the future of digital marketing is context-driven
TRANSCRIPT
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