Marketers and friends,
Here’s the quick start if you want to get watching the training. If you want to hear me ramble like Grandpa Simpson, feel free to read on. Starting with…
Well, okay, if age is in the mind I am still 15, but as far as a marketer goes, I used QuarkXPress and Photoshop 2…yeah. The agencies I worked at and clients I worked for were placing media buys in person with radio and TV reps. We bought full page adds at $10-20K a piece in this thing called a Newspaper (I KNOW!). Flip phones came out…I had an Apple Newton (still do fyi), and yet the best we could do to tell if our marketing was working was in the customer’s cash register at the end of the quarter or year. If we were lucky, we could have a few different versions of radio spots to see if there was any lift on a given day, but for the most part we as marketers were going by big-picture data sets and our intuition.
I hoped there would be a day we could all be held accountable for our decisions, and those pesky martini lunches would go away. (Some of this is not true.)
Long since those dusty days of pre-interwebs marketing, we have evolved to a place with Enterprise Class systems and Digital Marketing Solutions. No longer do we have to guess. We can change up content from the shower, we can personalize based on when people brush their teeth, we can test Test TEST! ….
Well, maybe some of us can, but most marketers are still chasing that dream and bettering themselves to be able to get there. You are not alone. This stuff takes time – and when you are using an Enterprise-grade platform like Sitecore, that can do nearly anything your business’ needs, with perhaps some custom .Net development support – it is a journey. Always.
My hope if you have seen my @Sitecordial YouTube Channel and have been accelerating that journey. If you have, my hope is that you are progressing with Marketing Taxonomy, Goals, the power of Engagement Value Scoring, and Campaigns. If those are in place we can start to really stretch and BE that accountable, brilliant, decisive marketer that gives credence to the digital age we are all supposed to be living in.
This post will help you set up A/B and multivariate tests. I will be very honest, this piece gets tricky. It will require some support to make sure your roles and workflow are set up – but when it works?! boy-howdy those reports and conversion improvements will feel like [insert December-based holiday here] – to you, your team, and that C-Suite that writes the checks.
So what are you waiting for? Get training and please respond with comments or follow/message me on the twitters – @Sitecordial
As a 3-time Sitecore Strategy MVP and Solutions Architect on Perficient’s Microsoft team, Rick provides insight, training, and a passion for a fully-realized potential of the Sitecore Customer Experience Platform. He utilizes his years of hands-on Sitecore know-how and certification to help deliver clear solutions and actionable results for marketers – both new to the platform, or looking to take it to the next level of maturity.