A couple of weeks ago I was asked to speak at the Sitecore Digital Trendspot 2012 event held on the sunny banks of the Thames in London. It was a great turnout of over 150 in a packed room to hear a talk about how to understand audiences and build compelling personalised experiences using Sitecore 6.5.
I told the story of a client of ours, Natural World Safaris – who provide fabulous tailor-made safari experiences for their clients and took the audience through the process of identifying objectives, translating these into measurable actions and user behaviour, adapting these into personalised experiences and profiling content, and finally developing a multichannel digital marketing plan.
Blurb for presentation:
Online success is driven through delivering relevant, individualised experiences for users. In this session you will learn the practical process steps to developing a practical actionable digital strategy for your company or product centred around your users. From audience research and insight through choosing a technology platform through to developing personas, designs and evaluation and optimisation, this whirlwind tour will give you the highlights of the research and design process and the key things to look out for at each stage
What you will learn:
– How to define your business objectives and critical success factors
– Researching your audience and validating the strategy
– Developing user journeys, personas and a content plan
– Launching measurement and optimisation