better user experience through personalisation in drupal
DESCRIPTION
Personalisation means better communication to your site visitors. We all know that one size doesn't fit all and this is very true for content. A message that is important to me might be of no consequence to you. Many competing CMS systems have built-in Personalisation. These are powerful, but often complex beasts; yet many clients want this power. How can this be achieved in Drupal? How can Drupal do it better than the other big, expensive, proprietary systems? I will present the latest techniques in the Personalisation space and how they can be deeply integrated into your Drupal website. Topics Covered: - Explicit Personalisation (logged in users) - Implicit Personalisation (anonymous users) - Presenting content to users based on: geo-location user device time-of-day time-of-week browsing patterns and more... - Keeping Drupal fastTRANSCRIPT
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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