www.sitecore.net
Questions & Answers
• Webinar recording & slides: will be emailed to you within 48 hours after the event
• Questions: type your questions in the chat window to be answered during the Q&A or after the event
• More educational resources: visit www.sitecore.net/resources for white papers, eBooks, videos and more.