unifying content + data: why context is the future of digital experiences
TRANSCRIPT
1 ©2016 Acquia Inc. — Confidential and Proprietary
Unifying Content + Data:
Why Context is the Future of Digital Experiences
2 ©2016 Acquia Inc. — Confidential and Proprietary
Getting the Foundation Right
Content AnalyticsContext
3 ©2016 Acquia Inc. — Confidential and Proprietary
ContextContent
Analytics
PersonalizationContextualizationIndividualization
Content StrategyGoals
Content ManagementDistribution
Journey BuildingResearch
Real-time DecisionsUnified Profile
Business IntelligenceData Science
4
Process of Personalization– Personalization: Dynamically tailoring content based on implicit and explicit
customer data.– Why it matters: If I can find what I want, where I want it, and how I want it, I’m
more likely to buy it.
5 ©2016 Acquia Inc. — Confidential and Proprietary
Planning for Modern Content– Goals– Alignment– Omni Channel Conversion– Planning– Create shareable content– Measure– Optimize
6
Personalization Maturity Model
7
Path to Success: Initiating
User experience
Content and data
benchmarksLaunch site Training and
enablement
8
Path to Success: Aligning
Analysis of initiating
campaigns and record value
Establish best practices and
develop aligning campaigns
Discovery and initial solution
development for integrating data
Operational and process
development for campaign execution
9
Path to Success: Optimizing
Deeper segmentation
based on comprehensive
data
Automated engagement
plans and lead scoring
Integrate data across
ecosystem
Evaluate people and process to
support personalization
10
Path to Success: Nurturing
Continuous goal/KPI
measurement;ROI Evaluation
Fully connected ecosystem and single reporting
language
Ongoing marketing and IT
collaboration
1:1 conversation with users
11
Personalization for Industry Type
– Account-based marketing– Support longer sales cycle– Build confidence in product/service– People need to pick off where they left off – Upsell/Cross-sell
– Preference based upsell/cross-sell– Gather learnings on HOW people are
buying– Build brand community/loyalty– Quick win conversions– Targeted offers to create urgency
Whether B2B or B2C, personalization shows that you are listening and also allows you to shift focus from sole acquisition to engagement and loyalty.
Experiences are Happening Everywhere
13
– What are the current challenges you and your organization are facing?
– What’s stopping you from personalizing?– Lack of resources? Not the right systems?
Let’s Discuss…Challenges to Personalization
14
Best Practices– Set the expectation that personalization is not an overnight
success; it takes time.– Without creative content that speaks to different audiences and
segments, personalization will not be effective.– Think short and long term goals:– Measure each hypothesis against a control until it is a best
practice.– Allow learnings to inform the next set of hypotheses,
investments in content, resources, and marketing initiatives.– Think beyond your site
15
How to Get Started– Define what short-term and long-term success looks like to inform
hypothesis– Identify customers and their journey– Make sure personas and research is up-to-date
– Evaluate content across channels to support user needs– Establish benchmarks before you begin– Understand key goal and content performance today
– Get company-wide buy in to improve customer experiences
16
Thanks! Questions?