PLANNING YOUR ONLINE MARKETING SUITE...

Sitecore. Compelling Web Experiences

www.sitecore.net

PLANNING YOUR ONLINE MARKETING SUITE ROADMAP

Joe Stanhope, Senior Analyst, Forrester

Suzy McKee, Senior Product Marketing Mgr, Sitecore


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


www.sitecore.net

Today’s Presenters

Joe Stanhope Sr. Analyst Forrester

Suzy McKee Sr. Product Marketing Mgr. Sitecore


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


www.sitecore.net

Some Sitecore Customers

http://www.mccormick.com/

© 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


Consumers don’t make decisions in swim lanes

Source: December 6, 2010, “Upgrading Your Interactive Measurement Strategy” Forrester report


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.


The Digital Explosion


1 The Digital Consumer.


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.


Budgets must be re-allocated to match consumers’ eyeballs


Engaging The Ever-Connected Consumer Across Touchpoints

March 2011 “Welcome To The Era Of Agile Commerce”


2 Emerging channels.


The social media landscape

Source: FredCavazza.net (http://www.fredcavazza.net/files/2010/12/SocialMediaLandscape2011.jpg)


Reconnect By Matching Mobile To The Consumer Life Cycle

October 2010 “Mobile Adds New Appeal To Your Brand Experience”


Social Technographics Of Mobile Social Users

October 2010 “Social Mobile Technographics®: How Consumers Socialize On Mobile Phones”


3 The Splinternet.


The Internet is entering a new era

Source: January 26, 2010, “The Splinternet” Forrester report


Marketing will no longer be as we know it

Source: January 26, 2010, “The Splinternet” Forrester report


Introducing the online

marketing suite


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.


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


The Online Marketing Suite In 2011

February 2011 “Revisiting The Online Marketing Suite”


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


Make Progress

In Stages

Source: New Desktop Wallpapers (http://newdesktopwallpapers.info/Webshots%20Premium%20Wallpapers.%20December%202007/Everest%20Base%20Camp,%20Tibet.jpg)


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


Stage 2: digital integration



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


Stage 3: optimization



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


Stage 4: multichannel integration



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


Getting there from here


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/)


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



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

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Joe Stanhope

+1 617.613.8929

[email protected]

@joestanhope

blogs.forrester.com/customer_intelligence

www.forrester.com


www.sitecore.net

OMS in the Real World

5 LESSONS LEARNED Suzy McKee

Sr. Product Marketing Manager

Sitecore Digital Marketing System


www.sitecore.net

Sitecore Customer Engagement Platform


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


www.sitecore.net

Simplify analytics

Traditional

Marketing

• Measure engagement value

• Channel agnostic

• Quality on top of quantity

2

“How do we measure

across channels?


www.sitecore.net

How is our website doing overall?


www.sitecore.net

How are our campaigns performing?


www.sitecore.net

Where do we focus our resources?


www.sitecore.net

How do we compare across channels?


www.sitecore.net

Automate whenever possible

Traditional

Marketing

• Trigger campaigns

• Automatic website personalization

• Cross-channel automation

“We need to

automate the

interactions.”

3


www.sitecore.net

Email + Website + CRM + Ecommerce + Customer Svc

= 1 integrated cross-channel campaign


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


www.sitecore.net

Designed for Business Users


www.sitecore.net

Digital Maturity Model


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.”


www.sitecore.net

Personalization, Engagement Value Goals, Testing


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


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.

http://www.sitecore.net/resources

http://www.sitecore.net/resources

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