Develop a Web Experience Management Strategy - Info

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Develop a Web Experience Management
Strategy
Your web presence is your organization’s face to the world: support it with best-in-class tools
and technologies for Web Experience Management.
Info-Tech Research Group, Inc. is a global leader in providing IT research and advice.
Info-Tech’s products and services combine actionable insight and relevant advice with
ready-to-use tools and templates that cover the full spectrum of IT concerns.
© 1997-2016 Info-Tech Research Group Inc.
Info-Tech Research Group
1
ANALYST PERSPECTIVE
Your website is your organization’s face to the world. Are you providing Marketing
with the right technology stack to support it?
Consumer demands for a world-class web experience are higher than
they’ve ever been. Despite the importance of the web as a critical
customer interaction channel, many IT departments are failing to
provide their marketing counterparts with the tools and technology
they need to create a best-in-class web experience. Organizations need
to undertake a comprehensive internal and external scan that
evaluates customer personas and competitive capabilities when
formulating a strategy for their web experience management
platform.
This research will give you a systematic methodology for building a
web experience platform strategy that relates strategic requirements
to a rigorous environmental analysis.
Ben Dickie,
Senior Manager, Enterprise Applications
Info-Tech Research Group
Info-Tech Research Group
2
Our understanding of the problem
This Research is
Is Designed For:
This Research Will Help You:
 IT managers involved in creating a technology
 Understand key market trends including what's
enablement strategy for web experience
management.
new and the feature sets offered by WEM
vendors.
 Business managers who are looking to draft a
 Create an analysis-supported strategy for a
game plan for using technology to enhance
their organization’s web presence.
WEM platform to facilitate website content
deployment, provide superior customer
experience, and give Marketing the tools it
requires.
 Organizations that want to use their website as
a platform for improving web user
engagement, customer service, and sales.
 Draft an initiatives roadmap for improving the
organization’s web experience management.
This Research Will Also
Assist:
Assist:
This Research Will Help You:
Them:
 Work in tandem to create a consistent
 Deploy a WEM platform and execute initiatives
framework for successfully managing the
company’s web presence.
 Determine if the existing systems, strategies,
and procedures are appropriate for the
enterprise web strategy.
 Create a project strategy that is consistent with
governance and program management best
practices.
that will strengthen the web-facing customer
experience, improving customer satisfaction
and unlocking new revenue opportunities.
 Avoid making unnecessary new WEM
investments.
 Make informed decisions about the types of
technologies and initiatives that are necessary
to support WEM.
Info-Tech Research Group
3
Executive summary
Situation
• Web Experience Management (WEM) solutions have emerged as
applications that provide marketers and other customer experience
professionals with a complete set of tools for web content management,
delivery, campaign execution, and site analytics. However, many
organizations are unsure how to leverage these new technologies to
enhance their customer interaction strategy.
Complication
• WEM solutions have tremendous capability, but few organizations think
strategically about drafting a formal strategy for WEM. It’s very easy to
overbuy an expensive solution that is inappropriate for both IT and
Marketing.
• Furthermore, WEM solutions must exist alongside of other content
management tools and sales and marketing solutions.
Info-Tech Insight
WEM solutions can save time and increase
revenue.
The biggest benefits of WEM are to IT. They remove IT
from the common task of creating and shepherding
web content. WEM also provides benefits by giving
web visitors a better experience – leveraging tools
such as web analytics gives the customer a tailored
experience. Marketing can then monitor their behavior
and use this information to warm leads.
Don’t overbuy.
WEM vendors are increasingly selling to the marketing
department. The products are incredibly appealing, but
be realistic. Ask: can the enterprise actually deploy and
use this kind of technology?
Review functional overlaps.
The functionality of WEM solutions is converging with
that of other tools like social media management and
market automation. Review the entire portfolio.
Resolution
• Every enterprise with a website needs to consider a WEM solution. It is important to have a defined strategy for web
experience management to address how different customer personas interact with the website. This also includes
conducting internal and external environmental scans and articulating strategic requirements for the organization’s goals.
• Make the case for WEM and determine how it interacts with other solutions for marketing automation, lead management,
and email marketing.
Info-Tech Research Group
4
Web experience management overview
Our
Definition
Web Experience Management (WEM) suites (platforms) are applications that provide marketers and
other customer experience professionals with a complete set of tools for web content management,
delivery, campaign execution, and site analytics. These suites are often tightly integrated to broader
marketing management suites, content management systems, and customer relationship management
products.
What It Does and How It Works
• A web experience management suite provides several key capabilities,
including but not limited to:
o Web Content Management and Curation
o Site Templates
o Web Campaign Management
o E-Commerce Support or Integration
o Comprehensive Web Analytics
o Basic Social Media Integration
o Mobile Support (i.e. Responsive Design)
o Multimedia Support (i.e. Embedded Video)
• A WEM suite provides a host of native capabilities, but many
organizations elect to tightly integrate their WEM solution with other
parts of their customer experience ecosystem to provide a 360-degree
view of their customers.
In the era of connected and informed customers, having an intuitive and consistent web presence isn’t a
nice-to-have … it’s make or break for many businesses. A WEM suite can help you better design and
manage your organization’s end-to-end web presence to drive increased customer acquisition and
engagement.
Info-Tech Research Group
5
Web experience management suites are a crucial piece of the
broader customer experience management ecosystem
Customer Experience Management (CXM)
Web Experience
Management Suites
(You are here)
E-Commerce
Solutions/Point of
Sales Solutions
Marketing
Management Suites
Customer
Relationship
Management
Platform
Web experience management
suites are one piece of the
overall customer experience
management ecosystem,
alongside core CRM
platforms and adjacent point
solutions for sales, marketing,
and customer service. Review
Info-Tech’s CXM blueprints to
build a complete, end-to-end
customer interaction solution
portfolio that encompasses
WEM alongside other critical
components.
Channel (i.e. Social
Media) Management
Tools
Customer Service
Management Suites
Customer Intelligence
Platforms
Info-Tech Research Group
6
Web experience management is evolving away from basic
websites to meet the broader web needs of marketing
Four quadrants map to different demands for WEM.
and devices.
 Integration of multiple data sources.
 Targeted content for specific customers.
 Delivery to global clients requiring
localized content.
high
Online
Campaign
Marketing
low
Marketing Demands
 Delivery of content to different channels
Enterprise
Web Experience
Management (WEM)
Basic websites
Brochure-ware
low
Adapted from:
Coremedia.com
high
IT Complexity
Info-Tech Research Group
7
Marketing experience management solutions tend to focus
either on pure experience or on content management
Increasing marketing demands and IT complexity feed the need for broader web experience
management solutions … traditional WCM is evolving to incorporate WEM functionality.
high
Online
Campaign
Marketing
Enterprise Web Experience
Management
Marketing
Automation
Email Marketing
Basic websites
Brochure-ware
low
Marketing Demands
Social Media
Management
Enterprise Web Content
Management
CRM
Content
Repository
low
Adapted from:
Coremedia.com
• Web Content
Management (WCM)
solutions focus
primarily on the
creation and
management of
websites. Ultimately,
WCM is about IT
efficiency.
• Web Experience
Management is about
the support of
advanced use cases
and integration with
marketing demands.
WEM is a Marketing
solution.
high
IT Complexity
Info-Tech Research Group
8
Organizations across all maturity levels can realize the
benefits of a WEM platform
Organizations across the
board are using digital to
improve efficiency and the
customer experience, but
higher-maturity
organizations differentiate
themselves by using digital to
transform their business,
allowing them to move ahead
of the competition.
Organizations in the early or
developing maturity stages diverge
on how they view the main
objective of a WEM suite. As they
mature there is a greater
understanding of how versatile the
role of a WEM is for the business.
Source: MIT Sloan Management Review in conjunction with
Deloitte, 2015
Info-Tech Research Group
9
Adopt a WEM suite to realize multiple benefits for web-centric
processes on both sides of the IT and business coin
WEM solutions can integrate business strategies, marketing processes, and content management solutions across
all stages of the customer lifecycle. This enables marketers to track leads from initial inquiry to sale, providing a closed loop
reporting mechanism for marketing activities and enabling campaign ROI measurement.
Time Savings
 Decrease time to
deploy new content or
execute web-centric
marketing campaigns.
Business
Value
 Improve efficiency of
lead acquisition
activities originating
from web channels.
 Increase resourcing
options.
IT Value
Additional Revenue
Generation
 Higher campaign
response rates and
customer clickthrough; less bounce.
 Stronger e-commerce
integration.
 Broaden reach
through social and
multimedia content
deployment.
 Reduce reliance on IT
 Saved IT resources
for routine tasks such
as A/B testing,
webpage coding, and
data cleansing.
are now placed in
sectors of the
business where the
ROI is of greatest
value.
Integration
Efficiencies
Better Reports and
Analytics
 System integration
 Track, measure, and
feeds web-centric
data into dashboards
in other platforms (i.e.
CRM).
prove the value of
web-centric marketing
activities.
 Integrations with other
content-generating
systems can
streamline content
production.
 Improves the value
delivered to the
business via
integration with other
customer experience
management
applications.
 Understand which
content (collateral and
copy) is performing
best with different
audience segments.
 Reduces need for
constant
customization on
status reports on lead
value and campaign
success.
Info-Tech Research Group
10
Customers will pay more for the experience they want
86%
of buyers will pay more
for a better customer
experience.
yet...
1%
of customers feel that
vendors consistently
meet their expectations.
(Sprinklr, 2015)
A dedicated WEM platform will address the fundamental issue –
customer experience. Giving customers a better experience will
directly affect your bottom line through overall customer
satisfaction and retention.
Info-Tech Research Group
11
The web is your organizations face to the world
93%
of online experiences
begin with a search.
Your web presence is your organization’s face to
the world: 93% of customers start with a web
search when locating information on a
company’s products and services.
(5th Agency, 2014)
56%
Over half of all customer interactions happen during a
multi-channel journey; having a web experience platform
that can capture actionable customer data throughout these
channel handoffs is essential to building a cohesive
experience for your customers.
(Sprinklr, 2015)
Info-Tech Research Group
12
Utilize a WEM platform to save time, reduce costs, and
improve customer acquisition and retention rates
Value Drivers of a WEM Suite:
Reduce cost and save IT resources. Web
experience management provides a tool set
which enables Marketing to take over website
management, curbing the costs for IT.
Enable Marketing to better do their job. As
the business gets more leverage over its
campaigns, customer acquisition effectiveness
may go up as a result of better campaign
management.
Another benefit associated with adoption is
website scalability. In many cases, building
on top of a WEM system can improve the
overall performance of the web presence.
78%
2%
of companies plan on dedicating significantly
more or somewhat more effort to improving
their web experience (Temkin Group, 2014).
Is equivalent
Increase in customer
retention
83%
to...
10%
Reduction in costs
(Leading on the Edge of
Chaos, Emmet Murphy and
Mark Murphy)
of consumers require some degree of
support when making an online purchase.
(Econsultancy, 2014)
WEM is a win-win solution for IT and the business. Organizations that implement a WEM solution will be
able to reduce the need for IT involvement in marketing projects and be more effective in identifying the
most promising prospects and leads.
Info-Tech Research Group
13
Audi differentiates its brand experience using web content and
digital asset management through a dedicated WEM
CASE STUDY
Industry
Automotive
Source
Audi/Adobe
Audi AG
Audi is a German automobile manufacturer that designs, engineers,
produces, markets, and distributes luxury automobiles. Audi
oversees worldwide operations from its headquarters in Ingolstadt,
Bavaria, Germany. Audi-branded vehicles are produced in nine
production facilities worldwide.
The Web Experience Management Initiative
included the following components
Web Content
Management
Web Experience Management Initiative
Audi launched a web experience management initiative with the
objective of standardizing a dedicated, worldwide WEM cloud
solution and analytics platform to provide a full spectrum of
functionality that effectively allowed brand managers to rapidly
deploy new content and track actionable analytics from their web
presence.
Results
The rollout encouraged consistent branding worldwide with
centralized digital asset management. It seamlessly integrated the
Audi Configurator, used by 90% of consumers.
The WEM reduced time to market with streamlined webpage
creation. It allowed for analytics-driven insights to help predict sales
in advance and aid with marketing campaigns and product
development. The easy-to-use platform was adopted by markets
accounting for 97% of sales volume.
Digital Asset Management
Marketing Reports and
Analytics
“We’re happy to see that in virtually every market
– representing 97% of our overall sales volume –
local teams are choosing Adobe Marketing Cloud.
This helps underscore that we are indeed on the
right track.”
Michael Adolf, head of the Audi brand portal, Audi
Info-Tech Research Group
14
Build a well-aligned strategy for web experience management
that ensures Marketing and IT are in lockstep agreement
Creating a strategy for web experience management initiatives involves IT and marketing as equal
stakeholders: Marketing owns the business requirements, but IT serves as a trusted advisor and partner for
technology enablement. Review the hallmarks of a well-aligned strategy in order to succeed.
Well-Aligned Strategy
• Centralized, shared governance between Marketing and IT
Poorly-Aligned Strategy
• No shared governance, or ad hoc governance that is
(often in the form of a web strategy steering committee).
• Clearly delineated responsibilities between Marketing and
IT for shared management of the organization’s web
presence.
• Comprehensive requirements gathering programs for
selecting and implementing tools for WEM.
• Cohesive, rationalized portfolio of web-facing applications
and technologies.
• Strong data governance for web traffic and customer data.
• Mutual understanding of requirements and capabilities.
• Both Marketing and IT frame web experience strategies
based purely on personal relationships rather than formal
governance mechanisms.
•
•
•
•
•
•
Infrequent and/or poor communication.
Ad hoc requirements gathering.
Few standard operating procedures.
“Wild West” application portfolio.
Poor or non-existent data governance.
No understanding of customer personas and how they
should be linked to developing web content.
with clear reference to customer personas.
Info-Tech Research Group
15
Follow Info-Tech’s approach to develop your WEM strategy
Map Current
State & Identify
Future State
Create Project
Vision
•
•
•
Determine
project scope.
Identify key
stakeholders.
•
Identify goals and
objectives for
WEM project.
•
Outputs
Outputs
Visualization of
WEM future state
Outputs
•
•
Determine
current state of
WEM systems.
Engage different
stakeholders in
soliciting
requirements
based on
business needs.
Outputs
Environmental
Scan
WEM Project
Charter
•
Identify WEM
drivers, pains,
and perceived
benefits.
Align objectives
with corporate
strategy.
Gather
Requirements
High-Level
Requirements
•
Classify people,
process,
technology, and
data pains.
Outputs
Outputs
WEM Vision
Statement
WEM Current
State Map
Gap
Assessment
Finalize Roadmap
•
•
•
Identify and prioritize
implementation
initiatives.
Determine risks and
mitigation strategies.
Identify enabling
projects.
Outputs
WEM Initiatives
Roadmap
•
Prepare WEM
strategy
presentation to gain
stakeholder
commitment.
Outputs
WEM Strategic
Summary
Info-Tech Research Group
16
Use these icons to help direct you as you navigate this
research
Use these icons to help guide you through each step of the blueprint and direct you to content related to
the recommended activities.
This icon denotes a slide where a supporting Info-Tech tool or template will help you perform
the activity or step associated with the slide. Refer to the supporting tool or template to get
the best results and proceed to the next step of the project.
This icon denotes a slide with an associated activity. The activity can be performed either as
part of your project or with the support of Info-Tech team members, who will come onsite to
facilitate a workshop for your organization.
Info-Tech Research Group
17
Info-Tech offers various levels of support to best suit your
needs
DIY Toolkit
“Our team has already
made this critical
project a priority, and
we have the time and
capability, but some
guidance along the
way would be helpful.”
Guided
Implementation
Workshop
Consulting
“Our team knows that
we need to fix a
process, but we need
assistance to
determine where to
focus. Some check-ins
along the way would
help keep us on track.”
“We need to hit the
ground running and
get this project kicked
off immediately. Our
team has the ability to
take this over once we
get a framework and
strategy in place.”
“Our team does not
have the time or the
knowledge to take this
project on. We need
assistance through the
entirety of this project.”
Diagnostics and consistent frameworks used throughout all four options
Info-Tech Research Group
18
Build a Web Experience Management Strategy – project
overview
1. Harness Value
2. Create the Vision
1.1 Make the Case for a Web
Experience Management Suite
2.1 Identify the Target State WEM
Strategy
1.2 Structure the WEM Strategy Project
2.2 Assess Current State and Identify
Gaps
3. Deploy Technologies
3.1 Build the WEM Technology Stack
3.2 Create a Web Strategy Initiatives
Roadmap
Best-Practice
Toolkit
Understand the value.
Structure the WEM project.
Define web experience metrics.
Conduct the environmental scan and
persona analysis.
Formulate strategic requirements for
web experience management.
Review WEM best practices.
Create a web experience initiatives
roadmap.
Guided
Implementations
Onsite
Workshop
Module 1:
Harness the Value of Web Experience
Management to Improve Business
Outcomes
Module 2:
Create a Holistic Vision for Web
Experience Management
Module 3:
Take a Best-Practice Approach to
Deploying WEM Technologies
Phase 1 Outcome:
Go/No-Go Decision, WEM Project
Charter, Statement of Objectives
Phase 2 Outcome:
WEM Portfolio Assessment,
Environmental Scan, Strategic
Requirements
Phase 3 Outcome:
Roadmap of WEM Initiatives and
Dependencies
Info-Tech Research Group
19
Workshop overview
Contact your account representative or email [email protected] for more information.
Workshop Day 1
Workshop Preparation
Deliverables
Activities
•
•
Facilitator meets with
the project manager
and reviews the
current project plans
and IT landscape of
the organization.
A review of scheduled
meetings and engaged
IT and business staff is
performed.
Workshop Day 2
Workshop Day 3
Morning Itinerary
• Facilitation of activities
from the Harness the
Value phase, including
project scoping and
resource planning.
• Conduct an overview
of WEM technologies
and initiatives.
Afternoon Itinerary
• Conduct fireside chat
on current state of web
management
initiatives.
• Interview business
stakeholders regarding
where they see the
evolution of web
experience initiatives.
Morning Itinerary
• Create a vision for the
target state of web
management, including
in-depth goal
articulation and
SWOT/PEST analysis.
1. Go/No-Go Decision
2. WEM Project Charter;
Statement of
Objectives
1. WEM Portfolio
Assessment
2. Environmental Scan
3. Customer Personas
4. Strategic Requirements
Afternoon Itinerary
• Interview IT staff and
project team; identify
strategic requirements
for the WEM suite.
• Conduct an internal
scan and current state
analysis to identify if
the existing technology
environment aligns
with target state needs:
identify and prioritize
gaps.
Workshop Day 4
Morning Itinerary
• Build the future state
for web experience
management.
• Create a WEM
technology stack.
Afternoon Itinerary
• Review best practices
for managing an active
web presence,
including analytics and
SEO.
• Create a roadmap for
web experience
management
initiatives.
1. Build the Technology
Stack
2. Roadmap of WEM
Initiatives and
Dependencies
Workshop Day 5
Workshop Debrief
• Meet with project
manager to discuss
results and action
items.
• Wrap up outstanding
items from workshop.
Strategic Support
• The facilitator will
support project team to
outline the outcomes of
the workshop.
1. WEM Strategic
Summary
Info-Tech Research Group
20

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