The document discusses the challenges and strategies for transforming content consumers into subscribers in the digital media landscape, emphasizing the need for personalized experiences. It highlights the importance of AI and advanced technologies in enhancing customer engagement and outlines a step-by-step approach to effective personalization. Success stories illustrate how organizations can leverage data and tailored content to improve customer retention and drive revenue.

1. The Digital Media
Challenge
Turning Content Consumers into
Subscribers
Eric Fullerton, Product Marketing Leader, Acquia
Myles Davidson, Managing Director, Inviqa

2. ©2019 Acquia Inc. — Confidential and Proprietary
Introduction
Eric Fullerton,
Product
Marketing
Leader, Acquia
Myles Davidson,
Managing Director,
media, entertainment,
sports, Inviqa

3. 1. Trends and challenges
2. Strategies and success stories
3. Putting this into practice
4. Discussing the steps for creating a
personalised customer experience
Agenda

4. ©2018 Acquia Inc. — Confidential and Proprietary
The Leading Provider of cloud-based, data-driven
journey technology to build, manage and activate
digital experiences at scale
Acquia -- Who We Are
4
30+
Fortune 100
companies
are customers
780+
Employees
2000
Global
partners
3,000+
customers,
including 1,600
enterprise
94%
Customer
satisfaction
rating
Largest
Open source
community

5. ©2018 Acquia Inc. — Confidential and Proprietary
OUR VISION
To deliver the universal
platform for the world’s
greatest digital
5
experiences

6. ©2018 Acquia Inc. — Confidential and Proprietary
MEP experience
Film Publishing & GamingMusic
6

7. We craft game-changing
digital experiences

8. Clients
• Retail
• Fashion & Luxury
• Media &
Entertainment
• Not-for-Profit
• Financial Services
Trusted partner across a
wide range of sectors,
experts in:

10. ©2019 Acquia Inc. — Confidential and Proprietary
Challenges and
Opportunities

11. ©2018 Acquia Inc. — Confidential and Proprietary
In today’s customer first world,
a generic one size fits all experience is
no longer enough...

12. ©2018 Acquia Inc. — Confidential and Proprietary
‘Legacy media need to put as much
emphasis on transforming their
organisations as they do transforming
their content”
– Lucy Keung (Reuters Institute)

13. EXPERIENCE FIRST
Delivering the right
content through the
right channel at the
right time.
AUDIENCE FIRST
Tailoring each
experience.
REVENUE FIRST
New revenue
streams are
needed. E.g.
Attracting and
retaining members.
MOVING TARGET
Consumer demands
and infrastructure
shifts - all the time
The BIGGEST challenges in the market

14. A Subscription and
Billing Platform to
enable revenue Identity Provider to
handle authentication
and authorisation
Personalised metering
and paywall
Reporting
Dashboards to
understand KPIs
Digital Experience
platform
(ENTERPRISE CMS)
A CRM to power
customer services
A DMP to enable
campaign targeting
INVESTMENT IN INFRASTRUCTURE & ARCHITECTURE

15. Moving from the anonymous to the known
Personalisation & the use of data
“For the first time thanks to the data we’re collecting, we’re able to
connect the perfect piece of content, to people we know will love it.
And offer it to them at a time and place that works for them”
- BBC Director General, Tony Hall

16. A collection of advanced technologies that allows machines to sense, comprehend, act and
learn. Over 70% of publishers are already using AI:
Artificial intelligence
Q9: Is your company actively looking into any of the following uses of AI (Artificial Intelligence) - select all that apply
RISJ Digital Leaders Survey, n=184
MEDIA USE TODAY

18. Netflix
“Our future largely lies in exclusive
original content that drives both
excitement around Netflix and
enormous viewing satisfaction for
our global membership and its wide
variety of tastes.”

19. Subscriptions, Membership
(time to think about acquisition and churn)

20. State of the UK subscription
Utility provider
Video On Demand Services
Amazon Prime
Media publications
42%
30%
23%
17%
33% of subscribers do so for
“peace of mind”
and 32% to manage their
budget

21. Subscription and membership is the
key priority for the news industry
42%
52% expect this to be the MAIN revenue focus in 2019
Compared with:27% for display advertising, 8% for native
advertising, 7% for donations.

29. WHY WILL ANYONE SUBSCRIBE?

30. ©2019 Acquia Inc. — Confidential and Proprietary
Creating
Personalized
Experiences

31. 31 ©2018 Acquia Inc. — Confidential and Proprietary
Speak directly to
small, but valuable
audiences
Target each audience
with unique content.
Drive cross-sell,
upsell & retention
Showcase offers in the
right way, in the right
place, at the right time.
Guide visitors
through the
conversion funnel
Apply your marketing
funnel to your website.
Enhance
data-driven
decision making
Leverage the power
of customer data.
How Personalization Delivers Value

32. PREPPING FOR PERSONALISATION

33. We develop personas to help drive a personalisation test strategy

34. ©2018 Acquia Inc. — Confidential and Proprietary
We map out key customer journeys

35. ©2018 Acquia Inc. — Confidential and Proprietary
We consider what the user is thinking, feeling, and doing

36. Business-oriented Leisure-oriented
We design content for different persona’s

37. We integrate usability testing in our design sprints,
ensuring an amazing experience

38. 38 ©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

39. 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

40. The Segmentation and Personalization Process
No Personalization
One to
Many
One to
Some
One to
Few
One to
One

41. ©2019 Acquia Inc. — Confidential and Proprietary
Customer Success
Stories

42. A new breed of fan
engagement platform
for Arsenal Football
Club
WINNER 2018

43. Empowering mobile
fan interaction with
live content &
real-time updates
Fan Engagement
+33% YoY
Digital Membership
+15% YoY

44. ©2018 Acquia Inc. — Confidential and Proprietary
REACHING AUDIENCES
THROUGH NEW
CHANNELS
44
Situation: As readers shift from print to to digital channels, traditional revenue
streams are drying up for newspaper and magazine publishers. Hubert Burda Media
needed to develop a sustainable strategy as audiences move from print to digital
devices at an ever accelerating rate.
Challenge: Hubert Burda needed to find out: Who is “the reader”? What do they like?
What do they read? What do they spend their money on? Until now, it has been
difficult to capture that information to deliver a personalized experience.
Solution: Acquia Lift, Acquia Cloud, “Thunder” the Drupal distribution for publishing
Results:
● 150+ personalizations on site serving targeted content based on
unified customer profile
● Ability to engage previously unknown visitors, converting them
into loyal customers.
● Access to user data surrounding newsletter subscriptions, open
rates and click-throughs, reading and purchase history, and more.
● The third revenue stream becomes a reality when Burda produces
its own products in- house and uses its digital channels to sell its
readers products that truly interest them.

45. ©2018 Acquia Inc. — Confidential and Proprietary
UNCOMPROMISED
QUALITY
45
The Situation: one of the largest theatre producers and owners
in the world, Stage Entertainment wanted their digital experience
to reflect the caliber of their live shows. Each European region
had its own site, disparate vendors and platforms which added to
a disjointed customer experience.
The Challenge: Stage Entertainment wanted to build and
implement a site builder for regional offices that provided
centralized core functionality, allowed the larger brand to stay
intact and offer design flexibility for local adaptation.
The Solution: Acquia Cloud + Lift Personalization
The Results:
● +200% conversion
● Time on site +27%
● 638% rise in orders
● 57% rise in visits
● Bounce rate and site load time decreased 50%

46. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Content tagged by product (seven different types),
persona (four types) and industry (six types)
Running homepage banner personalizations by
segment, and geolocation.
Integrated Lift with Google Analytics for single view of
site and personalization analytics
The Result: Personalized content experience
beyond single piece of content
Four degrees of segmentation (location, persona,
industry, product)
266% increase in click-throughs for blogs personalized to
"Favorite Product - Acquia Cloud" persona
72% increase in click-throughs for blogs personalized to
"Favorite Product - Acquia Lift"
Personalization on every
page by product

47. ©2019 Acquia Inc. — Confidential and Proprietary
Acquia Solutions
and Tools

48. OPERATORS
MARKETERS
BUILD
OPERATE
OPTIMIZE
DEVELOPERS
Acquia Experience Platform

49. Acquia Platform
Experience
Factory
Marketing
Hub
Optimize
Operate
Build
Onboarding,
Troubleshooting
& Support
Services
IntegrationAPI
End User Outputs (Web, Mobile, etc)
3rdPartyServices
User Profile Mgmt
Analytics
Personalization Mgmt
Machine Learning
Journey Building
Content Authoring
Cloud Management
Platform Operations
Security Services
Content Services
Team Governance
Workflows (Dev & Mktg)
Content Services
Development Services
Continuous Dev / Integration
Deployment Services

50. Experience
Factory
Marketing
Hub
Acquia Edge Acquia Insight Acquia Search
Dev Tools Acquia Dev Desktop / Acquia Cloud CD / Acquia Pipelines
Onboarding,
Troubleshooting
& Support
Services
IntegrationAPI
End User Outputs (Web, Mobile, etc)
3rdPartyServices
Drupal (Acquia Lightning)
Acquia Cloud Acquia Cloud Site Factory
Acquia
DAM
Profile
Manager
Acquia
Lift
Acquia
Journey
Acquia
Commerce
Manager
The Acquia Platform
50

51. Acquia Lift
Personalize content and
customer experiences to
drive engagement,
conversions, and loyalty
Acquia Journey
Connect disparate systems
and orchestrate actions on
any channel or touchpoint
Acquia Profile Manager
Collect data to build unified user profiles and segment visitors
based on unique characteristics
Acquia Personalization Portfolio

52. ©2018 Acquia Inc. — Confidential and Proprietary
Forrester’s Wave for WCM
2013 2015 2017
52

53. ©2018 Acquia Inc. — Confidential and Proprietary
2013 2015 2016 2017
Gartner’s Magic Quadrant for WCM
53

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55. Fans & customers
to experience a
consistent message
across channels
Real-time
execution of
journey logic from
anywhere
True
personalization
in the moment,
based on the
customer, not the
channel
Knowledge and
optimization
of every fan’s
journey and
experience
Acquia Enables:

56. Our Continued Promise: