jahiaone 2015 - marketing factory live! by clement egger

© 2002 - 2015 Jahia Solutions Group SA

Marketing Factory

Clément EGGER. Senior VP Product Marketing@theklem


Did you know First usage of analytics is reporting (38%) far before insights (22%) and

recommendations (12%) Personalization used by 40% of big/mid-size companies Content profiling used by 26% Marketing automation by 22% IP lookup by only 11% 73% of companies use visits to measure success Only 44% use leads generated as a success measure Only 7% use KPI about user journey 77% use multiple tools, often not connected together Predictive analytics and big data is a big thing but it requires specific skills and,

by the way, marketers already know their customers


OM technologies scope Site and mobile analytics Sentiments analytics Brand reputation Social medias Email automation Campaigns managements Forms and all derivates UX testing Implicit personalization Explicit personalization

Rule based personalization Progressive profiling Geolocation tools AB testing, AZ testing, Multi

testing Landing pages testers CRM SRM …


OM landscape


Marketers are in pain OM tools are complex

OM tools are (very) expensive

OM tools need a lot of integration to obtain results

Agility is not there

Fragmented pieces of users profiles / data in multiple systems

Marketing teams have not grown as fast as the new tools and capabilities would require


About context

EVERYBODY TALKS ABOUT CONTEXT

Let me tell you a story

CONTEXT IS NOT ENOUGH !!!


About one to one conversation

Personalization is truly effective but it cost a lot of money To produce personalized content To setup personalization To analyze results, measure efficiency and improve


Marketing Factory approach It’s a toolbox with understandable tools for marketers

That can be used with nearly no training

With a very limited cost of integration

That provides deep, understandable and actionnable data

To engage, optimize and improve your online marketing strategy


Marketing Factory approach To collect explicitly or implicitly user data

Demographic, psychographics… User behavior and interaction history with your brand

Have a 360° view of your users Setup KPIs that you can follow and measure Create personalized experiences

One to many One to few One to one


Marketing Factory overview

ES

DF

CXS

Id cookie

A filter trap all interactions (visits…)

DF use CXS data to personalize

Reporting and management

Everything stored in json


Marketing Factory approach NOT Digital Factory dependent

Can work on one or several sites at the same time

Can be used by several marketing teams with different needs

Can aggregate data from different environments


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Goals Audience Profiling tools Form mapping Personalization

Optimization Personas


Goals Goals are the key actions you want your visitors to perform

in order to measure your performance, improve your site efficiency and build personalized experiences.

They are Easy to define Easy to follow Declared at the site level Declared for a campaign


Types of goals Page visit Funnel Landing pages Asset Download Video Form


Goals reporting Global performances

Detailed analytics

One to one analytics

Quantitative: what population filled the goal• 72% come form India• 18% come from France• 10% comme from USA

Qualitative: how you visitors perform• 6% of indian visitors reach the goal• 9% of french visitors reach the goal• 2% of US visitors reach the goal

450 engaged 65 success 14,4% conversion

Who namely reached this goal


How MF is different from analytics

Individual information, not masses

Analytics limits Good to know that you have a 5% success rate on a form submit But can you cross that data with all information you have collected ?

Infinite drill down Visit context (browser, location, device…) Profile properties (name, address, income, nationality, age…) Visitor behavior (pas events)


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Progressive profiling

Anonymous visitor Gender = male Weight > 100 kgInterest food = 90

Last name = SimpsonFacebook.com/homer

Page goal = Hotdog recipe


360° view on your visitors profiles

Anonymous and identified visitors Linked as soon as the visitor identifies itself Can be merged Can expire

Predefined properties Can be protected for privacy / regulation reasons

Fully extensible On the fly (form mapping)


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Segments Combine as many properties as wanted Real time calculation Can be nested (segment A inherit segment B) Can be joined (segment C = segment A + segment B) Can be crossed (segment C = segment AB) Can be modified at any time Real time estimates of segment population when building them


Interests An interest = a concept + a weight Captured when the visitor browse pages Captured only once per session No predefined tagging plans Full control for editors / marketers Defining the correct weight is key See in the user profile the results and

compare to your average visitors


Lists Simple list of users Static vs Segments that are dynamic Visitors can be assigned to a list

Manually From his profile

Automatically Visitor has achieved a goal Visitor has submitted a form Visitor came 3 times in the last 7 days …

Perfect for simple automation


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Form mapping Map form fields with visitor properties Automatic capture on submit Choose the correct strategy (always replace / only if empty) Create new properties on the fly Can be applied on the same form in multiple pages Work on all forms even external ones


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Simple for editors / marketers Select an object > Personalize Add variants For each variant, choose the conditions to serve this content variant

Work in templates as in pages Can use

Context information (session) Profile attributes Visitor history (visits, goals achieved…) Segments


Implicit (rule based) on contextual info (location, hour, keywords…) Profile-based personalization : target content to visitors based on a

« category » in which they’ve been placed Explicit: ability to personalize against profile attributes

Progressive profiling Download form to access valuable content

If form has already been posted, show another one If property X exist, ask for property Y


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Optimization A/B testing - A/Z testing – Multivariate testing Simple for editors / marketers

Select an item in the page > Optimize Add variants Define the test scope

Define the success (transformation) metric Nb of visitors


Optimization Get results in context

Transformation rate for each variant Data are crossed Drill-down results to take the right decision


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Personas Archetypes of visitors Created in Marketing Factory administration Can be used to simulate the site behavior Properties are editable on the fly to see you site change IRT


UXP is a game of cooperation Does it replace your Analytics Engine? NO Does it replace your campaign management service? NO Does it replace your CRM? NO Does it replace your marketing platform? NO

Does it bring value to all those systems? YES

Do you have to use Marketing Factory? DEFINITELY YES


Conclusion Create consistent and not fragmented users profils

Engage your customers and build truly personalized experiences

Easily improve your online efficiency

Do continuous improvements and optimization


Wait there is more !!!


Kompyte

Monitor your competitors activity Benchmark your site against theirs Get KPIs Be alerted when they change something


Kompyte Each MF user will benefit from a Kompyte Advanced Plan

We will cross data from the competitors list and the visits on your site to alert you when competitors are visiting your site

We want to put in-context alerts in your web pages about competitors similar pages


Thank you

jahiaone 2015 - marketing factory live! by clement egger

Technology