YouTube presentation: https://www.youtube.com/watch?v=B8eofj6QnlU Herschend Family Entertainment is the nation’s largest family-owned, themed attractions company with 26 entertainment, tourism, and hospitality properties that span 10 states. One of its most famous destinations, Dollywood, is a Sitecore Xccelerate participant focused on using the Sitecore Experience Platform to optimize the digital experience. Learn how this world-class, Smoky Mountain destination leverages analytics, personalization, testing and more to continuously increase its visitor base.

1. Optimizing the
Digital Experience
How Herschend Family Entertainment
uses data and context to engage and excite
Presented by:

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Jennifer Gorman
Digital Media Manager, Dollywood
Introduction
Bryan Hardman
Director, Digital Marketing, Herschend Family Entertainment
Martin English
Consultant and Sitecore MVP, Arke Systems

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Herschend Family Entertainment Overview

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Dollywood Overview

5. Situation Analysis
How Sitecore is helping to address
challenges with connecting the
guest journey across disparate
systems

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• No ability to test what
image/message/CTA
converts the best
• No ability to communicate
relevant messages
• Siloed CRM Data
• Separate eCommerce
Platforms
Dollywood.com Situation Analysis
• Execute A/B and Multi-
Variate testing
• Personalize content based
on campaign, geo-location,
etc.
• Leverage CRM data
• Track conversion across
platforms
Challenges Objectives

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Track visitors across multiple sites
 Track experiences when converting on business activities – goals and events
Connecting the intelligence across touchpoints

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Current Structure

9. Optimizing Campaign
Messages
Determine which Call to Action
drives the highest conversion

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Results for 2016 Season Pass Campaign
?Purchase Today Before
The Offer Ends
3rd Place
Prices Go Up Soon!
4th Place
This variant was trailing behind
with conversion rate
18.37% below next closest
Variant
Offer Ends Jan 3!
2nd Place
Prices Go Up After Jan 3!
Winner
Performs 21.43% better than
Variant A & 9.76% better than
Variant B

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2016 Season Pass Campaign - Post Optimization

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Dollywood’s DreamMore Resort & Spa
Original Variant (A)
Has DreamMore Resort logo on the right side.
Test Variant 1 (B)
3rd Night Free promotion (no logo)
Test Variant 2 (C)
Guest Privileges promotion (no logo)
Test Variant 3 (D)
Skip the Lines promotion (no logo)

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Dollywood.com End of SummerTicket Offer

14. Personalization
Deliver the most relevant offers to
visitors to Dollywood.com

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Geo Personalization

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Season Passholder Personalization

17. Analytics Insights
How we optimize based on our
Business Objectives

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Visitor Profiles

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How we evaluate content and where to optimize
Page Visits
DW Home Page 105,309
themepark 33,233
buy-tickets 42,344
AllRidesMob 31,431
Calendar 39,152
waterpark 23,506
Season-Passes 24,299
Tickets 26,270
Rides 23,639
Special-Offers 20,664
Top10 Pages
Page Visits Value per Visit
DW Home Page 105,309 0.67
buy-tickets 42,344 1.70
Calendar 39,152 0.27
themepark 33,233 0.43
AllRidesMob 31,431 0.00
Tickets 26,270 1.07
Season-Passes 24,299 1.18
Rides 23,639 0.27
waterpark 23,506 0.69
Special-Offers 20,664 1.21
with Value
Page Value per Visit
buy-tickets 1.70
Special-Offers 1.21
Season-Passes 1.18
Tickets 1.07
waterpark 0.69
DW Home Page 0.67
themepark 0.43
Calendar 0.27
Rides 0.27
AllRidesMob 0.00
Pages that drives value

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Path Analyzer

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Path Analyzer

22. Configuration and
Data Flow
Using Federated Experience
Manager to create seamless,
relevant content and analysis.

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Configuration – Architecture
<script src=“//www.dollywood.com/bundle/beacon”></script>
FXM
Future State

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Configuration – Federated Experience Manager
• Track visitor’s journey from Sitecore site to external sites
• Trigger goals on pages within purchase path
• Key for Dollywood – A/BTesting to determine what content drives most conversions
• Conversion on external site
Click to DW Purchase Funnel
Step 1 - Select Products Step 2 – Added to cart

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Configuration – Federated Experience Manager
• Responsive – Mobile specific goals
• Mobile content that drives most conversions
Mobile Click to DMR Purchase Funnel Step 1 - Select Products

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Configuration – Federated Experience Manager
• Funnel Explorer Module – Alex Shyba
• Trigger goals at each step within the purchase path to build funnel
Step 1 - Select Products
Step 2 – Added to cart

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Configuration – Federated Experience Manager
Record Units andTotal Amount from Purchase
Complete Booking
FXM JavaScript API

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Configuration – Federated Experience Manager
Exploring the funnel
Node size = value
Thickness of the line = number visits
Green = most efficient path

29. What’s Next?
Using CRM integration and
previous visit data to leverage what
we already know about our guests.

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Configuration – Primary Objectives
Explicit Experience Personalization
Relevant content on any Dollywood website changed based on what we already know
about the visitor. Show visitor we care about who they are and value their
business.
• Have children
• Household income
• Season Pass Expiration
• Previous Purchase
• Market Segment
• Location

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Configuration – Primary Objectives
Help Dollywood Marketers
Send key visit information to CRM
• Date of last web visit
• Goals triggered

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Configuration – CRM Integration
• We want to turn anonymous contact into known contact.Why?
• We want to show visitors that we care about the relationship
• Show relevant content around key things we know about them

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Configuration – CRM Integration: ExperienceSync

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Configuration – CRM Integration
Sync CRM contact and xDB Contact
• CRM ID = 123456
• Has children
• Household income = $410,000
• Season Pass Expiration =
04/15/2017
• Previous Purchase = 02/09/2016
• Segment = Family Fun
• Location = 30326
CRM

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Configuration – CRM Integration
Explicit Personalization – we want to show Lars relevant content and guide
him to buy Season Passes for the whole family!

36. After Symposium . . .
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• IdentifyGoals
• Create a test plan that prioritizes based
on critical KPIs
• Connect inbound channels
to relevant content
• Change and improve based
on learnings

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Thanks & ComeVisit!

38. FOR DISCUSSION PURPOSESONLY. Sitecore
Confidential and Proprietary. © 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.