Faulkner IV Frederick - Going Beyond Your Own Domain: How to Effectively Use FXM in Your CX Strategy - SUGCON
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Going Beyond Your Own Domain: How to Effectively Use FXM in Your CX Strategy
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Faulkner IV Frederick - Going Beyond Your Own Domain: How to Effectively Use FXM in Your CX Strategy - SUGCON
- 1. Organized by the Community, for the Community. GOING BEYONDYOUR OWN DOMAIN: HOWTO EFFECTIVELY USE FXM IN YOUR CX STRATEGY Cory Dixon & Fred Faulkner
- 2. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 2 Cory Dixon Director of Delivery for Microsoft Solutions Fred Faulkner Director of Marketing and MarketingTechnologist
- 3. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 3 FXM – WHAT AND WHY (FEDERATED EXPERIENCE MANAGER)
- 4. Organized by the Community, for the Community. FXM –THE WHAT • Cross-Platform Content Management • Connected Experience • Individual CustomerAnalytics • Cross-Site Personalization and Targeting • Central Management and Insight SUGCON NORTH AMERICA 2015 4
- 5. Organized by the Community, for the Community. WHAT CAN ITARGET • AEM • Drupal • .Net • Transactional As long as you can touch it… SUGCON NORTH AMERICA 2015 5
- 6. Organized by the Community, for the Community. FXM –THE WHY • Multiple Platforms • Acquisitions • Applications • Transaction Systems • IT Capacity SUGCON NORTH AMERICA 2015 6
- 7. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015SUGCON NORTH AMERICA 2015 8 Marketing -WordPress Acquisition - Drupal Acquisition - AEM Sitecore CEP xDB Analytics
- 8. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015SUGCON NORTH AMERICA 2015 9 Marketing -WordPress Acquisition - Drupal Acquisition - AEM Sitecore CEP xDB Analytics
- 9. Organized by the Community, for the Community. OK – SO? • Visitors andVisits • Campaigns • Goals and Conversions • Interactions • Dynamic Content and Personalization • Form Submissions • Value Scores • Profile Matching • Engagement Plans • Page Events SUGCON NORTH AMERICA 2015 10
- 10. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 11 WHAT CANYOU DO
- 11. Organized by the Community, for the Community. FXM – WHAT CANYOU DO FOR ME? SUGCON NORTH AMERICA 2015 12 Track React Change Report
- 12. Organized by the Community, for the Community. TRACK • Visit – Visitor / Contact – Channel Source • Page Filters – Path – Headers, Query string, Referrer • Profile assignment • Goal conversion • CampaignTrigger • EventTrigger • ContactView SUGCON NORTH AMERICA 2015 13
- 13. Organized by the Community, for the Community. REACT • Click Events – Links, Buttons • Fragment Interaction – View – Click • Forms – Submission • EngagementValue • Goals • Campaigns • Events • Failure Events SUGCON NORTH AMERICA 2015 14
- 14. Organized by the Community, for the Community. CHANGE • Remote Content – Add – Substitute • Personalization – Rule Based • Placeholders • Renderings SUGCON NORTH AMERICA 2015 15
- 15. Organized by the Community, for the Community. REPORT • Integrated with Sitecore Analytics – Visits – Marketing Metrics • Tracked in Experience Profile – Conversions – Actions • Each Property is a Site • Filterable • Part of Contact Timeline SUGCON NORTH AMERICA 2015 16
- 16. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 17 FXM PLANNING
- 17. Organized by the Community, for the Community. FXM – WHATTO DO? 1. Have Sitecore 8 2. Have other site 3. Click, click, Ctrl+C, Ctrl+V 4. [More clicking] 5. Be well liked and revered SUGCON NORTH AMERICA 2015 18
- 18. Organized by the Community, for the Community. BUT, SERIOUSLY • What do we want to track? • What’s important? • Content, Analytics, or Both? • Personas, Campaigns, Goals? • Hiccups and Limits SUGCON NORTH AMERICA 2015 19
- 19. Organized by the Community, for the Community. FXM IS EXPERIENCE PLANNING • Define the goals and success criteria • Catalog touch-points and current user experience • Identify events, triggers, and behaviors • Craft Personas and Profiles • Map “To-Be” Journey • Technical Assessment SUGCON NORTH AMERICA 2015 20
- 20. Organized by the Community, for the Community. EXAMPLE - ACQUISITION • Different Platform - “Our site won’t work on Sitecore because…” • You know you share customers, but who are they? • Quick Wins – News Feed – Twitter Feed – Contact Information – Lead Qualification SUGCON NORTH AMERICA 2015 21
- 21. Organized by the Community, for the Community. EXAMPLE - MICROSITE “Already hired someone.We supportWordPress, right? It’s live next week.” • CampaignTracking – who are we reaching? • Goal Conversions – are we converting? • Profile Matching – does our target demographic match? SUGCON NORTH AMERICA 2015 22
- 22. Organized by the Community, for the Community. READY? NOT JUSTYET • Technical Considerations • Still Needs some Sitecore Development • Tracking Limitations – Contact – Browsers • Can’t – Web Forms for Marketers – Workflow – MultivariateTesting SUGCON NORTH AMERICA 2015 23
- 23. Organized by the Community, for the Community. LET’S GET CRACKIN’ • Register Site and Beacon • AlignTaxonomy (Channels, etc.) • Construct Goals, Campaigns, Events • Define Personas and Profiles • Build Content and Presentation • Hook up Page Filters,Actions, and Substitutions SUGCON NORTH AMERICA 2015 24
- 24. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 25 DEMO
- 25. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 THANKYOU 26SUGCON NORTH AMERICA 2015 Visit us at www.icfinteractive.com cory.dixon@icfi.com fred.faulkner@icfi.com
- 26. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 27 THANKYOUTO OUR SPONSORS! SM
Notes de l'éditeur
- Trigger a goal Trigger a marketing event Trigger analyics