Understanding Omnichannel
The Next Generation of Content Strategy
Kevin P. Nichols
Director & Global Practice Lead, Content Strategy, SapientNitro
@kpnichols
Rebecca Schneider
President, Azzard Consulting
@azzardconsult
@kpnichols • @azzardconsult • #intelcontent
AGENDA
①
②
③
④
⑤
⑥
⑦
⑧
⑨
⑩
Introductions & Expectations
Key Concepts
Considerations
Roadmap
Roadmap: Workshop Exercise
Lunch!
Cross-Channel Journeys (Including Workshop Exercise)
Break!
Metrics & Analytics
Governance & Tools
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1
Introductions & Expectations
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Hi There!
Peter Gabriel
Big Time
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About Your Presenters
Kevin Nichols



Director, Global Practice Lead, Content Strategy, Sapient/Nitro
18 Years experience in the Web Development Industry
Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel
Rebecca Schneider



President, Azzard Consulting, a content strategy consulting & staffing firm.
19 Years experience in Information Management
Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications,
Luxury Goods
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About You


What is your experience with omnichannel?
What are your expectations for this workshop?
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Ground Rules



Everybody has a say
Parking lot for tangents
Limited electronic interruptions please!
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2
Key Concepts
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If someone likes you, they'll buy
what you're selling, whether or
not they need it.
Gene Simmons
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KEY CONCEPTS
① Intelligent Content
② Omnichannel & Multichannel
③ Personalization
④ Content Marketing
⑤ User Journeys
⑥ Performance-Driven Content
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Understanding Intelligent Content
“Intelligent content is structurally rich and semantically
categorized and therefore automatically discoverable,
reusable, reconfigurable, and adaptable.” – Ann Rockley
Source: https://www.eiseverywhere.com/ehome/69264/137386/
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Using Intelligent Content

Enables you to create one instance of content and publish to many different channels
with optimized content per channel.
Desktop Experience
Mobile Experience
Packaging
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Using Intelligent Content: Benefits

Builds logic into the content experience to support personalization, cross-sell/upsell,
recommendations based on previous content viewed and contextually relevant content
experiences.
Recommendations’ Logic
Cross-sell & Promo Logic
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Understanding Omnichannel and Multichannel
Omnichannel content assumes the overall user
engagement with a particular user journey, and serves up
content to each step in the process, optimizing channel
experiences. Think Martha Stewart Living Omnimedia!
Multichannel considers more than one channel.
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Understanding Omnichannel and Multichannel
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Understanding Omnichannel and Multichannel
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Using Omnichannel


Makes content contextually relevant and builds the consumer relationship
Provides singular view of the customer & integrated product inventory across channels
Home
In-store Commerce Experience
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Understanding Personalization
Personalization is contextual content targeted to a user
based on his or her needs and behaviors.
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Understanding Personalization
Content is served up to a user based on any of
the following:
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
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Who is the user
Where the user is
Why the user engages
What the user engages with
How the user engages with the experience
When the user engages with the experience
Source:
http://commons.wikimedia.org/wiki/File:AN_OREGON_PERSONALIZED_LICENSE_PLATE_WITH_THE_LETTERS_%22WET%22_HOWEVER,_LACK_OF_RAIN_CREATED_A_SERI
OUS_ENERGY_CRISIS_IN..._-_NARA_-_555432.jpg
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Using Personalization

Develops a deeper relationship between the user and brand, providing specific value or
use to the consumer.
Contextual Targeting
Ratings, Personalized Selections
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Understanding Content Marketing
“Content marketing is the marketing and business process
for creating and distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving
profitable customer action.” – Joe Pulizzi
Source: http://contentmarketinginstitute.com/2012/06/content-marketing-definition/think
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Using Content Marketing

Increases consumer loyalty and sells more products through meaningful and timely
communication.
Related Narrative
Crowdsourcing
Enriched Content
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Understanding User Journeys
“User journeys include the end-to-end processes a user
follows to complete a particular task.” – Kevin Nichols &
Donald Chesnut
Source: UX For Dummies, Page 62
@kpnichols • @azzardconsult • #intelcontent
User Journeys: Benefits
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Maps out the path of a user to ensure his or her needs are met by serving up the most
useful and relevant content.
Keeps the solution and content user-centered.
Helps the business make decisions around end-user needs and motivations.
Increases conversion and success metrics (when done well) because user is able to
complete tasks seamlessly and easily.
Provides insight into cross-channel user behavior; can set a baseline which can be
further tested for validation.
.
@kpnichols • @azzardconsult • #intelcontent
Understanding Performance-Driven Content
Performance-driven content is content an organization
measures and evaluates after publishing in order to make
decisions on future content priorities.
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Using Performance-Driven Content
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Drives the best, most effective and
relevant content to a user.
Optimizes the work from analytics,
insights and competitive assessment
so organizations can respond to a
user’s content needs.
Helps an organization build a
publication model around
performance.
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3
Considerations
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Falling in love was the easy part;
planning a wedding - yikes!
Niecy Nash
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CONSIDERATIONS
① Planning for Omnichannel
② Content Strategy & Omnichannel
③ Omnichannel Challenges
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Considerations
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Considerations: Business Goals

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How does omnichannel further your business goals?
Do you understand your customer and know how omnichannel will benefit them (and by
extension, your company)?
What channels do your customers use?
What if omnichannel is not the answer?
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Considerations: Target Audiences
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Who are your target audiences?
Do you have any developed personas and/or user data?
What do they need/want?
What is the plan to provide your audiences with what they need/want?
@kpnichols • @azzardconsult • #intelcontent
Considerations: Operations
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Executive Support
Budgetary Support (over multiple years)
Who needs to buy in? What are the political ramifications?
•
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Marketing Plan (internal use)
What else is going on? (IT initiatives, budget cycles, marketing campaigns)
What is a realistic high-level timeline for rollout (staggered is best)?
@kpnichols • @azzardconsult • #intelcontent
Considerations: Technology
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What do you need in terms of technology support?
Integration with systems and collaboration with IT will be important.
What is the technology infrastructure costs and ongoing maintenance needs?
What sounds great in theory, may not work in real life.
@kpnichols • @azzardconsult • #intelcontent
Considerations: Content
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What are your content priorities? Channel priorities?
How will the content be created?
•
•
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Have you done a content inventory and audit?
•
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Externally (e.g. agencies, content creators)
Internally (e.g. publication units, content authors)
Findings & Analysis?
Is this effort dove-tailing with a website redesign or CMS implementation?
@kpnichols • @azzardconsult • #intelcontent
Considerations: Data Needs
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Personalization – do you have the data you need?
•
•
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Can data be shared across systems?
•
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Customer Profiles (active, passive)
External Data (e.g. Axiom)
Do you need a data warehouse?
How will you measure results (positive or negative)
•
•
Metrics are more difficult to put in place after the fact.
Baseline metrics are very important
@kpnichols • @azzardconsult • #intelcontent
Considerations: Legal Issues
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Customers are sensitive to data use (e.g. creep factor)
Any regulatory or compliance rules specific to your industry?
Privacy laws differ from country to country
@kpnichols • @azzardconsult • #intelcontent
Considerations: Costs
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Technology
Staff Time
•
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Project vs. “Day Job”
Consulting/Agency Costs
Ongoing funding needed (not just implementation)
@kpnichols • @azzardconsult • #intelcontent
Content Strategy & Omnichannel Planning
Big things to consider:
 Understand your content gaps and needs
(inventories!)
 Content production costs and timeline
 System integration
 Prioritize your channels (bring on additional
channels later)
@kpnichols • @azzardconsult • #intelcontent
Challenges: Operational/Business
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Siloed business units
Conflicting incentive structures
•
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If a purchase was started online, but completed in-store – who gets the credit?
Organizational acceptance of omnichannel (why bother)
@kpnichols • @azzardconsult • #intelcontent
Challenges: Content
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Cost to create and maintain content
•
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This is not a simple short-term marketing campaign.
Additional staffing (or different) staffing model may be required.
UX does not always consider all content types.
SEO requirements can twist content.
•
E.g., Keyword overload, Synonyms in navigation
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Challenges: Technology
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Single View of Customer (SVOC) may be difficult due to system integration issues.
Integrated cross-channel inventory is costly
Product metadata is often not consistent across back-end and consumer facing
systems.
Metrics definitions may not be consistent across systems
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4
Roadmap
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Give me six hours to chop down a
tree and I will spend the first four
sharpening the axe.
Abraham Lincoln
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ROADMAP
① Overview
② Team Planning & Goals
③ Current State
④ Stakeholder Interviews
⑤ Omnichannel Personalization Roadmap
⑥ Roadmap Exercise
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Roadmap: Overview
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Plots prioritized and scheduled approach to achieving the short- and long-term
omnichannel recommendations.
Identifies bottom-up projects to feed it, and immediate opportunities to improve
processes and demonstrate value.
Start big, not small
Revisit roadmap and course correct as needed
@kpnichols • @azzardconsult • #intelcontent
Roadmap: Team Planning
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Start with a multidisciplinary team
•
•
•
•
•
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Content Producing Group(s)
Information Technology (architects)
Sponsoring Business Unit Representative(s) (with budget authority)
Marketing (MarCom)
Subject Matter Experts (as needed)
Establish core group members, meeting intervals
Each meeting should have clear goals and action items
A RACI or similar tool may be useful
@kpnichols • @azzardconsult • #intelcontent
Roadmap: Business Goals
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What is the long term vision for the company?
What are the business goals within context of corporate strategy?
What are the objectives in place to meet those goals?
How will omnichannel advance business goals?
Who are your audience(s)?
What channels are important to your business?
Answer the above as part of a discovery phase.
@kpnichols • @azzardconsult • #intelcontent
Roadmap: Current Content Ecosystem
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Conduct a content inventory
•
•
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Content-producing systems, customer facing systems
Metadata-producing systems
Evaluate Content
•
•
•
Gaps
Overlaps
Overall Quality (Keep/Kill/Edit)
o Currency
o Voice & Tone
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Roadmap: Stakeholder Interviews
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Meet with key stakeholders (cast of 1000+ not necessary)
•
•
•
•
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Business Sponsor(s)
MarCom
Content Producers
Information Technology
Ask same/similar questions (interview protocol)
Provide findings & analysis report
Use report to inform roadmap
@kpnichols • @azzardconsult • #intelcontent
Roadmap: Workshops
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Use workshops to define high-level roadmap that plots strategy for next 2-3 years
High-Level Example: Omnichannel Personalization Roadmap (next slide)
We will go through a workshop exercise today.
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Omnichannel Personalization Roadmap
Launch
[Foundation]
1. Identify initial personas and segments to target per channel.
2. Establish the content needed to support each group (what do you want to serve
up to each segment and persona and to what degree?)
3. Establish the rules for serving up content (if User X indicated he or she is Y in
user profile then serve up this content . . .) per channel per user task.
4. Account for taxonomy and controlled vocabularies to enable the experience.
Evolution
1. Test existing content by running ongoing metrics and audits to see how
consumers interact with the content experience.
2. Identify additional content areas, such as enhanced cross-sell, up-sell.
3. Test assumed customer journeys across channels to verify accuracy and
optimize content performance.
4. Roll out enhanced personalization per channel.
[9-12 months post launch]
Enrichment
[18+ months post launch]
1.
2.
3.
4.
Integrate omnichannel for all channels.
Continue to create immersive content.
Leverage new or emerging technologies and techniques.
Optimize per business needs, analytics and consumer trends.
@kpnichols • @azzardconsult • #intelcontent
Roadmap: Workshop Exercise
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Sample Company: All Dressed Up (Salad Dressing Company)
•
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See company information handout
Use Roadmap Grid Poster with Roadmap Cards to define your strategy, focusing on
channel
Careful, there may be a few roadblocks placed in your way!
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5
Cross-Channel Journeys
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A journey is like marriage. The
certain way to be wrong is to think
you control it.
John Steinbeck
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CROSS-CHANNEL JOURNEYS
① Overview
② Creating a Cross-Channel Journey
③ Journey Exercise
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Why Journeys?
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Places the consumer and customer at
the center of the experience
Allows content decisions around user
needs
Helps to create a publishing model
centered around end-user needs and
content types, as opposed to internal
business silos
Keeps the focus cross-channel
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Cross Channel Journey - Example
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Creating Your User Tasks
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Start with tasks the user would need to complete a particular objective or goal
•
•
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Review business goals, objectives, etc.
Define key consumer objectives (Purchase a product, download a paper, create a profile)
Ask yourself: what is everything a user would need to do based on our objectives
@kpnichols • @azzardconsult • #intelcontent
Determining Which Users Complete Which Tasks
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Use personas and user states to plot out which users perform which tasks.
User states could include:
•
•
•
•
Anonymous—we know nothing about her
Repeat visitor—she comes to our site or properties
Existing consumer—she has used our products or services and created a user profile with us
Influencer—she writes about us
@kpnichols • @azzardconsult • #intelcontent
Turning Tasks Into Journeys

Start with persona, user state and high-level user journey task
Persona
User State
User Journey
Soccer Mom
Anonymous
Buy a Product
Soccer Mom
Anonymous
Buy a Product
Soccer Mom
Anonymous
But a Product
@kpnichols • @azzardconsult • #intelcontent
Turning Tasks Into Journeys

Create a set of steps that drive the user to complete it
Persona
User State
User Journey
Soccer Mom
Anonymous
Buy a Product – Step
One: searches for
product in Google
Soccer Mom
Anonymous
Buy a Product – Step
Two: clicks on product
in carousel goes to
product detail
Soccer Mom
Anonymous
But a Product – Step
Three: Add to cart
@kpnichols • @azzardconsult • #intelcontent
Turning Tasks Into Journeys

Map Channel to each task (Answer the question: which channel is the user in?)
Persona
User State
User Journey
Channel
Soccer Mom
Anonymous
Buy a Product – Step
One: searches for
product in Google
Website (Desktop)
Mobile (App)
Soccer Mom
Anonymous
Buy a Product – Step
Two: clicks on product
in carousel goes to
product detail
Website (Desktop)
Mobile (App)
Soccer Mom
Anonymous
But a Product – Step
Three: Add to cart
Website (Desktop)
Mobile (App)
@kpnichols • @azzardconsult • #intelcontent
Turning Tasks Into Journeys

Map content to each channel by content type or function
Persona
User State
User Journey
Channel
Content
Soccer Mom
Anonymous
Buy a Product – Step
One: searches for
product in Google
Website (Desktop)
Mobile (App)
Product information in
home page carousel
Soccer Mom
Anonymous
Buy a Product – Step
Two: clicks on product
in carousel goes to
product detail
Website (Desktop)
Mobile (App)
Product detail page
Soccer Mom
Anonymous
But a Product – Step
Three: Add to cart
Website (Desktop)
Mobile (App)
Shopping cart
@kpnichols • @azzardconsult • #intelcontent
Complete the Mapping
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Validate exercise with key stakeholders
May require user testing to document assumptions
Refine as needed
@kpnichols • @azzardconsult • #intelcontent
6
Metrics & Analytics
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However beautiful the strategy,
you should occasionally
look at the results.
Winston Churchill
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METRICS & ANALYTICS
① Overview & Definitions
② Metrics for Omnichannel
③ Workshop Exercise
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Metrics & Analytics: Overview
Metrics: Tangible measures of inputs and outputs.
Analytics: Conclusions drawn from metrics.
Don’t forget to create a baseline!
@kpnichols • @azzardconsult • #intelcontent
Understanding Analytics and Metrics
“Web analytics is the objective tracking, collection,
measurement, reporting and analysis of quantitative internet
data to optimize websites and web marketing initiatives.”
– Avinash Kaushik
Source: Web Analytics: An Hour a Day
@kpnichols • @azzardconsult • #intelcontent
Metrics & Analytics: Hard Metrics
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Quantitative measurements: numbers, facts. It’s the “what.”
Examples:
•
Web & Mobile
o Conversions
o # Visits
o Time on Site
• Media
o Click-through Performance on Advertisements/Banners
• Search
o Internal, Organic, Paid – keyword usage

When to use:
• There is a need to demonstrate a quantifiable return on investment.
• Too much anecdotal information is being used to make decisions.
@kpnichols • @azzardconsult • #intelcontent
Metrics & Analytics: Soft Metrics
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Qualitative: stories, feelings/motivation. It’s the “why.”
Examples
• Primary Research
o Focus Groups
• Secondary Research
o Marketing Trends
• Social Listening – Digital Anthropology
o Online Behavioral Analysis
• Surveys
o Customer Satisfaction

When to use
• Trying to understand customer behavior (needs, motivations, perceptions).
• Further understand the hard metrics data.
@kpnichols • @azzardconsult • #intelcontent
Metrics for Omnichannel
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Channel interactions: is the journey effective?
•
•
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Trending content
Conversion rates post-content interaction.
User satisfaction: is the customer satisfied with the Omni experience?
•
•
•
•
Sharing on social
Downloaded content
Survey data
Bounce & exit rates
@kpnichols • @azzardconsult • #intelcontent
Using Analytics and Metrics
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

Allows you to constantly evaluate your
content so that you can make decisions
on what to do with it.
Helps identify under performing content
– which may require rethinking or user
experience changes.
Provides opportunity to communicate
content success (or content failure) to
management.
@kpnichols • @azzardconsult • #intelcontent
Metrics by Channel (Favorites)
Desktop
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Bounce, Exit rates
Conversion rates (however defined)
Click path
E-mail
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Response to e-mail CTA
Sign-up for e-mail alerts
In-Store
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In-Store pickup from online order
QR code usage
Packaging

QR code usage
Print Advertising
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QR code usage
Coupon usage
@kpnichols • @azzardconsult • #intelcontent
Metrics by Channel (Favorites)
Product/Technical
Docs
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Number of downloads
Number of requests (via form)
Bounce, Exit Rates
Smartphone/Tablet
App
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Use of social media
Acceptance of location awareness prompts
Use of specialized app vs. website
Conversion rates
What is sold in an app vs. website (mobile or other)
Smartphone/Tablet
Web
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Orientation changes
Use of social media
Acceptance of location awareness prompts
Location of use (in-store?)
What is sold in non-app vs. website (mobile or other)
@kpnichols • @azzardconsult • #intelcontent
Metrics by Channel (Favorites)
SMS
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Number of messages sent (based on message type)
Number of SMS CTA responses
TV/Radio
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Nielsen Ratings
Specialty code usage
Cross
Channel/Platform
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Use of content between platforms
Switching from mobile to desktop to app experience
Commodity content – preferred method of ingestion
@kpnichols • @azzardconsult • #intelcontent
@kpnichols • @azzardconsult • #intelcontent
@kpnichols • @azzardconsult • #intelcontent
Metrics Selection
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Review business goals/objectives
Determine which metrics will best measure an objective’s success
Use the SMART approach:
• Specific
• Measureable
• Assignable
• Realistic
• Time-related
@kpnichols • @azzardconsult • #intelcontent
Workshop Exercise


Review your roadmap.
What metrics would you use to measure success?
@kpnichols • @azzardconsult • #intelcontent
7
Governance & Tools
@kpnichols • @azzardconsult • #intelcontent
If you don’t know where
you are going, you’ll end up
someplace else.
Yogi Berra
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GOVERNANCE & TOOLS
① Governance Benefits
② Team Model
③ Tools
@kpnichols • @azzardconsult • #intelcontent
Governance: Benefits



Provides a structure for content creation and maintenance.
Provides a forum for content-related issues.
Group members can collaboratively define success measures (reduce silos).
@kpnichols • @azzardconsult • #intelcontent
Governance: Team Model
Executive Sponsor
Governance Team
Strategy
Brand
Accessibility
Legal
Taxonomy
Content
Publishing
Taxonomy
Working Groups
Strategy
Operations
Technology
Marketing
@kpnichols • @azzardconsult • #intelcontent
Governance Tools: Content Calendar
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Provides central area for content planning and production.
Should align with other calendars (technical implementations, marketing campaigns,
product releases, etc.)
Include go-live dates, dependencies, responsible party
@kpnichols • @azzardconsult • #intelcontent
Governance Tools: Dashboards
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

Provides information on content creation (or other) progress.
Helps to identify potential roadblocks.
Help to plan for future initiatives.
@kpnichols • @azzardconsult • #intelcontent
Governance Tools: Governance Workflow
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
Can be used in conjunction with
a RACI chart.
Provides clear steps in approval
process.
Shows hand off points.
@kpnichols • @azzardconsult • #intelcontent
Governance Tools: Review Model
@kpnichols • @azzardconsult • #intelcontent
8
Workshop Review
@kpnichols • @azzardconsult • #intelcontent
Are we there yet?
Donkey
Shrek’s Best Friend & Sidekick
@kpnichols • @azzardconsult • #intelcontent
Workshop Review – Input Needed!


What went well?
What could be improved?
@kpnichols • @azzardconsult • #intelcontent
Contact Information
Kevin Nichols
Rebecca Schneider
knichols@sapient.com
kevinpnichols.com
Twitter: @kpnichols
LinkedIn:
www.linkedin.com/in/kevinpnichols
rschneider@azzardconsulting.com
azzardconsulting.com
Twitter: @azzardconsult
Linkedin:
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THANK YOU!
Kevin Nichols
Rebecca Schneider
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9
Appendix
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Suggested Reading
LCP Consulting. The Omni-Channel Dilemma. October 2014.
http://www.lcpconsulting.com/2014-omni-channel-study/
Trager, Lisa. Stop the insanity! Planning for a Unified Omnichannel Strategy. May 13, 2014.
http://www.slideshare.net/tragester/stop-the-insanity-l-tragerfinal5914
Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013.
http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-Res.pdf
Deloitte Consulting. The Omnichannel Opportunity: Unlocking the Power of the Connected Consumer. February, 2014.
http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-connected-consumer.pdf
Forrester Consulting (commissioned by Accenture and hybris). Customer Desires vs. Retailer Capabilities: Minding the Omni-Channel Commerce
Gap. January 2014.
http://www.accenture.com/SiteCollectionDocuments/Accenture-Customer-Desires-VS-Retailer-Capabilities.pdf
Retail Systems Research (sponsored by hybris). Omni-Channel 2014: Double Trouble. 2014.
Request report at: http://hybris.com/en/downloads/analyst-report/rsr-omni-channel-2014/715
Jones, Colleen. Clout: The Art and Science of Influential Web Content. New Riders: Berkeley, CA. 2011
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