Digital Pulse Summit - A Report From the Front Lines of CEM - Randy Woods, Non-Linear Creations

Today’s Agenda
• Introductions and Level-set Questions
• The Changing World of Customer Experience
Management

• Barriers to Customer Experience Management
• Case Study: Rotman School of Management, University
of Toronto

• Concluding Thoughts, Questions and Answers


Randy Woods
•

President, Nonlinear Creations

•

Helping organizations figure out
what to do about this thing called
the internet since 1995

•

16 years experience with datadriven online marketing tactics

•

Past 4 years, has lead Nonlinear’s
engagement with Sitecore Digital
Marketing System

•

@randywoods

Level-Set Questions
By show of hands, how many of you:
1. Have executed A|B or multivariate testing initiatives on
any platform?
2. Are responsible for the business outcomes for your
website?
3. Are making use of Marketing Automation technologies?

A Short Introduction to the
DMS

The Shift from Ability to Outcomes


A Shift in Power
Google Trends – “Content Marketing” and “A/B Testing”

8

The Key Point
Something fundamental is shifting in the relationship
between marketer and marketee
The power has shifted to the victims recipients of
marketing activities

10


Marketing Infrastructure and
Approach Needs to Change
• Forrester Research – “WCM for Digital Customer
Experiences”
• Gartner Group – “CRM Multichannel Campaign
Management” + “Web Content Management”
• Digital Clarity Group – “Web Content and Customer
Experience Management”

The Palette of Tactics
Available

Customer Experience Management
Capabilities in Sitecore DMS
• Assess Visitor Engagement

• Explicit Personalization

• Visitor Profiles

• Engagement Plans

• A|B and Multivariate Testing

• Lead Scoring

• Rules-based Implicit Personalization

• Sales Enablement

Not all visitors are equal – score them differently

Put visitors in their place
Find out what works

Target content based on geography, organization…

• Persona- or Profile-based Implicit
Personalization

Target specific content to specific personas

Target content based based on data in your CRM

Automate marketing post initial contact
Rate a lead based on behaviour

Provide sales with insight

• Mobile, Social Integration…….

Sitecore DMS Capabilities
Tactics for the New World of Marketing
• Assess Visitor Engagement

• Explicit Personalization

• Visitor Profiles

• Engagement Plans

Not all visitors are equal – score them differently

Put visitors in their place

• A|B and Multivariate Testing

Target content based based on data in your CRM

Automate marketing post initial contact

• Lead Scoring

Rate a lead based on behaviour

Find out what works

• Rules-based Implicit Personalization

• Sales Enablement

• Persona- or Profile-based Implicit
Personalization

• Mobile, Social Integration…….

Target content based on geography, organization…

Target specific content to specific personas

Provide sales with insight

Time to Impact / Return on Investment
Short Time to Impact
• Rules-based implicit
personalization
• A|B testing
• Engagement plans

Higher ROI
• Profile-based implicit
personalization
• Explicit personalization
• Sales enablement
• Lead scoring
• Engagement value

Scenarios and the Value of Tactics
Short Sales Cycle
• A|B testing
• Multivariate testing
• Rules-based implicit
personalization

Considered Sales Cycle
• Engagement value
• Engagement plan
• Persona-based implicit
personalization
• Lead scoring

Repeat Purchase
• Explicit, CRM-driven
personalization
• Engagement plans

The Barriers
• The sheer array of tactics available can lead to confusion
on where to start
• The ease of implementation means campaigns launch
without an understanding of what success might mean
• Analytic skills or access to resources with analytic
capabilities

• Lack of senior management understanding of the
potential – and the cost – of CEM
• Technical barriers

Rotman Overcame these Barriers
• The Outcome:
• A 6-18 month DMS roadmap of DMS tactics ordered to deliver
value quickly while building for long term success
• 1-3 tactics implemented and running

• The Process:
•
•
•
•

Deep review of existing analytics
Stakeholder interviews to identify marketing needs and gaps
Analysis and identification of quick wins
Implementation of quick wins

Rotman Programs – Engagement
Level
Bounce Rate

Pages per visit

Mfin

Mfin

EMBA

EMBA

EP

EP

MBA

MBA

PT MBA

PT MBA

PhD

PhD

0%

10%

20%

30%

40%

50%

60%

70%

0

1

2

3

4

5

6

7

8

9

MBA Prospects – Interest over Time
Home page visitors going to fees and
expenses - MBA - by visit number
Fourth+ visit
Third time visitors

4.03%

Application deadlines from MBA
Fulltime page
Fourth+ visit

6.54%

6.94%
Third time visitors

Second time visitors

5.67%

8.65%

New Visitors

10.11%

New Visitors

5.47%
4.42%

Admissions criteria from MBA
Fulltime page
Fourth+ visit
Third time visitors
New Visitors

7.16%
10.53%
11.09%
13.49%

Interests and information needs vary with number of visits

May
Initial Campaigns
A|B test for EP 1
A|B test for EP 2
Ambassador Personalization
Mid-Term Campaigns
Geo-IP personalization
Target work permit info on home page
Target international campus info on home page
Highlight International applicants link
Show Toronto-prospects part time info on home page
Visit number personalization
Home page personalization
Company-based personalization
EMBA prospect matching to company alumni
EMBA prospect matching to alumni from vertical
EP prospect matching to companies where custom training is provided
A|B Tests
EP test set A
EP test set A.1
EP test set B
EP test set B.1
Ambassador page test set A
Ambassador page test set A.1
Home page test set A
Home page test set A.1
Full Time MBA test set A
Full Time MBA test set A.1
PT MBA test set A
PT MBA test set A.1
Application Process A
Application Process A.1
EMBA test set A
EMBA test set A.1
Engagment Plans
EP engagement plan one
EP engagement plan two
EP engagement plan three
Engagement Value
Engagement Value implementation

June

July

August

September ctober NovemberDecemberJanuary
O

February March

April

May

June

July

August

September

A|B Test One
Test A

Test B


A|B Test 2

Test a

Test b

Personalization by Geography


Results
Exit rate – from student services page

Avg. time on page - seconds
13%

All Visitors

All visitors

From China

From China

-43%
0.0%

5.0%

10.0%

15.0%

No before and after tracking
– best available stand in metric

0
20.0%

25.0%

5

10

15

20

25

30

35

40

Geographic Personalization II


Results
Bounce Rate
45%
40%

-23%

35%
30%

Visit Duration (seconds)
350

25%

300

Pages per visit

23%

20%

4.5

15%

250

10%

200

4

14%

3.5

5%
150

0%

Pre-personalization

Post-personalization

3

100

2.5
2

50

1.5

0
Pre-personalization


1
0.5
0
Pre-personalization



Personalization by Visit Number (V = 1)

Can I get in
and how
much does
it cost?


Personalization by Visit Number (V=2)

Why should
I choose
Rotman?



What will I
learn and from
who?



Call to Action


Results - Bounce Rate
New Users
PrePersonalization
PostPersonalization

Second Visit

Third Visit

Fourth+ visit

49%

44%

42%

53%

51%

45%

45%

47%


Results - Bounce Rate
New Users
PrePersonalization
PostPersonalization

Second Visit

Third Visit

Fourth+ visit

49%

44%

42%

53%

51%

45%

45%

47%

Only 4+ Visit Figure is statistically valid


Rotman – Next Steps
• Company matching for EMBA, MFIN, Executive Training
promotions
• Targeting policy research at federal, provincial and
municipal political visitors
• Persona-based personalization based on observed visitor
behaviour


Closing Thoughts and
Questions

More Information?
www.nonlinearcreations.com

@nonlinear_tweet
@randywoods


What are you trying to accomplish?

Reach new
buyers

Sell more to
existing
customers

Influence
media

Influence
influencers

Attract
employees

Reach
investors

44

What are you trying to accomplish?

Reach new
buyers

Sell more to
existing
customers

Influence
media

Influence
influencers

Attract
employees

Reach
investors

45

Simplify: Map the Buying Cycle
Basic
Information
Gathering

Detailed
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Negotiating

Selecting a
Contender

46

Map the Buying Cycle
How do these software- as- aservice (Saas) products compare
to the on- premises solutions?

Our HR management system is
down again. There must be
something better out there.

Basic
Information
Gathering

Now I just need to get finance
involved. Oh, and IT to
decommission the old system.

Wow. That took longer than
expected. I’m glad we’re finally live

Can these three SaaS HR solutions
meet our needs? What do they
cost? How stable are they?

Detailed
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Negotiating

Selecting a
Contender

The pricing the sales person gave
me seems okay. And the special
only runs until end of quarter

What do the analysts think of
HRX-online? What do current
users think?

47

Where Are We Weakest?
Basic Information Gathering

Close

Detailed Information Gathering

Negotiating

Selecting a Contender

Narrowing Scope

Validating Understanding

48

Our Recommendation
1. Ignore most of the buyers journey
2. Focus your initial efforts where:
1. You are weakest; or
2. You can have the fastest impact; or
3. You can have the biggest impact

3. Don’t do anything if you can’t measure the effectiveness
of your campaign
49


Identifying tactics: a restaurant
Accurate information in Google
maps |
Localized SEO

Menu available in mobile format |
youtube video – interview with
chef

Develop a mobile site

Basic
Information
Gathering

Detailed
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Negotiating

Selecting a
Contender

Social media mentions

Review sites –
Tripadvisor, Urbanspoon
50

Identifying tactics: B2B Software
Personalization of web site content
based on keyword searched

Whitepapers | SEO | Blog content

Basic
Information
Gathering

Call to action based on technical or
business buyer

Detailed
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Negotiating

Selecting a
Contender

Email inviting prospect to
download an analyst report
Sales makes qualifying call
51

The “Buying” Cycle:
The Implicit > Explicit Transition

Basic
Information
Gathering

Detailed
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Negotiating

Selecting a
Contender


NLC Online Objectives

Reach new
buyers

Sell more to
existing
customers

Influence
media

Influence
influencers

Attract
employees

Reach
investors

54

Where Are We Weakest?
Basic Information Gathering

Close

Detailed Information Gathering

Negotiating

Selecting a Contender

Narrowing Scope

Validating Understanding

55

Very Broad Lead Generation

56

The Results

It doesn’t always work…..

62

Digital Pulse Summit - A Report From the Front Lines of CEM - Randy Woods, Non-Linear Creations

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