the future of digital marketing is context-driven

The Future of !Digital Marketing is Context-Driven December 9, 2014

David Aponovich, Sr. Director, Digital Experience David Mennie, Sr. Director, Product Marketing !Dave Ingram, Solutions Architect

DAVE INGRAM Solutions Architect

@daveaingram

DAVID MENNIE Sr. Director!

Product Marketing!@david_mennie

DAVID APONOVICH Sr. Director, Digital

Experience!@daponovich

What We’ll Cover Today →  The Opportunity to Better Know Your Customers →  Digital: Shifting from Personal to Contextual →  Introducing Acquia Lift ContextDB →  Live demo →  Value to marketing roles; examples

Digital transformation is real →  Organizations are reinventing business models,

putting customers in the focus of all their efforts

→  Organizations are seeking new technology & strategies that support digital transformation vision

→  The Acquia Platform unites technology and business teams to meet the needs of a customer-first strategy.

It’s time to think ahead

How we help companies transform Acquia helps organizations unite their business and technical teams as they transform to digital-first. The Acquia Platform provides the software necessary to build and deliver extraordinary digital experiences faster  

The Acquia Experience is the intersection of the Acquia Platform and our commitment to Customer Success. We’ll educate you, map success, and ensure it on an ongoing basis.

What does transformation look like?

500%!Increase in number of shares

50%!Reduced time-to-publish

MOBILE!DOMINANCE!

Mobile traffic overtook desktop 1 week after responsive site launch

FASTER! TIME-TO-MARKET!

SOCIAL !STRENGTH!

1 WEEK!

What does transformation look like?

300+!Warner Music Group artist websites, 3

templates, total creative freedom

118+!Interscope Records managed

artist sites, one platform

ONE PLATFORM THAT DELIVERS HUNDREDS OF UNIQUE EXPERIENCES!

Digital Engagement Services

What will it take to succeed? Four market imperatives in the age of the customer

Turn big data into business insights

Embrace the mobile mind shift

Transform the customer experience

Accelerate your digital business

Not just big data but

smarter data

From Personal to Contextual

‘Silent’ Site Visitors Still Say A Lot →  Site search keywords →  Browsing and behavior →  Geography/location →  Referring sites + searches →  Corporate IP address →  Device type(s)

Want to deliver relevant customer experiences? You need to get contextual. This matters for B2B and B2C. →  Who is the customer?

→  What did they do in the past? →  What did they do across channels? →  What are they expecting next? How can you tailor their experience?

Shift to Contextual Experiences

Customer Context Changes Things

Source,  Forrester  Research,  April  2014:  “The  Power  of  Customer  Context”    

Omni-channel vs. multi-channel

Single Channel Multiple Channels Omni-Channel

Marketers are overwhelmed by data

Barriers to using data from CRM systems/data warehouses for online personalization

30% 24%

13% 11% 5%

16%

Disparate data sources

Don’t know where to start

Access to customer data

Not enough customer data

Too much customer data

Other

Source:  eConsultancy  

Big Data vs. Smart Data →  Big data promises a lot but in reality it’s not always

‘smart’ →  Maturity of organizations to seriously use data is

lacking →  Get smarter. Turn big data into smart data to win.

For an Integrated View of Your Customer: It’s More than Just the Web People expect a consistent experience regardless of the device or channel.

Introducing Acquia Lift ContextDB

Three Key Inputs Providing Context →  Profile data

→  Explicit signals →  Enrichment from existing data sources

→  Historical data →  Situational data

→  Implicit signals

How Acquia Lift can help →  Target

→  Recommend

→  ContextDB NEW

Acquia Lift ContextDB Core Capabilities →  Augment the customer profile and unify

visitor information together across sites & devices

→  Share visitor data with other platforms like email

→  Implement omni-channel personalization →  Gain insights using analytics tools like

Tableau

Capabilities Commerce / eMail / Call center / Mobile / Web / Social / Other channels

Acquia Lift ContextDB Contextual Database of Visitor Profiles (known & anonymous)

→ Segment Manager → JS, REST and batch file APIs

Integrate with email, marketing automation, CRM → Common visitor profile used across Lift family of

products

Track the visitor journey regardless of the channel

Unified Visitor Profile !– Smart Data Realized Connect identified or anonymous visitors together across devices and channels

Connect 3rd party analytics tools such as Tableau directly to visitor data warehouse

The Power of Open Data

Demo

Examples of what’s !happening today

Transformation to look for →  4 distinct examples of Acquia customers; 4 different verticals

→  Key takeaways: →  Personal to contextual →  Smart data rather than big data →  Apply context to new methods of digital engagement →  Think about the customer’s journey before and after

Large Pharmaceutical Company →  Healthcare provider portal →  Professionals see content and products

based on their onsite behavior →  They receive different promotions or

calls to action via e-mail →  If they respond to a particular e-mail, it

goes back into the profile to further customize the web experience

Large Financial Services Company →  Based on banking behavior, products/

services they own, present recommended products/services →  E.g., Students, new families, recent

home or auto purchase, high net worth →  Provide physical mail, e-mail, web offers →  Personalized ATM (provide onscreen

offers)

Global Hotel and Leisure Company →  Online room reservations →  Understand type of visitor

(business, vacation, event/wedding) →  Increase loyalty program registrations →  Target customers through e-mail/social

promos

US Media & Entertainment Company →  Headline testing/drive ad revenue →  Understand audience →  Drive magazine subscription renewals

through e-mail →  Drive mobile subscriptions to online

content and newsletters →  Evangelism through online communities

What are the implications for marketers

Digital Marketing MEDIA &

ENTERTAINMENT LIFE

SCIENCES PUBLIC SECTOR

HIGHER EDUCATION

33% improvement in click through rate 24% increase in number of converted leads

Demand Generation →  Traditional thinking →  70% of buyer’s journey happens

before you know who they are or contact your sales

→  95% of visitors are anonymous →  Create a smarter funnel

95% of visitors are anonymous

Inquiries

Marketing qualified leads (MQLs)

Closed /won

Sales accepted leads (SAL)

Sales qualified leads (SAL)

Product Marketing →  Message testing →  What content is resonating;

what’s not →  Who’s responding across

what channels →  Complete view of customer

Content Marketing →  What are the highest value

content assets? →  What content can we

recommend to visitors next?

→  What type of content is best for which audience?

Learn more about Acquia Lift ContextDB →  Available today!

→  SaaS-based offering →  Works with Acquia Platform →  Works with other CMS

→  Existing Acquia customers: Engage with your account manager to find out more

→  New Acquia customers: Datasheets and demos available online →  Acquia partners: Check out the partner portal

Questions

Thank you