Sitecore 8: Less Time on Data and More Time on Art of Marketing

Last week, Sitecore announced Sitecore 8, the next version of its Sitecore Experience Platform. Over the past few years, Sitecore and almost every other CMS provider has focused on providing marketers and other users with as many analytic tools as possible. In their campaign for this new version, Sitecore has stated a belief that when it comes to raw numbers, enough is enough. It's time to return the focus back onto the art of marketing.

“Marketers are spending too much time manually collecting data through a variety of disparate tools, resulting in an incomplete view of their customers” said Michael Seifert, CEO at Sitecore. “With Sitecore 8 we have eliminated this complexity. Our platform provides marketers with an all-inclusive solution that allows them to spend more time on the art of marketing rather than juggling data sources and tools. This might be the world’s first practical big data solution for marketers.”

In a blog post, Darren Guarnaccia (Sitecore's Chief Strategy Officer) pointed out marketers these days are getting too distracted and spending too little time on actual marketing. 

Unfortunately, today’s marketers spend most of their time hunting down data instead of flexing their creative muscles. The Digital Analytics Association found that marketers spend more than 50% of their time capturing data, and between 1% and 10% of their time working on actual marketing campaigns. That makes marketers sadder than Don Draper [from Mad Men] getting let go from his agency. 

Sitecore 8 attempts to simplify marketing by collecting and connecting data across channels, providing organizations with real-time access to a 360 degree view of every customer that interacts with their brand. The single platform is designed to test and optimize experience interactions, integrates with other customer-facing platforms and provides easy-to-digest reports.

Sitecore 8 Experience Profile

Sitecore 8 is designed to empower organizations to own the experience of every individual that interacts with their brand, across all channels. Product features include:

  • Pervasive Optimization: Automatically tests all online changes and allows marketers and content authors to roll back any change that degrades overall performance.

  • Experience Profile: Provides a single view of all customers, available for real time personalization, analytics and segmentation. From customer service to sales to in-store interactions, Sitecore collects data about the whole customer experience, wherever it happens. This includes data from other customer-facing platforms, such as ERP, CRM and customer service, and non-Sitecore websites. 

  • Big Data Analytics: Improved analytics based on the single view of the customer and reporting provide the critical information needed to inform actions, right at the point of decision. Beyond reporting on past behavior, Sitecore analytics provide insight on what’s happening right now and what’s likely to happen in the future.

  • Audience Segmentation: Allows dynamic segmentation of audiences based on demographics and any other information from the Experience Profile. Segments are directly usable with Sitecore’s automation and email marketing capabilities.

Sitecore 8 will be available to the public by the end of 2014. Sitecore is also offering a white paper detailing the goals and benefits of Sitecore 8.