Are you putting your analytics to work with your data management system? Collecting data is the easy part, but using it to create real value takes skills, planning, and the proper tools. Sitecore’s integrated analytics platform provides the tools, but what else do you need to reap the benefits? This webinar is presented by Sitecore and Navigationarts. We highlight what you need to get started and what you need to get the most out of DMS. Case study examples ranging from B to B, B to C, and somewhere in between highlight best practices in custom reporting, audience segmentation, real time personalization, and more. The webinar covers: How to plan for DMS including audience analysis and content tagging strategies The ideal project approach Best practices in B to B and B to C marketing tactics Using real time personalization Understanding engagement tiers; out-of-the-box vs customized

1. 5 Critical Keys to
to…
DMS Success
Presented by:

2. 5 Critical Keys to DMS Success
Presented By:
NavigationArts is a strategic consultancy specializing in:
• Web Strategy
• User Experience Design
• Content Management System Implementations
Sitecore provides .NET enterprise-class web content management and
digital marketing software with over 2,800 customers managing over
32,000 websites worldwide.
Partnership: NavArts has been a valued Sitecore partner since 2007,
we’ve launched more than 280 Sitecore sites for more than 30 clients.

3. 5 Critical Keys to DMS Success
5 Critical Keys to DMS Success
• K #1 B ild Y
Key #1: Build Your T
Team and Y
d Your B i
Business C
Case
• Key #2: Use What You Need
• Key #3: Prepare Your Site
• Key #4: Commit to the Cause
• Key #5: Don’t Fire and Forget

4. Key #1
Build Your Team and
Your Business Case
4

5. 5 Critical Keys to DMS Success
Key #1 Build Your Team and Your Business Case
• Put together the right mix of people at your organization
• D fi your b i
Define business case and success metrics
d ti
• Work with an implementer to establish your project plan

6. 5 Critical Keys to DMS Success
Key #1 Get Your DMS Core Team Together
A successful team make-up includes both:
• Advocates who are excited about the possibilities of the marketing suite
Advocates,
• Realists, who deal with the day-to-day actualities of your website
Your Core Team should include members from:
• Content authors
• Content publishers
• Marketing team
• IT representative
• Management stakeholder
g

7. 5 Critical Keys to DMS Success
Key #1 What’s Your Business Case?
B2B Marketing Site: E Commerce Site: Driving
Driving leads to sales customers to complete a
forms purchase
Define Success
Metrics
University Site:
University Site: Transactional Portal:
Transactional Portal:
Encouraging online Engaging users with more
applications content

8. 5 Critical Keys to DMS Success
Key #1 Line Up an Implementer
All implementers have different approaches, but you should look for an implementer who provides a
team with multiple specialties:
Senior Consultant Marketing Consultant
• Helps you establish a business plan for DMS • Advises on campaign structuring and
usage tracking
• Advises on how to get the highest ROI with the • Works to establish “value” for user
right DMS components actions on your site
• Keeps everything on track and on budget • Assists with interpreting and acting on
analytics
UX / IA Lead
Tech Lead
• Incorporates DMS concepts into your site map
and taxonomy • Implements the marketing suite in a
simple and usable way
• Establishes a profile and pattern card model for
tagging content based off audiences and • Determines performance impacts
personas • Offers technical solutions for
• Incorporates personalized or MV modules into requirements that need custom coding
an existing site architecture

9. 5 Critical Keys to DMS Success
Key #1 What Does an Implementer Do For You?
Listed below are the key elements involved in the planning, implementation and integration of a
Customer Engagement Platform.
• Needs Analysis
o business goals, both strategic and tactical, and online/offline marketing efforts
o Defining key audience segments and their needs, attributes, behaviors
o Analysis of current state - current site usage and analytics, content, structure
o Technical discovery
• Defining personas
• Content – what needs to be revised or created new
• Governance – what can be supported by content team moving forward and how
• New/Modified page layouts a d types
e / od ed ayouts and
• Documenting requirements – user, functional, technical
• Implementation
• Deployment support & training

10. Key #2
Use What You Need
10

11. 5 Critical Keys to DMS Success
Key #2 Use What You Need
• Few organization needs all of DMS’ features - don’t get overwhelmed!
• Phase your approach to start with the “quick wins” and features with the most
quick wins
ROI
• Tackle advanced capabilities like automated engagement and complex CRM
integration when you are ready

12. 5 Critical Keys to DMS Success
Key #2 Quick Wins and Long Term ROI
Gathering Analytics
Assigning Values to Behavior
Quick Tagging Marketing Campaigns
Wins Assigning Profiles to Content
Multivariate Testing
Content Personalization
Custom Reporting
Engagement Automation
Higher Investment
g Full CRM Integration
g
Higher ROI Advanced Data Mining
ROI for DMS features is different for every business case!

13. 5 Critical Keys to DMS Success
Key #2 “Quick Win” Plan
• Get DMS up and tracking statistics
• A l th concept of “value” to user interactions on your site
Apply the t f“ l ”t i t ti it
• Use your site map or persona exercises to establish Sitecore profile
and pattern cards
• Tag your campaigns online and offline
• Start personalizing content

14. 5 Critical Keys to DMS Success
Key #2 Quick Win: Establish “Value”
PPC

15. 5 Critical Keys to DMS Success
Key #2 Defining Value About Us Brochure +5
• Define success metrics Leadership
Our
Company
• B2B Marketing Site: Request sales information News and
News and Newsletter
Newsletter
Events Registration +3
• Online Retail Site: Completed Purchase
Sales
Thank You + 10
• University: Completed Online Application Contact
• Identify pages or activities that constitute Strategy
success or move users toward success
Intranets
• Assign these as goals with relative
Engagement Value points Home Solutions Websites
Search
Mobile
Healthcare
+1
Client
Education
Client +1
Case
Studies Energy
Client
+1
Hospitality +1
Client

16. 5 Critical Keys to DMS Success
Key #2 Tagging Marketing Campaigns
• Create and categorize campaigns
• Use landing pages or unique tracking codes
• http://www.navigationarts.com/our-work/case-studies/National-Aquarium?sc_camp=C36D5802-E558-4FC9-87AF-
56770E402186

17. 5 Critical Keys to DMS Success
Key #2 DMS Profiles from Audience Personas
Audience
What the audience needs
What the website needs
Opportunities for content targeting

18. 5 Critical Keys to DMS Success
Key #2 DMS Profiles from Content Strategy
About Us Brochure +5
Leadership
Our
Company News and Newsletter
Events Registration + 3
Sales
Thank You + 10
Contact
Strategy
Intranets
Home Solutions Websites
Search
Mobile
Healthcare
Client +1
Education
Client +1
Case Studies
Energy
Client +1
Hospitality
Client +1

19. 5 Critical Keys to DMS Success
Key #2 Advanced Marketing Suite Implementations
• If you’re already past the “Quick Win” stage, then you are ready to tackle the
more complex features of Sitecore’s Customer Engagement Platforms
Sitecore s Platforms.
• At the end of the webinar, we’ll present a case study that shows a fully
featured implementation with advanced integrations

20. Key #3
Prepare Your Site
p
20

21. 5 Critical Keys to DMS Success
Key #3 Prepare Your Site
• Investigate your Sitecore implementation’s Page Editor mode and
component code
• Identify opportunities on the site to leverage multivariate testing and
personalization
• P
Prep your t
team

22. 5 Critical Keys to DMS Success
Key #3 Investigating Your Sitecore Implementation
Many “power” users
y p
of Sitecore are used
to the Content Editor
and Desktop
modes…
d
… but several
aspects of DMS work
best in Page Editor
mode, i l di
d including
exclusive MV testing
reports

23. 5 Critical Keys to DMS Success
Key #3 Investigating Your Sitecore Implementation
Some processes to improve Page Editor usage:
• Fixing Javascript/JQuery conflicts that prevent all Page Editor
functions from working
• Configuration tweaks that speed up Page Editor mode
• Use or convert to Sitecore native controls like sc:FieldRenderer to
automatically allow Page Editor inline editing
y g g

24. 5 Critical Keys to DMS Success
Key #3 Investigating Your Sitecore Implementation
Not all Sitecore components are
written to take immediate advantage
of personalization and multivariate
testing rules
g
Part of the process for preparing
your site is cataloging components
that these rules can apply to
Then
Th making sure those components
ki th t
are written to support those rules

25. 5 Critical Keys to DMS Success
Key #3 Prep Your Team
• Train your content authoring on marketing or train your marketers on content
authoring
• If you already have DMS installed and gathering analytics, review reports and
start classifying traffic
• Start the ball rolling with your IT team for integrations with CRM and back-end
back end
systems

26. Key #4
Commit to the Cause
26

27. 5 Critical Keys to DMS Success
Key #4 Commit to the Cause
DMS implementations can be elegantly built, designed to capture significantly relevant
business data, and be poised to deliver targeted, useful content to individuals … and still
, p g ,
be unsuccessful projects if the features are never used. How do you avoid this?
• Make DMS part of your content workflow
• R l on automated f t
Rely t t d features when content staff is overburdened
h t t t ff i b d d
• Use campaign tags and landing pages everywhere – offline and online
• Work with your implementer to establish and maintain governance models
Website Goal Audience Content
MV Testing Publish
content Assignment Tagging personalization
Review
Revise
Repeat
Campaign Audience Distribution Campaign
Goal Distribute
Content Plan Channel Code

28. 5 Critical Keys to DMS Success
Key #4 Consider Enforcing Personalization
Add a workflow step for a “personalization pass”
personalization pass
Creator Editor Marketer Publisher
Add validators to ensure profiling and audience information is applied

29. 5 Critical Keys to DMS Success
Key #4 Automate Promotional Content
Just like regular website
content, you want to produce
promo content once and reuse
many times.

30. 5 Critical Keys to DMS Success
Key #4 Automate Promotional Content
Don’t expect to customize each
content page. Write default content
t t W it d f lt t t
display rules once for modular
content like a “donation promo”.
This approach allows marketers
and content authors to intuitively
add rules you might otherwise have
y g
to rely on developers to produce.

31. Key #5
g
Don’t Fire and Forget
31

32. 5 Critical Keys to DMS Success
Key #5 Don’t Fire and Forget
• Like launching your website, implementing DMS is not the end but the
beginning
• Evaluate campaigns: don’t just look at metrics, act on them
• Use dashboards and custom reports to feed the cycle
• Determine what content is most “valuable” and create more of it
valuable
• Move to the next level

33. 5 Critical Keys to DMS Success
Key #5 Evaluate Campaigns : DMS Reports
High volume of visits
High volume of visits
– Low Value per Visit
PPC
Twitter
Newsletter
Press Releases
Low volume of visits
– High Value per Visit

34. 5 Critical Keys to DMS Success
Key #5 Evaluate Campaigns : Custom B2B Reports

35. Advanced Scenarios
y
Case Study
35

36. 5 Critical Keys to DMS Success
Key #5 Custom Development
Previous examples leveraged out-of-the-box
DMS features. More can be done via custom
development.
A client of ours serves the Oil & Gas industry.
Their customers include all of the major oil
companies, as well as analysts, investors, and
governments.
Their customers login to their
website t access subscribed
b it to b ib d
research content.

37. 5 Critical Keys to DMS Success
Key #5 Custom Analytics Events
Sitecore Marketing Suite was used to precisely
record events done by a logged in user, including:
-Login (out of the box)
-Viewed a R
Vi d Research A ti l
h Article
-Downloaded a Research Article (PDF)
-Emailed a Colleague
-Saved to “My Documents”

38. 5 Critical Keys to DMS Success
Key #5 Custom Analytics Reports
Custom reports for the custom information:
-Who viewed which research
-Most Popular research
-How much, and what, research did a
particular institution view
-Some data comes from their customer
database (CRM)
-And more…
And more

39. 5 Critical Keys to DMS Success
Key #5 Integrated Engagement System
Customers
Components:
-Sitecore 6 CEP (Content Management, Website, and Analytics)
-Custom Analytics Reports www.com
Sitecore 6 CEP Analytics
-Email Marketing System
Tailor content
-Customer Relationship Management (CRM) System
Customer
The Integrated System enables them to:
Subscription Reports
Managers
-Tailor content to their website users’ needs
-Understand customers’ engagement when it is time for renewals
-And more…

40. 5 Critical Keys to DMS Success
5 Critical Keys to DMS Success
1. Build Your Team and Your Business Case
2.
2 Use What You Need
3. Prepare Your Site
4. Commit to the Cause
5. Don’t Fire and Forget

41. Thank You!
Contact Information:
Caroline Mullen
7901 Jones Branch Drive, Suite 400
McLean, VA 22102
703.584.8975
cmullen@navigationarts.com
www.navigationarts.com