personalisation in the open marketing cloud
TRANSCRIPT
AUSTRALIAN FEDERAL GOVERNMENT
GOVCMS 40+ sites Acquia Cloud Platform World Clase Security Shared Innovation
MATURITY, FLEXIBILITY, SECURITY, SCALABILITY AND COST OF THE PLATFORM
Reasons that Pfizer selected Drupal
PFIZER
SOCIAL NETWORKING
PINTEREST"Our Drupal platform powers 7 sites serving over 35M unique visitors each year"
PERSONALIATION
▸ What?
▸ Right message based on visitor’s interests
▸ Real time learning of user’s behaviour
▸ How?
▸ Collect data
▸ Segment
▸ Target
PERSONALISATION > ANONYMOUS USERS
IMPLICIT DATA
▸ Ambient Data
▸ device, location, time, content, tags, keywords
▸ Behavioural Data
▸ browsing history
▸ user behaviour (hovering, interacting)
▸ segmentation
PERSONALISATION > KNOWN USERS
EXPLICIT DATA
▸ 1st Party Information
▸ user registration, forms, newsletters
▸ e-commerce purchase
▸ 3rd Party Information
▸ Social, CRM, EDM
BIG DATA
▸ You’re collecting a lot of data on your visitors
▸ You need to own this data
▸ Spot trends & predictive analysis
PERSONALISATION
OPEN MARKETING
▸ You *have* the data
▸ You *know* your audience
▸ To innovate you need to choose the right tools
DRUPAL - FREEDOM TO INNOVATE
AGILE Drupal enables continuous digital
innovation. The pace of open source delivery is unmatched.
OPEN Never be held to a proprietary
roadmap again. Innovate on your own schedule.
CONNECTED Expand your digital presence by
easily integrating Drupal with your existing marketing and commerce
solutions
DRUPAL IS THE PLATFORM TO BUILD USER EXPERIENCE ON
▸ Open Source
▸ Microsites
▸ Mobile Apps
▸ Open Integration
MARKETING PLATFORM > DRUPAL
OPEN SOURCE
▸ World’s largest Open Source project
▸ Active community
▸ 1,000’s of Modules freely available
MARKETING PLATFORM > DRUPAL
MICROSITES
▸ Spin up sites on the fly — based on any current campaign
▸ Share content
▸ Centrally manage them
▸ Pull them down when campaign is over
MARKETING PLATFORM > DRUPAL
MOBILE APPS
▸ Drupal natively speaks the web
▸ Native Apps: iOS, Android, Windows
▸ HTML5 / Responsive sites
MARKETING PLATFORM > DRUPAL
OPEN INTEGRATION
▸ Integrates with the tools and data you already have
▸ Marketo
▸ Salesforce
▸ ExactTarget
▸ Janrain
JANRAIN
USER PROFILE MATCHING
▸ User profile fields from Janrain
▸ Mapped to Drupal User profile
▸ Personalise web experience
MARKETO
ALCATEL-LUCENT
▸ Triggering Personalised Email Campaigns To Targeted Accounts
▸ Engagement Score to qualify leads