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