Key takeaways from the webinar include: - Why analytics and insight is essential in managing customer experiences - How the latest tools ensure that you can get omnichannel insight - How to take the time and effort out of using analytical tools to optimise conversions - How brands, like FirstPort and Red Carnation Hotels, are truly utilising analytics to improve online journeys and conversions

2. 1. The webinar recording will be emailed to you within the next couple of
days
2. Submit your questions in the correct comment box, and we’ll attempt to
answer them during the Q&A at the end of the presentation
3. Tweet us @Sitecore to share your thoughts on today’s presentation!
Webinar details

3. To empower organizations
to build the effective
meaningful relationships
that win customers for life.

4. 4
30,000
WEBSITES
5000+
BRANDS
1000+
EMPLOYEES
1,500+
PARTNERS
10,000+
DEVELOPERS
50+
COUNTRIES

5. Speakers
Paul Fennemore
DigitalTransformation Consultant at Sitecore
Paul Stephen
C.E.O. at Sagittarius

6. The importance of marketing
analytics in 2018

7. Context Setting

8. “Now to be truly competitive your
company must become customer
obsessed, which means you need to have
deep knowledge of and engagement
with your customers.”
Winning inThe Age ofThe Customer
Forrester Research Inc

9. “Digital analytics is the analysis of qualitative and
quantitative data from your business and the competition
to drive continual improvement of the online experience
that your customers and potential customers have which
translates to your desired outcomes (both online & offline).
Avinash Kaushik:Web Analytics: An Hour A Day
Data, analytics and insight is central to a digital strategy

10. The Analytics Maturity
Curve

11. Channels
Email Print CommerceWeb Mobile Social POS
Personalization
WXM
The backbone
of digital
experiences
Content
Management
DigitalAsset
Management
Product Information
Management
Customer Experience
Management
Open
connectors
Customer Relationship
Management
Enterprise Resource
Management
Point-of-Sale 3rd Party Data
RealTime and at Scale
Segmentation
Handling
Automation/
Nurturing
AnalyticsOptimization
Sitecore xConnect
CMO
CIO
Experience
Database
(One database) Sitecore
Cortex
xProfile
Automation
Progress
Testing
Outcomes
Analytics
Data
Campaign
Data
Social
Profiles
3rd Party
Data
Behavioral
Data

12. 12
Data driven
customer experience
management
Content
Contact
Commerce
Custom
Call
Center
Sales
Person
Online
Form
Socially
Engage
Loyalty
Program
Service
Support
Help
How-To
Social
Listening
Web
Sites
Mobile
Apps
Emails
Social
Posts
Blogs
Call
Centers
Online
Stores
Branded
Stores
Retail
Outlets

13. 13
A Single CustomerView
is an aggregated,
consistent and holistic
representation of the
data known by an
organisation about its
customers.
Source:Wikipedia
• Core data layer
• Transaction data
• Account data
• Interaction data
• Attribution data
Data layers

14. 14
€
€
€€
€
€
€
€
Diminishing Returns

15. 15
Company respondents: 232
Agency respondents: 179 Source: eConsultancy, March 2015

16. Overview Visits Campaigns Goals Keywords Details
• Facebook cycling France: 20:01:2017
• Converted: 21:01:2017
• Email plan: 22:01:2017
LatestWebsiteVisits01:02:2017
0hr:11 mins
Manchester
Mary Smith
msmith@outlook.com
Facebook: marsmith
Status
• Customer
• Last purchase: 15:01:2016
• Product: Skiing holiday
• Value: £3500
Preferences
• Outdoor
• Skiing
• Cycling
• Hiking
• Europe
Persona
• AB demographic
• Family
• Adventurous, non conformist
• Working
• Convenience seeking
• Budget pricing
• Downloaded: 26:01:2016
• Last used: 03:02:2016
Campaigns
Mobile App
Latest WebsiteVisits

17. 17
MarketingAnalytics:Top tips
1. Who: ownership, resources, teams work together
2. How: skills, automation
3. Combine: unify data silos
4. Plan: align to business and marketing objectives
5. Data: small data, not big data
6. Insight: turn data into the context behind personalised experiences
7. Deliver: one pagers for senior execs of ROI, conversions, outcomes

18. 18

19. taking away the guesswork.
13th December 2017
the importance of analytics in 2018

20. @SagittariusMktg
Paul Stephen
paul@sagittarius.agency
@paulrstephen
about me.

21. high performance guaranteed.
digital marketing that
drives traffic and
creates raving fans
ecommerce websites
and apps that convert
more sales
seo
paid search
social strategy
content strategy
email marketing
website design & build
mobile
u/x and optimisation
global ecommerce
digital transformation

22. @SagittariusMktg
Google Analytics
Free
Familiar
Easy to install
Well integrated with Adwords
Javascript is by default not entirely reliable
Ability to track across sessions and properties with ClientID
A limit of 500 events can be tracked per session
google versus sitecore

23. @SagittariusMktg
Sitecore Analytics
Included in the platform
Can house all analytics data
Path Analyser
Profiling
Experience Profile - individual and historical experience
Ecommerce data
Can track multi-channel campaigns
Engagement Plans provide further insight and opportunity for automation
Multi-variant testing
Engagement Points
Data can be extracted
Ability to merge sessions with Session State and track offsite interactions with FXM
Live data
google versus sitecore

24. @SagittariusMktg
client case
studies.
Sitecore analytics in use.

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32

33. More content on analytics…
The challenges of gaining
contextual insight
> https://goo.gl/vNPBn4

34. Thank you for your
time.
Paul Stephens: paul@sagittarius.agency
Paul Fennemore: pfe@sitecore.net