Presented at JBoye Philadelphia 2015 #JBoye15 Track: Marketing Transformation How do you eat an elephant? One bite at a time, the same is true for Digital Transformation, which often can be an overwhelming task, spanning over different organizational teams and much data to consider. In many cases the initial analysis causes paralysis and too often never gets through to execution. This session will help you map the digital transformation roadmap by explaining: - How to use data and experience marketing to create lifetime customers, one step at a time - What other organizations have done to get started on this journey - How to identify your organizations most disconnected experiences

1. Presented By // Lars Birkholm Petersen
@LarsBirkholm
May 6th 2015

2. Digital marketing anno 2015

3. Buying my iPhone 6

4. Dis-Engaged

5. Dis-Nurtured

6. … not a content problem

7. Why do you think these dis-connects
happens?

9. The StepsTowards Creating Lifetime Customers
Digital
Marketing
Experience
Marketing
Brand
Experience

10. Experience Marketing
Collect and
Connect data to
Establish Single
View of Each
Contact
Align objectives,
strategies and
tactics
Provide real-time
contextualized
experiences that
supports
customer needs

11. ≠Your Business Objective
Likes ≠ Email Opens ≠Visits ≠ App Downloads

12. Know what you are optimizing for

13. The holy grail – your customer!

14. Map content to the Customer Lifecycle and Intent
Discover Research
James
Family Car Buyer
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:
Erica
Business Leaser
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:

15. - Geo Location
- Campaigns
- PPC, Display, Emails etc.
- Referrals
- Onsite Behavior
Good places to start for personalization of unknown visitors

16. How does good content looks like (from an experience POV)
Content is the heart of
the experience

17. QuickWins

18. Average conversion lift by using personalization
Source: The Realities of Online Personalization, eConsultancy April 2013

19. DigitalTransformation step by step

20. 67%
18.4%
3.2%
1.8%
4.3%
0.9%
4.4%
27%
60%
73%
40%
0% 50% 100%
All
Mature
Yes No
UsingTesting
28%
47%
72%
53%
0% 50% 100%
All
Mature
Yes No
Using Personalization
31%
51%
69%
49%
0% 50% 100%
All
Mature
Yes No
Using Marketing Automation
✔ Executive Commitment
✔ Aligned Objectives
✔ Digital is strategy

21. Considerations

22. 22

23. Context
What are the best Family Cars in 2015?
Context,Triggers, Experiences
Triggers
Family Cars PPCAd
Enter on /FamilyAlias
Looking at Family Cars
Search for Family Cars
Experiences
Show Safety Reviews
Show Family of 5 + strollers
+ Different Personas
For James
For Erica

24. Who you need on your team

25. Identify your dis-connected experiences

26. Lpe@Sitecore.net
@LarsBirkholm
ww.ConnectTheExperience.com
www.sitecore.net