JahiaOne 2015 - Marketing Factory Live! by Clement Egger

© 2002 - 2015 Jahia Solutions Group SA
Marketing Factory
Clément EGGER. Senior VP Product Marketing
@theklem

Did you know
 First usage of analytics is reporting (38%) far before insights (22%) and
recommendations (12%)
 Personalization used by 40% of big/mid-size companies
 Content profiling used by 26%
 Marketing automation by 22%
 IP lookup by only 11%
 73% of companies use visits to measure success
 Only 44% use leads generated as a success measure
 Only 7% use KPI about user journey
 77% use multiple tools, often not connected together
 Predictive analytics and big data is a big thing but it requires specific skills and,
by the way, marketers already know their customers

OM technologies scope
Site and mobile analytics
Sentiments analytics
Brand reputation
Social medias
Email automation
Campaigns managements
Forms and all derivates
UX testing
Implicit personalization
Explicit personalization
Rule based personalization
Progressive profiling
Geolocation tools
AB testing, AZ testing, Multi
testing
Landing pages testers
CRM
SRM
…

OM landscape

Marketers are in pain
 OM tools are complex
 OM tools are (very) expensive
 OM tools need a lot of integration to obtain results
 Agility is not there
 Fragmented pieces of users profiles / data in multiple systems
 Marketing teams have not grown as fast as the new tools and capabilities would
require

About context
EVERYBODY TALKS ABOUT CONTEXT
Let me tell you a story
CONTEXT IS NOT ENOUGH !!!

About one to one conversation
Personalization is truly effective but it cost a lot of
money
To produce personalized content
To setup personalization
To analyze results, measure efficiency and improve

Marketing Factory approach
It’s a toolbox with understandable tools for marketers
That can be used with nearly no training
With a very limited cost of integration
That provides deep, understandable and actionnable data
To engage, optimize and improve your online marketing strategy

To collect explicitly or implicitly user data
Demographic, psychographics…
User behavior and interaction history with your brand
Have a 360° view of your users
Setup KPIs that you can follow and measure
Create personalized experiences
One to many
One to few
One to one

Marketing Factory overview
ES
DF
CXS
Id cookie
A filter trap all interactions
(visits…)
DF use CXS data to
personalize
Reporting and
management
Everything stored in json

NOT Digital Factory dependent
Can work on one or several sites at the same time
Can be used by several marketing teams with different needs
Can aggregate data from different environments

1 2 3 4 5
6 7
Goals Audience Profiling tools Form mapping Personalization
Optimization Personas

Goals
 Goals are the key actions you want your visitors to perform
in order to measure your performance, improve your site
efficiency and build personalized experiences.
 They are
 Easy to define
 Easy to follow
 Declared at the site level
 Declared for a campaign

Types of goals
Page visit
Funnel
Landing pages
Asset Download
Video
Form

Goals reporting
Global performances
Detailed analytics
One to one analytics
Quantitative: what population filled the goal
• 72% come form India
• 18% come from France
• 10% comme from USA
Qualitative: how you visitors perform
• 6% of indian visitors reach the goal
• 9% of french visitors reach the goal
• 2% of US visitors reach the goal
450 engaged  65 success  14,4% conversion
Who namely reached this goal

How MF is different from analytics
Individual information, not masses
Analytics limits
Good to know that you have a 5% success rate on a form submit
But can you cross that data with all information you have collected ?
Infinite drill down
Visit context (browser, location, device…)
Profile properties (name, address, income, nationality, age…)
Visitor behavior (pas events)

Progressive profiling
Anonymous visitor Gender = male Weight > 100 kg
Interest food = 90
Last name = Simpson
Facebook.com/homer
Page goal = Hotdog recipe

360° view on your visitors profiles
Anonymous and identified visitors
Linked as soon as the visitor identifies itself
Can be merged
Can expire
Predefined properties
Can be protected for privacy / regulation reasons
Fully extensible
On the fly (form mapping)

Segments
Combine as many properties as wanted
Real time calculation
Can be nested (segment A inherit segment B)
Can be joined (segment C = segment A + segment B)
Can be crossed (segment C = segment AB)
Can be modified at any time
Real time estimates of segment population when building them

Interests
An interest = a concept + a weight
Captured when the visitor browse pages
Captured only once per session
No predefined tagging plans
Full control for editors / marketers
Defining the correct weight is key
See in the user profile the results and
compare to your average visitors

Lists
 Simple list of users
 Static vs Segments that are dynamic
 Visitors can be assigned to a list
Manually
From his profile
Automatically
Visitor has achieved a goal
Visitor has submitted a form
Visitor came 3 times in the last 7 days
…
 Perfect for simple automation

Form mapping
Map form fields with visitor properties
Automatic capture on submit
Choose the correct strategy (always replace / only if empty)
Create new properties on the fly
Can be applied on the same form in multiple pages
Work on all forms even external ones

Simple for editors / marketers
Select an object > Personalize
Add variants
For each variant, choose the conditions to serve this content variant
Work in templates as in pages
Can use
Context information (session)
Profile attributes
Visitor history (visits, goals achieved…)
Segments

Implicit (rule based) on contextual info (location, hour, keywords…)
Profile-based personalization : target content to visitors based on a
« category » in which they’ve been placed
Explicit: ability to personalize against profile attributes
Progressive profiling
Download form to access valuable content
If form has already been posted, show another one
If property X exist, ask for property Y

Optimization
A/B testing - A/Z testing – Multivariate testing
Simple for editors / marketers
Select an item in the page > Optimize
Add variants
Define the test scope
Define the success (transformation) metric
Nb of visitors

Optimization
Get results in context
Transformation rate for each variant
Data are crossed
Drill-down results to take the right decision

Personas
Archetypes of visitors
Created in Marketing Factory administration
Can be used to simulate the site behavior
Properties are editable on the fly to see you site change IRT

UXP is a game of cooperation
Does it replace your Analytics Engine? NO
Does it replace your campaign management service? NO
Does it replace your CRM? NO
Does it replace your marketing platform? NO
Does it bring value to all those systems? YES
Do you have to use Marketing Factory? DEFINITELY YES

Conclusion
 Create consistent and not fragmented users profils
 Engage your customers and build truly personalized
experiences
 Easily improve your online efficiency
 Do continuous improvements and optimization

Wait there is more !!!

Kompyte
Monitor your competitors activity
Benchmark your site against theirs
Get KPIs
Be alerted when they change something

Kompyte
Each MF user will benefit from a Kompyte Advanced Plan
We will cross data from the competitors list and the visits on your site
to alert you when competitors are visiting your site
We want to put in-context alerts in your web pages about competitors
similar pages

Thank you

JahiaOne 2015 - Marketing Factory Live! by Clement Egger

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JahiaOne 2015 - Marketing Factory Live! by Clement Egger