sean rusinko - what does full-on personalization look like and how do i get there? - sugcon

Organized by the Community, for the Community.

WHAT DOES FULL-ON PERSONALIZATION LOOK LIKE AND HOW DO I GET THERE?

SEAN RUSINKOSVP, Digital Strategy


WHO IS THIS GUY?

• Sean Rusinko• Head of Digital

Strategy at Verndale

• Passionate about Experience Technology & Marketing Transformation

• Sitecore MVP• @seanrus• @verndaletweets

PERSONALIZATION IS THE PRACTICE OF DYNAMICALLY TAILORING YOUR WEBSITE TO THE UNIQUE, IDENTIFIED NEEDS AND WANTS OF EACH INDIVIDUAL USER.

PERSONALIZATION IS THE PRACTICE OF DYNAMICALLY TAILORING THE EXPERIENCE TO THE UNIQUE, IDENTIFIED NEEDS AND WANTS OF EACH INDIVIDUAL USER.

Organized by the Community, for the Community. 4

TYPES OF PERSONALIZATIONIMPLICIT

INFORMATION THAT IS REVEALED BY A PROSPECT’S ONLINE BEHAVIOR

Examples include:• User path• Goal completions• Visit recency/frequency• Geo-IP• Campaign

EXPLICIT

DATA THAT IS PROVIDED INTENTIONALLY

Examples include:• Website form• Survey• Email address/sign up/social login• Native login• CRM/Back-office identity systems

Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015

WE HAVE ENTERED THE AGE OF THE CUSTOMERA 20-year business cycle in which the most successful enterprises

will reinvent themselves to systematically understand and serve increasingly powerful customers.

Source: Forrester, 2014


TRANSFORMING WITH BUSINESS TECHNOLOGY How will enterprises reinvent themselves to systematically understand and serve increasingly powerful customers?

Resulted from uneasy relationship between IT and the business: IT and business alignment and the consumerization of IT.

Business Technology (BT)


IT USED TO BE SO SIMPLE

7

+ =

DEMAND GENERATION DESKTOP EXPERIENCE CUSTOMERS


YOUR CUSTOMER’S MODERN-DAY JOURNEY


YOUR CUSTOMERS


While we love the tech giants for their innovation, they have dramatically raised the expectations of your users, therefore creating a challenge.

MOST VISITED WEBSITES IN THE U.S. (ALEXA)

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TECH GIANT EXAMPLE: GOOGLE• Pioneered personalization• Data monster: knows more about

you than the NSA• Google Now• Keep it simple design• “Don’t be evil”

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• Customer-centric company• Pioneered user reviews• Personalization machine• One-click buying• Putting data to work

TECH GIANT EXAMPLE: AMAZON

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TECH GIANT EXAMPLE: LINKEDIN• Leverage human

connections and endorsements to build trust

• Pioneered progressive profiling & profile completion %

• Sophisticated marketing automation

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TECH GIANT EXAMPLE: UBER• Bridged personal offline experience

with online experience• Connection with spotify for personal

music preferences to enhance experience

• Increased engagement through personalized mobile interaction

• Mass consumption of data to improve business – constant iteration

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COMPANIES RAISING THE BAR

•Because of big names such as Google, Uber, users are expecting a more tailored, personalized experience even from smaller companies.

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Because of the tech giants, users are expecting a more tailored, end-to-end

experience across the board.

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THE CONNECTED EXPERIENCE

TECHNOLOGY

DEVICE/CANVASCHANNEL

PHASE

CONNECTEDEXPERIENCE


COMPANIES ARE COMPETING FOR EMPOWERED CUSTOMERS

TECHNOLOGY

MAJOR FOCUS

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85.4%

DIGITAL MATURITY MODEL

Organized by the Community, for the Community. 21SUGCON NORTH AMERICA 2015

BASIC PERSONALIZATION EXAMPLES


RULE #1: FULL-ON PERSONALIZATION LOOKS AT ALL CHANNELS


RULE #2: FULL-ON PERSONALIZATION DOES NOT LOOK COMPLETELY DIFFERENT


B2B EXAMPLE #1:RULES & PREDICTIVE PERSONALIZATION


ConnectWise is enrolled in a 12 month digital marketing managed services campaign to support marketing efforts and better leverage Sitecore DMS capabilities.• Verndale client since April 2015• Participated in an XM workshop to develop goals and

EVS• Two out of three brand sites into Sitecore with goals

live for value per visit reporting• 11 live personalization scenarios on the homepage• 4 profile cards tagged against all content

• Business pain point; business type; funnel state; customer type (partner vs. prospect)

• Testing content on all PPC landing pages• SBOS Module installed and leveraged for deeper

reporting

CONNECTWISE


Connectwise profile cards


B2B EXAMPLE #2:ACCOUNT-BASED MARKETING


ANALOG DEVICESAnalog Devices came to Verndale for Digital Marketing Managed Services to help mature their investment in Sitecore and show ROI through personalization

• Personalization to tailor resources based on language

• DemandBase will be leveraged for B2B personalization through the creation of a custom rule (currently in QA)• Personalization scenarios based on identified

market segment, location• Analog will also target messages to top sales

priority businesses based on name• Leveraging A/B testing


ANALOG PERSONALIZATION


THE PATH TO PERSONALIZATION TRANSFORMATION


MobileMobileStrategic

Aligning business objectives with digital strategy

TechnicalSelecting and

implementing the right technology

OperationalStaffing and training the

resources who will execute the strategy

COREREQUISITE

DEFINING READINESS

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StrategicAligning business objectives with digital strategy

COREREQUISITE

DEFINING READINESS

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SEGMENTS JOURNEY CONTENT• Collect all existing

consumer/user research, including segmentation and persona studies

• Conduct internal discussions to ensure that key information is available regarding key segments (demographics, psychographics)

• Define customer journey stages

• Identify key segments and characteristics

• Select top 3-5 segments or personas to focus on and map their journey stages

• Identify key information for customer journey stages of key segments

• User Intent• Goals/CTAs• Content

STRATEGIC PLANNING PROCESS

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1 2 3


Segment / Persona

Demographics Psycho-graphics

Key Customer Goals/Intent

Products / Services Desired

Segment 1 • • • •



1. KEY SEGMENT/PERSONAS WORKSHEET

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Customer Journey Phase

Description

Awareness Brief DescriptionConsideration Brief DescriptionIntent Brief DescriptionPurchase Brief DescriptionAdvocate Brief Description

AdvocatePurchaseIntentConsiderationAwareness

2. USER JOURNEY PHASES

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3. SEGMENT & JOURNEY CONTENT MAPPING Segment: Traditionalist

Customer Journey Stages

Awareness Consideration Intent Purchase Advocate

Customer Intent

CTAs / Goals

Persuasive Content

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Drivers for Responsive:

• Similar user experience across devices

• Base content & feature set across breakpoints

• One codebase for development & management

• SEO

RESPONSIVE DESIGN

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RELEASE 1 – 12MO• Responsive

Redesign• XM Integration• Personalized Calls-

to-action• Product

Recommendations• Testing/

Optimization

RELEASE 2 – 18MO• Advanced

Multivariate Testing

• Advanced Personalization

• Channel Optimization

• Enhanced Mobile Uses - Virtualization

RELEASE 3 – 24MO • Automation• Business

Intelligence (BI) Reporting

• Offline>Online Channel Optimization

• Gamification• 3d Printing• Host the site on

Mars

BUILDING A ROADMAP

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Mobile

TechnicalSelecting and

implementing the right technology

DEFINING READINESS

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THIS DOES NOT WORK ANYMORE.


Tying together content management (CMS) with customer intelligence empowers marketers to drive real one-on-one engagement with users at every touch point with a full suite of experience marketing (XM) tools

CONNECTING THE EXPERIENCE THROUGH CXM


TECHNOLOGY APPROACH:CXM PLATFORM AS THE FOUNDATION

BACK-OFFICE SYSTEMS & ERP

ANALYTICS & BUSINESS INTELLIGENCE

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

COMMERCE PLATFORMS

CONTENT SERVICES & EMPOWERMENT

DIGITAL MARKETING TOOLS

CXM


TECHNICAL READINESS: SYSTEM ORCHESTRATION

System and data orchestration required up-front in order execute against the experience & campaign strategy.

PRESENTATION

ESL / BUSINESS

LOGIC

3rd party & BACK OFFICE

Core Experience PlatformCustomer Experience Management (CXM)

Content

Dig Marketing

Analytics

Service Layer

ERP CRM/Identity Commerce / PIM Back-office

OtherTechnology


MobileMobile

OperationalStaffing and training the

resources who will execute the strategy

DEFINING READINESS

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Hire a digital marketing manager!

OPERATIONAL READINESS: DISCIPLINES TO HIRE FOR

DIGITAL MARKETING MANAGER SKILLSET

• Content Marketing• Demand Generation• Lead Optimization• Engagement

Automation• Social

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Staffing & TrainingCampaign Execution & Optimization

ROI & Socialization

Digital marketers are responsible for monitoring engagement analytics, optimizing and evolving customer engagement, and socializing results internally to gain buy-in and garner feedback.

OPERATIONAL READINESS

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The DCoE is a centralized cross-functional team that supports the needs of internal business lines, brands and AORs by providing structure, process, skills, and product expertise to enable contextualized digital experiences.

DIGITAL CENTER OF EXCELLENCE, DCOE

SCoE

DIGITAL MARKETING

EXPERIENCE DESIGN

TECHNOLOGY

SOLUTIONS

PM

TRAIN

ING

DCoE


TRANSFORMED & CONNECTED CUSTOMER EXAMPLES


B2C EXAMPLE #3:MULTI-BRAND GLOBAL ENTERPRISE

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STANLEY BLACK & DECKER

Stanley Black & Decker is an American manufacturer of power tools and accessories, hardware and home improvement products with international sales through retail partner networks.Verndale is currently spearheading the global redesign and technology overhaul of the digital experience for all of SBD’s Global Tools & Storage (GT&S) brands through Strategy, Experience Design & Technology services.


SBD ENTERPRISE ECOSYSTEM

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SBD ENTERPRISE ECOSYSTEM


Sitecore acts as central command for the marketer’s presentation with front-end integrations and a service layer to access vital data


STREAMLINED PERSONALIZATION



SITECORE CENTER OF EXCELLENCE (SCOE)


TheSCoE is a centralized cross-functional team that supports the needs of internal business lines, brands and AORs by providing structure, process, skills, and product expertise to enable contextualized digital experiences.


B2C EXAMPLE #4:ONE VIEW OF THE CUSTOMER


ARBELLA INSURANCEArbella is a leading New England insurance company providing car insurance, home insurance and business insurance.

Financially strong and customer focused, Arbella has been serving New England for more than 25 years.


ARBELLAArbella partnered with Verndale in late 2012 as they expressed a need in generating more value from their investments made in digital marketing technology. Verndale was challenged for building a long-term growth strategy while garnering short-term “quick wins”

OUR CHALLENGE

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Arbella’s Digital Marketing Challenges

Technical Foundation Not “CXM-

Ready”

Lack of Mobile

Optimized Experience

Stagnant SEO and

Lead Generation

Limited Online

Engagement for

Customers64


CXM-READY & RESPONSIVE

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SEO: Baseline rankings: 51

keywords in first three pages of Google; today there are 95 with 47 of those ranking on page 1

MOBILE:• 84.7% increase in

mobile and tablet organic traffic


PERSONALIZATION & TESTING


MYARBELLA PERSONALIZATION


PERSONALIZED CTAs:Explicit data:• User’s profile & policy Implicit data:• Browsing behavior

identifying interest in rental insurance

ENGAGEMENT:• 22% increase in traffic• 42% increase in SEOPORTAL• Average of 5,000 customer

registrations per month since launch


MyArbella

ARBELLA CHALLENGESVerndale strategized and roadmapped a multi-faceted program of digital strategy, design and technology projects aimed at moving Arbella into the Advocate phase of the Digital Marketing Maturity Model.

OUR SOLUTION

ROADMAP OF PROJECTS

ADVOCATECONVERTATTRACT

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•Discovery•Competitive Research•Vision and Roadmap

•Personalization-Ready•Responsive Design

•SEO and Social•A/B Testing•CRO

•Customer Engagement•Self-service

Digital Maturity Campaign

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Remediation & ResponsiveStrategic Planning


B2C EXAMPLE #5:BUILDING LIFETIME CUSTOMERS THROUGH OMNICHANNEL PERSONALIZATION


THE AVEDIS ZILDJIAN COMPANY: LIFETIME CUSTOMERS

• Premier cymbal maker since 1623

• Extremely loyal fan base• Fans from Europe to Asia• Fans consist of orchestral

percussionists, students & educators, and your everyday drummers

• Digital is the highest ROI channel in their marketing mix


• CMS, Email, CRM and analytics managed on separate platforms

De-centralized Marketing

• My Account Registrations not collecting marketing data

“Bad” User Data

• Email marketing executed in blast with non-personalized, non-targeted messaging

Blast Email

• Large portion of users haven’t logged into accounts in months

Large % of Inactive

Registrants

BUSINESS ISSUES IMPACTING XM


Strategic Themes

DMS Goals

Supporting Marketing Activity

Business ObjectiveRe—

engage inactive users

Improved Forms

Form completi

onProduct

Purchase

SoundLab

Cymbal Demos

AwarenessTap

Existing Customers

Expand Global Reach

KPI IDENTIFICATION & SCORING


1 pts

5 pts

100 pts

50 pts


KPI IDENTIFICATION & SCORING

BU

SIN

ES

S V

ALU

E

CO

MM

ITM

EN

T

• Zildjian.com & Product Registrations

100 points

• Find a Dealer• Zclub signu-ps50

points• Checkout clickouts• Product reviews25 points

• Social shares• Contact us

submits10 points• App Store

Clickouts• Click to

Social1 points

Measuring Digital

Marketing ROI on a Value-Per-Visit Framework


Updated Z-Club Member form to reduce the amount of information users have to provide in order to register.

Old Form

New FormFORM: BEFORE AND AFTER


More manageable template with specific calls-to-action and personalized content

EMAIL: BEFORE AND AFTER


• Automate flows to reduce marketing administration

• Focus on “inactive users”• Place users into a drip

campaign focused on getting them to register

• Personalize communication through targeted lists and personalized content modules

ENGAGEMENT PLAN STRATEGY


ZILDJIAN SOUND LABZildjian is a premier maker of cymbals used by a global base of musicians. Since 1623, Zildjian has been providing cymbals for fans ranging from orchestral percussionists, students & educators, and your everyday drummers


• 300% increase in registrations• 47% increase in traffic• Average time on site: 4

Minutes+• Primary source of all

conversions• Bounce rates below 20%

Highlights:

STATISTICS & CONVERSIONS

ZILDJIAN SOUND LAB


ZILDJIAN’S PATH TO LIFELONG CUSTOMERS

• Basic Personalization

• & Testing

Personalization Phase Two

ROADMAP OF PROJECTS

ADVOCATECONVERTATTRACT

• Modularity, CXM-ready Templates

• Interactive experience• Increased engagement

• Implicit capture• Automation & email

• New form registration

• On- and Off-page Optimization

SoundLabCROSEOTechnical Readiness


FINAL THOUGHTS


GET YOUR BASE IN CHECK


DON’T THINK SMALL SCALE• Think beyond your website• Tie together all offline and

online marketing efforts• Map out omni-channel

engagement plans• Ensure consistency of

messaging at each touch point


Dream big, but plan realistically. Digital marketing maturity is a

marathon, not a sprint.


PLAN FOR TECHNOLOGY: UNDERSTAND YOUR IMPLEMENTATION

Issue DescriptionRecommended

Action SeverityMaturity Model

Implications

Site uses only one template and two sublayouts

There is limited structured framework to leverage for personalization, e.g., targeting users with different features, callouts, etc.

Build more structured templates and sub layouts based on personalization and content strategy requirements Medium

Nurture - may restrict personalization

Low data sources due to limited templates

Limited data source templates requires heavy reliance on content author to choose presentation (writing HTML)

Build more structured templates that leverage different data sources Medium

Nurture - may restrict personalization

All user-generated content (social media and reviews) is IFRAMEed into the site

There is very limited DMS functionality for all third-party content

Social: TBD, Reviews: Build review functionality in a way that Sitecore can consume/host the content Medium

Align/Optimize - may restrict goal tracking/analytics and personalization across modules

• Installation• Performance• Source Code• Analytics• Database• Security• Site

Architecture

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UNDERSTAND AND OPTIMIZE

• Don’t “set it and forget it”• Set KPIs and baselines• Monitor and schedule

periodic check ups• Understand what’s working

and test it elsewhere• Account for seasonality• Update roadmap based on

findings


DON’T BE CREEPY

JWT Intelligence Survey

Nearly two-thirds of consumers feel uneasy about the information that companies have on them.

• PLAN upfront to understand how to best use data

• PINPOINT particular scenarios to make sure efforts are subtle, yet effective

• PRIORITIZE content and map it appropriately for all scenarios


MODULAR DESIGN IS KEY TO SUPPORTING ENHANCED EXPERIENCES THROUGH

DYNAMIC CONTENT88


GOING ON CRUISE CONTROL

Automating content creates efficiencies in the short-term but hinders your long-term

marketing flexibility

KEEP CREATING CONTENT


THANK YOU!Q&A

Sean [email protected]@[email protected]


THANK YOU TO OUR SPONSORS!
