digital personalisation: growing revenue faster with digital experiences that convert
DESCRIPTION
Presentation made by Frederik DeMets from Acquia at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014. The critical first step in your marketing automation journey is effectively managing your digital experience and the content surrounding it. Launching new websites quickly and easily to support your campaigns and multiple brands while maintaining full visibility is essential. Learn data collected from your website, CRM, Marketing Automation, and analytics tools can be unified into a richer, contextual customer profile to target and segment in real-time across multiple channels with greater precision.TRANSCRIPT
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Digital Personalisation: Growing Revenue Faster with Digital Experiences that Convert
Frederik Demets, Acquia
#DRI2014MA
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Digital Personalisation: Growing Revenue Faster with Digital Experiences
that Convert
Frederik DemetsSolutions Architect
EMEA
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Frederik Demets!
• Bruges, Belgium • Infrastructure • Digital Agency • Solutions Architect
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AGENDA!
Understanding Digital TransformationUnderstanding Open SourceIntroduction to DrupalWhat about Acquia?
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Digital has changed everything
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Organizations who focus on customer experience are thriving.
Companies with poor customer experience are dying.
The age of the customer is here
Transformation is not optional!
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Embrace all things digital to drive a great customer experience
Digital Transformation:!What will it take to succeed?!
“How can you keep up with empowered customers? Be more digital. Your customers, your channels, and your competitors are digital. The future of your business is digital.”
-Forrester Research
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Digital marketing !
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Open source gives you control!• Open source is shared for free and anyone "
can make it better
• The term “open source” refers to "something that can be modified "because its design is publicly "accessible, and the source code is "available for modification or "enhancement by anyone
• Open source frees enterprises from"being held to proprietary solutions "roadmaps
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Open Source and Drupal!
100% freeDrupal began and still lives as a 100% free and open source community
project. Drupal is fully customizable, no vendor lock-in.
34,000+�code contributors
worldwide
2% �of the web"
1m+users on Drupal.org
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Why do businesses choose Drupal?!
To create connected digital experiences 12 To speed time-to-market
3 To increase content creation efficiency
4 To alleviate technical complexity
5 To increase customer engagement & return
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Drupal removes the need for separate systems to manage digital experiences"
CONTENT
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Drupal removes the need for separate systems to manage digital experiences"
COMMUNITY
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Drupal removes the need for separate systems to manage digital experiences"
COMMERCE
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With Drupal you assemble!
Drupal core Contributed Modules
Distributions
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Integrations are pre-built A sample of what’s out there:
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February 2012! March 2012! April 2012!
New Drupal module "created for website
Users “pinned” images
15 Drupal sites "go live with "
Pinterest integration
Fast innovation that rolls with changing digital demands!!
Pinterest hits 10M unique
visitors
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The content challenge!
• Legacy systems aren’t architected "for content re-use
• Today’s experience requirements "are seamless across devices and channels
• This requires more efficient data modeling "and content creation solutions
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Proprietary system content approach!
Structure-first Front Page Full Page
example.com
Your mental "site map
news
about
sports
masthead
politics
contact
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Drupal’s approach: Content-first!
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Drupal’s approach: Content-first!
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Drupal’s approach: Content-first!
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Drupal’s approach: Content-first!
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Drupal’s approach: Content-first!
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Write once, use anywhere!
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Displayed anywhere, any way!Responsive out-of-the box, but flexible enough "to also create mobile apps
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Digital complexity breeds inefficiency!Microsite
Microsite
Microsite
Blog
Product Site
Forums
Corp-com"site
Intranet
EcommerceSite
Microsite
Microsite
Microsite
Extranet
Main Web Site
Community Platform
Event Site
Wiki
Media Gallery
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Drupal reduces complexity!
Why Drupal? Open, flexible architecture
Supports wide range of site types Repeatable deployment patterns
Enables effective shared services model "between IT & marketing
Community sites
Product "sites
Corporate site
Other sites
Marketing "microsites
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Acquia is The Digital Experience Company!§ 141% 4 year CAGR
§ 4000+ customers
§ 530+ employees
§ Over $118.6M raised led by New Enterprise Associates (NEA), North Bridge Venture Partners, Sigma Partners, Tenaya Capital, and Amazon.com
§ Global:
− Boston, Portland OR, Washington DC, UK, France, Benelux, Germany, Australia
Partners
Customers
Awards
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The 4C’s of Digital Experiences!
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Delivering Personalized Digital Experiences
Create Target Analyze Personalize
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VisitorsEngagement Site conversionsRevenue per visit
Why Personalization Matters!
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Three Key Inputs Providing Context!
• Profile data
• Historical data
• Situational data Forrester Research January 2013 “Advance To Next-Generation Personalization”
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Better Context Requires Integration with Existing Systems!
Data warehouse of
Visitor Profiles (known & anonymous)
Segment Manager
Integrated with marketing automation, e-mail platform, CRM
WEB
MOBILE
SOCIAL
COMMERCE
CALL CENTER
OTHER CHANNELS
JS, REST and batch file APIs
Visualization, Reporting, and
Analytics
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Omni Channel Visitor Profiles!
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Connect identified or anonymous visitors together across devices and channels
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Segmentation!
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Define attribute names, types, mapping, aggregation and segmentation properties from marketing automation, CRM, etc.
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Segmentation!
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Visitor Data Warehouse!
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Connect analytics tools directly to visitor data warehouse
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Summary
• Drupal as an enabler for – Digital transformation
– Customer engagement
• Context, context, context!
• Make sure you can build your fireplace
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Thank you @fdemets