Presentation made by Frederik DeMets from Acquia at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014. The critical first step in your marketing automation journey is effectively managing your digital experience and the content surrounding it. Launching new websites quickly and easily to support your campaigns and multiple brands while maintaining full visibility is essential. Learn data collected from your website, CRM, Marketing Automation, and analytics tools can be unified into a richer, contextual customer profile to target and segment in real-time across multiple channels with greater precision.

1. Frederik Demets, Acquia
Digital Personalisation: Growing
Revenue Faster with Digital
Experiences that Convert
#DRI2014MA

2. Digital Personalisation:
Growing Revenue Faster
with Digital Experiences
that Convert
Frederik Demets
Solutions Architect
EMEA

3. 2
Frederik Demets!
• Bruges, Belgium
• Infrastructure
• Digital Agency
• Solutions Architect

4. 3
AGENDA!
Understanding Digital Transformation
Understanding Open Source
Introduction to Drupal
What about Acquia?

5. 4
Digital has
changed
everything

6. 5
Transformation is not optional!
The age of the customer is
here
Organizations who focus on
customer experience are
thriving.
Companies with poor
customer experience are
dying.

7. 6
Digital Transformation:!
What will it take to succeed?!
Embrace all things digital to
drive a great customer
experience
“How can you keep up with
empowered customers? Be more
digital. Your customers, your
channels, and your competitors are
digital. The future of your business is
digital.”
-Forrester Research

8. 7
Digital marketing!

9. 8

10. 9

11. Open source gives you control!
• Open source is shared for free and anyone "
can make it better
• The term “open source” refers to "
something that can be modified "
because its design is publicly "
accessible, and the source code is "
available for modification or "
enhancement by anyone
• Open source frees enterprises from"
being held to proprietary solutions "
roadmaps
10

12. Open Source and Drupal!
11
100% free
Drupal began and still lives as a 100% free and open source community
project. Drupal is fully customizable, no vendor lock-in.
34,000+
code contributors
worldwide
2%
of the web
1m+
users
on Drupal.org

13. Why do businesses choose Drupal?!
1 To create connected digital experiences
2 To speed time-to-market
3 To increase content creation efficiency
4 To alleviate technical complexity
5 To increase customer engagement return
12

14. 13
Drupal removes the need for separate systems to manage digital experiences
CONTENT

15. 14
Drupal removes the need for separate systems to manage digital experiences
COMMUNITY

16. 15
Drupal removes the need for separate systems to manage digital experiences
COMMERCE

17. With Drupal you assemble!
16
Drupal core
Contributed
Modules
Distributions

18. Integrations are pre-built
A sample of what’s out there:
17

19. Fast innovation that rolls with
changing digital demands!
!
18
New Drupal module
created for website
Users “pinned” images
15 Drupal sites
go live with
Pinterest integration
Pinterest hits
10M unique
visitors
February 2012! March 2012! April 2012!

20. The content challenge!
• Legacy systems aren’t architected
for content re-use
• Today’s experience requirements
are seamless across devices and channels
• This requires more efficient data modeling
and content creation solutions
19

21. Proprietary system content approach!
Structure-first
20
Front Page
Full Page
example.com
Your mental
site map
news
about
sports
masthead
politics
contact

22. Drupal’s approach: Content-first!
21

23. Drupal’s approach: Content-first!
22

24. Drupal’s approach: Content-first!
23

25. Drupal’s approach: Content-first!
24

26. Drupal’s approach: Content-first!
25

27. Write once, use anywhere!
26

28. Displayed anywhere, any way!
Responsive out-of-the box, but flexible enough
to also create mobile apps
27

29. Digital complexity breeds inefficiency!
28
Microsite
Microsite
Microsite
Blog
Forums
Product
Site
Intranet
Corp-com
site
Ecommerce
Site
Microsite
Microsite
Microsite
Extranet
Main Web Site
Event
Site
Community
Platform
Wiki
Media
Gallery

30. Drupal reduces complexity!
29
Why Drupal?
Open, flexible architecture
Supports wide range of site types
Repeatable deployment patterns
Enables effective shared services model
between IT marketing
Community sites
Product
sites
Corporate site
Other sites
Marketing
microsites
13
14
15
15
2
3
1
17
18
4 5 6
7 8 9
10 11 12

31. Acquia is The Digital Experience
Company!
30
§ 141% 4 year CAGR
§ 4000+ customers
§ 530+ employees
§ Over $118.6M raised led by New
Enterprise Associates (NEA), North
Bridge Venture Partners, Sigma
Partners, Tenaya Capital, and
Amazon.com
§ Global:
− Boston, Portland OR, Washington DC,
UK, France, Benelux, Germany,
Australia
Partners
Customers
Awards

32. The 4C’s of Digital Experiences!
31

33. Delivering Personalized Digital
Experiences
32
Create
Target
PersonalizeAnalyze

34. Why Personalization Matters!
33
Visitors
Engagement
Site conversions
Revenue per visit

35. Three Key Inputs Providing Context!
• Profile data
• Historical data
• Situational data
34
Forrester Research January 2013 “Advance To Next-Generation Personalization”

36. Better Context Requires Integration with
Existing Systems!
35
Data warehouse
of
Visitor Profiles
(known anonymous)
Segment Manager
Integrated with marketing automation, e-mail
platform, CRM
WEB
MOBILE
SOCIAL
EMAIL
COMMERCE
CALL
CENTER
OTHER
CHANNELS
JS, REST and
batch file APIs
Visualization,
Reporting, and
Analytics

37. Omni Channel Visitor Profiles!
36
36
Connect
identified or
anonymous
visitors together
across devices
and channels

38. Segmentation!
37
Define attribute
names, types,
mapping,
aggregation and
segmentation
properties from
marketing
automation,
CRM, etc.
37

39. Segmentation!
38
38

40. Visitor Data Warehouse!
39
39
Connect
analytics tools
directly to visitor
data warehouse

41. Summary
• Drupal as an enabler for
– Digital transformation
– Customer engagement
• Context, context, context!
• Make sure you can build your fireplace
40

42. 41
Thank you
@fdemets