The more I get to know about Sitecore, the more I’m amazed by the features that it offers, particularly within its DMS (Digital Marketing Suite). Last month, I went to the Sitecore Jump! workshop where I learnt more about the personalisation features Sitecore offers and the ability it gives you to target different visitors based on their needs and demands on the time of their visits.
The day was broken into different workshops and exercises with Kristin Philbin about SBOS (Sitecore Business Optimization Services), explaining how everything we spoke about was possible in the DMS.
At the start of the session, (which had fantastic coffee – always a plus!) we got introduced to the functionality of Sitecore, looking at the 11 different functions that it offers to a Digital Marketer. Kristin also explained how it’s a very open platform and lets you use it alongside tools you have already, such as Google Analytics or email campaign management software.
As you can see by the diagram, Sitecore is very much centred around the user making sure that they have a very unique personalised experience on the site, which makes them more likely to convert, i.e. they are not being shown the things they have already seen and are given messages that are relevant.
The session then led onto talking about the benefits of having all of these marketing tools in one platform and it’s quite impressive just how many tools there are. The diagram below, made by chiefmartec.com, takes a look at the Marketing Technology Landscape.
You can see that there is a massive amount of tools out there to complete every function a Digital Marketer could ever want to do. It can also be seen from this that one of the main selling points of Sitecore is that is ties together a vast quantity of these and lets you control them within the Sitecore system.
I was amazed at just exactly how much it can actually do; for example, the DMS has the ability to manage video ads and marketing and mobile app development via the Sitecore Mobile SDK.
Once we learnt some of the abilities within the DMS, we started doing exercises exploring the potential uses for it. We did this by looking at several sites that belong to large brands and figuring out what areas of the sites could be tested using the Sitecore DMS, with the aim of increasing conversions within the site.
It’s clear to see that the majority of the power that Sitecore possesses is due to the data that it retains on people at a visitor level. It then it will be able to retain information such as:
- Level of engagement
- IP owner
- IP address
- Goal trigger
- Pages visited
- Social data
The DMS then displays all of this data for you so you can act on it. This gives you the ability to make changes and implement tests quickly, depending on the change you need to make.
From this you can target the visitors that match your profiles and help guide them down certain user journeys, to make sure you make the most of every single visitor to the site.
The Jump! workshop was a really useful event in helping us to understand where the personalisation of Sitecore can be used to affect businesses in a positive way. It makes the visitor find what they need on the site in a much more efficient way, which is more like to lead to a goal on the site.
As an Account Manager at Branded3, this sort of technology will be really useful when trying to show clients the benefit of an SEO campaign and aiding to get further benefits from the traffic that is driven to the site as a result of the campaign.