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Transcript of Sitecore’s Federated Experience Manager: Keeping the Customer at the Center of Your Marketing...
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Sitecore’s Federated Experience ManagerKeeping the Customer at the Center of Your Marketing Efforts
John Field // SitecoreBrian Payne // ISITE Design
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Agenda
• Introductions
• Overview Federated Experience Manager
• Why Connected Experiences Matter
• Real World Examples From Early Adopters
• Q&A
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helping global companies deliver digital experiences that make a difference
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Federated Experience Manager
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
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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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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
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Customer Experiences Span Many Channels
Source: Accenture Global Consumer Pulse Research, 2013
Customers use6 different channels
on average for prospecting
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Source: Accenture Global Consumer Pulse Research, 2013
=
Are Frustrated When…they’re presented with inconsistent offers or experiences across channels
65%
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≠ ≠
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Will Abandon Your Brand…
Source: Insight One Study, 2013
after as little as two mis-targeted communications ½
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Connected Experiences Are Valuable
CX Leaders22.5%
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%
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Connected Experiences Are Valuable
CX Leaders43.0%
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 Index14.5%
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Connected Experiences Are Valuable
CX Leaders77.5%
CX Laggards-2.5%
7-year performance customer experience leaders vs. laggards (2007-2013)
Source: Watermark Consulting, 2013
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90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
S&P 500 Index51.5%
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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
CustomerExperience Ecosystem
Function
Value
Meaning
Crafting Connected Experiences is Challenging
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Research
Use
Personalize
PartnerEvangelize
Search
Social
Mobile
Web
Search
Store
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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
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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?
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Technology is Not a Silver Bullet
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Technology is Not a Silver Bullet
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<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
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Analytics Tracking on Non-Sitecore Site
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Analytics Tracking on Non-Sitecore Site
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Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior on Non-Sitecore Site
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Personalization of Content on Non-Sitecore Site
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Personalization of Content on Non-Sitecore Site
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A/B Testing of Content on Non-Sitecore Site
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A/B Testing of Content on Non-Sitecore Site
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Internet
Non-Sitecore Site (Hosted On Premise)Sitecore Content Delivery (Hosted On Azure)
Non-Sitecore Page
Server-Side Integration via Sitecore’s API
DatabaseServer
WebServer
WebServer
SQL Database Store
DeliveryWeb Role
DeliveryWeb Role
Server-Side Integration: Non-Personalized Content
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Internet
Non-Sitecore Site (Hosted On Premise)Sitecore Content Delivery (Hosted On Azure)
Non-Sitecore Page
Client-Side Integration via Federated
Experience Manager
DatabaseServer
WebServer
WebServer
SQL Database Store
DeliveryWeb Role
DeliveryWeb Role
Client-Side Integration: Analytics & Personalization
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Regional Bank Example
Marketing Site Runs on Sitecore(Hosted in the Cloud)
3rd Party Vendor Sites Provide Key Functionality
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Analytics Tracking on Non-Sitecore Site
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All Key Conversions Happen on 3rd Party Sites
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Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior on Non-Sitecore Sites
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Clear Roadmap for Incremental Improvements
Across Dozens of 3rd Party Sites
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Ski Resort Example
Marketing Site & Ecommerce Runs on Sitecore
Mobile App Can PlayKey Role in On-Hill
Experience
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Analytics Tracking in Mobile App
Analytics Tracking
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Personalization of Content in Mobile App
Personalized Content
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Personalization of Content on Sitecore Site
Personalization of Content on Sitecore Site
Based on Behavior in Mobile App
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Q & A
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