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Getting Started:
Automation
Presented by:
David Hughes, Sitecore
Keith LaFerriere, CXO
Trevor Campbell,TA
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
2
• Give more control on how
websites interact with visitors
using predefined plans
• Help customers nurture
relationships by adapting
content and communication
that are personalized, timely
and relevant
• Build a more detailed picture
of your customers based on
the journeys they take
Why Automate?
Right
Customer
Right
Content
Right
Channel
Right
Time
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
3
Why Sitecore automation is different and what at this
means for marketers:
• The ability to act on information from all areas of
the customer journey
• Trigger plan actions by more than just email clicks
or form submissions- such as abandoned baskets,
goal and campaign triggers etc.
• Qualification of plan actions by additional facets
such as device, Geo IP, engagement score or visit
count
• Plans can add useful information to the customer
profile using engagement points and profile values.
• Personalization of web content based on
automation states.
One Connected Platform
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
4
States – whether or not they have visited
certain pages, achieved specific goals,
performed specific actions, where they have
come from etc.
Conditions – logic-based statements that
determine whether visitors in a specific state
fulfill certain criteria
Rules – criteria that determine whether a visitor
fulfills a condition
Triggers – events that determine when Sitecore
should evaluate the conditions and rules
associated with a state
Actions –actions that should be taken when
visitors meet or fail to meet the rules specified
in a condition
What makes a plan?
Automation Road Map
What’s next for Sitecore Experience
Automation
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
6
• A new standalone application
• Removal of Silverlight
• A renewed focus on UX and intuitive design
• Guiding users through the process of creating new plans
• Plan templates
• Plan staging and enhanced reporting
• Phased delivery – aiming to deliver v1.0 with SXP 8.3 and v2.0 with SXP 8.4
What’s next?
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
7
Sneak preview – work in progress wireframes
Today’s Discussion
8
• Verndale Introduction
• Know the Audience
• Research
• Preparing the “Ask”
• Make the Connection
• Curating Emotion
• Mapping the Journey
• Deliver the Goods
• EngagementAutomation
• Q & A
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
9
Today’s Speakers
Keith LaFerriere
Chief Experience Officer
FUTURE Sitecore Design MVP
Trevor Campbell
Technical Solutions Architect
Sitecore MVP
Verndale Introduction
• MarketingTechnologyAgency, Est. 1998
• Strategy, Creative &Technology Services
• Offices in Boston, LA, Quito, Bangalore
• Platinum Implementation Partner
• 200+ Experiences Launched
• 75+ Certified Developers
• 200 Employees
• 9 MVP Awards
• Booth 409
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
11
Verndale Introduction
Know the Audience
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
13
ar·che·type
ˈärkəˌtīp/
noun
plural noun: archetypes
Highly developed elements of the
collective unconscious.
Research: Archetypes vs. Personas
per·so·na
ˌpərˈsōnə/
noun
plural noun: personas
The aspect of an individual’s
character that is presented to or
perceived by others.
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
14
Research: Persona Development
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
15
Research: Preparing the “Ask”
ETHNOGRAPHY
• Background
Information
• Cultural
Influences
• Human Nature
in Behavior
COLLECTION
• Interview Data
• Survey Data
• UserTesting (Usability
or Focus Group)
PERSONAS
• Validation
and
Socialization
MARKETERS
Define road map and
prepare areas of
action in the
experience
FINDINGS /
SOCIALIZATION
• Review and
Validate with
Teams
• Collaboration on
Approach
• Implementation
andTesting Plans
for new Actions
CONTENT
AUTHORS
• Implement
• Test
• Run Reports
2
PREPARE AUDIENCE INTERVIEW AND ANALYZE MAPTHE JOURNEY
Make the Connection
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
17
• Understand EmotiveTriggers Along the User’s Experience
• Create and / or Curate Relevant Content
• Map the Experience Goals / Content to the Journey
Make the Connection: Curating Emotion
Mapping the Journey
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
#Sitecore SYM
19
BLAH!!!
Make the Connection: Mapping the Journey
Deliver the Goods
Engagement
Automation Demo
Ladies and Gentlemen, Mr.Trevor
Campbell on the drums.
Takeaways
22
FiveThingsTo GetYou Started
• Research, Interview and Survey to identify the audience
• Ensure collaboration across all teams / stakeholders
• Map the goals to BOTH the user and your organization
• Remember to start small and iterate often
• Try divergent options and fail forward!
ThankYou!
Q+A
FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 2016 Sitecore
Corporation A/S. All rights reserved. Sitecore®
and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All
other brand and product names are the
property of their respective owners.
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Getting Started: Automation

  • 1. Getting Started: Automation Presented by: David Hughes, Sitecore Keith LaFerriere, CXO Trevor Campbell,TA
  • 2. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 2 • Give more control on how websites interact with visitors using predefined plans • Help customers nurture relationships by adapting content and communication that are personalized, timely and relevant • Build a more detailed picture of your customers based on the journeys they take Why Automate? Right Customer Right Content Right Channel Right Time
  • 3. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 3 Why Sitecore automation is different and what at this means for marketers: • The ability to act on information from all areas of the customer journey • Trigger plan actions by more than just email clicks or form submissions- such as abandoned baskets, goal and campaign triggers etc. • Qualification of plan actions by additional facets such as device, Geo IP, engagement score or visit count • Plans can add useful information to the customer profile using engagement points and profile values. • Personalization of web content based on automation states. One Connected Platform
  • 4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 4 States – whether or not they have visited certain pages, achieved specific goals, performed specific actions, where they have come from etc. Conditions – logic-based statements that determine whether visitors in a specific state fulfill certain criteria Rules – criteria that determine whether a visitor fulfills a condition Triggers – events that determine when Sitecore should evaluate the conditions and rules associated with a state Actions –actions that should be taken when visitors meet or fail to meet the rules specified in a condition What makes a plan?
  • 5. Automation Road Map What’s next for Sitecore Experience Automation
  • 6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 6 • A new standalone application • Removal of Silverlight • A renewed focus on UX and intuitive design • Guiding users through the process of creating new plans • Plan templates • Plan staging and enhanced reporting • Phased delivery – aiming to deliver v1.0 with SXP 8.3 and v2.0 with SXP 8.4 What’s next?
  • 7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 7 Sneak preview – work in progress wireframes
  • 8. Today’s Discussion 8 • Verndale Introduction • Know the Audience • Research • Preparing the “Ask” • Make the Connection • Curating Emotion • Mapping the Journey • Deliver the Goods • EngagementAutomation • Q & A
  • 9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 9 Today’s Speakers Keith LaFerriere Chief Experience Officer FUTURE Sitecore Design MVP Trevor Campbell Technical Solutions Architect Sitecore MVP
  • 10. Verndale Introduction • MarketingTechnologyAgency, Est. 1998 • Strategy, Creative &Technology Services • Offices in Boston, LA, Quito, Bangalore • Platinum Implementation Partner • 200+ Experiences Launched • 75+ Certified Developers • 200 Employees • 9 MVP Awards • Booth 409
  • 11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 11 Verndale Introduction
  • 13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 13 ar·che·type ˈärkəˌtīp/ noun plural noun: archetypes Highly developed elements of the collective unconscious. Research: Archetypes vs. Personas per·so·na ˌpərˈsōnə/ noun plural noun: personas The aspect of an individual’s character that is presented to or perceived by others.
  • 14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 14 Research: Persona Development
  • 15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 15 Research: Preparing the “Ask” ETHNOGRAPHY • Background Information • Cultural Influences • Human Nature in Behavior COLLECTION • Interview Data • Survey Data • UserTesting (Usability or Focus Group) PERSONAS • Validation and Socialization MARKETERS Define road map and prepare areas of action in the experience FINDINGS / SOCIALIZATION • Review and Validate with Teams • Collaboration on Approach • Implementation andTesting Plans for new Actions CONTENT AUTHORS • Implement • Test • Run Reports 2 PREPARE AUDIENCE INTERVIEW AND ANALYZE MAPTHE JOURNEY
  • 17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 17 • Understand EmotiveTriggers Along the User’s Experience • Create and / or Curate Relevant Content • Map the Experience Goals / Content to the Journey Make the Connection: Curating Emotion
  • 19. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #Sitecore SYM 19 BLAH!!! Make the Connection: Mapping the Journey
  • 21. Engagement Automation Demo Ladies and Gentlemen, Mr.Trevor Campbell on the drums.
  • 22. Takeaways 22 FiveThingsTo GetYou Started • Research, Interview and Survey to identify the audience • Ensure collaboration across all teams / stakeholders • Map the goals to BOTH the user and your organization • Remember to start small and iterate often • Try divergent options and fail forward!
  • 24. FOR DISCUSSION PURPOSESONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.