Marketing Automation and Web Personalization with Drupal: An - - PowerPoint PPT Presentation

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Marketing Automation and Web Personalization with Drupal: An - - PowerPoint PPT Presentation

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Client or Event Logo Marketing Automation and Web Personalization with Drupal: An Introduction Intro Jason Want Drupal Lead Architect Jason has six years of experience working with Drupal as a site architect and builder, themer and

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Marketing Automation and Web Personalization with Drupal: An Introduction

Client or Event Logo

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Intro

Jason Want

Presenter Photo @jasonawant /in/jasonawant /u/jasonawant Jason has six years of experience working with Drupal as a site architect and builder, themer and developer. His passion for Drupal has led him to become increasingly involved within the Drupal community as a co-organizer of Drupalcamp New Orleans and DrupalCon New Orleans track chair. He is frequently a presenter at monthly Louisiana Drupal user meetups.

Drupal Lead Architect

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Contents Web Personalization Marketing Automation With Drupal 4 3 2 1

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Personalization Checklist

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About

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Mediacurrent helps organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results they need.

  • Single-source provider
  • Specializing in Drupal since 2007
  • Headquartered in Atlanta, GA
  • Team of 60+ Drupal Experts including

development, design and strategy

  • Clients include: Large Enterprise and

high-profile global brands

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Web Personalization 1

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Web Personalization

  • What is it?
  • Why use it?
  • Available Solutions

Web Personalization

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Web Personalization: What is it?

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Personalized web experiences based on the characteristics (interests, social category, context, etc.), actions (click on button, open a link, etc.), intent (make a purchase, check status of an entity), or any other parameter that can be identified and associated with an individual, therefore providing them with a tailored user experience. Web Personalization

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Personalization Criteria

  • Implicit vs. explicit criteria
  • First vs. third party data
  • Non-personal and personal attributes
  • User Interactions

Web Personalization

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Implicit

Stated clearly and in detail, leaving no room for confusion or doubt. Self identification or self selection Examples

  • OS, Browser, device, geolocation
  • Profile or contact form
  • Topical newsletter registration

Implied though not plainly expressed Inferred intent from user interactions Examples

  • Page visits
  • Menu navigation
  • Call-to-action clicks

Web Personalization

Explicit

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First party

Data that acquired from a multitude of

  • utside sources.

Examples

  • Social platform integrations
  • Demandbase, SalesForce, Hubspot

Information you yourself have collected about your audience Examples

  • Website, email, and marketing

automation software

  • Meetings and events
  • Personal conversation and

correspondence Web Personalization

Third Party

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Non-Personal

Self identification or self selection Examples

  • Age, gender, language preference,

interests

  • Registration form

Automatically detected non-personally identifying attributes. Examples

  • IP address, location, device, browser,

OS, time of day Web Personalization

Personal Attributes

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User Interactions

Use a site visitors interactions to build a visitor profile to incorporate into a personalization strategy. Examples

  • Date and time, referring pages, click path,
  • On site searches
  • Form abandonment

Web Personalization

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Personalization Example

Optimizely: Designing for Personalization: the Story of Optimizely’s Homepage, March 23, 2016 Web Personalization

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Web Personalization

Source: Optimizely’s blog

Optimizely Homepage Before

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Web Personalization

Source: Optimizely’s blog

Optimizely Homepage After

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Optimizely: Why they personalized the homepage

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Rather than treating all visitors to a single ‘average best’ experience when they come to Optimizely.com, we chose to make a deliberate departure and create a new design that could support personalized messaging, creative, and CTAs for audiences that we believe will drive the most impact for our business. Web Personalization

Source: Optimizely’s blog

“

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Optimizely: Audiences

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Web Personalization

Source: Optimizely’s blog

  • Named accounts: Current and prospective customers that are part of a target

account list.

  • Industries: Visitors from target verticals
  • Geography: North America, Europe, Asia, etc.
  • Customers: Visitors who are known Optimizely customers
  • Engaged visitors: Return visitors who have engaged with one or more of

Optimizely’s digital properties in the past

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Web Personalization

Source: Optimizely’s blog

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Web Personalization

Source: Optimizely’s blog

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Web Personalization

Source: Optimizely’s blog

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Web Personalization

Source: Optimizely’s blog

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Web Personalization

Source: Optimizely’s blog

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Personalization: Why use it?

  • Improved visitor engagement
  • Increased content stickiness
  • Higher conversion rates

Web Personalization

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Web Personalization

Credit: Evergage 2015 Survey

Benefits

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Web Personalization

Personalization: Where are people using it?

Credit: Evergage 2015 Survey

Are you using real-time (<1 second) personalization in any of the following channels? (Select all that apply.)

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Web Personalization

Personalization: Plan on using it?

Credit: Evergage 2015 Survey

If not, do you have plans to use real-time personalization within the next year?

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Available Solutions

  • Optimizely
  • Evergage
  • Hubspot
  • Acquia Lift

Web Personalization

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2 Personalization Checklist

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Checklist

❏ Adopt experimental and data-driven mindset ❏ Segment your audience ❏ Create user personas ❏ Develop content strategy ❏ Design and build platform to support content strategy ❏ Define measurements of success

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Personalization Checklist

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Experimental and Data-Driven Mindset

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Personalization Checklist

  • Develop a deeper understanding of your site traffic

○ https://analyticsacademy.withgoogle.com/

  • Make decisions that are informed by data
  • Develop a plan that defines experiment time periods that are measured
  • Iterate on plan
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Segment Your Audience

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Personalization Checklist

  • Define and subdivide your site visitors into clearly identifiable groups having similar

needs or wants.

  • Use the following segmentation strategies

○ Demographic ○ Geographical differences ○ Behavioral ○ Psychographic

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Create User/Buyer Personas

  • User personas are semi-fictional representations of real site visitors through the

buyer journey

  • A general rule of thumb is to start with 3 personas
  • Research your personas
  • Sections of a persona

○ Background and demographics ○ Psychographics ○ Marketing specifics ○ Purchasing influencers

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Personalization Checklist

Source: Mediacurrent Buyer Persona Template

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  • General

○ Take inventory of current content that addresses user persona’s concerns and questions at each point in buyer’s journey ○ Identify gaps to respond to concerns and questions ○ Create content calendar and schedule content topic, format and author ○ Configure funnels that track users through to the completing of specific measurable goals

  • Personalization

○ Plan for content variations and reuse

Develop Content Strategy

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Personalization Checklist

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  • Create strategy and design for personalized pages
  • Develop and implement solutions for content authoring of content variations
  • Develop site architecture to support content variation rendering
  • Consider technical requirements for both anonymous and authenticated user

sessions

Design and Build Drupal Platform

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Personalization Checklist

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  • Review current analytics
  • Identify metrics and establish benchmarks

○ Page views ○ Content stickiness: pages per visit, time spent, bounce rate ○ Conversation rates ○ Abandonment rates

  • Use timeboxing to set measurement periods

○ Relate these to personalization efforts ○ Consider seasonal or other marketing efforts influence

Define Measurements of Success

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Personalization Checklist

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3 Marketing Automation

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  • What is it?
  • Why use it?
  • Available Solutions

Marketing Automation

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Marketing Automation

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What is Marketing Automation? “Marketing automation software brings together content assets such as landing pages, emails, web events, etc. and delivers them to prospects at a time when it is most relevant to them in their buying cycle.” Adam Waid Director, Customer Success at SalesForce Q A Marketing Automation

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  • Software platform that helps you to automate your marketing and sales

engagement

  • Originally focused on email marketing automation
  • Now refers to a broad range of automation and analytic tools for marketing

○ Advanced email marketing ○ Lead nurturing ○ Lead scoring and grading ○ Prospect activity tracking ○ Forms and landing pages ○ Reporting

What is it?

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Marketing Automation

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Marketing Automation

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Marketing Automation

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Marketing Automation

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Marketing Automation

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Marketing Automation

Lead Scoring

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Marketing Automation

Lead Grading: Creating Profiles

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Marketing Automation

Lead Grading with Automation Rule

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Marketing Automation

Forms and Landing Pages

  • Forms to embed via iframe in Drupal or with a landing page

○ Progressive profiling ○ Completion actions: redirects, auto-responder, etc. ○ Using for gated content

  • Form handlers to receive form data via post
  • Landing pages to use with emails outside of Drupal
  • Multivariate test landing pages
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Marketing Automation

Prospect activity tracking

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  • Taking repetitive tasks out of marketers hands, allowing focus on new/more

exciting projects

  • Better targeting of customers and prospects
  • Improving the customer experience
  • Better email marketing
  • Reduction of human error in campaigns
  • Lead management
  • Multichannel marketing

Why use it?

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Marketing Automation

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"80% of marketing automation users saw their number of leads increase, and 77% saw the number

  • f conversions increase."

VB Insight, 2015

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Marketing Automation

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4 With Drupal

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In Drupal

Marketing Automation: What’s available in Drupal 7?

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In Drupal

Marketing Automation: What’s available in Drupal 7?

  • All have page tracking and webform integration
  • Marketo includes user integration and field fetch
  • Pardot includes path-based individual campaigns

and lead scoring

  • Silverpop allows you to create custom event

tracking

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In Drupal

Page Tracking

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In Drupal

Webform Integration

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In Drupal

Marketo’s User Integration

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In Drupal

Pardot Campaigns

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In Drupal

Pardot Scoring

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In Drupal

Silverpop Custom Event Tracking

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In Drupal

Web Personalization: What’s available in Drupal 7?

  • Personalization

○ https://www.drupal.org/project/personalization ○ Created by Dan.Ashdown

  • Acquia Lift: https://www.drupal.org/project/acquia_lift

○ Personalize: https://www.drupal.org/project/personalize ○ Visitor Actions: https://www.drupal.org/project/visitor_actions

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In Drupal

Personalization

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In Drupal

Personalization

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In Drupal

Personalization

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In Drupal

Personalization

  • Geolocation based personalization

○ Implicit - based on users IP address (uses Telize GeoIP service) ○ Explicit - If the location isn't ascertained from the IP the HTML5 location API is used

  • Taxonomy based personalization

○ Implicit - Accessing content tagged with certain vocabularies

  • Search based personalization

○ Implicit - Search keywords from Google, Bing and Drupal search are matched to taxonomy terms

  • You can extend the module by setting your own scoring mechanisms programmatically
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Adds highly configurable implicit and explicit personalization to Drupal websites based on geolocation and taxonomies. Ascertained from their physical location and behaviour on your site, which builds up a personalization profile of them.

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In Drupal

Acquia Lift

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In Drupal

Acquia Lift

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In Drupal

Acquia Lift

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In Drupal

How about Drupal 8?

  • Marketing Automation

○ Eloqua dev version ○ Pardot is in progress

  • Personalization

○ Acquia Lift has a 8.x-1.0-alpha6 version available; does not yet natively support the following features: https://docs.acquia.com/lift/drupal ■ Website personalizations ■ Tracking visitor actions (such as clicks) ■ Mapping of contexts to user-defined fields

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In Drupal

Pardot Drupal 8

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In Drupal

Pardot Drupal 8: Tracking Scope

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In Drupal

Pardot Drupal 8: Campaigns

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In Drupal

Pardot Drupal 8: Scoring

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In Drupal

Pardot Drupal 8 Contact Forms

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In Drupal

Pardot Drupal 8 Roadmap

  • Contact form integration
  • Pardot form field type
  • Pardot form block class
  • Personalization
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In Drupal

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In Drupal

Acquia Lift (“Lift 3”) is a solution that unifies content and customer data from multiple sources to deliver in-context, personalized experiences across multiple channels and devices.

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In Drupal

Acquia Lift 3 Features

  • New drag-and-drop UI for content targeting
  • Unified customer profile
  • Merging anonymous and known visitor profiles
  • Unified content
  • Content syndication
  • Real time, adaptive segmentation
  • Behavioral targeting and A/B testing
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Q & A

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@Mediacurrent Mediacurrent.com

Thank you!

slideshare.net/JasonWant1