Better User Experience through Personalisation in Drupal

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Personalisation means better communication to your site visitors. We all know that one size doesn't fit all and this is very true for content. A message that is important to me might be of no consequence to you.

Many competing CMS systems have built-in Personalisation. These are powerful, but often complex beasts; yet many clients want this power. How can this be achieved in Drupal? How can Drupal do it better than the other big, expensive, proprietary systems?

I will present the latest techniques in the Personalisation space and how they can be deeply integrated into your Drupal website.

Topics Covered:

- Explicit Personalisation (logged in users)
- Implicit Personalisation (anonymous users)
- Presenting content to users based on:
geo-location
user device
time-of-day
time-of-week
browsing patterns
and more...
- Keeping Drupal fast

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Better User Experience through Personalisation in Drupal

  1. 1. Better UX through Personalisation DrupalSouth 2014, Wellington NZ #SolutionsArchitecture
  2. 2. David Peterson Acquia Senior Solution Architect, APJ Asia Pacific & Japan #SolutionsArchitecture
  3. 3. What Why How #SolutionsArchitecture
  4. 4. Why What How What is Personalisation? #SolutionsArchitecture
  5. 5. #SolutionsArchitecture
  6. 6. Automatically adapting to the needs of your visitor to better augment their online experience #SolutionsArchitecture
  7. 7. Driving Personalisation • WEM • Realtime input • Recommendations #SolutionsArchitecture
  8. 8. Web Experience Management • Harmonising: Content / Community / Commerce • Content is king • Great IA #SolutionsArchitecture
  9. 9. Personalisation is all around us #SolutionsArchitecture
  10. 10. Internet of Things #SolutionsArchitecture
  11. 11. Connected streets #SolutionsArchitecture
  12. 12. It’s everywhere #SolutionsArchitecture
  13. 13. Online #SolutionsArchitecture
  14. 14. #SolutionsArchitecture
  15. 15. #SolutionsArchitecture
  16. 16. Why What How Why do you need it? #SolutionsArchitecture
  17. 17. Why do you need it? • You are losing business • More effectively reach your audience • Increase conversion & revenue #SolutionsArchitecture
  18. 18. The competition • Drupal loses when Personalisation is a key “must have” • 1 out of 2 tenders have it mentioned • Sitecore —$100,000,000 in APAC #SolutionsArchitecture
  19. 19. Adobe CQ5 / Sitecore #SolutionsArchitecture
  20. 20. Join me and together we can rule the Web #SolutionsArchitecture
  21. 21. #SolutionsArchitecture
  22. 22. Monolithic suite #SolutionsArchitecture
  23. 23. Dirty little secret #1 • Monolithic suite is forced on customer • One-size-fits-all • Jack of all, master of none • Take it or leave it • Costs blow out • Drupal gives you freedom to choose best of breed #SolutionsArchitecture
  24. 24. Dirty little secret #2 • Poor performance • Requires full dynamic pages for each user • This is not scaleable #SolutionsArchitecture
  25. 25. Personas “By categorizing and segmenting your site visitors, you can tailor their journey to provide the best experience and increase engagement.” — Sitecore #SolutionsArchitecture
  26. 26. #SolutionsArchitecture
  27. 27. Go beyond personas • Have in-depth understanding of your users • Automatically adapt content to their needs #SolutionsArchitecture
  28. 28. Personalisation Improves • Retention • Conversion • Revenue #SolutionsArchitecture
  29. 29. Retention ! • Attracting a new customer costs five times as much as keeping an existing one. (Lee Resources 2010) • Globally, the average value of a lost customer is USD $243.(KISSmetrics) • The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% (Marketing Metrics) #SolutionsArchitecture
  30. 30. Co-operative Travel, UK — 95% increase in visitors and 217% increase in revenue #SolutionsArchitecture
  31. 31. Magazine Luiza — 190% increase in visitors #SolutionsArchitecture
  32. 32. Magazine Luiza Brazil - 731 stores, 22.8M customers, 23k employees #SolutionsArchitecture
  33. 33. Bob - Visitation Rate Solution A First Bob use 190% Bob alone Bob out for 2 weeks #SolutionsArchitecture
  34. 34. BMW netted $500,000 in revenue by personalising MMS messages, improved conversion by 30% #SolutionsArchitecture
  35. 35. Why What How How can you use it? #SolutionsArchitecture
  36. 36. Two key terms • Explicit • preferences • reactive • Implicit • adaptive • predictive #SolutionsArchitecture
  37. 37. Explicit • Profile fields • Newsletter preferences • Taxonomy • Views • Caching per role #SolutionsArchitecture
  38. 38. Implicit • Segmentation • Adaptive • Learning #SolutionsArchitecture
  39. 39. Implicit Parameters • user patterns • geo-location • user device • time-of-day • browsing history • weather • and many more…. #SolutionsArchitecture
  40. 40. #SolutionsArchitecture
  41. 41. Commerce • People who viewed this also viewed • People who purchased this also purchased • Recommendations based on prior purchases • Personalised emails • price drop • abandoned cart items #SolutionsArchitecture
  42. 42. Drupal Commerce • Nosto #SolutionsArchitecture
  43. 43. Nosto Drupal integration • Enables data collection into Nosto • Available blocks (21) • recommendations • top sellers #SolutionsArchitecture
  44. 44. Drupal? • Drupal is great at Explicit Personalisation • Implicit? • ummm…. • We’ll get to that :) #SolutionsArchitecture
  45. 45. Recommendations • Solr MLT • Views + Taxonomy #SolutionsArchitecture
  46. 46. Drupal Modules • Recommender API • Out of date? • WEM • Event Tracking • Reporting • Segmentation • Acquia Personalization API #SolutionsArchitecture
  47. 47. Questions? David Peterson Acquia, Senior Solution Architect APJ ! @davidseth #SolutionsArchitecture

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