Omni-Channel Marketing in the Cloud
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Transcript of Omni-Channel Marketing in the Cloud
Omni-Channel Marketing Cloud
Mumbai | November 2016
Aaron Brongersma, Product Marketing Manager
Solutions Marketing - DigitalFactory
@abrongersma
/abrongersma
Engineer turned Marketer
Customer first marketing
DevOps aficionado
Enterprise Cloud Architect
Containers, API, AWS, Mobile
Open-source / Enterprise Software
Fighting for the Developer, DevOps and IT
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.3
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.4
Customer engagement has shifted…
You need to reach your customer: • When they want• Where they want• How they want
And deliver a consistently positive, powerful experience across all your channels
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.5
What I See Talking to Partner & Customers
Business Problem
Technology Challenge
Marketing Challenge
Business Impact
• Poor customer experience• Inconsistent brand presentation • Can’t meet the speed of the market
• ”Infrastructure” challenges• Strained resources• Technology silos
• Can’t meet needs of individual markets• Suboptimal, inconsistent customer journey• Costly rework and duplication of effort
• Lost sales and customers• Poor brand leverage• Displaced by competitors
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.6
TechnologyTechnology Business
The Promise of Digital Transformation is Pervasive
Business Technology
Digital Agencies System Integrators
Service ProvidersWeb Contractors
Content Providers Private Contractors
Out/Off-shore3rd-Party Designers
Web Developers
Mobile Developers
DevOps/IT Ops
Architects
Marketing Managers
Content Authors
VP of Digital
Digital Marketers
Biz & IT Productivity
Ecosystem Collaboration
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.7
Omni-Channel Experience
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.8
Omni-Channel Marketing Maturity Model
Open Source CMS Platform
Social Media Integration
Strategic CMS Platform
Device Level Content
Advanced Analytics & Consulting
Corporate, Personalization Capabilities
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.9
Progress Targets Omni-Channel Customer Engagement @Speed
http:www.acme.com
Traditional Approach Rapid Omni-Channel Experience Approach
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.10
Customer Engagement @Scale is Also A Challenge
Large National or Multi-National
Multiple Brands
Multiple Products & Services
Multiple Customer Segments
Multiple Regions
Multiple Channels
Business Impact• Poor brand leverage & customer experience impacts revenue and growth• Operational and infrastructure inefficiencies impact cost & expenses
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.11
What Is the DigitalFactory?
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.12
Customer Experience Management Digital Operations Management
Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps
Cross-Channel Engagement Centralized Sites and Apps Management
Content Management
Audience Management
Experience Personalization
Experience Optimization
Digital Commerce*
Extensibilityand APIs
Continuous Delivery and DevOps
DeveloperTools
Customer Analytics | Data Integration | Business Automation
Security, Governance and Compliance
Digital @ Global Scale -
Optimize the Customer Engagement Manage the “Infrastructure”
Marketing Technology
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.13
Customer Experience Management Digital Operations Management
Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps
Cross-Channel Engagement Centralized Sites and Apps Management
Content Management
Audience Management
Experience Personalization
Experience Optimization
Digital Commerce*
Extensibilityand APIs
Continuous Delivery and DevOps
DeveloperTools
Customer Analytics | Data Integration | Business Automation
Security, Governance and Compliance
Digital @ Global Scale -
Deliver cross-channel engagement Build & deliver websites & apps
Marketing Technology
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.14
Customer Experience Management Digital Operations Management
Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps
Cross-Channel Engagement Centralized Sites and Apps Management
Content Management
Audience Management
Experience Personalization
Experience Optimization
Digital Commerce*
Extensibilityand APIs
Continuous Delivery and DevOps
DeveloperTools
Customer Analytics | Data Integration | Business Automation
Security, Governance and Compliance
Digital @ Global Scale -
Core capabilities for Marketing Core capabilities for Technology Team
Marketing Technology
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.15
Customer Experience Management Digital Operations Management
Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps
Cross-Channel Engagement Centralized Sites and Apps Management
Content Management
Audience Management
Experience Personalization
Experience Optimization
Digital Commerce*
Extensibilityand APIs
Continuous Delivery and DevOps
DeveloperTools
Customer Analytics | Data Integration | Business Automation
Security, Governance and Compliance
Digital @ Global Scale
Underlying capabilities support both Marketing and Technology
Marketing Technology
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.16
Customer Experience Management Digital Operations Management
Web Mobile Email* Social* IoT* Sites and Portals Web Apps Mobile Apps
Cross-Channel Engagement Centralized Sites and Apps Management
Content Management
Audience Management
Experience Personalization
Experience Optimization
Digital Commerce*
Extensibilityand APIs
Continuous Delivery and DevOps
DeveloperTools
Customer Analytics | Data Integration | Business Automation
Security, Governance and Compliance
Digital @ Global Scale
Marketing Technology
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.17
So Let’s Talk Web Sites
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.18
How Progress Makes WCM Different
Management of digital resources at global scale• Not just management of marketing content but…• Operational management ensures right content… right context… right time, all in the cloud
Unmatched usability and user experience• Our UI/UX expertise allows organizations to deliver compelling experiences with…• Easy to use approach that supports marketers, developers and DevOps
Unique blend of flexibility and control• Separation of concerns breaks the tactical dependency on IT & enables marketing• Provides business flexibility while providing strategic corporate governance
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.19
What About Mobile
DigitalFactory Provides Business and IT Value
Centralized Site/Application Management: reduce or eliminate infrastructure management complexity
Centralized Site/App
Management
Easy Content Creation and
Reuse
Easy Content Creation and Reuse: content-first approach, strong focus on reuse with templates, marketplaces, etc. Industry
Leading Mobility
Blended Industry Leading Mobility: mobility is blended in the overall experience. Covering all approaches – from responsive, to hybrid, to native (with NativeScript)
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.21
Progress for Mobile: Complete Lifecycle Support
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.22
How Progress Makes Mobile Different
{N} - build native mobile experiences for every platform with single code base reusing web skills
First class data connectivity - integrate with any existing business system, database based on DataDirect (industry leader)
Our mobile toolset is not a dead end strategy, and allows you to expand to websites and other delivery channels to provide fluent experience separation of concerns breaks the tactical dependency on IT & enables marketing
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.23
Customer Engagement
DigitalFactory Provides Business and IT Value
Centralized Site/Application Management: reduce or eliminate infrastructure management complexity
Centralized Site/App
Management
Easy Content Creation and
Reuse
Easy Content Creation and Reuse: content-first approach, strong focus on reuse with templates, marketplaces, etc. Industry
Leading Mobility
Blended Industry Leading Mobility: mobility is blended in the overall experience. Covering all approaches – from responsive, to hybrid, to native (with NativeScript)
Customer Journey
Optimization
Customer Journey Optimization: “single view of the customer experience.” Simplifying fundamental aspects like tracking, attribution and personalization
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.25
The Need for Customer Journey Analytics
Customer Journey
Web Sites
Emails
Mobile AppsAds
Social
Google Analytics
DoubleClick
Marketo
Eloqua
Optimizely
Facebook Connect
Social Analytics
Many tools - no big picture
Single source of truth?
Insights combining even two of all channels? Example: web and email
Where are the Audiences?
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.26
Effective Omni-Channel Customer Experience is Difficult to Deliver
Omni-channel Development• Struggle to provide omni-
channel customer experiences• Difficult to incorporate existing
systems & data• Struggle to respond to rapidly
changing business conditions• Difficult to support breadth of
devices
Poor Customer Engagement• No single view of the customer
experience• Poorly designed customer journey• Unable to act on data from multiple
systems that interact with the customer
• Unable to take action based on insights
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.27
PHASE 1
PHASE 2
PHASE 3
Page Visits
Bounce Rates
Number of Contacts
Leads Email Workflows Landing Pages A/B Testing
The Web Analytics Maturity Model
360 Contact Profiling Audience Management Journey Analysis Personalization Content Attribution
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.28
The Big Picture
Data aggregation and preparation
Digital Experience
Cloud
Customer Journey Database
Customer Journey Personalization & Optimization
Customer Journey Analysis
Marketing Automation
Social Media
CRM
Custom
Mobile Apps
Website
A B C D
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.29
Omni-Channel Analytics Questions
What happened? • Descriptive
What could happen?• Predictive
What should we do next?• Prescriptive
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.30
Strengths of the Sitefinity Digital Experience Cloud
Predictive and prescriptive analytics Unmatched data integration capabilities
© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.31
Built for DevOps
DigitalFactory Provides Business and IT Value
Centralized Site/Application Management: reduce or eliminate infrastructure management complexity
Centralized Site/App
Management
Easy Content Creation and
Reuse
Easy Content Creation and Reuse: content-first approach, strong focus on reuse with templates, marketplaces, etc. Industry
Leading Mobility
Blended Industry Leading Mobility: mobility is blended in the overall experience. Covering all approaches – from responsive, to hybrid, to native (with NativeScript)
Customer Journey
Optimization
Customer Journey Optimization: “single view of the customer experience.” Simplifying fundamental aspects like tracking, attribution and personalization
Business Driven
Automation
Business Driven Automation: powerful rules engine to “take rules out of the code” and enable self-service
Security, Governance, Compliance
Security, Governance, Compliance: Global governance with local control
DigitalFactory Provides Business and IT Value
Centralized Site/Application Management: reduce or eliminate infrastructure management complexity
Centralized Site/App
Management
Easy Content Creation and
Reuse
Easy Content Creation and Reuse: content-first approach, strong focus on reuse with templates, marketplaces, etc. Industry
Leading Mobility
Blended Industry Leading Mobility: mobility is blended in the overall experience. Covering all approaches – from responsive, to hybrid, to native (with NativeScript)
Customer Journey
Optimization
Customer Journey Optimization: “single view of the customer experience.” Simplifying fundamental aspects like tracking, attribution and personalization
Business Driven
Automation
Business Driven Automation: powerful rules engine to “take rules out of the code” and enable self-service
Security, Governance, Compliance
Security, Governance, Compliance: Global governance with local control
Extensibility, Delivery, DevOps
Extensibility, Delivery, DevOps: Everything required to easily integrate, extend, deliver and manage at a global scale
Demo of Digital Experience Cloud