with your dms implementation - amazon web servicessymposiumau.s3.amazonaws.com/2012/product...

Amsterdam Las Vegas Melbourne

How to be successful with your DMS implementation Lars Birkholm Petersen Head of Business Optimization Services, E: [email protected], T: @LarsBirkholm

Chris Nash Senior Business Optimization Consultant, E: [email protected], T: @ChrisNash

Ron Person Senior Business Optimization Consultant, E: [email protected]


Goals & Engagement

Values Engagement

Analytics

Campaign Management

Rules Based Personalization

A/B split & MV testing

Personas & profiling

Predictive personalization

Engagement

Automation

E-mail campaigning

Sales enablement with CRM integration

Cross Channel presence

A

Powerfull

Tool


Start?


From a Technical perspective

• Be sure to follow Sitecore Requirement

Recommendations

• Consult Sitecore DMS

Performance Tunning Guide


From a Technical perspective

• Enable Page Editor

• Structure Placeholders and prepare for

engagement

• Consider IA and

plan for Governance


Get smart


Crawl before you walk!

• Get strategic, make sure your Digital goals are connected to strategic objectives

• If not, invest in this as early as possible!

• Get data – and get it right!


Alignment

• Strategic Objective Framework

• Create Engagement Value Scale

• Configure goals in DMS


Use Data!


Bonus!

• Consider your Marketing Taxonomy!


Bonus #2!

• Understand behavior!


Walk before you Run!

• Fail faster – test!

• Leverage the low hanging fruit of Personalization

• Establish simple Welcome flows


Consider....

• Which data should you get and store from

Customer touchpoints?

• Where?


Run!

• Predictive Personalization

• Automation

• Anticipate – build unified Customer view


Help?


Methodology Roadmap for Implementing

Customer Engagement Platform -

Engagement Value Scale Workshop

-

Personalization Workshop -

Digital Relevancy Map

Analysing Digital Maturity -

Scoping Workshop

Customer Engagement Platform End User Training

ROI Generation

Assessment Workshops Optimization Workshops


Example from Methodology


Motivate?


Buyer Journey

Awareness Solution Selection

Our Goal: Get Email Permission

Our Goal: Book Demo

Our goal: Sell software


Digital Relevancy Map

Discovery Solution Selection

Marketing Executives

Intent: Stay on top of marketing techniques

Intent: Which solutions, can help me be more efficient

Intent: Is this the right choice for me, is it "safe"?

Persuasive content needed: Third party papers, benchmark test, Thought Leadership webinars.

Persuasive content needed: Case Studies, Company Whitepapers, video testimonials.

Persuasive content needed: ROI cases and facts

Desired Action: Get Email Permission Desired Action: Book demo Desired Action: Purchase

Extend with: • How can intent be revealed • Assets identified • Alternative actions • Personalization type • DMS Capabilities used


Goals & Engagement

Values

Engagement Analytics

Campaign Management

Rules Based Personalization

A/B split & MV testing

Personas & profiling

Predictive personalization

Engagement

Automation

E-mail campaigning

Sales enablement with CRM integration

Cross Channel presence

A

Powerfull

Tool

Crawl

Walk

Run

Integrated tools


Project?


Analyze Design Build Deploy Optimize

Preparing for DMS

Scoping DMS

DMS Tunning

Engagement Value Scale

Plan Engagement

Configure Engagement

Insights & Recommendation

follow-up

Optimization Configure

Optimization

DMS Training


Scoping


Starting Point for DMS

• DMS … sounds like a great value proposition…

but what is best approach… how to get started…

• Scoping Workshop is

starting point for leveraging

DMS to generate

measurable business value


When / Who?

• DMS customer – ideally with partner

• Analyze / planning phase

• Marketing decision makers

– Marketing planners and executers

• IT decision makers

– IT project management


Start with Business Objectives

• For best outcome … start with business

objectives

Measureable Results

Digital Goals Marketing Objectives

Business Objectives


Objectives Framework

Online Goals

Marketing Objectives

Strategic Objectives

Strategic Theme

?

?

?

? ?

?

? ?

?

?

?


Objectives Framework

Online Goals



Strategic Theme

Customer Intimacy

Customer Loyalty

Loyalty Club

Acquisitions

Online Club Tour

Customer Club

Signup

Loyalty Club

Usage

POS Buys Online Buys

Customer Wallet Share

Cross Sell

POS Cross Sell

EXAMPLE


Measuring Effectiveness

• How digital goals are

used to measuring

effectiveness

using Engagement

Analytics


Understand the Possibilities

• Goals

• Campaigns

• Analytics

• Testing – A/B & MV

• Rules Based Personalization

• Predictive Personalization

• Engagement Automation

• CRM integration


Recommended Roadmap

• Prioritization of DMS

functionality

• Phases for when to

deploy

• Focus on continuous

insights

and optimization


Engagement

Value Scale


CoO

Initial B2B Engagement Value Scale

• Book a meeting

• Attend a webinar 50

• Take a survey 25

• Subscribe to newsletter

15

• Download whitepaper

0

VA

LU

E

CO

MM

IT

ME

NT


Why Implement EV Scale?

With DMS and Engagement Value Scale

• Show Impact on Marketing Objectives

– Revenue or Otherwise

• Measure Cross-Channel Performance

• Measure Marketing Impact and Efficiency

• Improve Marketing Impact and Efficiency


Outcomes of the Workshop…

• Clear and Specific Marketing Objectives

• Engagement Goals on Website State of the Art, Implementation Phases

• Engagement Value Scale Goals and Values

• Key Performance Indicators

• In-depth Discussion and Consensus


Workshop Process

1. Pre-work

2. Clarify Strategic and Marketing Objectives

3. Brainstorm State of the Art Touch Points

4. Identify and Weight Digital Goals

5. Create Engagement Value Scale

6. Identify Key Performance Indicators


Workshop Process

1. Pre-work







Visual Gallery

of Engagement Goals


Workshop Process

1. Pre-work



4. Group and Weight Digital Goals




Workshop Process

1. Pre-work







Take Aways…

From One ½ Day Workshop You Take Away…

• Identify Key Marketing Objectives

• Brainstorm Leading Edge Touch Points

• Identify Current and Future Website Goals

• Weight Your Engagement Value Scale

• Identify Possible Key Performance Indicators

• Create Team Consensus


Engagement Value Scale Best Practice Whitepaper


Use This For…

• Developing Your Marketing Objectives

• Step-by-Step Guidance in Creating

Engagement Value Scale

• Best Practices in Implementing and

Expanding


Best Practices

• Lead Scoring

• Branding

• Loyalty Scoring

• Personalization and Profiling

• Correlating EVS with Revenue

• Recalibrating Engagement Value Score


Visual Gallery

of Engagement Goals


Crawl DIY

• Methodology

• Engagement Value Scale Best Practices

Both avaliable on spn.sitecore.net


Business Optimization Services


Q & A

How to be successful with your DMS implementation

with your dms implementation - amazon web servicessymposiumau.s3.amazonaws.com/2012/product...

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