Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects. By leveraging Acquia Lift’s centralized personalization management platform, integrated with the resilient Drupal experience, we’ll show you how you can deliver relevant content and calls-to-action to your visitors based on their unique consumer journeys — even before you have identified who they are. In this webinar, we’ll walk you through - Effective, sustainable, and unobtrusive personalization campaigns for higher education, implemented using Acquia Lift, - Best practices for colleges and universities to apply personalization to their marketing strategies - How to implement personalization Whether you are looking to capture stealth applicants, increase conversions, or reengage prospects, implementing personalization brings relevance to your audiences and helps you achieve your business goals.

1. Building with Drupal: Personalized
Digital Experiences for Higher
Education
Vanessa Theoharis
OHO Interactive
Eric Fullerton
Product Marketing, Acquia Lift

2. Acquire
Acquire more prospects
more easily.
Get more leads faster
and optimize spend.
The 3 Things We Are Trying to Do
Convert
Close more business
faster & efficiently
Drive more sales across
all channels.
Grow
Do more than win:
create loyal advocates
Grow and reinforce the
relationships you’ve
worked so hard to
create.

3. ©2018 Acquia Inc. — Confidential and Proprietary
Orchestrating the Connected Customer Journey
Awareness Consideration Conversion Growth Advocacy

4. Hello from OHO Interactive!
Oberlin College
Cornell University
The Boston
Conservatory
▸ Digital strategy
▸ Full website redesign
▸ User research and customer
journey
▸ Digital marketing, analytics, and
lead conversion
▸ Content strategy
▸ CMS development
▸ Service and support

5. Why Web
Personalization?

6. PERSONALIZATION: A DEFINITION
▸“An experience that
uses customer data and
understanding to frame,
guide, extend, and enhance
interactions based on that
person’s history,
preferences, context, and
intent.”
(Forrester Research)
https://buy.shareacoke.com/personalized-bottle-six-pack

7. “52% of consumers will switch brands
if their communications are not
personalized.”
Salesforce 2017 State of Marketing
https://www.salesforce.com/form/pdf/2017-state-of-marketing.jsp

8. 86% of surveyed consumers said they
were concerned that their data was
being tracked.
85% realize data tracking makes it
possible for retailers to present them
with relevant and targeted content.
http://www.slideshare.net/fred.zimny/accenture-interactivesurveyresults-accenture-interactive-survey-shoppers-prefer-
personalization-over-privacy

9. Gen Z is 25% more likely than
other generations to provide
personal information to gain a
more predictive online
experience.
https://wpengine.com/gen-z-us/

10. 50% of Gen Z would stop
visiting a website if it didn’t
anticipate what they needed,
liked, or wanted.
https://wpengine.com/gen-z-us/

11. 37% of all generations believe
websites will recognize and
adapt to the user to create a
unique, personalization
experience.
https://wpengine.com/gen-z-us/

12. 62% of all generations believe
that websites will know what
you are looking for before you
tell them.
https://wpengine.com/gen-z-us/

13. Why does higher
education need
personalization?

14. Your website is at the center of
the prospective student
journey.
REASON 1

15. 85%of prospective
students rate the
website as the #1
research tool.
REASON 1
OHO Interactive Data

16. #1 most influential
information
resource for
prospective
students.
REASON 1
2018 E-Expectations Trend Report

17. The website is the only place
to engage stealth applicants.
REASON 2

18. 33%of prospects for
4-year schools
failed to identify
themselves
before applying
https://www.higher-education-marketing.com/blog/rise-fall-stealth-applicant
REASON 2

19. 50%of applicants at
Clark University
did not provide
contact info
before applying
http://smartcollegevisit.com/2013/02/the-secret-life-of-a-stealth-applicant.html
REASON 2

20. 62%of transfer
applicants are
stealth
http://smartcollegevisit.com/2013/02/the-secret-life-of-a-stealth-applicant.html
REASON 2

21. “What scares me the most?
The 80 stealth admits that can
make or break our year.”
– University President
REASON 2

22. Website personalization is the
natural extension of your
existing marketing and
content strategy.
REASON 3

23. What does
personalization look like
in higher education?

24. Foot
prints
Prospects leave
digital footprints
everywhere.

25. STRATEGY
3 Types of Personalization for Higher Ed
▸Relevance: Relevance tactics include the personalization of content based on explicit data
you might have on the visitor -- how and from where the visitor interacts with the website
(location, device) and what basic behaviors he or she has taken on the site. The user is
anonymous; for example, you would use this approach to target stealth inquiries.
▸Transactional: These tactics aim to provide the most applicable content that can move a
prospect to the next step in the customer journey, leading them closer to conversion. The
person may be anonymous or identified; for anonymous visitors, you can use onsite
content engagement to indicate where they are in their journey.
▸Identified: Once your CRM is connected to the website personalization engine, and a
visitor moves from anonymous to identified, you can not only identify what type of
constituent they are, but you can use the data you have on these visitors, including offline
interactions, to highly personalize the website, including content (what you know they are
interested in) and transactions (the next action you want them to take).

26. Real-Time
Personalization
Anonymous
User
Admissions
“Hot List”
“Named User”

27. Plus, you get mounds of
data to improve lead
scoring.

30. Simple segments to
consider.

31. SCENARIO 1: INCREASE NUMBER OF INTERNATIONAL INQUIRIES
Identify visitors from locations outside of the U.S.,
then deliver international student stories on the homepage.
RELEVANCE

32. SCENARIO 2: INCREASE DEPOSITS DURING YIELD
DELIVER THIS BUTTON ONLY TO
ADMITTED STUDENTS
IDENTIFY
VISITORS WHO
ARE ADMITTED
STUDENTS
CUSTOMIZE CTA BASED ON WHICH
SCHOOL THEY’VE BEEN ACCEPTED TO
UNKNOWN WEBSITE VISITORS RECEIVE
VISIT CAMPUS OR INQUIRE
IDENTIFIED

33. SCENARIO 3: SPECIFY HOMEPAGE FEATURES BASED ON PROGRAM OF INTEREST
STEP
1
Visit
Homepage
STEP
4
Display Graduate Hero
Image and CTAs
STEP
3
Return to
Homepage
STEP
2
Visit 3 pages in graduate
section for at least 4 total
minutes
CUSTOMIZE FOR
GRADUATE PROSPECTS
RELEVANCE /
TRANSACTIONAL

34. SCENARIO 4: ON-CAMPUS MOBILE VISITORS
Identify location - near or
on campus?
Identify device - mobile?
Replace hero and main CTA
with campus information,
directions, and events.
Identify network - not logged
into campus network?
TRANSACTIONAL

35. SCENARIO 5: ENGAGE ALUMNI BASED ON THEIR CONTENT PREFERENCES
Children
Sociology
Sociology
Middle East Politics
Send custom event invitations and
giving opportunities based on content
engagement.
Add behavior to database
RELEVANCE /
IDENTIFIED

36. Case Studies

47. • 46% of international prospects saw the
personalization campaign
• 6 deposits from international students who
interacted with the campaign
• 5% conversion rate
PERSONALIZATION RESULTS

48. Getting Started

49. Speak directly to
small, but valuable
audiences
Target each audience
with unique content.
Drive cross-sell,
upsell & retention
Showcase offers in the
right way, in the right
place, at the right time.
Guide visitors
through the
conversion funnel
Apply your marketing
funnel to your website.
Enhance data-
driven
decision making
Leverage the power
of customer data.
How Personalization Delivers Value

50. There are three primary stages organizations are at in terms of what they are
ready to do:
Collect
actionable
data
Personalize
experiences
Orchestrate
customer
journeys
Delivering the Best Customer Experiences
CRAWL WALK RUN

51. 51 © 2018 SiriusDecisions. All Rights Reserved@jontam13@siriusdecisions
CRAWL
Data Collection &
Segmentation
Unify Known & Unknown
Geolocation
ABM/CRM Integration
Device Type
WALK
Browsing Behavior
Pages Viewed
Marketing Campaigns
Completed Events
Visit Frequency
RUN
Cross-Channel Personalisation
Best-Next Action
Combinations of Crawl and
Walk Personalisations
...and Beyond!
How to Deliver the Best Customer Experience

52. 52 © 2018 SiriusDecisions. All Rights Reserved@jontam13@siriusdecisions
You Need to Collect Data That…
1 Builds a 360 customer profile
2 Includes attributes and behavior
3 Connects your stack (Connectors, APIs)
4 Lives in an actionable place
CRAWL

53. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Integrating Lift with their Google Analytics instance
for single view of site and profile analytics.
Tracking users segments, personalizations and goals.
Segmenting and tracking site data based on PPI
campaigns and interest in specific insurance types
The Result:
Ability to have an overall visitor profile
Promote USPs for visitors based on their browsing
behavior to increase quotes
Better data on their customers
Lift & Google Analytics = Next Level
Insights
European Insurance Company
Revenue: $2.5 billion Euro

54. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Doing data collection by region of different
battlefields and civil war sites.
Evaluating regional data and highlighting most
popular sites
Using new information to drive their content
strategy for areas and topics of focus, with
weight on known and returning visitors.
The Result: Creating and delivering content
optimized for their audience
Data-Driven Content Strategy

55. 55 © 2018 SiriusDecisions. All Rights Reserved@jontam13@siriusdecisions
You Need to Personalize Experiences That Are...
1 Data first
2 Beyond A/B testing
3 Segment based
4 Smart
WALK

56. The Personalization Process
1
Current State
2
Beginners
3
Professionals
Tier 4: One to One
Masters engage customers as segments of
one in real time by listening, capturing,
measuring, assessing, and addressing intent
across every enterprise touchpoint.
Tier 3: One to Few
Professionals use a mix of order history,
browse patterns, and customer data to
engage smaller, targeted customer segments.
Tier 2: One to Many
Beginners engage large customer segments
with content based on single data points such
as gender, age, and/or last purchase.
Tier 1: No personalization
Many organizations fail to personalize at any
touchpoints, resulting in all customers
receiving the same brand experience.
FIGURE 1 Digital Leaders Strive To Reach The Top Tier Of Personalization Mastery
4
Masters

57. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Established user segments based on experiences,
destinations, and CRM Funnel
First time visitors get email sign up request;
then see guides related to areas of interest
Returning see personalized content in banner
image and other slots based on previous interests
The Result: Session duration up 30%,
Bounce Rate down 20%
A Revamped Tourism Experience

58. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Content tagged by product (seven different types),
persona (four types) and industry (six types)
Running homepage banner personalizations by
segment, and geolocation.
The Result: Personalized content experience
beyond single piece of content
Four degrees of segmentation (location, persona,
industry, product)
Higher engagement metrics on content
personalized by preference and location.
Personalization on every
page by product

59. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Enhancing online campus presence by running
personalizations for International, out of state, and
out of North America
Personalizing internal website to deliver upcoming
graduate requirements to second year students
Focused on quick win personalizations based on
student personas for data gathering purposes
Developing zip code based, personalized home
pages in response to college moving to multi-campus
model
The Result:
Double digit conversion success from visitor to apply
Student First Personalization

60. You Need to Orchestrate Journey’s that….
1) Unify martech & adtech touchpoints
2) Consolidate customer data for 1:1
engagement
3) Trigger the right content to the right
channel in real time
RUN

61. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
CMO lead initiative during company overhaul to:
Easily create new journeys and orchestrate what
happens at each step across channels.
Understand where customers are throughout the
lifecycle
Unify customer profile beyond web and email
The Goal: Reduce time to market and cost of journey
orchestration
Increase customer satisfaction
Increase new, up, cross-sell opportunities
Differentiation Through The Customer
Journey

62. ©2017 Acquia Inc. — Confidential and Proprietary
Word of Mouth
Amy hears about
AMD’s Radeon’s GPU
products from a
colleague
Goes to AMD.com
Demandbase looks up
industry, company,
revenue and adds it to
her profile.
Personalized Homepage
The website shows the new
HP OMEN Laptop with AMD
Radeon RX580.
Website Browsing
Amy, also a gaming
hobbyist, reads a few
pages about the Radeon
devices and software.
Email Newsletter Sign-up
Amy wants to stay informed
so he signs up for AMD’s
“Gaming Evolved”
newsletter.
Personalized Welcome Email
An email is sent to Amy from
SilverPop. It highlights the
gaming archives and an offer
for the Radeon RX580.
Personalized Campaign Page
URL from welcome email directs
to campaign page with
personalised content including
a Radeon product comparison
chart. Amy buys!
Emails
Receives email thanking her
for her purchase,
encouraging her to review
and with a link to a review
page of the OMEN laptop.
Targeted Ads
Based on her email address, deliver
Amy with Google, and Twitter for the
OMEN laptop and other
complementary products
METRICS
- Pageviews
- Email opens / clicks
- Newsletter Signups
- Ad impressions / clicks
Ongoing
Amy
• Anonymous Visitor
• Works at HP as a business analyst.
• Gaming Hobbyist
Customer Journey

63. MORE RESOURCES FROM
OHO AND ACQUIA
WANT TO LEARN MORE?
▸ You’ll receive a copy of the OHO and
Acquia guide to personalization.
▸ Visit the OHO blog:
www.oho.com/insights