Sitecore Symposium 2018 – Day 3 Recap

Today I am going to focus on a shorter recap as the focus was mostly on the various breakout sessions. Again, the sessions attended were more closely aligned on the marketing track.


This morning the keynote was presented by Sarah Robb O’Hagan of Flywheel Sports. If you have not followed Sarah’s career, I highly recommend doing some research. She has an open and honest presentation of her career and how she has gotten to the top. She topped Forbes the ‘Most Powerful Women in Sports’ and Fast Company’s ‘Most Creative People in Business’. Needless to say, learning from her experience is valuable to anyone in business.

The most important thing to take from her presentation is her advice as a leader and innovator. She is fearless and suggests that we should all be pushing ourselves to gain resiliency and to learn.

  • Get out of your comfort zone and push yourself
  • Building an unbeatable company requires that you play a different game than your competitors and own it

Breakout Sessions

Data Analytics in Sitecore

This session was focused on analytics in Sitecore and how to use the data from Sitecore Analytics to improve your marketing. The session went through some of the tools within Sitecore that enable your marketing efforts: Experience Analytics, Path Analyzer and xProfile. The difference is that Sitecore gives you a 360-degree view of the customer.

The example used throughout the presentation was using the tools to see how you can improve content based on low value, high visit pages and high value, low visit pages.

An interesting question was posed at the end of the presentation. What is the difference between goals and outcomes in Sitecore? Goals are intermediate. An outcome is something that happened, like made a purchase.

See how you can own the customer using Sitecore

Sitecore and Salesforce

This session focused on the integration between Sitecore and Salesforce Marketing Cloud. Some of the features mentioned will be released early 2019. Overall, it is nice to see a close integration between Sitecore and Salesforce. The key is being able to share content between the systems. The examples were media being used on the website and also emails from Salesforce. The second example was segments created in Sitecore being shared to Salesforce.

Sitecore Symposium Marketing

The statistics presented during this session are really important.

  • Customers want personalized content and are willing to share data
  • The average number of systems brands use 39 systems to manage engagement
  • Functions and departments are too rigid and not aligned
  • Data is scattered across the enterprise

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