Tomorrow’s Personalization Today: Increase User Engagement with Content in Context
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The document discusses the increasing customer expectations for personalized digital experiences and the challenges faced by marketers in meeting these demands. It highlights Acquia Lift as a solution for achieving personalization across various channels with a robust backend, while also providing real-world use cases from different industries demonstrating the effectiveness of personalized strategies. Additionally, it emphasizes the importance of data integration and analytics in optimizing customer engagement and marketing efforts.
Tomorrow’s Personalization Today: Increase User Engagement with Content in Context
- 1. 1 ©2016 Acquia Inc. — Confidential and Proprietary Dave Ingram Lift Introduction
- 2. 2 ©2016 Acquia Inc. — Confidential and Proprietary 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
- 4. 4 ©2016 Acquia Inc. — Confidential and Proprietary Trends > Challenges > Impact on Business
- 5. 5 ©2016 Acquia Inc. — Confidential and Proprietary Turns out, these are all interrelated
- 6. 6 ©2016 Acquia Inc. — Confidential and Proprietary A Typical Buyer’s Journey Google Search Location Device Type Register for webinar Download Whitepaper Clicked Link Searched Download case study Download case study ROI Calculator Request Demo
- 7. 7 ©2016 Acquia Inc. — Confidential and Proprietary Acquia Approach to Personalization ✓
- 8. 8 ©2016 Acquia Inc. — Confidential and Proprietary Acquia Lift in the Marketing Ecosystem ✓
- 9. 9 ©2016 Acquia Inc. — Confidential and Proprietary 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.
- 10. 10 ©2016 Acquia Inc. — Confidential and Proprietary Companies Using Acquia Lift
- 11. 11 ©2016 Acquia Inc. — Confidential and Proprietary 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