CA02: Enterprise Marketing Solution Essentials Syllabus About This Course [Elements of this syllabus are subject to change] This one-day, instructor-led training course teaches marketing professionals the fundamentals and best practices for using the Kentico Enterprise Marketing Solution (EMS). This course focuses on using EMS to develop campaigns, measure the success of marketing initiatives, engage web site visitors with personalized content, obtain contact information, and track leads. Target Audience This course is intended for marketing and sales professionals who are already familiar with Kentico CMS 7, or have completed the Kentico CMS 7 Content Administrator course, and want to learn the core capabilities and master the essential skills with Kentico EMS. Prerequisites Before attending this course, students must have: Working knowledge of Kentico CMS 7, or have completed the Content Administrator course Basic computer knowledge Basic internet knowledge At Course Completion After completing this course, students will be able to perform the following tasks: Describe what Kentico EMS is and what business problems it solves Understand the Kentico CMS system operational modes Learn how Dashboards are used Add a new widget to the Dashboard Create a new Dashboard widget Learn the available web analytics reports Understand how to configure reports to show specific data View page-based analytics Create an email campaign Create a landing page campaign Create a conversion 1
Use segmentation Add contacts and accounts Create Contact groups Understand lead scoring Learn the importance of optimization for marketing Use A/B testing and MVT testing Use Content personalization Design a marketing automation process Course Outline Module 1: Overview of Kentico EMS This module explains the importance of the Kentico Enterprise Marketing Solution (EMS) for the management and delivery of dynamic, targeted, and consistent web site content, including offers, products, and services across enabled endpoints. Understand the typical uses of Kentico EMS Review the fundamental interfaces for managing Kentico CMS Understand how Dashboards are used Create a dashboard widget Perform the basic configuration of EMS What is the Kentico Enterprise Marketing Solution? o Reviewing system operation modes o Hands-on Lab M1-1: Key operation modes Dashboard management o Hands-on Lab M1-2: Adding a new widget o Hands-on Lab M1-3: Create a new dashboard widget Configuring EMS o Hands-on Lab M1-4: Configuring EMS Module 2: EMS Analytics This module explores using web analytics to analyze visitor experiences. Learn the importance of web analytics data Understand the reports available with EMS Learn to view collected data 2
Analyzing the visitor experience o Hands-on Lab M2-1: Generate analytics samples data Viewing web analytics reports Available reports o Visitors o Traffic Sources o Campaigns & Conversions o Optimization Page analytics o Hands-on Lab M2-2: Viewing page reports Module 3: Campaign Management This module explains the process of creating and executing marketing campaigns. Learn how to engage visitors using email campaigns Learn how to engage visitors using landing pages Understand the use of conversions Understand the use of campaigns Delivering campaigns with EMS o Hands-on Lab M3-1: Configure and test SMTP Email marketing o Hands-on Lab M3-2: Creating a newsletter user o Newsletter overview o Email tracking o Hands-on Lab M3-3: Sending a static newsletter Campaigns o Campaign tracking strategies URL parameter Document-specific campaigns Campaigns for document aliases Hands-on Lab M3-4: Creating document-specific campaigns o Conversions Web part and widget actions Document page views E-commerce product orders Logging conversions using the API Hands-on Lab M3-5: Creating a conversion 3
Module 4: Segmentation & Lead Scoring This module explains the process of creating goals, profiles, and personas. Understand the role of segmentation in marketing Learn how segmentation is used in EMS Understand the use of contacts within EMS Learn how to use accounts Understand Contact Groups Learn how to use scoring and identify hot leads What is segmentation? Customer Management o Contacts o Accounts o Configuration o Hands-on Lab M4-1: Configuring contact roles o Hands-on Lab M4-2: Configuring contact status o Hands-on Lab M4-3: Contact management o Hands-on Lab M4-4: Configuring account status o Hands-on Lab M4-5: Adding accounts Defining Contact Groups o Hands-on Lab M4-6: Creating a contact group Scoring o Hands-on Lab M4-7: Adding scoring rules Module 5: Optimizing Web Content This module explains the process of optimizing the visitor experience. Understand the available optimization techniques available in EMS Learn A/B testing Learn Multivariate (MVT) testing Learn Content Personalization The principles of web site optimization A/B testing o Creating an A/B test o Creating A/B test variants o Configuring conversions o Analyzing A/B test results 4
o Hands-on Lab M5-1: Creating an A/B test MVT testing o Creating an MVT test o Creating MVT test variants o Setting up testing combinations o Analyzing MVT test results o Hands-on Lab M5-2: Creating an MVT test Real-time Content Personalization o Content Personalization with web parts o Content Personalization with web part zones o Content Personalization with Widgets o Hands-on Lab M5-3: Enabling personalization Module 6: Marketing Automation This module highlights the new marketing automation feature in Kentico CMS 7.0. It describes how to use the design surface/grid to orchestrate an automated business process. View examples of marketing automation scenarios Create a new automation process in On-line marketing Configure the process steps Define a start trigger/condition View the automated process in-action Examples of marketing automation scenarios Creating a New Process Configuring the Process Steps o Adding steps to the process o Hands-on Lab M6-1: Creating a New Automated Process o Sequencing the process steps o Hands-on Lab M6-2: Arranging the Process Sequence Defining a New Trigger o Configuring the trigger condition o Verify process is not started/triggered o Hands-on Lab M6-3: Configuring a New Trigger Viewing the Automated Process in Action o Registering an account o Viewing the new account in the automated process o Viewing Contact status within the process o Hands-on Lab M6-4: Viewing the Automated Process in Action 5