Organized by the Community, for the Community.

SITECORE IN THE DIGITAL FRONT OFFICE – TURNING DATA INTO ACTION

John Ours

VP Technology & Strategy

Paragon Consulting

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WELCOME TO THE FRONT OFFICE

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A Little “Back”story

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SCM

HRM

CRM FRM

MRP

ERP

• Traceability– Lead to Payment

– Procurement to Payment

– Resource to Product

• Governance

• Efficiency

• Integration

• Aggregation and Reporting

ERP Benefits

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Operations were scientific, but...

• Systems didn’t face customers

• People data was course, if it existed

• Little behavioral feedback, if any

• Marketing was

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Image courtesy of Goopee the Clown (www.goopee-the-clown.com)

Organized by the Community, for the Community.

What is “Magic Marketing?”

• Marketing without data, feedback or hypothesis

• Usually starts with

– “I think that...”

– “Every time I...”

– “People always...”

• Magic Marketing is more art than science

• Yeah, I’m being a little unfair.

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Step to the front

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WCM Analytics

E-mailTesting E-Comm

CRM

Community

Personalize

Mobile

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The evolving situation

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WCM

AnalyticsE-mail TestingE-Comm

CRMCommunityPersonalize

Mobile

Front Office Platform

• Traceability– Across channels

– Across campaigns

– Across tools

• Governance

• Efficiency

• Integration

• Aggregation and Reporting

Platform Benefits

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To put it all on one slide...

Why do we use ERP?

• Traceability– Lead to Payment

– Procurement to Payment

– Resource to Product

• Governance

• Efficiency

• Integration

• Aggregation and Reporting

Why do we use a marketing platform?

• Traceability– Across channels

– Across campaigns

– Across tools

• Governance

• Efficiency

• Integration

• Aggregation and Reporting

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AND THEN THERE WAS DATA

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SO MUCH DATA!

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E-mail

TestingCRM

Community

Personalize

AnalyticsBack

OfficeLOB

Offline Retail

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And with that we can...

• Accurately predict customer behavior

• Perfectly target messaging

• Anticipate customer needs and desires

• Quickly react to changing customer climate

• Correlate experience and conversion

• Fully justify marketing spends

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...but we usually don’t.

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• The amount of information is paralyzing

• Complex sites have complex patterns

• Marketers aren’t data scientists

• How do you incorporate feedback?

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“Information overload is a symptom of our desire to not

focus on what's important. It is a choice.”

― Brian Solis

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The crux of the problem

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Not all available datais interesting

Not all interesting datais actionable

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DIGGING IN

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Scientific Marketing

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Identify Research Hypothesis

ActionEvaluateAdjust

hy·poth·e·sis /hīˈpäTHəsəs/

a supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.

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Where do we find it?

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DigitalObjectives

SupportingData

Testable Hypotheses

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THOSE ARE JUST CIRCLES

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Understand the available tactics

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Create a hypothesis supported by data

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Then execute!

• Pick an action

• Determine how to evaluate success

• Execute

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Don’t be surprised if other things move

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Imagine your site as a tightly stretched web.

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Evaluate: right, wrong action or invalid hypothesis?

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Identify Research Hypothesis

ActionEvaluateAdjust

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Our Process

1. Understand the available tactics

2. Create a hypothesis supported by data

3. Pick an action

4. Determine how to evaluate success

5. Execute

6. Don’t be surprised if other things move

7. Evaluate: right, wrong action, or invalid hypothesis?

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Organized by the Community, for the Community.

A few tips...

• Use Sitecore FXM to cover off-property conversions

• Use Sitecore’s marketing taxonomies

• Spend time integrating CRM and LOB systems

• Engage a data analyst. Or hire one!

• Known users are your low hanging fruit

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And a few more...

• Don’t extrapolate from one point. Or two.

• You will rarely find a free lunch.

• Performance is not, by itself, an insight.

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LOOKING FORWARD

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THANK YOU TO OUR SPONSORS!

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SM