Digital Personalisation: Growing Revenue Faster with Digital Experiences That Convert

Digital Personalisation: Growing Revenue Faster with Digital Experiences that Convert

Frederik Demets, Acquia

#DRI2014MA

Digital Personalisation: Growing Revenue Faster with Digital Experiences

that Convert

Frederik DemetsSolutions Architect

EMEA

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Frederik Demets!

•  Bruges, Belgium •  Infrastructure •  Digital Agency •  Solutions Architect

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AGENDA!

Understanding Digital TransformationUnderstanding Open SourceIntroduction to DrupalWhat about Acquia?

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Digital has changed everything

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Organizations who focus on customer experience are thriving.

Companies with poor customer experience are dying.

The age of the customer is here

Transformation is not optional!

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Embrace all things digital to drive a great customer experience

Digital Transformation:!What will it take to succeed?!

“How can you keep up with empowered customers? Be more digital. Your customers, your channels, and your competitors are digital. The future of your business is digital.”

-Forrester Research

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Digital marketing !

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Open source gives you control!•  Open source is shared for free and anyone "

can make it better

•  The term “open source” refers to "something that can be modified "because its design is publicly "accessible, and the source code is "available for modification or "enhancement by anyone

•  Open source frees enterprises from"being held to proprietary solutions "roadmaps

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Open Source and Drupal!

100% freeDrupal began and still lives as a 100% free and open source community

project. Drupal is fully customizable, no vendor lock-in.

34,000+�code contributors

worldwide

2% �of the web"

1m+users on Drupal.org

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Why do businesses choose Drupal?!

To create connected digital experiences 12 To speed time-to-market

3 To increase content creation efficiency

4 To alleviate technical complexity

5 To increase customer engagement & return

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Drupal removes the need for separate systems to manage digital experiences"

CONTENT

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Drupal removes the need for separate systems to manage digital experiences"

COMMUNITY

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Drupal removes the need for separate systems to manage digital experiences"

COMMERCE

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With Drupal you assemble!

Drupal core Contributed Modules

Distributions

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Integrations are pre-built A sample of what’s out there:

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February 2012! March 2012! April 2012!

New Drupal module "created for website

Users “pinned” images

15 Drupal sites "go live with "

Pinterest integration

Fast innovation that rolls with changing digital demands!!

Pinterest hits 10M unique

visitors

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The content challenge!

•  Legacy systems aren’t architected "for content re-use

•  Today’s experience requirements "are seamless across devices and channels

•  This requires more efficient data modeling "and content creation solutions

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Proprietary system content approach!

Structure-first Front Page Full Page

example.com

Your mental "site map

news

about

sports

masthead

politics

contact

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Drupal’s approach: Content-first!

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Drupal’s approach: Content-first!

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Drupal’s approach: Content-first!

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Drupal’s approach: Content-first!

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Drupal’s approach: Content-first!

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Write once, use anywhere!

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Displayed anywhere, any way!Responsive out-of-the box, but flexible enough "to also create mobile apps

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Digital complexity breeds inefficiency!Microsite

Microsite

Microsite

Blog

Product Site

Forums

Corp-com"site

Intranet

EcommerceSite

Microsite

Microsite

Microsite

Extranet

Main Web Site

Community Platform

Event Site

Wiki

Media Gallery

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Drupal reduces complexity!

Why Drupal? Open, flexible architecture

Supports wide range of site types Repeatable deployment patterns

Enables effective shared services model "between IT & marketing

Community sites

Product "sites

Corporate site

Other sites

Marketing "microsites

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Acquia is The Digital Experience Company!§  141% 4 year CAGR

§  4000+ customers

§  530+ employees

§  Over $118.6M raised led by New Enterprise Associates (NEA), North Bridge Venture Partners, Sigma Partners, Tenaya Capital, and Amazon.com

§  Global:

− Boston, Portland OR, Washington DC, UK, France, Benelux, Germany, Australia

Partners

Customers

Awards

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The 4C’s of Digital Experiences!

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Delivering Personalized Digital Experiences

Create Target Analyze Personalize

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VisitorsEngagement Site conversionsRevenue per visit

Why Personalization Matters!

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Three Key Inputs Providing Context!

• Profile data

• Historical data

• Situational data Forrester Research January 2013 “Advance To Next-Generation Personalization”

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Better Context Requires Integration with Existing Systems!

Data warehouse of

Visitor Profiles (known & anonymous)

Segment Manager

Integrated with marketing automation, e-mail platform, CRM

WEB  

MOBILE  

SOCIAL  

EMAIL  

COMMERCE  

CALL  CENTER  

OTHER  CHANNELS  

JS, REST and batch file APIs

Visualization, Reporting, and

Analytics

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Omni Channel Visitor Profiles!

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Connect identified or anonymous visitors together across devices and channels

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Segmentation!

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Define attribute names, types, mapping, aggregation and segmentation properties from marketing automation, CRM, etc.

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Segmentation!

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Visitor Data Warehouse!

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Connect analytics tools directly to visitor data warehouse

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Summary

•  Drupal as an enabler for – Digital transformation

– Customer engagement

•  Context, context, context!

•  Make sure you can build your fireplace

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Thank you @fdemets