Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Episode 5: Using Technology to Accelerate Your Personalization Initiative

266 views

Published on

After performing content audits, defining customer segments, creating persona-based content strategies and adopting best practices, the final step in your personalization journey is to find a technology that can support all of these initiatives.

In the final episode of our series, FFW and Acquia will discuss how to find a technology stack that works best with your current systems, and one that will be able to optimize your personalization strategy now and into the future.

We will cover:

Key elements to look for in a martech stack
Best of breed solutions versus integrated suites
Decision pitfalls to be aware of along the way
How Drupal’s omni-channel capabilities can integrate with other systems, and make personalization on your digital properties simpler and easier
How to define success and what to measure against

Published in: Technology
  • Be the first to comment

Episode 5: Using Technology to Accelerate Your Personalization Initiative

  1. 1. Using Technology to Accelerate Your Personalization Initiative The final episode in a 5-part series September 28, 2017
  2. 2. Speakers David Hernandez FFW Agency david.hernandez@ffwagency.com Melanie Poitras Acquia melanie.poitras@acquia.com
  3. 3. • One of Acquia’s leading partners worldwide • More than 250 Drupal specialists and 120 Acquia Certified Developers on staff • In 2016, FFW was the recipient of the Acquia Partner Site of The Year award in the non- profit category for our work with the YMCA of Twin Cities. We create engaging digital experiences and the platforms that power them. FFWagency.com @FFWglobal
  4. 4. Other episodes in this webinar series Personalization Begins with Content https://www.acquia.com/resources/webinars/episode-1-personalization-begins-content Define Customer Segments Using a Data-driven Approach https://www.acquia.com/resources/webinars/episode-2-define-customer-segments-using- data-driven-approach How to Execute a Persona-based Content Strategy at Scale https://www.acquia.com/resources/webinars/episode-3-how-execute-persona-based- content-strategy-scale Personalization Best Practices https://www.acquia.com/resources/webinars/episode-4-personalization-best-practices
  5. 5. Personalization Begins with Content • Focus on content first • Begin with an audit • Develop a well-formed matrix of personas • Outline paths and priorities • Listen to your subject matter experts
  6. 6. Define Customer Segments Using a Data-driven Approach • Have defined goals • Use data to see if you are achieving your goals • Data is useless without analysis • Test early and often • Continuous improvement
  7. 7. How to Execute a Persona-based Content Strategy at Scale • Understand what data and content is valuable • Know your audience • Create content that is reusable across segments • Know what content is relevant and what isn’t
  8. 8. Personalization Best Practices • Integrate general web analytics with personalization analytics to correlate visitor session data • Enrich content with structure to make it machine understandable • Personalization begins with recognition • Be consistent with your messaging across channels • Learn from your results
  9. 9. Content Data Analysis Iterate
  10. 10. Using Technology to Accelerate Your Personalization Initiative • Personalization fundamentals • Key elements to look for in a martech stack • How Drupal’s omnichannel capabilities can integrate with other systems, and make personalization on your digital properties simpler and easier • Decision pitfalls to be aware of along the way • Best of breed solutions
  11. 11. How does personalization actually work?
  12. 12. LOGO
  13. 13. Experience personalization or content personalization
  14. 14. Have a well-structured, flexible content architecture • Take a structured content approach, regardless of whether you implement personalization • Tag well • Use a system with omnichannel capabilities • Robust APIs • Clean integration points • Reduce duplication • Keep messaging consistent
  15. 15. Pitfalls
  16. 16. Too much data • Collect early and often … but learn to filter
  17. 17. Too much too fast • Start simple with personas • Learn your audience • Iterate
  18. 18. Indicate when personalization is in play • Too much can make users uncomfortable • Good UX keeps your users in the loop • Eliminate confusion • Proper labeling
  19. 19. Give users some control • Allow them to affect the journey • Keep them engaged • Provide options
  20. 20. Experiment • Early and often • Solutions are customizable for a reason • Don’t hard-code your rules
  21. 21. Solutions
  22. 22. Understanding the solution that is right for you Enterprise Solutions • Omnichannel • Third-party, external • Associated costs • External marketing considerations Internal Solutions • Single channel • Smaller or simpler sites • Fewer costs
  23. 23. Evergage • Full featured • Lots of integrations • Usable for all or most of your channels • High price point
  24. 24. Marketo • Proven for marketing automation • Flexible reporting • Somewhat all or nothing • Limited content integration
  25. 25. Optimizely • Advanced testing capabilities • Leverages machine learning for recommendations • Limited content integration • Lower price point
  26. 26. Adobe Target • Comprehensive reporting and analytics • Advanced testing capabilities • Faster time to market • Limited integration/3rd parties for data collection • Complex suite of products
  27. 27. Lift • Only tool built for Drupal • Full content discovery and syndication • Progressive profiling • Requires no additional 3rd party tools • Limited to personalization
  28. 28. Thank You

×