Personalisation in the Open Marketing Cloud

in the Open Marketing CloudPERSONALISATION

DAVID PETERSON

Senior Solution Architect - Acquia Asia Pacific & Japan

DRUPAL

ACQUIA

DRUPAL CASE STUDIES

AUSTRALIAN FEDERAL GOVERNMENT

GOVCMS 40+ sites Acquia Cloud Platform World Clase Security Shared Innovation

GE 85 Countries 17 Industries

INTERNET OF EVERYTHING

CISCO

PHARMACEUTICALS

PFIZER 60% cost reduction 30% faster time-to-market

MATURITY, FLEXIBILITY, SECURITY, SCALABILITY AND COST OF THE PLATFORM

Reasons that Pfizer selected Drupal

PFIZER

JOHNSON & JOHNSONPHARMACEUTICALS

SONYMYPLAY DIRECT

SONYBOB DYLAN

300+ Artists 40 languages

SONYELVIS

300+ Artists 40 languages

UNITY3DHIGH TECH GAME DEVELOPMENT

TWITTERSOCIAL MEDIA

13 Sites Blog, Dev, Business, Media, Careers

SOCIAL NETWORKING

PINTEREST"Our Drupal platform powers 7 sites serving over 35M unique visitors each year"

SUBARUAUTOMOTIVE

TESLAAUTOMOTIVE

BOX.COMCLOUD SERVICES

EXACTTARGETCLOUD SERVICES

RIO 2016 OLYMPICSSPORTS

Is your site good at treating everyone the same?

IndividualTREAT THEM AS AN

YOUR AUDIENCE WANTS TO STAY ANONYMOUS

one problem…

40% OF JAPANESE PEOPLE NEVER CLICK ON A BANNER AD

and… They don’t like to click banner ads

ConnectIT’S NOT ENOUGH TO JUST HAVE A WEBSITE

PERSONALISATION

PERSONALIATION

▸ What?

▸ Right message based on visitor’s interests

▸ Real time learning of user’s behaviour

▸ How?

▸ Collect data

▸ Segment

▸ Target

WHAT DRIVES THIS?

▸ Implicit / Ambient Data

▸ Explicit Data

PERSONALISATION

PERSONALISATION > ANONYMOUS USERS

IMPLICIT DATA

▸ Ambient Data

▸ device, location, time, content, tags, keywords

▸ Behavioural Data

▸ browsing history

▸ user behaviour (hovering, interacting)

▸ segmentation

PERSONALISATION > KNOWN USERS

EXPLICIT DATA

▸ 1st Party Information

▸ user registration, forms, newsletters

▸ e-commerce purchase

▸ 3rd Party Information

▸ Social, CRM, EDM

HOW DO YOU MAKE USE OF ALL THIS DATA?

BIG DATA

▸ You’re collecting a lot of data on your visitors

▸ You need to own this data

▸ Spot trends & predictive analysis

UNIFIED CUSTOMER PROFILE

ALLOWS YOU TO GO FROM THIS

TO THIS

OPEN MARKETINGPERSONALISATION

1,876 Vendors 43 Categories

PERSONALISATION

OPEN MARKETING

▸ You *have* the data

▸ You *know* your audience

▸ To innovate you need to choose the right tools

ADOPTING OPEN MARKETING PROVIDES

▸ Open Integrations

▸ Open Data

▸ Open Channels

the CMS has been called the “backbone” of digital marketing

Forrester Research

DRUPAL - FREEDOM TO INNOVATE

AGILE Drupal enables continuous digital

innovation. The pace of open source delivery is unmatched.

OPEN Never be held to a proprietary

roadmap again. Innovate on your own schedule.

CONNECTED Expand your digital presence by

easily integrating Drupal with your existing marketing and commerce

solutions

DRUPAL IS THE PLATFORM TO BUILD USER EXPERIENCE ON

▸ Open Source

▸ Microsites

▸ Mobile Apps

▸ Open Integration

MARKETING PLATFORM > DRUPAL

OPEN SOURCE

▸ World’s largest Open Source project

▸ Active community

▸ 1,000’s of Modules freely available


MICROSITES

▸ Spin up sites on the fly — based on any current campaign

▸ Share content

▸ Centrally manage them

▸ Pull them down when campaign is over


MOBILE APPS

▸ Drupal natively speaks the web

▸ Native Apps: iOS, Android, Windows

▸ HTML5 / Responsive sites


OPEN INTEGRATION

▸ Integrates with the tools and data you already have

▸ Marketo

▸ Salesforce

▸ ExactTarget

▸ Janrain

USE CASES

Janrain Marketo

JANRAIN

USER PROFILE MATCHING

▸ User profile fields from Janrain

▸ Mapped to Drupal User profile

▸ Personalise web experience

MARKETO

ALCATEL-LUCENT

▸ Triggering Personalised Email Campaigns To Targeted Accounts

▸ Engagement Score to qualify leads

THANK YOU

Personalisation in the Open Marketing Cloud

Marketing

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