Sitecore’s Federated Experience Manager: Keeping the Customer at the Center of Your Marketing...
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Transcript of Sitecore’s Federated Experience Manager: Keeping the Customer at the Center of Your Marketing...
Sitecore’s Federated Experience ManagerKeeping the Customer at the Center of Your Marketing Efforts
John Field // Sitecore
Brian Payne // ISITE Design
Agenda
• Introductions
• Overview Federated Experience Manager
• Why Connected Experiences Matter
• Real World Examples From Early Adopters
• Q&A
3
helping global companies deliver digital experiences that make a difference
4
Federated Experience Manager
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What?
• Federated Experience Manager enables content editors to manage and measure the customer experience on non-Sitecore sites, driving a consistent experience across an entire portfolio of previously disconnected websites
How?
• Using the Experience Editor from within Sitecore, editors can …
• Get started on Day 1
• Create and manage content
• Track & measure experiences
• Personalize content
• Conduct A/B testing
• Collect all experience data in the Sitecore Experience Database
• Implementation = 1 line of code
Sitecore Experience Platform
Non-Sitecore
Sites
Non-Sitecore
Mobile Apps
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Who?
• A company in acquisition mode needs to quickly take control of existing websites and start to bring them under the main brand umbrella.
• A company owns multiple brand websites, and needs to have a single view of how a single individual is interacting with those sites, and then personalize the experience across all the sites for a single, consistent experience.
• A company can’t wait for a new website to be developed before leveraging Sitecore’s capabilities, so they leverage Federated Experience to easily track, measure and personalize the experience on existing sites.
• A company with sites or applications that cannot be managed by Sitecore. Secure sites you can’t traditionally monitor/track centrally, non .Net sites.
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Federated Experience ManagerWhy Connected Experiences Matter
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9
Technology is Not a Silver Bullet
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Fact: We’re Better At Making Websites Than Managing Them
Related: Organizations Make A Lot Of Websites
Customer Experiences Span Many Channels
Source: Accenture Global Consumer Pulse Research, 2013
Customers use
6 different
channelson average for
prospecting
11
Source: Accenture Global Consumer Pulse Research, 2013
=
Are Frustrated When…
they’re presented with inconsistent offers or experiences across channels
65%
12
≠ ≠
Will Abandon Your Brand…
Source: Insight One Study, 2013
after as little as two mis-targeted communications
½
13
Connected Experiences Are Valuable
CX Leaders
22.5%
CX Laggards
-46.3%
5-year performance customer experience leaders vs. laggards (2007-2011)
Source: Watermark Consulting, 2013
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40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
-50%
S&P 500 Index
-1.3%
Connected Experiences Are Valuable
CX Leaders
43.0%
CX Laggards
-33.9%
6-year performance customer experience leaders vs. laggards (2007-2012)
Source: Watermark Consulting, 2013
15
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
-50%
S&P 500 Index
14.5%
Connected Experiences Are Valuable
CX Leaders
77.5%
CX Laggards
-2.5%
7-year performance customer experience leaders vs. laggards (2007-2013)
Source: Watermark Consulting, 2013
16
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
S&P 500 Index
51.5%
Source: Sitecore
Experience Maturity Model
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Source: Sitecore
Where’s Your Organization?
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Attract
Convert
Advocate
Need
Compare
Discover
Research
Purchase
Decide
Use
Get Help
Share
Personalize
PartnerEvangelize
Tribe
Search
Customer
Experience
Ecosystem
Function
Value
Meaning
Crafting Connected Experiences is Challenging
19
Research
Use
Personalize
PartnerEvangelize
Social
Mobile
Web
Search
Store
20
Optimizing Connected Experiences is Challenging
Only 34% of companies understand
their customers’ ‘digital body language’
Only 10% of companies have a
comprehensive view of their customer
Source: CMO Council (April, 2013)Source: Econsultancy, Customer Lifetime Value Report (April, 2014)
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Source: http://chiefmartec.com
The Marketing Technology Landscape is Challenging
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Source: http://chiefmartec.com
The Marketing Technology Landscape is Challenging
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~100 companies ~350 companies ~950 companies
August 2011 September 2012 January 2014
Sites
Apps
Mobile
Commerce
Search
Community
Social
Digital Asset Management
Commerce & Product Management
Translation Management
Profiling & Personalization
Business Intelligence
CRM & Sales Automation
Marketing Automation
Email Service Provider
Digital Analytics
ContentCMS
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Assembling One Connected Platform?
30
Technology is Not a Silver Bullet
31
Technology is Not a Silver Bullet
<script src=“//tracking.local/bundle/beacon”></script>
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Federated Experience ManagerReal-world Examples
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Utility Company Example
Public Site Runs on Sitecore
(Hosted in the Cloud)
Non-Sitecore Site for Account
Management & Bill Pay
(Host On-Premise)
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Analytics Tracking on Non-Sitecore Site
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Analytics Tracking on Non-Sitecore Site
Analytics Tracking on Non-Sitecore Site
36
Analytics Tracking on Non-Sitecore Site
Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior on
Non-Sitecore Site
37
Personalization of Content on Non-Sitecore Site
38
Personalization of Content on Non-Sitecore Site
A/B Testing of Content on Non-Sitecore Site
39
A/B Testing of Content on Non-Sitecore Site
Internet
Non-Sitecore Site (Hosted On Premise)Sitecore Content Delivery (Hosted On Azure)
Non-Sitecore Page
Server-Side Integration
via Sitecore’s API
DELIVERYINTERNAL
INTERNET
Web
Database
Publishing
3 Production Installation
1 Non-Production Installation
5 Concurrent Authors1 Entity
8 Cores
8+ GB RAM
250+ GB HDD
PROFESSIONAL +
DEVELOPMENT SERVER
CEP MANAGEMENT SERVER
CEP DELIVERY SERVERS
DEVELOPER WORKSTATIONS
AUTHOR WORKSTATIONS
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
WE
B
CO
RE
DM
S
Packages
Windows Server 2008
IIS 7
.NET Framework 3.5
8-10M
Pages /
Month*
SITECORE SERVER
DATABASE SERVER
8 Cores
8+ GB RAM
250+ GB HDD
250GB per Content DB
14KB per Visitor
*Approximate page output. Results may
vary dependent on caching and data
access configurations
Database
Server
Web
ServerWeb
Server
DELIVERYINTERNAL
INTERNET
Web
Database
Publishing
3 Production Installation
1 Non-Production Installation
5 Concurrent Authors1 Entity
8 Cores
8+ GB RAM
250+ GB HDD
PROFESSIONAL +
DEVELOPMENT SERVER
CEP MANAGEMENT SERVER
CEP DELIVERY SERVERS
DEVELOPER WORKSTATIONS
AUTHOR WORKSTATIONS
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
WE
B
CO
RE
DM
S
Packages
Windows Server 2008
IIS 7
.NET Framework 3.5
8-10M
Pages /
Month*
SITECORE SERVER
DATABASE SERVER
8 Cores
8+ GB RAM
250+ GB HDD
250GB per Content DB
14KB per Visitor
*Approximate page output. Results may
vary dependent on caching and data
access configurations
SQL Database
Store
Delivery
Web RoleDelivery
Web Role
Server-Side Integration: Non-Personalized Content
40
Internet
Non-Sitecore Site (Hosted On Premise)Sitecore Content Delivery (Hosted On Azure)
Non-Sitecore Page
Client-Side Integration
via Federated Experience
Manager
DELIVERYINTERNAL
INTERNET
Web
Database
Publishing
3 Production Installation
1 Non-Production Installation
5 Concurrent Authors1 Entity
8 Cores
8+ GB RAM
250+ GB HDD
PROFESSIONAL +
DEVELOPMENT SERVER
CEP MANAGEMENT SERVER
CEP DELIVERY SERVERS
DEVELOPER WORKSTATIONS
AUTHOR WORKSTATIONS
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
WE
B
CO
RE
DM
S
Packages
Windows Server 2008
IIS 7
.NET Framework 3.5
8-10M
Pages /
Month*
SITECORE SERVER
DATABASE SERVER
8 Cores
8+ GB RAM
250+ GB HDD
250GB per Content DB
14KB per Visitor
*Approximate page output. Results may
vary dependent on caching and data
access configurations
Database
Server
Web
ServerWeb
Server
DELIVERYINTERNAL
INTERNET
Web
Database
Publishing
3 Production Installation
1 Non-Production Installation
5 Concurrent Authors1 Entity
8 Cores
8+ GB RAM
250+ GB HDD
PROFESSIONAL +
DEVELOPMENT SERVER
CEP MANAGEMENT SERVER
CEP DELIVERY SERVERS
DEVELOPER WORKSTATIONS
AUTHOR WORKSTATIONS
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
MA
ST
ER
WE
B
CO
RE
DATABASE SERVER
WE
B
CO
RE
DM
S
Packages
Windows Server 2008
IIS 7
.NET Framework 3.5
8-10M
Pages /
Month*
SITECORE SERVER
DATABASE SERVER
8 Cores
8+ GB RAM
250+ GB HDD
250GB per Content DB
14KB per Visitor
*Approximate page output. Results may
vary dependent on caching and data
access configurations
SQL Database
Store
Delivery
Web RoleDelivery
Web Role
Client-Side Integration: Analytics & Personalization
41
42
43
44
45
46
47
48
49
50
Regional Bank Example
Marketing Site Runs on Sitecore
(Hosted in the Cloud)
3rd Party Vendor Sites
Provide Key Functionality
51
Analytics Tracking on Non-Sitecore Site
52
All Key Conversions Happen on 3rd Party Sites
Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior on
Non-Sitecore Sites
53
Clear Roadmap for Incremental Improvements
Across Dozens of
3rd Party Sites
54
Ski Resort Example
Marketing Site & Ecommerce
Runs on Sitecore
Mobile App Can Play
Key Role in On-Hill
Experience
55
Analytics Tracking in Mobile App
Analytics Tracking
56
Personalization of Content in Mobile App
Personalized Content
57
Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior in
Mobile App
58
Q & A
59