Digital marketing is now the main tool most organizations use to reach their customers, but many companies struggle to do it successfully. It has become a fine art to understand the journey a user takes through your website and how to distinguish the difference between visitor A, B & C. Digital marketers have long awaited a solution to help them understand their website audience without relying on IT departments or web developers. Enter into the spotlight, Progress Sitefinity’s Digital Experience Cloud, a new service offering, aiming to provide tools to help marketing teams transform websites into powerful and efficient marketing engines. In this article you will find an in-depth analysis of the platform as well as a thorough review.
Sitefinity: A New Era
The modern day digital marketer is responsible for driving business results in a much higher capacity than ever before.The challenge is that data can come from multiple sources and devices, making it difficult to connect the dots in each unique user journey. In addition to this, it is difficult to aggregate all the data into one efficient platform focused around specific KPIs.
The Sitefinity Digital Experience Cloud is a unified marketing command center made to help marketers understand their customer’s journey. The platform enables marketers to seek opportunities for growth and optimize the customer journey based on data, not just instinct.
The Customer Journey Database is designed to give companies a 360-degree overview of each individual customer, encompassing information on each touch point a customer has with a brand from anonymous behaviour through to lifetime value. The database can integrate with CRMs, WCMs, marketing automation systems and any additional programs that help to track customer behaviour online and offline too.
Analysis - Digital Command Center
One of the main challenges that marketers face today is measuring results accurately, whether it be to meet a revenue goal or to show evidence of growth in the sales pipeline. The Sitefinity Digital Experience Cloud uses an analytics engine to help craft a customer journey story from all the data to show what is working and what is not working. A marketer can use this information to help optimize the accounts that are driving results over wasted attempts on platforms driving no ROI. Marketers can also go one step further and align this information with lead scoring efforts and persona profiling with the aim to set up automation flows and to make data-driven, educated decisions for their customers.
One of the main pain points that keeps a modern marketer awake a night is missed revenue opportunities and the power to understand how to reach new, potential customers. Sitefinity has developed an algorithm that helps you to understand the customer journey, that helps you see the missing pieces in a customer’s journey towards a conversion and essentially helps you to make educated decisions to benefit the business goal. The Sitefinity Digital Experience Cloud uses machine learning to make step-by-step recommendations about optimization opportunities and customer-centric campaigns. This process goes so granular as to suggest specific target audiences, existing assets that will work for the campaign, estimations about the success of the campaign and it will measure the actual results.
Personalisation offers an opportunity to marketers to serve users the next best experience in their journey with a brand. Say I have been browsing a hair product, showing I am a qualified lead to purchase this product, yet I haven’t converted in the first instance. A personalised journey may serve me a dynamic retargeting ad that drives me back to the website to purchase, or a Facebook video testimonial ad from an influencer using this product. Personalisation allows a marketer to be actionable with the data in front of them. The Sitefinity Digital Experience Cloud uses predictive analytics to find marketing opportunities with personalisation to push users through a more appropriate funnel with the hope to increase their conversion potential.
Prototype’s Review: Complex Simplicity
We have worked with Sitefinity for almost 4 years now and it is easy to see how this platform was awarded with the 2014 Critics’ Choice CMS Award for Best Enterprise .NET CMS.
Progress Sitefinity (previously Telerik), is an ASP.NET web content management and marketing platform with many powerful features for both content management and digital marketing.
The platform has multiple features that we appreciate on the Prototype team. First and foremost, we love the ease at which our team can use Sitefinity CMS, with nifty drag-and-drop interfaces and easy to follow approval workflows. The platform has mastered the concept of complex simplicity, combining complicated data with easy-to-use systems. Since the latest release of Sitefinity in March 2015, the platform works alongside the Sitefinity Digital Experience Cloud explained above. The combination of both the Sitefinity CMS and DEC as a package has provided us with multiple benefits.
- Firstly, the database pulls information from several connectors, compiling data on our client’s customers from all over the place -- Salesforce, Hubspot, mobile, desktop and so on. This helps to connect those dots in the user journey otherwise missing, enabling us to make much better decisions on behalf of our clients. This omni-channel database capability is unlike any other.
- Another key feature the Prototype team loves about Sitefinity, is that it doesn’t just serve up the data, it also offers actionable insights developed through machine learning. This facilitates a strategy conversation amongst the team, helping us to drive customers towards our client’s goals.
- Finally, Sitefinity recognised the importance of giving us our data and insights in near to real time so we can adjust campaigns where necessary to increase the ROI
The combination of Sitefinity DEC with the Sitefinity CMS not only enables marketing professionals to personalize and optimize marketing programs,, it also helps them recognise opportunities to improve their current system in a customer-centric direction. Marketers can efficiently monitor and act upon data in a way they haven’t been able to before.