episode 5: using technology to accelerate your personalization initiative
TRANSCRIPT
Using Technology to Accelerate
Your Personalization Initiative
The final episode in a 5-part series
September 28, 2017
• One of Acquia’s leading partners worldwide
• More than 250 Drupal specialists and 120 Acquia Certified Developers on staff
• In 2016, FFW was the recipient of the Acquia Partner Site of The Year award in the non-
profit category for our work with the YMCA of Twin Cities.
We create engaging digital experiences and the platforms that power them.
FFWagency.com @FFWglobal
Other episodes in this webinar seriesPersonalization Begins with Contenthttps://www.acquia.com/resources/webinars/episode-1-personalization-begins-content
Define Customer Segments Using a Data-driven Approachhttps://www.acquia.com/resources/webinars/episode-2-define-customer-segments-using-data-driven-approach
How to Execute a Persona-based Content Strategy at Scalehttps://www.acquia.com/resources/webinars/episode-3-how-execute-persona-based-content-strategy-scale
Personalization Best Practiceshttps://www.acquia.com/resources/webinars/episode-4-personalization-best-practices
Personalization Begins with Content
• Focus on content first
• Begin with an audit
• Develop a well-formed matrix of personas
• Outline paths and priorities
• Listen to your subject matter experts
Define Customer Segments Using a Data-driven Approach
• Have defined goals• Use data to see if you are achieving your goals• Data is useless without analysis• Test early and often• Continuous improvement
How to Execute a Persona-based Content Strategy at Scale
• Understand what data and content is valuable
• Know your audience
• Create content that is reusable across segments
• Know what content is relevant and what isn’t
Personalization Best Practices
• Integrate general web analytics with personalization analytics to
correlate visitor session data
• Enrich content with structure to make it machine
understandable
• Personalization begins with recognition
• Be consistent with your messaging across channels
• Learn from your results
Content Data Analysis Iterate
Using Technology to Accelerate
Your Personalization Initiative
• Personalization fundamentals
• Key elements to look for in a martech stack
• How Drupal’s omnichannel capabilities can integrate with other
systems, and make personalization on your digital properties
simpler and easier
• Decision pitfalls to be aware of along the way
• Best of breed solutions
How does personalization
actually work?
LOGO
Experience personalization or
content personalization
Have a well-structured, flexible
content architecture
• Take a structured content approach, regardless of whether you
implement personalization
• Tag well
• Use a system with omnichannel capabilities
• Robust APIs
• Clean integration points
• Reduce duplication
• Keep messaging consistent
Pitfalls
Too much data
• Collect early and often … but learn to filter
Too much too fast
• Start simple with personas
• Learn your audience
• Iterate
Indicate when personalization is in
play
• Too much can make users uncomfortable
• Good UX keeps your users in the loop
• Eliminate confusion
• Proper labeling
Give users some control
• Allow them to affect the journey
• Keep them engaged
• Provide options
Experiment
• Early and often
• Solutions are customizable for a reason
• Don’t hard-code your rules
Solutions
Understanding the solution that is
right for you
Enterprise Solutions
• Omnichannel
• Third-party, external
• Associated costs
• External marketing
considerations
Internal Solutions
• Single channel
• Smaller or simpler sites
• Fewer costs
Evergage
• Full featured
• Lots of integrations
• Usable for all or most of your channels
• High price point
Marketo
• Proven for marketing automation
• Flexible reporting
• Somewhat all or nothing
• Limited content integration
Optimizely
• Advanced testing capabilities
• Leverages machine learning for recommendations
• Limited content integration
• Lower price point
Adobe Target
• Comprehensive reporting and analytics
• Advanced testing capabilities
• Faster time to market
• Limited integration/3rd parties for data collection
• Complex suite of products
Lift
• Only tool built for Drupal
• Full content discovery and syndication
• Progressive profiling
• Requires no additional 3rd party tools
• Limited to personalization
Thank You