The ability to connect your business to your audiences lives and dies by the success in personalizing their experience. Gartner surveyed 2,500 consumers to conclude that more than half will unsubscribe from a company’s communications and 38% will stop doing business with a company entirely if they find personalization efforts to be “creepy” - a sure-fire way to fail at personalization. Stop the madness, and carve a path to success by ensuring your personalization efforts deliver meaningful content, delivered at the right time and place. In this webinar, FFW and Acquia will describe some not-so-obvious personalization pitfalls, and key ways to avoid them. Don’t let your business be the next failed personalization effort. Join us on September 18th @ 1:00AM ET and learn from the experts. In this webinar we will cover how to: - Assess your web traffic to create pinpoint personas - Create exceptional customer experiences with serialized content - Personalize your content across channels by persona - Design personalization programs for digital inclusion

1. How to Fail at Web
Personalization
September 18, 2019

2. Our guests:
Ray Saltini
Director, Training &
Engagement,
FFW
Kasia Sinczak
Content Strategy &
User Research Lead,
FFW
Dave Sawyer
Analytics and
Optimization Lead,
FFW
MJ Johnson
Sr. Director of Product
Marketing,
Acquia

3. Intros
How to Fail - Discuss.
● Don’t listen to your visitors.
● Don’t worry about content strategy.
● Reach the most people with the broadest message.
● Make 1:1 personalization your goal.
● Do the same thing until it works.
● Set it and forget it.
Examples
Q&A
Agenda:

4. PRESS RELEASE - STAMFORD, Conn, March 11, 2019
Gartner Survey Shows Brands Risk Losing 38 Percent
of Customers Because of Poor Marketing
Personalization Efforts
Marketing Leaders Strive for One-to-One Personalization, But Fall Significantly Short
in Most Cases
While most marketing leaders continue to strive for one-to-one personalization,
achieving this type of tailored messaging falls short, causing most personalization efforts
to fail, according to Gartner, Inc. The price of getting personalization wrong is steep. In a
survey of more than 2,500 customers, more than half report they will unsubscribe from a
company’s communications and 38 percent will stop doing business with a company if
they find personalization efforts to be “creepy.”

5. Don’t listen to your visitors.
● What are personas?
● How do you create them?
● Are they based on who you think is visiting your site and
what you think they want?
● Have you actually studied or asked them?

6. Listening to YOU
Please take our poll.

7. Don’t worry about content
strategy.
● How do you know what content resonates with your
visitors?
● What content drives the most feedback and conversions?
● Have you actually studied or asked them?

8. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
The Result:
Combined with new digital marketing
campaign strategy and replatforming,
saw:
- 250% rise in conversion rate (compared
to other shows on same site)
- 101% rise in time on site
- 50% reduction in bounce rate
Replatforming with Personalization
Top of Mind

9. Reach the most people with
the broadest message.
● Are you still broadcasting?
● Do visitors have to get past noise to get at what they’re
looking for?
● Is your site inclusive?

10. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
The Result:
- 20% YoY Increase in Organic Users (to
40M)
- 140x Reduction in Content Update Times
- $1.2M Gained in Efficiencies
- 137% Improvement in Speed
- Increased engagement & conversions on
personalized content
Digital Transformation &
Personalization

11. Make 1:1 personalization
your goal.
● Are you learning from your personalization data?
● Do you have experimentation goals?

12. Listening to YOU
Please take our poll.

13. Do the same thing until it
works.
● How will you define success?
● How are you measuring success?
● How do you know when something is actually helping you
achieve your goals?

14. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
The Result:
● 3x conversion rate for users who saw
personalized content for “Request an
Appointment” compared to those who
did not.
● 91% conversion rate for “Request an
Appointment” for users who saw
personalized experience
Prioritizing Personalization on
ecommunity.com

15. Set it and forget it.
● What are you learning from your personalization campaign?
● Do you have a maintenance plan?
● When is it appropriate to sunset a campaign?

16. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
The Result:
– 140% Increase in organic traffic
– $13M Differential profit since rolling
new site
– 101% Increase in sales
– 42% Increase in customer
engagement
Regional Financial Services Driven
by Consumer Personalization

17. Announcing Acquia’s Newest Certification Exam...
Acquia Lift Pro
Exam duration: 1 hour
Exam Price: $155
Exam Length: 40 questions
Pass/Fail Mark: 65%
To learn more about this or any Acquia Certified exam, visit
https://www.acquia.com/certification.
This exam validates the skills of developers, digital
marketing professionals, and architects in the area of
designing, implementing, and maintaining
personalizations using Acquia Lift.
This exam validates a candidate’s ability to:
● Understand the features provided by Acquia
Lift.
● Configure Acquia Lift suite of products for
building personalization campaigns.
● Understand and implement Acquia Lift
personalization best practices.

18. Thank you!
Questions?
Stay in touch!
mj.johnson@acquia.com
ray.saltini@ffwagency.com
dave.sawyer@ffwagency.com
kasia.sinczak@ffwagency.com
@acquia
888-922-7842
@ffwglobal
732-792-6566