An SUG Bangalore Session on Marketing Automation by Aji Viswanadhan, at the Meetup organized on 24th March 2018 @ Sapient, Bangalore.

1. Sitecore User Group Meet up
SITECORE 9 Marketing Automation
M A R C H 2 4 , 2 0 1 8
By: Aji Viswanadhan

2. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 2
A G E N D A
1 Digital Marketer’s Key Challenges
2 Sitecore Marketing Automation – Holistic View
3 Anatomy (Internal & Insights)
4 Marketing Automation vs Engagement Plan
5 Marketing Automation UI & Controls
6 Demo – Offline Interaction
7 Demo – Online Interaction
8 Q & A

3. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 3
Marketing Automation | Challenges
 Keep potential customers engaged
 Identify and understand each customer
journey
 How to adapt to customer changing
contexts
 Decision making support for Online
customers
 Address visitors individually with 360
degree view of their activities First level
 Measuring effectiveness of the
engagement

4. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 4
Sources of
Data
Sitecore
Analytics
Web
analytics
Social
Channels
3rd party
data
CRM E-mail
Chat
Other offline channels
Marketing
Automation Know Your
Contact
Rules , Scoring
& Automation
Experience
Optimization
Analyze
Performance
Location based
marketing
Segment based
targeting PersonalizationRecommendationsOptimization
Interaction Web Mobile Internet of things Social Channels EmailSMS
 Understand customer
 Evaluate & score Individual customer (contacts)
 Analyze & Optimize marketing actions
 Decision making report for marketing actions
How it works
Marketing Automation | How it helps

5. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 5
Sitecore 9 Architecture
Architecture Components in Sitecore 9 –
 Content Delivery - serve site pages / media to end user
 Content Management – supports authors to create or update content.
 Processing Service – aggregate analytics collections data
 Reporting Service - access your aggregated data
 xConnect Services
 xConnect Collection
 xConnect Search (Contact Search)
 Indexing Service
 xDB Services:
 Automation Operations
 Automation Reporting
 Automation Engine
 Reference Data Service
Site
Visitors
Content
Authors
xDB Index
Azure MS SQL
Reference
Data
xD b Collection
Shard0
Processing
Pool
Processing
Tasks
xD b Collection
Shard1
xD b Collection
ShardMap
Manager
Experi enc e
Form s
Marketi ng
Automation
Azure MS SQL
Core
Master Web
Reporting
Content
Index
Processing
Service
Reporting
Service
Content
Management
Content
Delivery Sites
 Collection
 Search
 Indexing Services
xConnect
 Automation Operations
 Automation Reporting
 Automation Engine
 Reference Data
xDB Services

6. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 6
Internal & Insights
1 - Marketing Automation can get triggered
- When new contact get registered into system.
- When any of existing contacts meets the criteria based on time duration.
- Thorough Operation API by passing processing pool for real time live agent
contact activity.
2 - Processing pool entries are processed according to priority number.
3 - Each enrollment is evaluated based on activity type, which defines the logic to
be executed when a contact is enrolled in that activity.
4 - A result is returned and the contact’s enrollment is updated in the enrollments
database.
Marketing Automation Engine
xConnect
Processing Pool
Timeout Worker
Activity Evaluation
Operation API
Enrollments
xConnect Client API
Reference Data Client API
Marketing Operations API
Trigger / invoke actvity
evaluation
1
1
1
2
4
3

7. Marketing Automation Engagement Plan
Marketing Automation is running with its own engine and can be
deployed into the separate instance
Deployment & Scalability Tightly coupled with Sitecore CMS server
Based on HTML 5 and supported on all modern browsers. UI Intuitive Based on Silverlight (deprecated platform) with limited support for
browsers
In Sitecore 9, xConnect features offers support for online/offline
interactions with system
Omni-channel Support No OOTB support for enrolling offline interactions for channels (like
mobile , chatbot, IoT, etc)
Greater flexibility for extending features/controls Extensibility Limited flexibility for extending features/controls
v/s
Marketing Automation vs Engagement Plan

8. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 8
L E A D I N G O N L I N E J O U R N A L P U B L I C A T I O N – O J P C O R P
• Offline Channel Interaction
• Online Channel Interaction
Demo

9. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 9
L E A D I N G O N L I N E J O U R N A L P U B L I C A T I O N – O J P C O R P
OJP Corp has received details about user interest from various sources thru email request.
This demo will showcase key features of Sitecore 9 on dealing with offline contacts.
 How to create contacts (for offline interactions) in xDB using Sitecore 9 xConnect feature
 Evaluate & Segment contacts thru xDB Automations services and Automation engine.
 Followed by provide personalized experience for returning user (online) based on their interests
Offline Channel Interaction Demo
• Scan Outlook Mails
• Create xDB Contacts
Register
Offline
Contacts
• Trigger Marketing
Automation
• Segment Contacts
based on criteria
Evaluate
Contacts
Set Contact Profile
Value
Score
Contacts
• Identify Contact
•Show Personalized
Content
Optimize
Experience

10. C O P Y R I G H T S A P I E N T R A Z O R F I S H | C O N F I D E N T I A L 10
L E A D I N G O N L I N E J O U R N A L P U B L I C A T I O N – O J P C O R P
User landed on OJP Corp Registration page and shows interest towards
OJP Corp Service offering by registering over registration page with their
details.
This demo will showcase key features of Sitecore 9 on dealing with
online interactions.
 Trigger marketing automation activity on Sitecore 9.
 Send thanking mail for User interest using Marketing Automation
and Email Experience Manager features.
Online Interaction Demo
• User registration on
Sitecore page
•Create xDB Contacts
Register
Contacts
• Identify user based
on criteria.
Trigger
Marketing
Automation
Send Thank You Mail
using ExM
Send
Thanking
Mail