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GSPANN Guide ( Sitecore vs. Google Analytics )

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GSPANN Guide ( Sitecore vs. Google Analytics )

  1. 1. SitecoreAnalytics:Stepsto MarketingSuccess Sitecore Marketing Optimization Series Guide One GSPANN Technologies, Inc. 362 Fairview Way Milpitas, CA 95035 USA 408-263-3435 sales@gspann.com www.gspann.com © Copyright GSPANN Technologies, Inc. 2015 Camp-SBOS-Analytics
  2. 2. Sitecore Analytics: Steps to Marketing Success 2 of 30 TableofContents Table of Contents............................................................................................................................................................2 Document Tables................................................................................................................................................................................... 2 Document Figures ................................................................................................................................................................................. 3 1. Introduction...............................................................................................................................................................4 Summary ............................................................................................................................................................................................... 4 2. How does Sitecore Analytics Compare?......................................................................................................................6 The ‘What and How’ of Analytics........................................................................................................................................................... 6 A Quick Comparison.............................................................................................................................................................................. 6 Selecting the Best-fit Solutions ........................................................................................................................................................... 10 3. What if I am on an Older Version of Sitecore? ...........................................................................................................11 Sitecore Versions................................................................................................................................................................................. 11 Finding the Biggest Opportunities ....................................................................................................................................................... 14 Choosing a Time to Upgrade............................................................................................................................................................... 14 4. What is Experience Analytics?..................................................................................................................................16 Why does Experience Analytics Matter to Marketers? ........................................................................................................................ 16 What Do We Measure with Experience Analytics?............................................................................................................................... 16 How does Sitecore Support Experience Analytics? ............................................................................................................................. 18 5. Where do I Start My Journey?...................................................................................................................................19 Using an Analytics Maturity Model...................................................................................................................................................... 19 Finding Out Who We Are...................................................................................................................................................................... 21 The Ambitious Organization ................................................................................................................................................................ 21 The Top-heavy Organization................................................................................................................................................................ 21 The Thoughtful Organization............................................................................................................................................................... 21 Finding out Where You Start................................................................................................................................................................ 22 6. What Does an ‘Analytics Roadmap’ Look Like?..........................................................................................................23 A Basic Analytics Roadmap................................................................................................................................................................. 23 Key Activities for Each Roadmap......................................................................................................................................................... 23 7. Where Can I Get Help to Build My Road Map? ...........................................................................................................25 8. Appendix .................................................................................................................................................................26 Sitecore and Google Analytics Comparison Detail .............................................................................................................................. 26 Document Tables Table 1 - Comparison of Sitecore and Google Analytics Functionality ...............................................................................6 Table 2 - Comparison of Analytics Improvements across Multiple Sitecore Versions.......................................................11 Table 3 - Digital Analytics Maturity Model (DAMM) Parameters and their Effect on Organizations ...................................20
  3. 3. Sitecore Analytics: Steps to Marketing Success 3 of 30 Table 4 - Sitecore and Google Analytics Comparison Detail ............................................................................................26 Document Figures Figure 1 - Three Primary Activities of Analytic Software....................................................................................................6 Figure 2 - The Three Relevant Sitecore Version Families.................................................................................................11 Figure 3 - Improving the Customer Experience Improves the Sales Performance of an Organization................................16 Figure 4 - Tracking Visitors across Channels and Time with Sitecore 8 ...........................................................................18 Figure 5 - The Sitecore Customer Experience Maturity Model..........................................................................................19 Figure 6 - An Example of Maturity of an Ambitious Organization.....................................................................................21 Figure 7 - An Example of Maturity of a Top-heavy Organization.......................................................................................21 Figure 8 - An Example of Maturity of a Thoughtful Organization Early in their Analytics Journey ......................................21 Figure 9 - An Example of a Thoughtful Organization at a Mature State in their Analytics Journey.....................................22 Figure 10 - An Analytics Roadmap that Would Lead an Organization to their Initial State of Maturity................................23 Figure 11 - We Recommend Executing Several Short Roadmaps that Lead to Greater Maturity ........................................24 Figure 12 - Each Analytics Roadmap that an Organization Executes Should Move them to Closer to Maturity ..................24
  4. 4. Sitecore Analytics: Steps to Marketing Success 4 of 30 1.Introduction This document is the first of five guides in GSPANN’s Sitecore Marketing Optimization Series. The series is targeted at marketers that are considering or are using Sitecore for their marketing and customer experience activities. The series reviews in-depth the Sitecore capabilities around these five areas: 1. Analytics 2. Personalization 3. Experience Optimization 4. Sales Enablement 5. Campaign Management The series parallel Sitecore Business Optimization Services (SBOS) that we offer our clients to help them maximize the value they get from their Sitecore investment. These offerings focus on strategy, analysis, and planning activities required in delivering new, or optimizing existing, Sitecore-built websites to more effectively deliver against customer acquisition and engagement goals defined by marketing and other stakeholders within an organization. The consulting approach is adapted from the SBOS approach defined by Sitecore, with the addition of insights and opportunities taken from GSPANN’s own experiences in delivering sophisticated cross- channel customer engagement solutions that include Sitecore with other platforms commonly found within the digital marketing ecosystem (e.g. Marketing Automation, CRM and Social platforms). Summary This document is focused on the analytics capabilities of Sitecore. The document is intended as guide for marketers who are considering Sitecore for their analytics as an alternative to an incumbent platform like Google Analytics. Within this guide, we will cover the following topics: How does Sitecore Analytics Compare? Most organizations who have implemented Sitecore are or have used platforms like Google Analytics, Omniture or others. If your organization is still using an incumbent analytics platform, then you may have questions such as “How does Sitecore analytics compare with my current analytics platform?” The guide outlines the differences in functionality and your approach when using Sitecore experience analytics when compared with others. What if I am on an Older Version of Sitecore? Organizations often are one, two, or even three versions behind the current version of Sitecore. With each major release of Sitecore, new analytics capabilities are added, while existing capabilities are enhanced. The guide examines what capabilities are available to you in your current version, while understanding
  5. 5. Sitecore Analytics: Steps to Marketing Success 5 of 30 the value capabilities in newer versions. We will review how businesses can justify upgrading to these newer Sitecore versions. What is ‘Experience Analytics’? Vendors, along with the industry at large, are good at using ‘loaded’ terminology. As ‘web content management’ has evolved into ‘experience management’, we now also have ‘experience analytics’—but what does it mean for Sitecore? The guide examines how you can measure ‘the experience’ using a variety of different tools that Sitecore offers. Where do I Start My Journey? As with most things you do for the first time, knowing where to start with Sitecore analytics can also be challenging. The guide will review key considerations and questions that lead you to the correct start, while setting the correct direction for the following steps. We provide you with a decision tree that guides you to one of the several starting points for your analytics effort. What does an ‘Analytics Roadmap’ Look Like? Getting started correctly is important, but continuing in the correct path will finally help you achieve your analytics goals. As with many tasks marketers undertake these days, having a ‘cookbook’ to guide your efforts reduces your learning curve and increases your success rate. The guide provides you with a framework to use each time you want to employ analytics—perhaps for a new campaign, recent product launch, or just to gain a deeper insight into your existing customers. This framework guides you through the key steps in defining and planning Sitecore experience analytics. Where can I Get Help to Get My Roadmap Built? Our Sitecore Business Optimization Services (SBOS) help both existing and new Sitecore customers take advantage of their investment. These SBOS workshops are held onsite at your facilities, where we work with you and your team to create an analytics roadmap. In addition to helping you create your first roadmap, we will provide you with the necessary tools while educating you around how to create road maps that guide future experience analytics initiatives.
  6. 6. Sitecore Analytics: Steps to Marketing Success 6 of 30 2.HowdoesSitecoreAnalyticsCompare? Understand How Sitecore Compares To Google Analytics If you are using Sitecore now and have been maintaining websites for a while, then you probably have experience using different analytics applications other than Sitecore. You could still be using those other analytics applications, as a ‘carry over’ from a pre-Sitecore website, while only using the most basic analytics capabilities built into Sitecore. If this describes your current situation, then the following section should help you understand what you are missing out on and when it may make sense for you to adopt Sitecore analytics. The ‘What and How’ of Analytics To better understand how to compare them, we need to understand what and how modern web and experience analytics tools work. If we breakdown the ‘what and how’, we find three primary activities: Figure 1 - Three Primary Activities of Analytic Software A Quick Comparison The following table compares Sitecore and Google Analytics in the context of the three activities these products perform. The comparison considers the functional differences of data capture, analysis and reporting between these two analytics tools. Table 1 - Comparison of Sitecore and Google Analytics Functionality Sitecore Google Analytics Perspective Data Capture Proximity 4 1 With analytics tightly integrated with Sitecore, all actions on the website are captured in real-time. Granularity 4 2 Sitecore captures highly granular, visitor specific information ‘out of the box’. This level of granularity with Google Analytics can only occur if you provide a unique visitor identifier when Google captures data. Data Capture Analysis Reporting
  7. 7. Sitecore Analytics: Steps to Marketing Success 7 of 30 Sitecore Google Analytics Perspective Session Unification 4 3 Sitecore can track users across sessions (as stated above) automatically, while Google Analytics requires you to provide a unique visitor identifier to unify session information for a visitor. Channels 3 3 Sitecore and Google Analytics both have the capability to capture analytics across channels, each with a varying degree of ‘out of the box’ functionality for specific channel types. Promotional Data 2 3 Google Analytics is tightly integrated with its AdWords and AdSense siblings, which are ubiquitous means of promotion on the web. Sitecore can capture this and other promotional analytics data with the effort integration with those systems. Analysis Visitors 4 3 Sitecore provides marketers with a detailed view of visitor activities through its visitor profile card. Google Analytics only provides an obfuscated view of visitor activities— never revealing the visitor. Conversion 3 3 Both Sitecore and Google Analytics provide conversion analysis, with the ability to instrument website goals and campaigns.
  8. 8. Sitecore Analytics: Steps to Marketing Success 8 of 30 Sitecore Google Analytics Perspective Attribution 3 3 Sitecore supports attribution, but requires the marketer to determine how they want to attribute various channels, campaigns and web events. Google Analytics’ attribution is skewed to AdWords and AdSense, but can be configured to support outside campaigns and activities also. A/B Testing 4 3 A/B (and multivariate) Testing within Sitecore is tightly integrated with the overall system, and can enable automated testing and selection of ‘winning’ elements on a web page. Google Analytics provides testing with a more manual effort and is limited to testing whole web pages, rather than individual elements. Reporting Basics 3 4 Both platforms provide standard, ‘out of the box’ reporting, with Google Analytics having a broad range of immediately useful reports, along with a repository of community- defined dashboards that marketers can choose from. Customization 4 3 Sitecore provides deeper customization capabilities through the user interface, but also provides marketers to customize capabilities by integrating custom-developed capabilities into the dashboards.
  9. 9. Sitecore Analytics: Steps to Marketing Success 9 of 30 Sitecore Google Analytics Perspective Drill Down 4 2 Both platforms provide ‘drill down’ capabilities with Sitecore enabling marketers to ‘slice and dice’ with more granularity and control over the mix of data types you may want to analyze. Additional Considerations Time to Value 3 4 Google Analytics provides ‘immediate gratification’ with little effort. Sitecore will require more initial planning and configuration to derive value, but can in the end, provide insights more aligned with the marketer’s needs. Implementation Effort 2 4 Google Analytics is a ‘plug and play’ solution with a short time to value. Gaining the full value from Sitecore will require more planning, configuration and even customization, than even available with Google Analytics. Resource Availability 2 4 Finding practitioners who are ‘experts’ at Google Analytics is relatively easy, whereas Sitecore resources are more difficult to find, even within many established Sitecore certified partners. Marketing Solution 4 2 Though Sitecore analytics can be treated as a standalone capability, its power and ability to deliver value comes when it is used in combination with other digital marketing
  10. 10. Sitecore Analytics: Steps to Marketing Success 10 of 30 Sitecore Google Analytics Perspective capabilities (e.g. experience optimization, personalization, campaigns, etc.) built into Sitecore. Selecting the Best-fit Solutions In the table above, we reviewed both functional and business aspects of Sitecore and Google Analytics. When making a choice to stay with Google Analytics or to move to Sitecore, we need to take into account several considerations:  How advanced are your immediate analytics requirements? If personalization or experience optimization is not within your immediate plans, then Sitecore analytics is not required. If on the other hand, your plans do include more sophisticated capabilities, you will need Sitecore analytics to support them.  What resources are available to you? If you do not have Sitecore resources available, then it is challenging to configure advanced Sitecore analytics capabilities.  Do you want to see and use visitor details? If you want to capture and use the details of individuals visiting your website, or opening your emails, then you will need Sitecore. Google Analytics does not provide this capability out-of-the-box, and would require a significant custom development effort to provide what Sitecore does. This capability is the basis for personalization within Sitecore. In the next section, we will discuss what analytics capabilities are available in the various Sitecore versions. This should also be a consideration in deciding when to invest in Sitecore analytics, as the most recent versions are more competitive with Google Analytics. Please read the ‘Sitecore and Google Analytics Comparison Detail’ located in the appendix for a detailed comparison of the functional aspects of both applications.
  11. 11. Sitecore Analytics: Steps to Marketing Success 11 of 30 3.WhatifIamonanOlderVersionofSitecore? Understand What to Expect When Upgrading As most organizations do not run the most current version of Sitecore, marketers may find themselves asking the questions “What am I missing by not upgrading?” and “Do the new capabilities justify upgrading?” In this section, we examine the improvements made to Sitecore analytics across the advancing versions to help inform your decision to upgrade Sitecore based on the business value it can create. Sitecore Versions Though there may be some organizations that are still using Sitecore 5.x, most have migrated to 6.x and later. Figure 2 - The Three Relevant Sitecore Version Families For this review, we will focus on the Sitecore versions 6.x through 8. Table 2 - Comparison of Analytics Improvements across Multiple Sitecore Versions Sitecore Version Version Improvements Value to the Marketer Sitecore 6.x CMS 6.5 / DMS 2.0.1 Improved Analytics Reporting: New daily and periodic reports provide more granular visibility into data. More Reporting Control: Marketers are able to see reports on a daily or self- defined period. CMS and DMS 6.6 User Experience Upgrade: The Executive Insight Dashboard has an improved design, layout and controls. Easier to Perform Analysis: The new dashboard improves how marketers analyze time series data and filter for individual campaigns, while working within an improved experience. Sitecore 7.x Experience Platform 7.5 Sitecore Experience Database (xDB): How visitor event data is captured and stored changed significantly by  No Size Limits: The xDB is designed as a ‘big data’ solution, meaning there are no limits to the amount of Sitecore 6.x Sitecore 7.x Sitecore 8
  12. 12. Sitecore Analytics: Steps to Marketing Success 12 of 30 Sitecore Version Version Improvements Value to the Marketer having the data stored in MongoDB instead of SQL Server. information you are allowed to capture. This is particularly important for marketers with high traffic, multiple engagement channels and the desire to capture detailed data.  Capture Anything: The xDB is now very flexible, with the ability to capture data from any channel, device or system that marketers want to associate with a person. Sitecore Experience Profile (xFile) and the ‘Contact’: A new user profile now tracks and aggregates all channels into a single profile view associated with a ‘contact’. Through the xFile, the ‘contact’ information is maintained across sessions, devices and channels. Single View of the Customer: The xFile succeeds in creating one view of the people who engage with your organization across all its channels and available devices over time. This view allows marketers to understand behaviors and characteristics of specific segments and people in detail. Connectors: The Experience Database now has connectors available that enable data capture from platforms like Salesforce.com, Microsoft Dynamics and other platforms within the marketing ecosystem.  More Comprehensive Visitor View: With the ability to associate data collected within other system with a ‘contact’ in the xDB, marketers can now get closer to the 360-degree view of visitors they need.  Connect to Custom Solutions: With the approach to developing connectors now standardized, developing connectors that integrate existing custom applications becomes easier and maintainable. Reporting: While MongoDB captures the ‘experience data’, SQL Server is utilized for data Improved Report Processing: For organizations with significant experience data to aggregate and
  13. 13. Sitecore Analytics: Steps to Marketing Success 13 of 30 Sitecore Version Version Improvements Value to the Marketer aggregation and reporting purposes. analyze, having the separate reporting facility will improve performance. User Experience: The user experience is improved by providing a more integrated environment and updated styling. Ease of Use: With the updated user experience, marketers can get the information they need more quickly, while having it displayed in an easier to consume manner. Sitecore 8 Experience Platform 8 Federated Experience Manager (FXM): The FXM enables marketers to capture analytics data from websites outside of Sitecore by just placing ‘analytics tags’ on the page (e.g. much like you would with Google Analytics). Capture Analytics Data from Non- Sitecore Websites: Now get the ‘complete’ view of customer engagement by getting analytics data from legacy websites, like blogs, that are not running on Sitecore. Predictive Analytics: Using Microsoft’s Azure Machine Learning (ML) platform, Sitecore now provides an ability to predict a person’s behavior based on past behavior. Improved Personalization: With predictive analytics, personalization is informed by ‘predicting’ what people want from their digital experience, and aligning what Sitecore delivers with what people want. Ideally, this will take some of the guess work out of personalization, relying more heavily on data actual data, rather than marketer intuition. Shared Session State Support: With shared session-state, all data that can be shared across multiple sessions, for example, the data related to contacts and devices, is collected and saved to the session state database. Customer Views Across Devices: This technical capability, when taken advantage of across different devices and systems, will enable marketers to have a view of customers as they switch devices in middle of their digital activities (e.g. add items to a shopping cart at the desktop, but completing the transaction while on a smartphone).
  14. 14. Sitecore Analytics: Steps to Marketing Success 14 of 30 Sitecore Version Version Improvements Value to the Marketer User Experience: Sitecore 8 includes a complete update of the user experience across all capabilities, including analytics. Ease of Use: With the updated user experience, marketers can get to the information they need more quickly, while having it displayed in an easier to consume manner. Finding the Biggest Opportunities For marketers who are thinking about upgrading from Sitecore 6.x to 7.x, there are many things to consider beyond the analytics capabilities, but it is clear that significant changes occurred with the release of Sitecore 7.5. The changes within Sitecore 7.5 are the foundation for the Sitecore Experience Platform and all its associated capabilities, including analytics. Analytics, within this platform, does not stand on its own, but is a tightly integrated capability that not only provides marketers with passive reporting, but also directly provides information to drive personalization and optimization activities within Sitecore. Choosing a Time to Upgrade For organizations that are still on Sitecore 5.x, migrating to 6.x adds value in the serviceability of the overall Sitecore platform, but leaves marketers with a little more than an improved ‘window dressing’ for analytics. To gain significant improvements in capabilities and usability, we recommend that organizations migrate to Sitecore 7.5 or a later version. Considerations in upgrading are typically justified by the business value provided. Here are areas of business value you gain when upgrading to Sitecore 7.5 (or later) analytics:  Large data sets: When collecting analytics data across multiple related properties or a high-volume website, like an e-commerce property, Sitecore 7.5 is designed to scale easily to very large data sets (‘big data’ magnitude).  Integrated customer intelligence: With the Experience Profile in Sitecore 7.5, marketers can now have a single view of customer intelligence. The profile is easily extended to include behavioral, transactional and other information required for different stakeholders within your organization.  Insights from the entire digital ecosystem: The Experience Database (xDB) can be integrated with systems outside of Sitecore. This enables marketers to correlate and analyze data from their CRM, marketing automation and other systems, all within Sitecore. There are many off-the-shelf connectors available for common platforms, or you can develop connectors that integrate with proprietary applications.  Improved productivity and use: The updated user experience in Sitecore 7.5 will improve peoples’ productivity and
  15. 15. Sitecore Analytics: Steps to Marketing Success 15 of 30 effectiveness with the tool. The dashboard can be tailored for the needs of specific stakeholders, making it more relevant to audiences outside of marketing. Choosing when to upgrade to a newer version of Sitecore is dependent on many factors, including your budget, marketing requirements, existing projects and resource availability. Though analytics is foundational within Sitecore, there are many other functional and technological considerations when making an upgrade decision, most are outside the scope of this document.
  16. 16. Sitecore Analytics: Steps to Marketing Success 16 of 30 4.WhatisExperienceAnalytics? Understanding How Customers Experience Your Brand Sitecore, along with many other vendors, claims to provide ‘experience analytics’. Why does experience analytics matter to the modern marketer? Marketers working with websites understand what is measured with ‘web analytics’—but what do we measure with experience analytics? In this section, we will find the answers by investigating both of these questions. Why does Experience Analytics Matter to Marketers? Unlike web analytics, experience analytics measures how well your organization engages with people across its digital and physical channels. The experience people have is the sum of all their interactions with your company's systems, products and people—and it is becoming the primary differentiator for some industries. “Customer experience is the new marketing” Steve Cannon Mercedes Benz USA President and CEOi Though the notion of measuring ‘experience’ can be quite broad, within the scope of this discussion, we look to the digital experiences that people have with your company. How people ‘feel’ about your brand, based on the experiences they have, are strong indicators about how they will engage with you in the future. In a 2014 study by a customer experience firm Medallia, customers who had the best past experiences spend 140% more money compared to those who had a poor past experienceii Figure 3 - Improving the Customer Experience Improves the Sales Performance of an Organization iii A 2014 Gartner survey (Importance of Customer Experience Is on the Rise) on the role of marketing in customer experience found that, by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years agoiv . With ‘customer experience’ becoming the mantra for many marketing organizations—what do we measure to keep us focused on delivering the best experience? What Do We Measure with Experience Analytics? Let us begin to answer this question by understanding where we all started from with ‘web analytics’. It is highly likely that most readers started with Google Analytics years ago,
  17. 17. Sitecore Analytics: Steps to Marketing Success 17 of 30 which at the time, represented the state of a nascent industry. With the capabilities found now in platforms like Sitecore, we can now begin i Mercedes Benz CEO: Customer Experience is the New Marketing, Loyalty360, Jim Tierney, October 2014 ii The Value of the Quantified Customer, Harvard Business Review, Peter Kris, August 2014 to ask ‘experience’ questions and get the answers we need to understand how well we are doing. iii The Value of the Quantified Customer, Harvard Business Review, Peter Kris, August 2014 iv Gartner Surveys Confirm Customer Experience Is the New Battlefield, Jake Sorofman, October 2014 . Web Analytics Experience Analytics Business Goals  Demonstrate website value  Increase digital presence  Increase digital touches  Increase revenue  Increase digital engagement  Increase customer lifetime value Key Performance Indicators (KPIs)  Page clicks  Page views  Videos watched  Emails sent  Loyalty  Recency  Rate of conversion to revenue  Customer Lifetime Value (CLV) Target Metrics  10 clicks / page  1000 pages viewed / day  100 videos watched / day  5000 emails sent / week  Number of re-purchases within the first 6 months of the initial purchase  Average numbers of days since the last purchases  Average revenue generated per web visit  Average value of customer purchases over the first 5 years Experience analytics starts with the marketer considering the correct set of goals, KPIs and target metrics that collectively define the analytics. To arrive at the correct analytics parameters, marketers must take into account the following principles to guide them:  Strategy-driven: Useful analytics must support, and align with your business strategy. For instance, if your organization has agreed upon a strategy to ‘grow your customer base’ versus ‘growing a customer’s share of wallet’, then each of these strategic paths will shape and inform
  18. 18. Sitecore Analytics: Steps to Marketing Success 18 of 30 your specific business goals differently, which in turn will require different KPIs.  Customer-focused: In addition to thinking about your strategies and goals, you must consider the customers’ goals in the context of yours. If you are growing your customer base, then what is it that you satisfy within the customer to lure them away from competitors? We need to look for insights to customer actions that indicate your success in luring them away—are there specific actions we can measure, like web offers to replace competitive products.  Cross-channel: Today’s customers rarely rely on a single channel to engage with organizations—they are found moving between mobile devices, email, social networks and your desktop website— possibly within a single session. With that in mind, marketers must capture metrics across all channels to avoid ‘blind spots’ that occur when customers engage with channels that we do not measure.  Actionable: All analytics must be tied to action. There is little use in capturing information that does not lead to improving the customer experience and meeting our business goals. As marketers define the analytics they want to capture, they must identify how they will act on this information—what will this information inform? How can you optimize your engagement with customers? How does Sitecore Support Experience Analytics? With Sitecore 8, there is fundamentally nothing that marketers cannot track about their customers. In addition, the ability to bring all this information together in a single database (xDB), now provides a single view of the customer. Figure 4 - Tracking Visitors across Channels and Time with Sitecore 8 ‘Experience analytics’ is about capturing and seeing every touch the customer has with your organization—digital and physical. Sitecore 8 can capture and analyze information from website visits (even non-Sitecore), email interactions, CRM records, e-commerce transactions, and other systems that capture customer details. Providing the ability to capture and analyze this information in a report or dashboard can provide valuable insights to marketers; but the real value is in having Sitecore use this information create experiences for customers in real-time through experience personalization and optimization.
  19. 19. Sitecore Analytics: Steps to Marketing Success 19 of 30 5.WheredoIStartMyJourney? Understanding where you are Informs Where You Start Not unlike other competencies that marketing organizations develop, most marketing organizations will find that their analytics competencies lie along a maturity curve. Not only are some organizations more mature than others, but it is also common to find different levels of maturity within the same organization. To understand the best place to start your Sitecore analytics journey, we will begin by identifying where, along an analytics maturity curve, you already are. Figure 5 - The Sitecore Customer Experience Maturity Model v Though Sitecore has established their Customer Experience Maturity Modelvi to work across all of their platform’s capabilities, analytics requires a more focused approach. This approach v Sitecore Customer Experience Maturity Model vi Sitecore Customer Experience Maturity Model guarantees that that we are laying the correct foundation upon which to build the other digital marketing capabilities that Sitecore provides. Using an Analytics Maturity Model To identify where on the digital analytics maturity curve an organization lies, we use a model developed by Stéphane Hamelvii , a digital analytics thought leader, who developed his Digital Analytics Maturity Model (DAMM) viii to help organizations identify their level of maturity across several key parameters. DAMM helps organizations understand how mature they are along six different parameters: 1. Governance 2. Objectives 3. Scope 4. Team & Expertise 5. Improvement Process Methodology 6. Tools, Technology, Data Integration Each parameter represents one component that is required to successfully deliver digital ‘experience’ analytics for your organization. The following table provides details about each of these parameters and how they affect your direction. vii Stéphane Hamel, Digital analytics thought leader viii Digital Analytics Maturity, Stéphane Hamel
  20. 20. Sitecore Analytics: Steps to Marketing Success 20 of 30 Table 3 - Digital Analytics Maturity Model (DAMM) Parameters and their Effect on Organizations Key Question Effect Governance What is the highest job title within your organization that is accountable for digital performance measurement against business objectives? Without high-level visibility and accountability for digital performance, marketers may not be empowered to take action based on the analytics data. Objectives What is the objective of your analytics program? Without a clear objective that ties back to the current business strategy, marketers will not have the mandate from leadership to successfully execute their digital analytics initiative. Scope How many components of your business, channels and customer segments does your digital analytics initiative include? The scope sets the boundaries for your initiative’s resource requirements, implementation costs, schedule and depth of involvement by business at large. Team & Expertise How is your analytics team structured? The team structure determines the level of attention that digital analytics is afforded, while determining the depth of involvement by the business. Improvement Process Methodology How does your team identify problems and opportunities, develop hypothesis, analyze data and provide insights? The methodology and approach determines the quality, consistency and insightfulness of the analytics initiative. Tools, Technology & Data Integration How sophisticated is your use of digital marketing technologies? The level of sophistication will inform the required scope, expertise and methodology for your initiative. The sophistication can vary, from using analytics to monitor basic KPIs to using the data to drive content personalization and behavioral targeting.
  21. 21. Sitecore Analytics: Steps to Marketing Success 21 of 30 Finding Out Who We Are Each organization will have a different maturity level that will be determined by answering the questions associated with each of the parameters of the maturity model outlined in the table above. To better understand and relate the model to your own organization, we are providing you with several common examples of maturity levels within the following charts. The Ambitious Organization The ‘ambitious organization’ has invested significantly in most modern technologies, while having committed to significantly ‘moving the needle’ through their digital initiatives. Figure 6 - An Example of Maturity of an Ambitious Organization Though the ‘ambitious organization’ has ranked high in many parameters, their lack of ‘buy in’ from leadership, investment in solid methodologies, and insufficient staffing will lead to underwhelming and disappointing results. The Top-heavy Organization The ‘top-heavy organization’ has leadership’s attention and involvement, with a clear set of objectives and scope for their initiative. Figure 7 - An Example of Maturity of a Top-heavy Organization However, the ‘top-heavy organization’ has not invested in the staffing and education of its employees which is necessary to perform the analysis, make recommendations, and act on the data that is collected. Leadership will be disappointed with the results of the initiative. The Thoughtful Organization The ‘thoughtful organization’ has taken the time to understand the problem of digital analytics, to gain the buy-in from leadership, but not to overextend themselves with unreasonable expectations. Figure 8 - An Example of Maturity of a Thoughtful Organization Early in their Analytics Journey This team is starting small, with a focus on their process and methodology. With reasonable expectations and commitments, the team can gain expertise and confidence at a comfortable
  22. 22. Sitecore Analytics: Steps to Marketing Success 22 of 30 pace, with the opportunity to grow each parameter equally to reach a consistently high level of maturity. Figure 9 - An Example of a Thoughtful Organization at a Mature State in their Analytics Journey Finding out Where You Start Where you start your journey depends on where you are now. Many organizations are starting with a ‘greenfield’ where they can start small and grow their analytics practice thoughtfully. Others may have moved dozens of existing websites to Sitecore and have been using Google Analytics, Adobe SiteCatalyst, Unica or other analytics software for years. Regardless of where you currently are in your journey, assessing your current state and direction will assist in understanding how to move forward. We recommend using the Digital Analytics Maturity Model (DAMM) to highlight opportunities for improvement and growth.
  23. 23. Sitecore Analytics: Steps to Marketing Success 23 of 30 6.WhatDoesan‘AnalyticsRoadmap’LookLike? Develop a Plan that Enables Your Success Getting started correctly is important, but continuing on the correct path will help you achieve your analytics goals. As with many tasks marketers undertake these days, having a ‘cookbook’ to guide your efforts reduces your learning curve and increases your success rate. We have defined a roadmap that will allow you to enter at various points along the journey, depending on your current level of maturity. Assessing your current maturity level using MADD will help you determine where the ideal entry point is for your organization on the roadmap for your organization’s current maturity. A Basic Analytics Roadmap Our roadmap has several work streams (i.e. swim lanes of effort) that execute in parallel. This roadmap is a general guide that can be adapted to the needs of each organization depending on the availability of internal skills, resources and processes. Figure 10 - An Analytics Roadmap that Would Lead an Organization to their Initial State of Maturity Strategyand Planning Practice Development Technology Plan Implement Execute & Optimize DocumentBusinessObjectives InstrumentWebsite DevelopReports DevelopDashboards Test SocializeLeadership Define‘CoreAnalytics’Charter DefineGoals,KPIs,Segments,Targets RevisitGoals,KPIs,Segments,Targets IdentifyTeam MethodologyTraining TechnologyTraining GovernanceModel ProcessDefinition ProcessRefinement Refine The basic roadmap may occur for several iterations to move an organization up the maturity curve. As the organization plans, implements and executes their first roadmap, they will soon be looking to increase the sophistication of their goals, along with their practice and technologies. Key Activities for Each Roadmap The roadmap contains key activities within each work stream. These activities should be revisited for roadmap iteration. For instance, as an organization increases its analytics sophistication, they will need to identify new
  24. 24. Sitecore Analytics: Steps to Marketing Success 24 of 30 goals, KPIs and targets. As an outcome of this process, they will likely instrument new parts of the website, email templates or non-Sitecore based systems which customers engage to capture new data. Increasing sophistication will demand a revisit of the skills, governance model, process, reporting, and dashboards. Figure 11 - We Recommend Executing Several Short Roadmaps that Lead to Greater Maturity Through multiple iterations of the roadmap, organizations should find themselves increasing in sophistication and more importantly, an exponential increase in value gained from their analytics initiatives. Figure 12 - Each Analytics Roadmap that an Organization Executes Should Move them to Closer to Maturity Through these iterations, organizations should see their maturity increase across the parameters of the DAMM, moving them from the inside to the outside of the graph. Roadmap 1 Roadmap 2 Roadmap 3
  25. 25. Sitecore Analytics: Steps to Marketing Success 25 of 30 7.WhereCanIGetHelptoBuildMyRoadMap? Getting Help along Your Journey The Sitecore Analytics Workshop is part of the GSPANN Sitecore Business Optimization Services (SBOS) to help both existing and new Sitecore customers take advantage of their investment. This workshop is held onsite at your facilities, where we work with you and your team to create an analytics road map. In addition to helping you create your first road map, we will provide you with tools you need and educate you on how to create road maps that guide your future experience analytics initiatives. To learn more about GSPANN’s Sitecore Analytics Workshop, please contact us at sales@gspann.com to discuss your needs and questions. We tailor the workshop to your specific needs, whether your require strategy to implementation services, or some guidance to an existing in-house initiative, we look forward to discussing your needs.
  26. 26. Sitecore Analytics: Steps to Marketing Success 26 of 30 8.Appendix Sitecore and Google Analytics Comparison Detail The following table compares analytics capabilities of Sitecore and Google across data capture, analysis and reporting in detail. This supports the summary table provided in section one of this document. Table 4 - Sitecore and Google Analytics Comparison Detail Sitecore Google Analytics Data Capture Proximity Unlike cloud-based analytics applications, Sitecore analytics are an integrated part of the Sitecore system. Every time a page is requested or an event occurs on a page, Sitecore captures it automatically. Google Analytics, along with other cloud-based applications, are remote ‘spectators’. These applications require that a predefined set of fields are populated at browser be sent back to them upon each page visit. Granularity Sitecore captures two data types for page visits—the analytics profile and page events. Sitecore uses the visitor’s behavior on a page to build their profile. In addition, the Sitecore captures specific page events, including a visitor reaching a goal, failing to reach a goal, or engaging with a campaign. The page administrator defines what events they want track and how to affect the visitor’s profile on a per page basis. Google Analytics captures page visits and events, but obscures who the specific visitor is, thereby maintaining their privacy. Events are captured at the code level, by populating a JavaScript tag. Any page event that can invoke JavaScript can populate an event tag. Session Unification Sitecore automatically manages a single identifier for each website visitor. This identifier is used across all user session and works across different channels (e.g. web, email and social) tracked by Sitecore. Google Analytics can track a site- provided user identifier across sessions. This identifier must be generated and managed by site, and provided to Google when tracking page visits and events across sessions.
  27. 27. Sitecore Analytics: Steps to Marketing Success 27 of 30 Sitecore Google Analytics Channels Sitecore captures both web and email campaigns data, providing a unified view of events across Sitecore-managed channels. Now, with the release the Federated Experience Manager (FXM), Sitecore can also capture analytics data within non- Sitecore managed websites and emails, using a JavaScript tagging method, like Google Analytics. Google Analytics captures data wherever you can embed its analytics tags, which does include web pages and emails. Promotional Data Sitecore does not provide OOTB (Out of the box) analytics for promotional events, like Google AdWords. Google Analytics provides deep integration to support its AdWords and AdSense capabilities. These enable marketers to correlate the performance of advertisements with visitor events. Analysis Visitors Sitecore is focused on understanding the individual visitor’s behavior, and building an evolving visitor profile over time. Sitecore enables marketers to ‘drill down’ to view a specific visitor’s journeys. This visitor transparency, both during the session and over time, drives the Sitecore personalization capabilities. Google Analytics prevents you from seeing individual visitors or their identities, unless you make a decision to provide Google with a unique user identifier, that you create and manage. By providing Google with that identifier, you can associate all the events with that person, and then report against it. Conversion Through the use of goals, Sitecore can provide conversion analytics around goals, identifying which goals had the highest conversions. Google Analytics provides conversion analytics around goals and AdWords. Google provides both a funnel and path view of conversions across visitors. Attribution Attribution modeling within Sitecore Analytics is very flexible, allowing marketers to apply a ‘score value’ to any Google Analytics provides some ‘off the shelf’ attribution models where
  28. 28. Sitecore Analytics: Steps to Marketing Success 28 of 30 Sitecore Google Analytics touch point leading to a conversion event. In this approach you assign scoring value to each event that later can be reviewed by event types (e.g. page view, white paper download, form completion, etc.). marketers insert the touch points that lead to a conversion event. These attribution models stem from Google’s focus on AdWords and remarketing campaigns, but support the inclusion of web page touch points as part of the model to provide a holistic view. A/B Testing Sitecore provides A/B testing that is tightly integrated with its analytics capabilities. Sitecore measures the performance of individual components on the page, and can tell you which combination of components will deliver the best performance. Google Analytics provides A/B testing through its Google Analytics Experiments, a way for you test 2 or more pages, each with a unique URL. As the experiment executes, Google will send more traffic the ‘winning’ page, thereby taking advantage of the results as they happen. Reporting Basics Sitecore provides analytics provides reporting through its integrated dashboard. The dashboard can display charts detailing metrics for both web traffic and campaigns. Google Analytics provides reporting through its integrated dashboard that may include either charts or tabular reports. Customization Sitecore dashboards enable extensive customization through configuration, but additional customizations can be made programmatically, by using Sitecore’s API, to add or change the functionality available to marketers. Google Analytics dashboards enable customization by selecting from available charts and tabular reports to combine them into reusable dashboards. Drill Down Sitecore enables marketers to ‘drill down’ to analytics details for individual visitors. Sitecore 8 maintains a ‘profile card’ for each person that engages with Google Analytics enables ‘drill down’ into in all of its parameters (e.g. Geography, Demographics, Technology, Behavior, etc.), with varying levels of
  29. 29. Sitecore Analytics: Steps to Marketing Success 29 of 30 Sitecore Google Analytics websites, emails and other systems that are tracked by Sitecore analytics. This profile card summarizes all the details for a person, while enabling ‘drill down’ into specific channels, campaigns and time periods that this person engaged. granularity depending on the parameter. Along with the drilling into each parameter to gain detail, a second parameter may be added to group the information by that parameter. No details about individuals are ever exposed within reports by Google, unless you provide a unique identifier for individuals at the browser when the data is collected.
  30. 30. Sitecore Analytics: Steps to Marketing Success 30 of 30 © Copyright GSPANN Technologies, Inc. 2015 GSPANN Technologies, Inc. 362 Fairview Way Milpitas, CA 95035 USA 408-263-3435 www.gspann.com Produced in the United States of America February 2015 All Rights Reserved GSPANN, the GSPANN logo and GSPANN.com are trademarks or registered trademarks of GSPANN Technologies, Inc. in the United States, other countries, or both. If these and other GSPANN trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or common law trademarks owned by GSPANN at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. Other company, product and service names may be trademarks or service marks of others. References in this publication to GSPANN products and services do not imply that GSPANN intends to make them available in all countries in which GSPANN operates.

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