This document discusses the importance and techniques of personalization. Personalization allows websites to provide tailored experiences for individual users by testing different content variants and targeting users based on attributes. Testing involves randomly assigning users to different content variants and measuring key metrics like conversions to determine the most effective variants. Targeting uses rules to intentionally show different content to different users based on information known about them. Personalization requires defining variants, contexts, and goals and using reporting to understand what drives lift and inform future testing cycles to continuously improve personalization strategy. Tools like Acquia Lift can automate personalization through machine learning and integration with content management systems like Drupal.

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Personalization
Creating 1:1 connections at scale
Jacob Singh, Country Head, Acquia India
@JacobSingh

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Why is
personalization
important?!
!

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Why don’t we invest in
personalization?!
Stuck in old models of thinking about
customer interactions

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35,000 restaurants
In 119 countries

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More
than 700
items on
the menu

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Having a website is like having a
restaurant that serves:!
• Every age group
• Every language
• Every country
• Every income level
• At every time of day
• In all types of weather
• On every device
Good
Luck

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Agenda!
01. Benefits of personalization
02. Techniques of personalization
03. Personalization strategy
04. Tools

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01. Benefits

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Business goals of a digital property!
!
• Increase revenue
• Increase time on site
• Improve customer loyalty/satisfaction
• Reduce costs to acquire customers

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Typical deal funnel!

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This model completely ignores the
fact that each user is different and
has a variety of reasons they visit a
site, each looking for something
specific.!
!

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Benefits of personalization!
• Better site usability.
– Showing the right content directly makes a site easier to browse. It
allows users to find the most desirable information quickly.
• Increase conversions / call to actions
– By putting the right content in front of a user you increase the odds
that they will make a call to action.
• Retention
– Personalization enhances a site’s stickiness and an increased
likelihood that a customer will bookmark and return to your site.
• Replicating a familiar experience
– Think of personalization like the friendly sales clerk. The person
that remembers you, suggests purchases and helps you solve
problems.

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02. Techniques

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Testing
Easily create A/B and
multivariate tests for
your content directly in
Drupal. Create and
track conversion goals
and gain real-time
insight into
performance against
KPIs.
Targeting
Automated targeting
and explicit rules-
based targeting based
on attributes stored in
Drupal, or on a wide
range of detected
attributes like geo-
location, device, or
even current weather.
Reporting
Build personas based
on both “at-a-glance”
and detailed reports so
you understand
content relevance and
what’s driving lift.
Tools of personalization!

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Testing!
• Randomly showing different users different
content
• Can be A/B (2 variants) or A/B, A/C, B/C
(Multivariant).
• Must be matched with goals to determine
success

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Testing: Expedia earned $12m by
removing one field!

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Targeting!
• Intentionally showing different users content
based on information we have about them
• Can be explicit (Tell the system to show
North Indian users the Holi promotion)
• Can be implicit (This user is a North Indian
and they typically click Holi ads more, so
automatically show it).

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Targeting: Logged out of google!

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Logged into google!

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Reporting!
• Correlate behavior to personalization
• Drive marketing, IT, and product strategy
• Feeds into future testing cycles

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Reporting!

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03. Strategy

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Factors of personalization!
• Variants
– Variations of content and/or user interface
• Contexts
– Data about the user or their behavior
• Goals
– Quantifiable actions that contribute to business
goals.

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JARGON EXAM!!
• We Test under which Contexts a Variant will
result in more Goal conversions.!
Our Reporting allows us to Target users and
personalize their experience.

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Example!
• Variant:
– Long signup form vs. short sign up form
• Goals:
– Short form submission, Long form submission,
email click through, purchase.
• Contexts:
– Time on site, country, local time of day, % of
youth in the visitor’s city, etc.

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Possible conclusions!
• Short forms submit 25% more than long
forms, but long forms have 40% more
revenue attached.
• People in cities where the population is
demographically younger are more likely to
abandon a long form.
• Show the long form more often in
demographically older areas.

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Implicit vs Explicit!
• Explicit personalization:
– Tell the site to show Variant A to everyone using
a smartphone on the weekend.
• Implicit personalization:
– System discovers that Variant A is more
effective when used by mobile users on the
weekend, automatically creates the rule and
tests it.

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Case study: Acquia.com!
• Column 1:
– Maxim and Semi Case study has a
140% lift
– CMS Selection guide for
government with an 88% lift
• Column 3:
– CMS Selection guide is showing a
300% lift
– When Gov goes Digital Solution
Brief with 56% lift
• Free page button copy (A/B)
– Control originally said "Get Free”
but "Start Coding" had a 17%
increase in clicks and a 31% lift
over all other tested options
• Summary: So far Lift has
provided a 17% lead increase
and a 33% click through
improvement

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04. Tools

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Various personalization suites!
• Acquia Lift
– Strong integration, automatic machine learning
• Adobe Test and Target
– Nice interface, very expensive, DOM based
• WEM module in Drupal
– Only supports explicit targeting, free and open
source
• Site Catalyst
– Only for Sitecore, feature rich, expensive

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Acquia Lift: !
Demo

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Jacob Singh
http://acquia.com
@JacobSingh
Thank You!