Tomorrow’s Personalization Today: Increase User Engagement with Content in Context

1 ©2016 Acquia Inc. — Confidential and Proprietary

Dave Ingram

Lift Introduction


Customer expectations are higher than ever.

Digital touch points unified.

Personalization is growing requirement.

Trends Impacting Marketing

Real-time experiences are essential.


Trends > Challenges for Digital Marketers


Trends > Challenges > Impact on Business


Turns out, these are all interrelated


A Typical Buyer’s Journey

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Acquia Approach to Personalization

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Acquia Lift in the Marketing Ecosystem

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Why Acquia Lift for Personalization?

Intuitive user experience for marketers, built on top of robust backend services for IT.

Ultimate personalization tool for Drupal with flexibility to extend across other enterprise CMS platforms.


Companies Using Acquia Lift


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Personalization and Acquia Lift

October 25, 2016

Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.

Digital has transformed the customer experience.

We are a customer experience agency purpose-built to address this new reality.


With end-to-end services from Strategy through Hosting, ICF Olson drives great

experience.

Our teams are experts in their space, and provide thought-leadership for every client we

work with.

Discovery & Research

Digital Strategy

Creative & UX

Analytics/ Personalization

System Implementations

Digital Asset Management

Mobile & Multiscreen

Intranets, Portals & Marketing Automation


More than 800 employees, 14 offices, 13 cities, 3 countries

India

Bangalore

New York

Richmond

Fairfax Columbus

Minneapolis

Chicago

Austin

Denver

Los Angeles

San Francisco

Sacramento Toronto

Limited Channels

Awareness

Optimizing Content

Anonymous

Small Team

Add Channels

Targeted

Roll out Plan Created

Identify Data Sources

Organization Buy in

Cross Channel

Optimized

Single View of Customer

Company Wide

Connected

Quick Wins Learning Tools

Looking for answers/opportunities

Add new tools

Segments/Known Users

Enable Analytics

All depts participating

Integrate Data

Data based decisions

Crawl Walk Run

Use Cases


Use Case #1

U.S. based retailer of men’s and women’s clothing

Opportunity

Personalized content used to drive conversion based on

behavior


•  Develop personalization strategy. •  Identify team/resources and balance effort vs reward •  Focus on website channel in 2016

•  Define segments and align behaviors •  Develop content and assets for 3 months of

personalization •  Implement throughout customer experience •  Test and validate

•  Ensure all data is captured and review reports •  Maintain personalization pipeline •  Always optimize

•  Forsee and analytical data show lift in engagement and average cart size

•  Team of 3 support personalization effort §  1 strategist, 1 marketing technologist, 1 analyst §  Plus some time from content and creative

•  Average of 3 personalization campaigns per month

•  Investigating personalizing in other channels

Approach

Results


Use Case #2

Food services company with a widely distributed workforce who use the Intranet as a primary gateway to company communications and HR

information

Opportunity

Personalization based on behavior and known employee information on the

company Intranet


•  Update existing Intranet templates and functionality to support personalization

•  Integrate §  With PeopleSoft for real-time data §  SSO service

•  Leverage real-time analytics •  Create segments •  Customize content for default and personalized

experiences •  Identify test regions and users •  Rollout to full company population

•  HR empowered to deliver personalized content via the Intranet

•  Employee surveys and analytics show higher engagement and use of the Intranet

•  Evolved Intranet from overload of information to a self-service, usable, optimized destination

•  Leadership considering wider use of personalization in public channels

Approach

Results


Use Case #3

U.S. based hardware retailer

Opportunity

Improving marketing effort efficacy through audience customized messaging across a multi-

channel marketing campaign.


•  Identify target segments • Map preferred user paths and actions • Develop custom messaging • Create tracking plan •  Implement across marketing destinations •  Integrate into existing DMP • Test & Optimize • Feedback into customer data model

•  Consolidated view of the customer allows for more accurate segmentation models

•  In combination with a DMP & a tracking plan this enabled data-based decision making on marketing spend optimization

•  Increases in both customer interest and acquisition metrics

Results

Approach


Think Like People SM

Tomorrow’s Personalization Today: Increase User Engagement with Content in Context

Technology

Transcript of Tomorrow’s Personalization Today: Increase User Engagement with Content in Context