better user experience through personalisation in drupal

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Better UX through PersonalisationDrupalSouth 2014, Wellington NZ

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David Peterson

Senior Solution Architect, APJ

Acquia

Asia Pacific & Japan

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What Why

How

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What is Personalisation?

What Why

How

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Automatically adapting to the needs of your visitor to better augment their online experience

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Driving Personalisation

• WEM

• Realtime input

• Recommendations

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Web Experience Management

• Harmonising: Content / Community / Commerce

• Content is king

• Great IA

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Personalisation is all around us

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Internet of Things

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Connected streets

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It’s everywhere

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Online

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Why do you need it?

What Why

How

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Why do you need it?

• You are losing business

• More effectively reach your audience

• Increase conversion & revenue

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The competition

• Drupal loses when Personalisation is a key “must have”

• 1 out of 2 tenders have it mentioned

• Sitecore —$100,000,000 in APAC

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Adobe CQ5 / Sitecore

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Join me and together we can rule the Web

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Monolithic suite

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Dirty little secret #1

• Monolithic suite is forced on customer • One-size-fits-all

• Jack of all, master of none

• Take it or leave it

• Costs blow out

• Drupal gives you freedom to choose best of breed

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Dirty little secret #2

• Poor performance

• Requires full dynamic pages for each user

• This is not scaleable

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Personas

“By categorizing and segmenting your site visitors, you can tailor their journey to provide the best experience and increase engagement.” — Sitecore

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Go beyond personas

• Have in-depth understanding of your users

• Automatically adapt content to their needs

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Personalisation Improves

• Retention

• Conversion

• Revenue

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Retention

!

• Attracting a new customer costs five times as much as keeping an existing one. (Lee Resources 2010)

• Globally, the average value of a lost customer is USD $243.(KISSmetrics)

• The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% (Marketing Metrics)

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Co-operative Travel, UK — 95% increase in visitors and 217% increase in revenue

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Magazine Luiza — 190% increase in visitors

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Magazine Luiza

Brazil - 731 stores, 22.8M customers, 23k employees

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Bob - Visitation Rate

First Bob useSolution A Bob out for 2 weeks

Bob alone190%

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BMW netted $500,000 in revenue by personalising MMS messages, improved conversion by 30%

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How can you use it?

What Why

How

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Two key terms

• Explicit • preferences

• reactive

• Implicit • adaptive

• predictive

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Explicit

• Profile fields

• Newsletter preferences

• Taxonomy

• Views

• Caching per role

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Implicit

• Segmentation

• Adaptive

• Learning

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Implicit Parameters

• user patterns

• geo-location

• user device

• time-of-day

• browsing history

• weather

• and many more….

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Commerce

• People who viewed this also viewed

• People who purchased this also purchased

• Recommendations based on prior purchases

• Personalised emails • price drop

• abandoned cart items

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Drupal Commerce

• Nosto

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Nosto Drupal integration

• Enables data collection into Nosto

• Available blocks (21) • recommendations

• top sellers

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Drupal?

• Drupal is great at Explicit Personalisation

• Implicit? • ummm….

• We’ll get to that :)

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Recommendations

• Solr MLT

• Views + Taxonomy

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Drupal Modules

• Recommender API • Out of date?

• WEM • Event Tracking

• Reporting

• Segmentation

• Acquia Personalization API

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Questions?

David Peterson Acquia, Senior Solution Architect APJ !

@davidseth