Empowered by access to more information than ever before, consumers are driving the personalization phenomenon. They’ve come to expect brands to understand their tastes and preferences - and marketing teams must respond! With customer expectations higher than ever, implementing a personalization strategy is a critical way for marketers to build and maintain meaningful relationships with their audiences. Hear from Bounteous & Acquia on how Acquia Lift has been instrumental in eliminating one-size-fits all solutions and enabling their team of marketers to speak directly to the individuals visiting their website and address their unique needs. Included in the webinar, they’ll cover industry best practices and Acquia Lift product tips. In this webinar, we’ll cover steps to: - Analyze basic visitor information to help inform your personalization strategy - Personalize content based on marketing channel - Launch a personalization marketing campaign - Prioritize personalization and testing initiatives Join Bounteous & Acquia on August 7, 2019 at 10 a.m. EST / 3 p.m. BST as they dive into their analytics-driven approach to personalization and see how they’ve improved engagement metrics and increased conversion rates, ultimately driving ROI.

1. How to Get Started with the
Google Marketing Platform &
All New Acquia Lift
August 7th, 2019

2. 2
AGENDA
- Introductions
- For Marketers: Getting Started
- Acquia Lift Update
- Google Marketing Platform
- Example: Personalized Campaign
- Tips for Success
- Q&A

3. Speakers
Jon Meck
Senior Marketing Director, Bounteous
As Senior Marketing Director, Jon helps others learn about Bounteous, their
cross-functional capabilities, and the value they can bring to clients. From branding to
content, Jon Meck has diverse industry experience with a technical background, designing
and implementing marketing and analytics strategies. Jon’s “superhero” job is leading
custom trainings for companies that want to get the most out of their tools and partners.
Eric Fullerton
Sr. Product Marketing Manager, Acquia
Eric Fullerton is a product marketing leader for Acquia's personalization and journey
orchestration products. Eric’s passion for solving for the future of digital comes from living
it firsthand for the past 10 years. Eric has been navigating the divide between people,
process, and technology at small organizations and global tech giants alike as he continues
his journey to excite employees and engage customers through the power of digital
marketing.

4. Marketing For Bounteous
Bounteous attracts
a variety of visitors
across industries -
each with different
content needs and
priorities.

5. Marketing For Bounteous
From a B2C
standpoint, our
training offerings
are perfect
opportunities to use
some of the default
personalization
options with Acquia
Lift.

6. Our Insights
section is a great
traffic-driver, and
allows for
taxonomy-driven
campaigns to
improve relevant
content
recommendations
and promotions.
Marketing For Bounteous

7. For Marketers - Getting
Started With
Personalization

8. Marketing + Personalization
As Marketers, we’re often tasked with both: driving traffic to our website &
delivering a positive on-site experience.
Personalization can mean everything from specific-user-based
recommendations to channel-specific messaging.
Start small. Take a look at your site through the eyes of a visitor, and consider
which messages or options would not apply to a specific user.

9. 9 ©2018 Acquia Inc. — Confidential and Proprietary
CRAWL
Lower effort, fast results
These are what you
can start with immediately
(from a content AND data
standpoint). They are low
effort, with varying impact
and fast results.
WALK
Requires more content &
data but higher impact
These require additional
content and more data for
further defined segments.
They are medium to high
effort, with corresponding
impact.
RUN
More time & complexity,
highest impact potential
These require additional
content, more personalization
rules, and more data for
further defined segments.
They are high effort, with
high impact -- over an
extended period of time.
A 3 Step Strategy for Personalization Success

10. Geolocation
Marketing
Campaigns
Visit Frequency
Browsing Behavior Pages Viewed Known Information
Device/System
Completed Events
CRM Integration
Cross-Channel
Behavior
Combination of
Above
CRAWLWALKRUN
Crawl, Walk, Run - Personalization in Practice

11. What are we currently
doing with Marketing?

12. &

13. Let’s Talk About the
New Acquia Lift

14. ©2018 Acquia Inc. — Confidential and Proprietary
Data-first personalization tool to
deliver in context experiences that
drive engagement and conversion

15. Acquia Lift
3
2
1
Personalized Content
Deliver personalized content to both known and
unknown visitors in real-time
Campaign Management
Easily track and manage all your campaigns
from a single UI
Segment Builder
Segment your visitors based on a variety of criteria in
order to deliver targeted campaigns
4
Campaign Builder
Quickly create and schedule A/B/n tests and
targeted personalization campaigns
5
Lift Analytics
Make data driven decisions based on visitor behavior
Improve
customer
engagement by
delivering a
personalized
experience

16. ©2019 Acquia Inc. — Confidential and Proprietary
Acquia Optimizes The Customer
Experience
PROFILE DATA
MANAGEMENT
CONTENT
SYNDICATION
PERSONALIZATION
ACQUIA
Profile ManagerContent Hub Experience Builder

17. All New ACQUIA LIFT
Point. Click. Personalize.
✹ Create personalization in three simple steps
✹ A/B testing & targeting with no code
✹ New scheduling capability enables small teams
✹ Superior multi-lingual personalization
✹ Real-time dashboards and improved analytics

18. All New Lift Product Overview
Single unified login screen

19. All New Lift Product Overview
Central overview dashboard

20. All New Lift Product Overview
New campaign structure to more easily
manage personalization at scale

21. All New Lift Product Overview
Guided step-by-step
personalization creation

22. All New Lift Product Overview
New feature: scheduling
personalizations

23. All New Lift Product Overview
Integrated visual website building
interface within a single experience flow

24. All New Lift Product Overview
Simplified visual builder to focus on
key actions

25. All New Lift Product Overview
Point and click personalization,
no code required

26. All New Lift Product Overview
Calendar view of
personalization

27. All New Lift Product Overview
One click migration, built into
the product

28. Let’s Talk About
Google Marketing
Platform

29. The Google Marketing Platform
- Driving Traffic to Your Site
- Tracking Users & Interactions
- Reporting and Visualizing Data
- Granular Data Analysis
Includes tools for:

30. CRAWL with Google Marketing Tools
Google Analytics for Research
- Taking advantage of information we already know
Marketing Campaigns
- Utilizing best campaign practices to help GA & Lift
- Personalizing with Google advertising tools

31. Google Analytics Overview
Measure deep insights about the users that visit your website and
the actions they take. Over 200+ reports out of the box, but
especially powerful when customized for individual sites.
Audience - Who Came To Our Site?
Acquisition - How Did They Get Here?
Behavior - What Did They Do?
Conversion - Did They Do What We Want?

32. Targeting Users
Based on Referral
Information

33. Google Analytics Channel Report

34. Google Analytics Referral Report

35. Acquia Lift Referral Segment

36. Targeting Users
Based on Campaign
Tagging

37. Campaign parameters, or campaign tagging, help us give “credit” to
the marketing campaigns that drive traffic to our website.
Should be used for all efforts to drive traffic to our site, where we
can customize the link a visitor is given. If you control the link, you
can tag it.
Consider traffic sources like: email, advertisements, social
campaigns, affiliates and partner sites.
Introduction to Campaign Parameters

38. Campaign Medium: The marketing medium. How did they get the
message? For example: email, social, partner
Campaign Source: More specific information about the medium. For
example: newsletter, facebook, google
Campaign Newsletter: A name to group marketing efforts or
promotion. For example: back_to_school, new_user_promo.
Campaign Parameters

39. Campaign Content: Extra information about the particular content in
the ad or marketing material. For example: skyscraper, blue_version,
stock_photo
Campaign Term: Information about a specific term or keyword used
for the campaign. For example: new customers, careers
Campaign Optional Parameters

40. LINK TO SITE
CAMPAIGN SOURCE
CAMPAIGN MEDIUM
CAMPAIGN NAME
+

41. LINK TO SITE
CAMPAIGN SOURCE
CAMPAIGN MEDIUM
CAMPAIGN NAME
+
?utm_source=
&utm_medium=
&utm_campaign=

42. www.example.com
members
email
august_promo
+
?utm_source=
&utm_medium=
&utm_campaign=

43. Campaigns & Google Analytics
www.example.com?utm_source=members&utm_medium=
email&utm_campaign=august_promo
These links help Google Analytics assign traffic sources to sessions,
grouping behavior and conversions by how a user arrived on your
website.
We can also use this information to improve the onsite experience.

44. Marketing Campaigns in Google Analytics

45. Acquia Lift Campaign Segment

46. Other Google
Marketing Platform
Tie-Ins

47. Google Marketing Takeaways
Google Analytics: Visitor reporting, personalization ideas generation
Google Campaign Best Practices: Use with all inbound traffic drivers
Google Ads, Search Ads 360, Display & Video 360: Utilize manual &
autotagging, or custom parameters to tie in site experience
Google Tag Manager: Use for advanced Acquia Lift data collection

48. Putting It All
Together

49. Example: Building Personalization on a Campaign
From there, we can create our Personalization Campaign on our
site. We can use marketing campaign targeting to:
Align on-site messaging
Change navigation options
Share audience-relevant content

60. Going Forward -
What We Do First?

61. Tips for Prioritizing
Personalization and experimentation can seem daunting, but
doesn’t need to be. Looking forward, consider the following:
Adopt a Crawl, Walk, Run Methodology
Prioritize Using a Framework
Start Slow, But Make an Impact
Continue to Customize & Collect

62. Crawl, Walk, Run
Remember to internalize Acquia’s Crawl, Walk, Run
recommendations. Your first attempts at personalization can tackle
broad groups of users and seek to improve the general experience.
Crawl - Lower effort, fast results
Walk - Requires more content & data
but higher impact
Run - More time & Complexity,
highest impact potential

63. Prioritize Using a Framework - PIE

64. Prioritize Using a Framework - ICE

65. Prioritize Using a Framework - PXL

66. Start Slow, But Make an Impact
When considering what to personalize, or what to test, consider the
following:
Fix Problems First - Identify painpoints using analytics, qualitative
research, user testing, or more.
Follow the Money - Where are you spending marketing dollars? How can
the onsite experience be improved?
Improve Experiences - Where can user experience be enhanced? How
can you be more relevant? What can you anticipate?

67. Continue to Customize & Collect (Post-Crawl)
Acquia Lift becomes more powerful with extra customization and
collection. Using tools like Google Tag Manager or on-page JavaScript
can help improve the data collected and available to use.
Capture Events into Lift - Think about interactions that happen in
addition to pageviews
Capture Custom Information - Where do users enter information? What
can be stored for later? What URL information could be reused?
Integrate CRMs - Look at what marketing and personal information can
help us change the onsite experience

68. Thank you for joining!
Questions?