How often do you visit a site and are presented with content that does not pertain to your behavior and interests? While amusing at times, poorly personalized digital experiences can be frustrating for the end user, and reflect negatively on brand image. Forrester research found that “Only 16% of marketers currently have the capability to capture customer intent and deliver real-time, behavior-based marketing across all channels.” While personalization’s slow adoption can be attributed to its perceived risk, <strong>personalization is a proven winner in terms of delivering greater engagement, sales uplift and repeat website visits In this webinar, you will hear from Acquia and MRM on how to take the fear out of personalization, and how successful implementation can help your organization: -Increase revenue from product recommendations -Drive conversion rates with personalized call-to-actions (CTAs) -Influence customer purchasing decisions -Create a more consistent and engaging digital brand experience

1. Personalization
HOW TO MAKE THE BIG BET PAY

2. Your croupier today is..
• MRM//McCann - Global digital
customer experience agency with
complete range of digital services for
world-class clients
• Award winning agency focused on
creativity, technology and performance
• 3000+ people, 30+ offices worldwide
• Acquia Partner Advisory Board
member and Global Select Partnerian.truscott@mrm-meteorite.com
@iantruscott
http://about.me/iantruscott
http://mrm-mccann.com

3. We Are a Global Customer
Experience Network
US $7.5 billion revenue holding company
48,700+ employees | 100+ countries
4,000+ clients | 90+ operaCng units
Leading global network
provides best-in-class integrated
markeCng soluCons
Global digital customer experience
agency with complete range of digital
services for world-class clients

4. ACQUIA
Bren Weir
brendan.weir@acquia.com

5. THE BIG BET
• Personalization is a bold decision to move from
popularist to being relevant and useful
• There is a risk to the brand when it is done badly
• The rewards are proven and we’ll share some statistics
• Hopefully this presentation will help you to scoop the pot
And yes, this gambling analogy continues throughout….

6. THE BIG BET
So… should we hedge, create bland popularist
content that offends no-one, or be bold and
engage with our audience with compelling
relevant content that converts?
This the Big Bet.

7. “
THE BIG BET
only 16% of marketers currently have the capability to
capture customer intent and deliver real-time,
behaviour-based marketing across all channels
SAP/Forrester Research:The Contextual Marketing Imperative

8. WHAT ARE WE PLAYING FOR?
8

9. “
THE STAKES
Maybe marketers are put off by recent studies:
74% expressed frustration when personalized promotional content
was not relevant to them
The majority of web users think that personalization is a bad thing
and an invasion of privacy.
2013 Harris Interactive survey: Online Consumers Fed Up with Irrelevant Content on FavoriteWebsites
Pew Research Centre: Search Engine Use 2012

10. THE STAKES
Consumers are increasingly savvy about the data
that brands have on them and expect it to help the
experience
!

11. THE STAKES
It stands to reason that as the message moves
closer to what one person likes it is likely to be
moving away from what’s liked by someone else

12. THE POT
The rewards are there
• Marketers personalizing web experiences see on average, a 19% uplift in sales.
• A top-five Internet retailer saw over 11 percent revenue lift by implementing product
recommendations
• Calls to Action (CTAs) in personalized campaigns resulted in a 42% higher conversion rate
than generic CTAs.
• Amazon have attributed a 29% increase in sales revenue to product recommendations
• 59% of shoppers who have experienced personalization believe it influenced what they
purchased
The Realities of Online Personalization, Econsultancy / Monetate |Venturebeat: 1 billion daily product recommendations driving ‘multiple billions’ in sales | Hubspot: Personalized Calls-to-Action Convert 42% Better |
Fortune Magazine:Amazon's recommendation secret | Infosys/Vanson Bourne: Rethinking Retail Study

13. BECOME THE DEALER
13

14. BECOME THE DEALER
We understand the value of content marketing and
personalization..
And yet..
Many digital marketers are short order cooks, on a reactionary
hamster wheel
How do we change that?
How do we make this happen?
How do we become the dealer?

15. BECOME THE DEALER
Ask Why?
• Why are we publishing this content?
• What are our objectives?

16. BECOME THE DEALER
Ask who cares?
• Oh come on we all know that press release is boring
• How does this help our audience?
• What action do we think a persona will take with this
content?
• Would someone care enough this content item to share?

17. BECOME THE DEALER
Sell the idea internally
• Focus on business objectives and how a personalization
program will support them
• Implement relevant metrics across the business
• Get data

18. WHERE DO WE START?
18

19. READ THE TABLE
Understand your audience:
• Create personas not profiles
• Create customer journeys and task based user stories
• Understand their “tells”

20. THEIR TELLS
Essential element of developing personas and targeting
• Personas need to be addressable and behavior based
• Define persona attributes that mean something to the
experience
• Does it matter whether (for example) if they are male or female
• Can we identify and address the audience
• Can we start broadly and zero in
• Can we create triggers based on these attributes?
• Do we have data that supports “the tells”?

21. EVERYONE CAN BE A WINNER!
Content needs to perform for both the audience and the brand
This is the fair exchange of content marketing
To be engaging and shared
content needs to be
useful to the visitor
Creating useful content is
an investment and needs
to have a return

22. PLAY THE WINNING HAND
What’s the winning hand?
For the player:
• Content that is useful
• Content that they care about
• Content that is relevant to the customer journey
For the house:
• Content that delivers against the business objective
• Content that we can measure a return on

23. BUILDING A WINNING HAND
• Make the most of the high value cards
• Create stories and content assets and re-purpose them for each
audience segment and channel
• Plan your hand
• Building relevant content requires more content than you have
today, yet you have the same resources. Build a content strategy and
plan around the audience
• Remember the winning hands
• Track the performance of content, not just vanity metrics like “web
hits”, but how the content is performing with the target personas

24. THE ACQUIA ACE

25. Acquia Lift
→ Tracks the behavior of anonymous &
identified customers throughout their
buying journey
→ Creates unified visitor profile for each
individual based on their cross-channel
historical and real-time behavior
→ Adaptively segments customers in real-
time, allowing marketers to deliver
personalized experiences across all
channels
þ Drives
engagement &
conversion
þ Shortens sales
cycle
þ Increases
customer
satisfaction &
lifetime value

26. Why Lift?
Easy workflow within
existing CMS
Integrates with your
existing marketing
stack
Merges anonymous
profiles with known as
soon as a visitor
identifies himself
Native CMS
Integration
Open Marketing
Platform
Visitor Identity
Resolution

27. Acquia Lift—What’s Included
Unified Visitor Profiles
Real-Time, Adaptive
Segmentation
A/B Testing of Drupal Blocks
Omnichannel
APIs and Pre-Built Integrations
• Demandbase
• Google Analytics
• Marketo (Salesforce)
• Oracle Eloqua
Behavioral Targeting
Pre-Built and Custom Reporting
Content Recommendations
Data Warehouse

28. THE ACQUIA ACE

29. SCOOPING THE POT
You can win the high stakes game of customer engagement;
with a focus on a content strategy..
..detailed understanding of the customer..
…using this data and their behavior to deliver a contextual
content experience…
…that provides value for both the consumer and the
brand.

30. NEXT STEPS
• FREE WORKSHOP!*
Two hours of interactive discovery discussion about understanding the
customer, developing a content marketing strategy and delivering in
context (that we call the 3 C’s) that includes shared best practices,
industry examples and insights (and no gambling analogies!**)
E-mail David Nie, MRM//McCann NY - David.Nie@mrm-mccann.con
• FREE WHITEPAPER
As a follow up for registering for this webinar
*For qualifying organizaCons
** Can’t really promise that

31. ANY QUESTIONS?

32. Personalization
HOW TO MAKE THE BIG BET PAY
Thank you!