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Personalisation in the Open Marketing Cloud

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The days of “one-size-fits-all” marketing are over, and hyper-personalisation is the new norm. Digital marketers and site owners are being asked to do more with less to engage customers, segment their audience, and offer highly tailored content. Today’s sophisticated consumers, thanks to personalised sites like Netflix or Amazon, are accustomed to a new level of engagement that seems to have been built with them in mind.

Join me to learn how Acquia is empowering marketers and site builders to build personalised digital experiences from the ground up with adaptive learning, new and engaging campaigns and content, increased conversions and revenue, and improved engagement.

Published in: Marketing
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Personalisation in the Open Marketing Cloud

  1. 1. in the Open Marketing Cloud PERSONALISATION
  2. 2. DAVID PETERSON Senior Solution Architect - Acquia Asia Pacific & Japan
  3. 3. DRUPAL
  4. 4. ACQUIA
  5. 5. DRUPAL CASE STUDIES
  6. 6. AUSTRALIAN FEDERAL GOVERNMENT GOVCMS 40+ sites Acquia Cloud Platform World Clase Security Shared Innovation
  7. 7. GE 85 Countries 17 Industries
  8. 8. GE 85 Countries 17 Industries
  9. 9. INTERNET OF EVERYTHING CISCO
  10. 10. PHARMACEUTICALS PFIZER 60% cost reduction 30% faster time-to-market
  11. 11. MATURITY, FLEXIBILITY, SECURITY, SCALABILITY AND COST OF THE PLATFORM Reasons that Pfizer selected Drupal PFIZER
  12. 12. JOHNSON & JOHNSON PHARMACEUTICALS
  13. 13. SONY MYPLAY DIRECT
  14. 14. SONY BOB DYLAN 300+ Artists 40 languages
  15. 15. SONY ELVIS 300+ Artists 40 languages
  16. 16. UNITY3D HIGH TECH GAME DEVELOPMENT
  17. 17. TWITTER SOCIAL MEDIA 13 Sites Blog, Dev, Business, Media, Careers
  18. 18. TWITTER SOCIAL MEDIA 13 Sites Blog, Dev, Business, Media, Careers
  19. 19. TWITTER SOCIAL MEDIA 13 Sites Blog, Dev, Business, Media, Careers
  20. 20. SOCIAL NETWORKING PINTEREST "Our Drupal platform powers 7 sites serving over 35M unique visitors each year"
  21. 21. SUBARU AUTOMOTIVE
  22. 22. TESLA AUTOMOTIVE
  23. 23. BOX.COM CLOUD SERVICES
  24. 24. EXACTTARGET CLOUD SERVICES
  25. 25. RIO 2016 OLYMPICS SPORTS
  26. 26. Is your site good at treating everyone the same?
  27. 27. Individual TREAT THEM AS AN
  28. 28. YOUR AUDIENCE WANTS TO STAY ANONYMOUS one problem…
  29. 29. 40% OF JAPANESE PEOPLE NEVER CLICK ON A BANNER AD and… They don’t like to click banner ads
  30. 30. Connect IT’S NOT ENOUGH TO JUST HAVE A WEBSITE
  31. 31. PERSONALISATION
  32. 32. PERSONALIATION ▸ What? ▸ Right message based on visitor’s interests ▸ Real time learning of user’s behaviour ▸ How? ▸ Collect data ▸ Segment ▸ Target
  33. 33. WHAT DRIVES THIS? ▸ Implicit / Ambient Data ▸ Explicit Data PERSONALISATION
  34. 34. PERSONALISATION > ANONYMOUS USERS IMPLICIT DATA ▸ Ambient Data ▸ device, location, time, content, tags, keywords ▸ Behavioural Data ▸ browsing history ▸ user behaviour (hovering, interacting) ▸ segmentation
  35. 35. PERSONALISATION > KNOWN USERS EXPLICIT DATA ▸ 1st Party Information ▸ user registration, forms, newsletters ▸ e-commerce purchase ▸ 3rd Party Information ▸ Social, CRM, EDM
  36. 36. HOW DO YOU MAKE USE OF ALL THIS DATA?
  37. 37. BIG DATA ▸ You’re collecting a lot of data on your visitors ▸ You need to own this data ▸ Spot trends & predictive analysis
  38. 38. UNIFIED CUSTOMER PROFILE
  39. 39. ALLOWS YOU TO GO FROM THIS
  40. 40. TO THIS
  41. 41. OPEN MARKETING PERSONALISATION
  42. 42. 1,876Vendors 43Categories
  43. 43. PERSONALISATION OPEN MARKETING ▸ You *have* the data ▸ You *know* your audience ▸ To innovate you need to choose the right tools
  44. 44. ADOPTING OPEN MARKETING PROVIDES ▸ Open Integrations ▸ Open Data ▸ Open Channels
  45. 45. the CMS has been called the “backbone” of digital marketing Forrester Research
  46. 46. DRUPAL - FREEDOM TO INNOVATE AGILE Drupal enables continuous digital innovation. The pace of open source delivery is unmatched. OPEN Never be held to a proprietary roadmap again. Innovate on your own schedule. CONNECTED Expand your digital presence by easily integrating Drupal with your existing marketing and commerce solutions
  47. 47. DRUPAL IS THE PLATFORM TO BUILD USER EXPERIENCE ON ▸ Open Source ▸ Microsites ▸ Mobile Apps ▸ Open Integration
  48. 48. MARKETING PLATFORM > DRUPAL OPEN SOURCE ▸ World’s largest Open Source project ▸ Active community ▸ 1,000’s of Modules freely available
  49. 49. MARKETING PLATFORM > DRUPAL MICROSITES ▸ Spin up sites on the fly — based on any current campaign ▸ Share content ▸ Centrally manage them ▸ Pull them down when campaign is over
  50. 50. MARKETING PLATFORM > DRUPAL MOBILE APPS ▸ Drupal natively speaks the web ▸ Native Apps: iOS, Android, Windows ▸ HTML5 / Responsive sites
  51. 51. MARKETING PLATFORM > DRUPAL OPEN INTEGRATION ▸ Integrates with the tools and data you already have ▸ Marketo ▸ Salesforce ▸ ExactTarget ▸ Janrain
  52. 52. USE CASES Janrain Marketo
  53. 53. JANRAIN USER PROFILE MATCHING ▸ User profile fields from Janrain ▸ Mapped to Drupal User profile ▸ Personalise web experience
  54. 54. MARKETO ALCATEL-LUCENT ▸ Triggering Personalised Email Campaigns To Targeted Accounts ▸ Engagement Score to qualify leads
  55. 55. THANK YOU

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