better user experience through personalisation in drupal

47
#SolutionsArchitecture Better UX through Personalisation DrupalSouth 2014, Wellington NZ

Upload: david-peterson

Post on 08-May-2015

2.581 views

Category:

Technology


1 download

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 fast

TRANSCRIPT

Page 1: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Better UX through PersonalisationDrupalSouth 2014, Wellington NZ

Page 2: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

David Peterson

Senior Solution Architect, APJ

Acquia

Asia Pacific & Japan

Page 3: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

What Why

How

Page 4: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

What is Personalisation?

What Why

How

Page 5: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 6: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 7: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Driving Personalisation

• WEM

• Realtime input

• Recommendations

Page 8: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Web Experience Management

• Harmonising: Content / Community / Commerce

• Content is king

• Great IA

Page 9: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Personalisation is all around us

Page 10: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Internet of Things

Page 11: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Connected streets

Page 12: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

It’s everywhere

Page 13: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Online

Page 14: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 15: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 16: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Why do you need it?

What Why

How

Page 17: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Why do you need it?

• You are losing business

• More effectively reach your audience

• Increase conversion & revenue

Page 18: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 19: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Adobe CQ5 / Sitecore

Page 20: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Join me and together we can rule the Web

Page 21: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 22: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Monolithic suite

Page 23: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 24: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Dirty little secret #2

• Poor performance

• Requires full dynamic pages for each user

• This is not scaleable

Page 25: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Personas

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

Page 26: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 27: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Go beyond personas

• Have in-depth understanding of your users

• Automatically adapt content to their needs

Page 28: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Personalisation Improves

• Retention

• Conversion

• Revenue

Page 29: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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)

Page 30: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 31: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Magazine Luiza — 190% increase in visitors

Page 32: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Magazine Luiza

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

Page 33: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Bob - Visitation Rate

First Bob useSolution A Bob out for 2 weeks

Bob alone190%

Page 34: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 35: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

How can you use it?

What Why

How

Page 36: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Two key terms

• Explicit • preferences

• reactive

• Implicit • adaptive

• predictive

Page 37: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Explicit

• Profile fields

• Newsletter preferences

• Taxonomy

• Views

• Caching per role

Page 38: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Implicit

• Segmentation

• Adaptive

• Learning

Page 39: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Implicit Parameters

• user patterns

• geo-location

• user device

• time-of-day

• browsing history

• weather

• and many more….

Page 40: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Page 41: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

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

Page 42: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Drupal Commerce

• Nosto

Page 43: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Nosto Drupal integration

• Enables data collection into Nosto

• Available blocks (21) • recommendations

• top sellers

Page 44: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Drupal?

• Drupal is great at Explicit Personalisation

• Implicit? • ummm….

• We’ll get to that :)

Page 45: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Recommendations

• Solr MLT

• Views + Taxonomy

Page 46: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Drupal Modules

• Recommender API • Out of date?

• WEM • Event Tracking

• Reporting

• Segmentation

• Acquia Personalization API

Page 47: Better User Experience through Personalisation in Drupal

#SolutionsArchitecture

Questions?

David Peterson Acquia, Senior Solution Architect APJ !

@davidseth