Marketing is in the midst of a fundamental change. Generic websites with static content once constituted an efficient marketing strategy; today’s teams, however, are building personalized experiences accessible through multiple channels and devices. The logic: a journey tailored to each user improves engagement, converts more leads and accelerates revenue generation. The latest iteration of Acquia Lift unifies content and customer context into one platform. With Lift, organizations can deliver personalized content across the buyer's journey, at scale.</p> Join ICF Olson’s Director of Marketing Technologies, Jim Vogel and Acquia Lift’s Product Manager, Dave Ingram, to learn about: Requirements for a successful marketing and technology personalization strategy Why the best forms of personalization don’t involve visitors realizing it’s personalized Acquia Lift’s new drag-and-drop interface that works on any website How Lift enables personalization across any channel via API or universal JavaScript tag

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Dave Ingram
Lift Introduction

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Customer expectations are higher than ever.
Digital touch points
unified.
Personalization is
growing requirement.
Trends Impacting Marketing
Real-time experiences
are essential.

3. 3 ©2016 Acquia Inc. — Confidential and Proprietary
Trends > Challenges for Digital Marketers

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Trends > Challenges > Impact on Business

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Turns out, these are all interrelated

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A Typical Buyer’s Journey
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case study
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case study
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Acquia Approach to Personalization
✓

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Acquia Lift in the Marketing Ecosystem
✓

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Why Acquia Lift for Personalization?
Intuitive user
experience for
marketers, built on
top of robust
backend services
for IT.
Ultimate personalization
tool for Drupal with
flexibility to extend
across other enterprise
CMS platforms.

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Companies Using Acquia Lift

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Thank You
Questions?

12. Personalization and Acquia Lift
October 25, 2016

13. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Digital has transformed the customer experience.
We are a customer experience agency
purpose-built to address this new reality.

14. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
With end-to-end
services from Strategy
through Hosting, ICF
Olson drives great
experience.
Our teams are experts in their
space, and provide thought-
leadership for every client we
work with.
Discovery &
Research
Digital
Strategy
Creative &
UX
Analytics/
Personalization
System
Implementations
Digital Asset
Management
Mobile &
Multiscreen
Intranets, Portals
& Marketing
Automation

15. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
More than 800 employees, 14 offices, 13 cities, 3 countries
India
Bangalore
New York
Richmond
Fairfax
Columbus
Minneapolis
Chicago
Austin
Denver
Los Angeles
San Francisco
Sacramento
Toronto

16. Limited Channels
Awareness
Optimizing Content
Anonymous
Small Team
Add Channels
Targeted
Roll out Plan Created
Identify Data Sources
Organization Buy in
Cross Channel
Optimized
Single View of Customer
Company Wide
Connected
Quick Wins
Learning Tools
Looking for answers/opportunities
Add new tools
Segments/Known Users
Enable Analytics
All depts participating
Integrate Data
Data based decisions
Crawl Walk Run

17. Use Cases

18. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #1
U.S. based retailer of men’s and
women’s clothing
Opportunity
Personalized content used to
drive conversion based on
behavior

19. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Develop personalization strategy.
• Identify team/resources and balance effort vs reward
• Focus on website channel in 2016
• Define segments and align behaviors
• Develop content and assets for 3 months of
personalization
• Implement throughout customer experience
• Test and validate
• Ensure all data is captured and review reports
• Maintain personalization pipeline
• Always optimize
• Forsee and analytical data show lift in
engagement and average cart size
• Team of 3 support personalization effort
§ 1 strategist, 1 marketing technologist, 1 analyst
§ Plus some time from content and creative
• Average of 3 personalization campaigns per
month
• Investigating personalizing in other channels
Approach
Results

20. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #2
Food services company with a
widely distributed workforce who use
the Intranet as a primary gateway to
company communications and HR
information
Opportunity
Personalization based on behavior and
known employee information on the
company Intranet

21. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Update existing Intranet templates and functionality to
support personalization
• Integrate
§ With PeopleSoft for real-time data
§ SSO service
• Leverage real-time analytics
• Create segments
• Customize content for default and personalized
experiences
• Identify test regions and users
• Rollout to full company population
• HR empowered to deliver personalized content via the
Intranet
• Employee surveys and analytics show higher engagement
and use of the Intranet
• Evolved Intranet from overload of information to a self-
service, usable, optimized destination
• Leadership considering wider use of personalization in
public channels
Approach
Results

22. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #3
U.S. based hardware retailer
Opportunity
Improving marketing effort efficacy through
audience customized messaging across a multi-
channel marketing campaign.

24. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Identify target segments
• Map preferred user paths and actions
• Develop custom messaging
• Create tracking plan
• Implement across marketing destinations
• Integrate into existing DMP
• Test & Optimize
• Feedback into customer data model
• Consolidated view of the customer allows for more
accurate segmentation models
• In combination with a DMP & a tracking plan this
enabled data-based decision making on marketing
spend optimization
• Increases in both customer interest and
acquisition metrics
Results
Approach

25. Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Think Like People SM