The document provides an overview of an integrated digital marketing webinar presented by HCL Technologies. It discusses key challenges faced by different functions like marketing, sales, service and IT in achieving integrated digital marketing. It then presents HCL's solution approach including an integrated digital platform, components of the platform, and the reference architecture. The document also discusses HCL's managed services and various engagement models. It provides examples of case studies where HCL helped customers in digital transformation.

1. Achieving
Integrated Digital
Marketing

2. 1. The webinar recording will be emailed to you
2. Submit any questions in the GoToWebinar questions box, and we’ll
attempt to answer them during the Q&A at the end of the presentation
3. Tweet us @Sitecore to share your thoughts on today’s presentation!
Webinar details

3. To empower organizations
to build the effective
meaningful relationships
that win customers for life.

4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4
Sitecore at a glance
WEBSITES BRANDS EMPLOYEES
PARTNERS DEVELOPERS COUNTRIES

5. Speaker
Mac Karlekar
Practice Director
at HCL Digital & Analytics
practice

6. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Integrated Digital Marketing
Sitecore Webinar
19th April 2017
INTEGRATED DIGITAL MARKETING
Joining dots between contextual customer experience design &
technology solution blueprinting & scalable architecture thinking

7. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Introductions
MAC KARLEKAR
Digital Strategist, Omnichannel Solutions
Digital & Analytics practice
@mackarlekar
mac.Karlekar@hcl.com
BISMI RAVINDRAN
Sitecore practice lead
Digital & Analytics practice
bismi.r@hcl.com

8. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
1 THE DIGITAL EUPHORIA: Customer, Marketing-Sales-Service, IT perspective
2 INTEGRATED DIGITAL PLATFORM : Outside-in view
3 OVERALL SOLUTION & PLATFORM ARCHITECTURE VIEW
4 KEY CASE STUDIES
Agenda

9. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
The Digital Euphoria – Challenges & Asks across functions
Key Asks
Key Asks
• Brand Consistency, Efficient Audience definition –
Globalization leading to change in customer mix
• Seamless Omni channel Experience to Customers
• Turning Data into Insights and Insights into Actionable
Segments, for employees and customers
• 121 Targeting to convert into sales – Marketing & Sales leads
• Seamless & contextual service (including self-service)
• Multichannel attribution – Providing efficient customer service
across channels (use of social media)
• Digital Marketing – Campaigns, Personalization & Targeting,
Segmentation
• Actionable Insights - KPI and Metrics, Dynamic Tag Manager,
Reports and Dashboards, Flexibility and Scalability –
Blueprinting, Cross Channel, Well Integrated
• Single View of Customer – Audience Manager, User Profile
Shareable
• Ease of Operations – Contextual Authoring, Global Interface &
seamless views, Templates and components
• Self service platforms to capture leads and generate insights
Key Asks
• Disparate brand image, Inconsistent brand experience
across channels – disjointed backend and front end
capabilities
• Slow or inefficient Self Service capabilities
• Lack of Loyalty Programs, Inefficient Social Media channels
leading to reduced intimacy
• Unified experience across channels - Mobile Framework,
Apps publishing
• Relevant experiences – Persona based targeting, A/B and
Multivariate, Preference Based
• Digital Commerce – APIs, Connectors, Components,
Loyalty, Offers – Recommendation, Target, Repository
• Self service Capability – REST support, AD/ LDAP
Integration
• Lack of Agility across platforms/channels to effectively
launch marketing activities
• Deliver faster time to market for digital solutions
• Improve Total Cost of Ownership
• Cloud Ready – Marketing cloud, cloud Objects,
Seamlessly scalable
• Open Standards
• Development Tools & Processes – CTXDE, Eclipse,
FileVault, Deployments
• Digital Factory/Catalog of services
MARKETING, SALES, SERVICE CUSTOMERS Digital IT

10. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Journeys & Persona Design Thinking - Meet Tom
Biography - “Hi, I’m a 35 year old lawyer living with my fiancé Sandra in London. I am adventurous, outgoing and not afraid to take risks in my professional and personal life. I like to live an good lifestyle
and as such, I am always keen to invest my money where I believe there is potential for a generous return. My goals include professional success and to start a family in the near future. My interest to
invest is so that I can grow my personal wealth to improve my quality of life and that of my future family...”
Known Past Possible Future
Marketing Preferences
Travelled
the world
Graduated
University
Bought an
apartment
Began
professional
career
Proposed to
girlfriend
Promoted to
management
“Get
married”
“Start my
own
business”
”Invest in
the stock
market”
“”Buy a big
house”
“Start a
family of my
own”
“Retire as
early as
possible”
Digital Preferences
What am I looking for online?
 “Value deals on travel and
entertainment. Special offers.”
 “New ways to invest my money and grow
my portfolio. Finance blogs, and news
channels.”
 “Content that I can consume on the go or
between client meetings…”
Marketing Channel Preferences
Email: “I get a lot of e-mail marketing in my
mailbox so I generally ignore it”
Video: “I find video very engaging and am
likely to being converted if the message is
conveyed in this format.”
Social Media: “I spend a lot of time on social
media sites to look out for new information”
How do I engage?
Discover
50%
Shop
25%
Share
15%
Serve
10%
Device usage
Phone
40%
Tablet
10%
Desktop
50%

11. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Delivering relevant contextual experience across touchpoints is an art in itself
Building Consistent, Relevant & Engaging
Consumer/Shopper Experience
Discover - Shop – Serve - Share
Innovate & Colloborate
• Online: Social, Search
• Offline: TV Ads, DOOH
2 Attract customers
Increase Engagement &
conversion rate
• Discount offers, compétitions
• Live Chat/Call back
4
• Call centre, Branch
• Delivery/Logistics/Returns
PURCHASE5
FEEDBACK
• Surveys (email, social, phone)
• Reviews & recommendations
7
Brand Advocacy
• Addressing need (transparency)
• Increase Share of voice
• 121 personalised experience
• Build Brand loyalty
8
Actionable Insights
• BigData / Predictive Analytics
• Social Listening & integration across
departments (sales, service, marketing,
product innovation)
9
Building single view (CRM)10
• E2E portal intégrations
• Opt-ins / opt-out management
• Segmentation / personalisation
Innovation and Collaboration
• Startup ideas to established innovations (across
value chain)
• Social enterprise collaboration (e.g.
gamification, internal vs agencies/3rd parties)
11
• Personalization (known / unknown
customers)
• Segmentation strategy
3 Deliver Relevant
Experiences
Digital Marketing
• Initiate first contact
• Build relation (ongoing)
1
Brand.com
mCommerce
sCommerce
6. SERVICE / SUPPORT

12. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
A Closer Look – Logical View of an Integrated Digital Marketing Platform
1
Core Experience Platform
Platform On boarding
Feature Enablement
Experience Rollout
Community, Scalability
2
Experience Optimization
Personalization
Recommendation
A/B & Multivariate Testing
3
Data Driven Marketing
Single View of Customer
Segmentation
Campaigns
Rules
4
Integrated Analytics
KPI Definitions
Enablement
Report Creation
External system integration
5
Omni channel Commerce
Unified Commerce
Buy Anywhere
Real time Customization
Offers
6
Innovation & Future
Channels
Chatbot & AI
IoT
AR/VR

13. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
A Closer Look – Key Components for an Integrated Digital Platform
Foundation platform proposed by HCL will keep in mind aspects related to reusability, scalability, easy configuration, integration ready.
Will utilize reusable components from HCL COE and across Shared Library.
Will ensure generic templates are created which can be utilized in further phases.
Digital
Platform
Configuration
Shared Library
Reusable Components
Generic Templates
REUSABLE SCALABLE PLUGGABLE STANDARD
Modular architecture with atomic
design
• Solution Development into smaller & manageable parts
• Extensible & Deployable to Multiple Environments
Component Based Approach
• Flexibility & Consistency to end user authoring process
• Re-usability, greater personalization & contextual content
• Easiness on setting A/B or M/V test
Scalable & Multilevel Information
Architecture
Headless CMO
• Benefits with content to be reused, delivered through
desktop, mobile and other channels
Multilayer Caching Strategy
• Caching at every layer i.e. pretech, item, data & HTML
• CDN level caching, Product data would be imported inside
Sitecore
Loosely Coupled Architecture
• Based on MVC architecture
• Separation of business logic, data model and UI using View
rendering and Controller renderings
• Different Views can be created based on same model
DevOps & cloud Ready
• Continuous Integration & Continuous Delivery of the
solution leveraging Rally for planning & TFS for CI/CD
• Automated build & unit testing
• Integration of CA Rally with TFS

14. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Next Gen Innovative Service Offerings
OmniVerse Platform
Cognitive
Services
Computer Vision Speech Recognition Voice Biometrics
Natural Language
Understanding
(NLU)
Machine
Learning/Deep
Learning
Human-like dialogue Personalized and Predictive
self-service support
Contextually aware across
channels
Smart quick enquiry (ASK
not search)
Location based marketing
using beacons and sensors
Contactless in-store check-out
experience using RFID/NFC
tags
Predictive/Preventive maintenance
in industrial goods &
manufacturing industry
Asset health/usage push
service notification
AR powered in-store product
locator mobile app and
product selection attributes
like reviews and ratings
Accelerated path to purchase
like VR powered product
selection/ configuration view
at the comfort of home
Reinvented story-telling with
compelling product
Gamification of product
experience using AR
Web Mobile Email Social Kiosks Smart
Speakers
Virtual
assistant
Wearables In-store Contact
Centres
Omni-channel Customer
Experience
Configurable and scalable
framework
Accelerate time to market with
ready-to-use industry specific
solutions
Process high-value sensor streams
& generate useful insights
Correlate multiple data formats
from multiple sensors
Reduce data management costs
with a single solution for multiple
data sources
BENEFITS
ARTIFICIAL INTELLIGENCE
AUGMENTED & VIRTUAL REALITY
INTERNET OF THINGS (IoT)

15. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Delivering relevant contextual experience - Demo
Building Consistent, Relevant & Engaging
Consumer/Shopper Experience
Discover - Shop – Serve - Share
Innovate & Colloborate
• Online: Social, Search
• Offline: TV Ads, DOOH
2 Attract customers
Increase Engagement &
conversion rate
• Discount offers, compétitions
• Live Chat/Call back
4
• Call centre, Branch
• Delivery/Logistics/Returns
PURCHASE5
FEEDBACK
• Surveys (email, social, phone)
• Reviews & recommendations
7
Brand Advocacy
• Addressing need (transparency)
• Increase Share of voice
• 121 personalised experience
• Build Brand loyalty
8
Actionable Insights
• BigData / Predictive Analytics
• Social Listening & integration across
departments (sales, service, marketing,
product innovation)
9
Building single view (CRM)10
• E2E portal intégrations
• Opt-ins / opt-out management
• Segmentation / personalisation
Innovation and Collaboration
• Startup ideas to established innovations (across
value chain)
• Social enterprise collaboration (e.g.
gamification, internal vs agencies/3rd parties)
11
• Personalization (known / unknown
customers)
• Segmentation strategy
3 Deliver Relevant
Experiences
Digital Marketing
• Initiate first contact
• Build relation (ongoing)
1
Brand.com
mCommerce
sCommerce
6. SERVICE / SUPPORT
Awareness
Search, Social integration
Personalisation:
Digital Presence
Design Thinking
Interactive Support
Omni-channel AI
Analytics
Customer 360
Dashboard

16. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Integrated Digital Marketing – Reference Architecture
Data Access Layer
Data Layer
External Services
Application Layer
Components & Modules
Custom WFFM
Content
Management
EXM PXM FXM
Powershell
Extensions
Customer Experience Layer
Corporate Sites Communities Brand Sites Social Mobile Apps Sitecore Admin
.Net MVC .Net Webforms SPEAK UIMobile SDK
Content Management Rendering Engine Experience Optimization
Templates
Content Lifecycle
Management
Content Tree & Taxonomy
Analytics & Reporting
Core Services
Data Providers Connectors Custom Integrations
Sitecore Content Analytics & Reporting
Layout Rendering
Rules Engine Profile keys
Personalization
Engagement PlanProfile Cards Pattern Cards
Identification
Aggregation
Visitor Tracking
Indexing
Reports Dashboard
Pipelines Jobs Security Publishing Workflows Templates
Goals
Lead Scoring
Content Profiling
Multi variant
testingDevice Detection
Chat
GeoIP
Service
Translation
Engine
IAM
Enterprise
Search
Social
Partner
Sites
CRM, E-Commerce, Search Index
Line of Business Applications
Search
Experience Profile
CLOUD INFRASTRUCTURE

17. Copyright © 2017 HCL Technologies Limited | www.hcltech.comWE MANAGE END TO END OPERATIONS while YOU DELIVER GREAT EXPERIENCES
Key HIGHLIGHTS of our Solution is
Cloud Based
Faster Pace of
Rollouts and
Upgrades
No CAPEX
Focus on APPS
and not OPS
Enhanced
Security
Mitigate
Scalability
Concerns
Modern Back
End Services
Enabling
Marketing
Automation
HCL Platform as a Service Solution for Digital Marketing
Key BENEFITS of our Solution is
Quick Start-up
Reduced Ops and
Maintenance Cost
Dynamic
Scalability
High Uptime and
Improved SLA’s
Consistent Brand
Experience
Single View of the
Customer
Unified Content
Governance &
Administration
Subscription Based
Model
HCL's fully managed Digital Experience Management Solution is a cloud Platform-as-a-Service (PaaS) enabled web application deployment model. The solution aims to provide our
customers the best platform for building with modern architectures, innovating quickly, and scaling precisely to meet demands.
Leveraging our Technology Experience and Partnerships Landscape, we help our customers minimize risk and complexity by managing their entire gamut of Infrastructure
management and Backend operations (Setting up, Operating and maintaining platform) thus allowing them to dedicate energy to what really matters: BUILDING GREAT APPS.

18. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Catalogue Based Services
Managed Services
SLAs and KPIs driven Model at Fixed
Price
Time & Materials Services
FTE and hours spent based model
Typical Engagement Models

19. Copyright © 2017 HCL Technologies Limited | www.hcltech.com

20. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Strategy Towards Delivering Experience Platforms – DevOps based Management
to Continuously Improve & Evolve

21. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
EXPERIECE
MARKETING FEATURES
INTEGRATION &
DYNAMIC FEATURES
FOUNDATION
FRAMEWORK
BASE PLATFORM
Digital Product Set-up &
Configuration
Wireframes
Information Architecture
Website Blueprinting
Set-up Roles (Author / Publisher)
& Permissions
PLATFORMEVOLUTION
CUSTOMER EXPERIENCE
Responsive
HTML
Global
Templates
Email
Templates
Global Components
Taxonomy
Content
Creation
Content
Approval
Workflow
Real-time Publishing
Blog
Live Chat
Microsite Development
ERP
Integration
Social
Integration
Search Engine
Optimization
CDN
Integration
Mobile Experience
Personalized Experience Customer Insights through
Google Analytics
Campaign
Ensighten Tag
Management
System
Email
Campaign
MARKETING
Enrichment
ROLLOUTS
PLATFORM
ENRICHMENT
Platform Evolution: Strategy Towards Integrated Digital Marketing
PROFILE Based
BEHAVIOUR
Driven
Cross Channel
Business
Onboarding
Content &
Localization
Configure &
Launch
Transaction
Deep
Integration
New
Features

22. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Our stories

23. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
BUSINESS CHALLENGE
o Reach out to the untapped fan base (659 M) and increase it
o Need to improve fan engagement through commerce and content
o Digital Revenue is $16 M and is dropping YoY
o Under leveraged opportunity for sponsors/partners to promote their products and services
o Limited fan insights across all geographies
HCL SOLUTION:
DIGITAL PLATFORM WITH ENRICHED USER EXPERIENCE AND ANALYTICS
o Implementing a single digital platform to do all the shopping, buying tickets & kits, checkout
dressing room stories and appearances giving omni channel experience
o Creating a solution so that fan should stay connected on the go (Mobile App)
o Enhanced web/mobile metrics and analytics for evaluation and monitoring of digital
experience
o Self service Business Intelligence and real time visualization tools
o Continuous fan engagement during pre match/match/post match and non match day
HCL Impact
One billion fans
and media
reach by 2020
Increase engagement
and improve time spent
on the site by 2x
Additional £10+ million
in digital sponsorships
opportunities
Case Study | Manchester United

24. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Digital Lending Platform Solutions for Leading Personal Finance based in Europe
• Time Disruption
From 4 hours to 3 secs
• First 30 Days
18.K hits on lending platform
Loan Value of PLN 1.22 Mn
• Innovative Engagement Led Approach – Loan is
incidental
• Built analytics on risk assessment by taking inputs
on browsing/buying

25. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Centralized Digital Platform for Leading
Healthcare Solutions Provider
• Delivered Market Place portal and Learning Portal
using Sitecore technology which provides the flexibility
required to grow the client base. Ultrasound portal in
progress
• Deep integration with Hybris PIM to enable e-commerce
• An optimized delivery model with co-development
ecosystem with customer and HCL staff working
together , supported and monitored by strong
governance structure.
• Reduced Manual Intervention - unified platform for partners and internal users
• Enable Enterprise Search - Delivered high performance enterprise search for desktop and mobile websites
• This new portal allows the end users to access product information, quote, purchase information in order to avoid manual intervention.
• Increase in request generation
• Enriched customer experience through web enablement of after sales services
• Mobile enablement and optimization of the portal
• Quick & easy roll out of localized sites and business portals with code-reuse and streamlined process
Benefits

26. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Proactive & Global Campaigns for Europe based Large Manufacturer of Toys
• Launched 350+local and global Campaigns
across markets
•50+reusable presentation components
• More than 100K hits from consumers in age
group of 4-40 years
• Customer Sites Demand increased by 400%
• HCL developed campaign/sites across local markets from business operations to release
management
• Cloud based high traffic Optimized Platform
• 90 days forecasting done for campaigns across all markets
• Completely removed Manual Intervention in accessing Sales & Marketing information
• Developed automation platform to replicate the campaign environment, enabling new
campaign launch in just 6 hours

27. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Tools & Accelerators

28. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Accelerators
• CRM Integration
• A Jumpstart kit base on CRM Connect
• Lead management workflow
• Re-usable components
• Extensible framework
• E-Commerce Integration
• Implementation base don Commerce
connect
• Re-usable components
• Prebuilt community suite on top of
Sitecore with features like Forums, blogs
,events, article and polls.
• Single admin interface for managing
community
• Capture the analytics data within
Sitecore
• 3rd party chat module implementation
A reference implementation based on Habitat
Framework for Corporate sites , Brand Sites,
Campaign Sites
• Content hierarchy as per best practices
• Generic components & workflows
• Visual Studio project template
• Project Artefact Templates
• Developer guidelines
• DevOps reference implementation & guidelines
This module provides capability to create forms
using Sitecore WFFM module.
• Automatically detects the sequence number of
current form and accordingly associates “Prev”,
“Next” and “Submit” button with the page
• This functionality is made available to business
user through standard WFFM interface. Does not
require any extra development efforts
• Data from WFFM forms can be exported in XML
format

29. Copyright © 2017 HCL Technologies Limited | www.hcltech.com
Thank you
@MacKarlekar – mac.karlekar@hcl.com
bismi.r@hcl.com
VSingh@hcl.com

30. Q&A

31. Thank you
If you have any more questions please get in touch
grrs@sitecore.net
Mac.Karlekar@hcl.com