How technology empowers marketers

How technology empowers marketers Pieter Brinkman - @pieterbrink123 Senior Director Technical Marketing Sitecore

@pieterbrink123 The Digital Evolution Integrated Experiences Targeted experiences Broad experience Online presence More information, adding more interactive functionality Basic information and presence © Copyright 2018 Sitecore Use user footprint to drive targeted website experiences Cross device experiences through various forms of content

@pieterbrink123 The Digital Evolution We’re in the age of the empowered customer… …where experience is the last differentiator… …and customer loyalty is hard to win – and harder to keep “The customer is now using technology to 89% of companies in a Gartner survey plan to Two-thirds of US consumers say the number of brands or price precisely, to be able to critique your compete primarily on the basis of the customer companies they consider before purchase has increased products precisely and publicly. And, to be experience significantly compared to 10 years ago Gartner CMO Spend Survey 2015: Eye on the Buyer Customer 2020: Are You Future-Ready or Reliving the Past Accenture, 2015 able to buy from anywhere. The power is shifting away from institutions, towards the customers.” George F. Colony, Chairman and Chief Executive, Forrester Research © Copyright 2018 Sitecore

Organize your data One central place for all your content and data

@pieterbrink123 Content Web Interactions Mobile Conversion One central location to manage contetn Integrate with 3rd parties content sources VR Content Content Test results Analytics Open to push content across all channels Analytics Social Patterns Advertising © Copyright 2018 Sitecore Profiles

@pieterbrink123 Analytics Interactions Web Mobile Conversion Analyze and measure your content effectiveness Test content and presentation across VR multiple segments Content Content Data compliance (GDPR) Test results Analytics Analytics Instore Patterns Advertising © Copyright 2018 Sitecore Segments

@pieterbrink123 Content & Analytics Web Interactions Mobile Conversion VR Content Content Test results Analytics Analytics Social Patterns Advertising © Copyright 2018 Sitecore Segments

@pieterbrink123 Content & Analytics Web Interactions Personalization Mobile Conversion Marketing Automation VR Content Content Test results Analytics Analytics Business Intelligence Social Patterns A/B Testing Advertising © Copyright 2018 Sitecore Segments

@pieterbrink123 Think ahead Hosting multiple experiences in one platform helps identifying your customers and driving individual experiences across channels Analytics To drive individualized experiences and identify opportunities you want to know what customers are doing across all your sites Multi-lingual How can you build a trusted relationship with your customer if you don’t even speak his/her language © Copyright 2018 Sitecore Multi-site One website for all, or multiple websites per country. Having a system that can do both helps! Community Often with advanced systems there are multiple solutions to a problem. Having a community behind you helps in getting the solution you need

Technology is your friend Embrace new technologies

@pieterbrink123 What to do with the data? Hypothesis testing Validation A/B testing Confirmatory data analysis © Copyright 2018 Sitecore Analytics Business Intelligence Data mining Exploratory data analysis Machine Learning Automated personalization Segmentation Predictive models

@pieterbrink123 @pieterbrink123 Let the machine do the work for you Machine learning requires a lot of data. Finally get value out of your “Big Data” © Copyright 2018 Sitecore

@pieterbrink123 Content & Analytics Web Interactions Personalization Mobile Conversion Marketing Automation VR Test results Content Analytics Business Intelligence Social Patterns A/B Testing Advertising © Copyright 2018 Sitecore Profiles

@pieterbrink123 Content & Analytics Web Interactions Automated Personalization Mobile Conversion Audience discovery VR Test results Content Analytics Automated content tasks Social Patterns Business Insights Advertising © Copyright 2018 Sitecore Profiles

@pieterbrink123 Are you ready? Is your CMS extensible enough? Is your data organized? Is your data ready? Do you have a trusted Techie? Your CMS needs to closely integrate with peripheral systems, like customer experience management platforms and ecommerce solutions. Do you store all your data in one place? Do you track all interactions and optimize on all your channels. Machine learning algorithms depend on clean, structured, tagged, and organized data to be effective. Technology is your friend. It can also be overwhelming, work closely with your development team. © Copyright 2018 Sitecore

Never stop Learning Standing still is going back

@pieterbrink123 Never stop Learning Guide: Which CMS should I use? Everything you need to know about buying a CMS for a multichannel world. © Copyright 2018 Sitecore Webinar: Delivering B2B personalization at scale Whitepaper: 10 tactics for optimizing the commerce experience You can deliver personalized customer experiences by providing the right content at the right time in the right channel. Personalizing the experience for your customers before, during, and after the sale is critical to building trust in your brand and your customers’ experience of your storefront.

Thank you! Let’s connect on LinkedIn and Twitter @pieterbrink123

FOR DISCUSSION PURPOSES ONLY. © 2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience™ are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.