WebForward Conference 2011 - Greg Baxter, Sitecore

Sitecore. Compelling Web Experiences

Page 1 www.sitecore.net

Analysing the traffic to your website to stay ahead of the curve

Greg Baxter, Product Evangelist, Sitecore [email protected] | 0408 222 363



About Sitecore Leading provider of enterprise-class .NET web content

management and portal software for mid-to-large organisations

Presence Brisbane, Sydney, Melbourne, Tokyo, San Francisco, Boston, Copenhagen,

London, Munich and Amsterdam

Stability Profitable since inception in 1999, same owners, same vision and same

technology (.NET)

Customers Over 30,000 web sites in 50 countries

Recognized Gartner Cool Vendor 2008 Content Management Gartner Magic Quadrant, 2009 – leading visionary quadrant with “most

complete vision “ Gartner Magic Quadrant 2010 – only .Net application in “Leaders Quadrant”

Supported Full Sitecore team in Australia, including local tech support Over 300 Sitecore Certified Partners worldwide, with over 50 in Australia



Over 30,000 Websites Rely on Sitecore



Lets Start with a Very Familiar Story



Web Analytics Engagement Analytics

Quantity (High Traffic) Quality (High Engagement)

Silo Marketing Cross-Channel Marketing

No Leverage Marketing Multiplier

Complex Simple and Elegant

Measure and Improve Engagement

GAME CHANGER



Raw Traffic VS True Engagement

High Traffic

High Traffic

High Engagement



Silo Marketing?

Email SocialSEO



No Leverage? Marketing Multipliers



Too Much Complexity!

Theory of Unified Web Analytics

Simple, Elegant



Engagement Value



Easy to Understand

Points of Engagement Registration 25 points Request for Quote 50 points Instant Demo 100 points

Proportional to Communication, Trust and Commitment

Track Points



125

Webinar “7 Habits”

100

25

50

Registration

Quote

Demo

25

Engagement Value Points Accumulate Only at Transaction Points

Organic Search

Email “Whitepaper”

25

25

50

100

25

50175

75100150250



But wait, there’s more…

Once We Know Engagement Value…

Relevance Marketing effectiveness Relevance to visitor’s interests Value per Visitor

Potential Does this marketing campaign/asset reach its potential? Relevance (page) - Relevance (average page)



Overall Marketing Effectiveness



Overall Marketing Effectiveness



Where and How Do We Spend Our Next Dollar?Which Campaigns are Most Effective?









Where Do We Focus Our Efforts?Which Channels are Most Effective?



Where Do We Focus Our Efforts?Which Channels are Most Effective?



Marketing Effectiveness















Q&A

Greg Baxter, Product Evangelist Sitecore

[email protected] | 0408 222 363

Education

WebForward Conference 2011 - Greg Baxter, Sitecore