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2 ©2016 Acquia Inc. — Confidential and Proprietary
Customer expectations are higher than ever.
Digital touch points unified.
Personalization is growing requirement.
Trends Impacting Marketing
Real-time experiences are essential.
6 ©2016 Acquia Inc. — Confidential and Proprietary
A Typical Buyer’s Journey
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9 ©2016 Acquia Inc. — Confidential and Proprietary
Why Acquia Lift for Personalization?
Intuitive user experience for marketers, built on top of robust backend services for IT.
Ultimate personalization tool for Drupal with flexibility to extend across other enterprise CMS platforms.
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Digital has transformed the customer experience.
We are a customer experience agency purpose-built to address this new reality.
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
With end-to-end services from Strategy through Hosting, ICF Olson drives great
experience.
Our teams are experts in their space, and provide thought-leadership for every client we
work with.
Discovery & Research
Digital Strategy
Creative & UX
Analytics/ Personalization
System Implementations
Digital Asset Management
Mobile & Multiscreen
Intranets, Portals & Marketing Automation
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
More than 800 employees, 14 offices, 13 cities, 3 countries
India
Bangalore
New York
Richmond
Fairfax Columbus
Minneapolis
Chicago
Austin
Denver
Los Angeles
San Francisco
Sacramento Toronto
Limited Channels
Awareness
Optimizing Content
Anonymous
Small Team
Add Channels
Targeted
Roll out Plan Created
Identify Data Sources
Organization Buy in
Cross Channel
Optimized
Single View of Customer
Company Wide
Connected
Quick Wins Learning Tools
Looking for answers/opportunities
Add new tools
Segments/Known Users
Enable Analytics
All depts participating
Integrate Data
Data based decisions
Crawl Walk Run
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #1
U.S. based retailer of men’s and women’s clothing
Opportunity
Personalized content used to drive conversion based on
behavior
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Develop personalization strategy. • Identify team/resources and balance effort vs reward • Focus on website channel in 2016
• Define segments and align behaviors • Develop content and assets for 3 months of
personalization • Implement throughout customer experience • Test and validate
• Ensure all data is captured and review reports • Maintain personalization pipeline • Always optimize
• Forsee and analytical data show lift in engagement and average cart size
• Team of 3 support personalization effort § 1 strategist, 1 marketing technologist, 1 analyst § Plus some time from content and creative
• Average of 3 personalization campaigns per month
• Investigating personalizing in other channels
Approach
Results
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #2
Food services company with a widely distributed workforce who use the Intranet as a primary gateway to company communications and HR
information
Opportunity
Personalization based on behavior and known employee information on the
company Intranet
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Update existing Intranet templates and functionality to support personalization
• Integrate § With PeopleSoft for real-time data § SSO service
• Leverage real-time analytics • Create segments • Customize content for default and personalized
experiences • Identify test regions and users • Rollout to full company population
• HR empowered to deliver personalized content via the Intranet
• Employee surveys and analytics show higher engagement and use of the Intranet
• Evolved Intranet from overload of information to a self-service, usable, optimized destination
• Leadership considering wider use of personalization in public channels
Approach
Results
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
Use Case #3
U.S. based hardware retailer
Opportunity
Improving marketing effort efficacy through audience customized messaging across a multi-
channel marketing campaign.
Copyright 2016, ICF Olson, All Rights Reserved. Confidential and Proprietary Property of ICF Olson.
• Identify target segments • Map preferred user paths and actions • Develop custom messaging • Create tracking plan • Implement across marketing destinations • Integrate into existing DMP • Test & Optimize • Feedback into customer data model
• Consolidated view of the customer allows for more accurate segmentation models
• In combination with a DMP & a tracking plan this enabled data-based decision making on marketing spend optimization
• Increases in both customer interest and acquisition metrics
Results
Approach