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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