1. The Future of !
Digital Marketing
is Context-Driven
December 9, 2014
David Aponovich, Sr. Director, Digital Experience
David Mennie, Sr. Director, Product Marketing!
Dave Ingram, Solutions Architect

2. DAVE INGRAM
Solutions Architect
@daveaingram
DAVID MENNIE
Sr. Director!
Product Marketing!
@david_mennie
DAVID APONOVICH
Sr. Director, Digital
Experience!
@daponovich

3. What We’ll Cover Today
→ The Opportunity to Better Know Your Customers
→ Digital: Shifting from Personal to Contextual
→ Introducing Acquia Lift ContextDB
→ Live demo
→ Value to marketing roles; examples

4. Digital transformation is real
→ Organizations are reinventing business models,
putting customers in the focus of all their efforts
→ Organizations are seeking new technology &
strategies that support digital transformation vision
→ The Acquia Platform unites technology and business
teams to meet the needs of a customer-first strategy.

5. It’s time to
think ahead

6. How we help companies transform
Acquia helps organizations unite their business and
technical teams as they transform to digital-first.
The Acquia Platform
provides the software
necessary to build and
deliver extraordinary
digital experiences
faster
The Acquia Experience is the
intersection of the Acquia Platform
and our commitment to Customer
Success.
We’ll educate you, map success,
and ensure it on an ongoing basis.

7. What does transformation look like?
500%!
Increase in number of shares
50%!
Reduced time-to-publish
MOBILE!
DOMINANCE!
Mobile traffic overtook desktop 1
week after responsive site launch
FASTER!
TIME-TO-MARKET
!
SOCIAL !
STRENGTH!
1 WEEK!

8. What does transformation look like?
ONE PLATFORM THAT DELIVERS HUNDREDS OF UNIQUE EXPERIENCES!
300+!
Warner Music Group artist websites, 3
templates, total creative freedom
118+!
Interscope Records managed
artist sites, one platform

9. Digital Engagement Services

10. What will it take to succeed?
Four market imperatives in the age of the customer
Turn big data into
business insights
Embrace the mobile
mind shift
Transform the
customer experience
Accelerate your
digital business
Not just big
data but
smarter data
From Personal
to Contextual

11. ‘Silent’ Site Visitors Still Say A Lot
→ Site search keywords
→ Browsing and behavior
→ Geography/location
→ Referring sites + searches
→ Corporate IP address
→ Device type(s)

12. Shift to Contextual Experiences
Want to deliver relevant customer experiences? You need
to get contextual. This matters for B2B and B2C.
→ Who is the customer?
→ What did they do in the past?
→ What did they do across channels?
→ What are they expecting next?
How can you tailor their experience?

13. Customer Context Changes Things
Source,
Forrester
Research,
April
2014:
“The
Power
of
Customer
Context”

15. Omni-channel vs. multi-channel
Single Channel
Multiple Channels
Omni-Channel

16. Marketers are overwhelmed by data
30%
24%
13%
11%
5%
16%
Disparate
data sources
Don’t know
where to start
Access to
customer data
Not enough
customer data
Too much
customer data
Other
Barriers to using data from CRM systems/data warehouses for online personalization
Source:
eConsultancy

17. Big Data vs. Smart Data
→ Big data promises a lot but in reality it’s not always
‘smart’
→ Maturity of organizations to seriously use data is
lacking
→ Get smarter. Turn big data into smart data to win.

18. For an Integrated View of Your Customer:
It’s More than Just the Web
People expect a consistent
experience regardless of
the device or channel.

19. Introducing
Acquia Lift ContextDB

20. Three Key Inputs Providing Context
→ Profile data
→ Explicit signals
→ Enrichment from existing data sources
→ Historical data
→ Situational data
→ Implicit signals

21. How Acquia Lift can help
→ Target
→ Recommend
→ ContextDB NEW

22. Acquia Lift ContextDB Core Capabilities
→ Augment the customer profile and unify
visitor information together across sites
& devices
→ Share visitor data with other platforms
like email
→ Implement omni-channel personalization
→ Gain insights using analytics tools like
Tableau

23. Capabilities
Track the visitor journey
regardless of the channel
Commerce / eMail / Call center / Mobile
/ Web / Social / Other channels
Acquia Lift ContextDB
Contextual Database of Visitor
Profiles (known & anonymous)
→ Segment Manager
→ JS, REST and batch file APIs
Integrate with email, marketing automation, CRM
→ Common visitor profile used across Lift family of
products

24. Unified Visitor Profile !
– Smart Data Realized
Connect identified or
anonymous visitors
together across
devices and channels

25. The Power of Open Data
Connect 3rd party
analytics tools such as
Tableau directly to
visitor data warehouse

26. Demo

27. Examples of what’s !
happening today

28. Transformation to look for
→ 4 distinct examples of Acquia customers; 4 different verticals
→ Key takeaways:
→ Personal to contextual
→ Smart data rather than big data
→ Apply context to new methods of digital engagement
→ Think about the customer’s journey before and after

29. Large Pharmaceutical Company
→ Healthcare provider portal
→ Professionals see content and products
based on their onsite behavior
→ They receive different promotions or
calls to action via e-mail
→ If they respond to a particular e-mail, it
goes back into the profile to further
customize the web experience

30. Large Financial Services Company
→ Based on banking behavior, products/
services they own, present recommended
products/services
→ E.g., Students, new families, recent
home or auto purchase, high net worth
→ Provide physical mail, e-mail, web offers
→ Personalized ATM (provide onscreen
offers)

31. Global Hotel and Leisure Company
→ Online room reservations
→ Understand type of visitor
(business, vacation, event/wedding)
→ Increase loyalty program registrations
→ Target customers through e-mail/social
promos

32. US Media & Entertainment Company
→ Headline testing/drive ad revenue
→ Understand audience
→ Drive magazine subscription renewals
through e-mail
→ Drive mobile subscriptions to online
content and newsletters
→ Evangelism through online communities

33. What are the implications for
marketers

34. Digital Marketing
MEDIA &
ENTERTAINMENT
LIFE
SCIENCES
PUBLIC
SECTOR
HIGHER
EDUCATION
33% improvement in click through rate
24% increase in number of converted leads

35. Demand Generation
→ Traditional thinking
→ 70% of buyer’s journey happens
before you know who they are or
contact your sales
→ 95% of visitors are anonymous
→ Create a smarter funnel
95%a noofn vyismitoourss are
Inquiries
Marketing qualified
leads (MQLs)
Sales accepted
leads (SAL)
Sales qualified
leads (SAL)
Closed
/won

36. Product Marketing
→ Message testing
→ What content is resonating;
what’s not
→ Who’s responding across
what channels
→ Complete view of customer

37. Content Marketing
→ What are the highest value
content assets?
→ What content can we
recommend to visitors
next?
→ What type of content is best
for which audience?

38. Learn more about Acquia Lift ContextDB
→ Available today!
→ SaaS-based offering
→ Works with Acquia Platform
→ Works with other CMS
→ Existing Acquia customers: Engage with your account manager
to find out more
→ New Acquia customers: Datasheets and demos available online
→ Acquia partners: Check out the partner portal

39. Questions

40. Thank you