going beyond the click: the importance of web personalization

1 ©2016 Acquia Inc. — Confidential and Proprietary

The Importance of Web Personalization

Going Beyond the ClickJonathan Tam, Research Director, Demand Creation Strategies, SiriusDecisionsRichard Jones, Technical Director, InviqaStephen Skidmore, Director of Product Marketing, Acquia

Going Beyond the ClickThe Importance of Web Personalization

Jonathan TamResearch DirectorDemand Creation Strategies@jontam13

© 2016 SiriusDecisions. All Rights Reserved 3

13Average # of dials

before engaging in a conversation

The number of touches that buyers receive per

week increased

32%

B-to-B Landscape: Change Is Constant

71%+percent of all inquiries

come from the web

1 in 25

Your chances of reaching CXOs through traditional

outboundUp to

½of buyer interaction

is digital

(not provided)

81.21%


The Importance of Digital#

of In

tera

ctio

ns

Purchase Price in (in x,000’s)Source: SiriusDecisions 2015 Buying Study

• Self-guided interactions represents a significant portion of buying interactions

• Digital enables the majority of self-guided interactions

0

2

4

6

8

10

12

0 500 1000 1500 2000 2500 3000

Human

Self-guided


The Pervasiveness of DigitalCampaign

Reputation Demand Creation EnablementPress releaseTrade show

BriefingAnalyst briefings

Executive roadshowBroadcast Advertising

Social Media

WebcastTrials

EmailsSEO/SEM

Direct mailBroadcast

Display Advertising

BattlecardPlaybook

Live eventROI calculator

Executive briefingOnline TrainingWhitepapers

Digital Tactic: Digitally Supported Tactic:

SiriusPerspective:


Digital Transformation Starts With AssessmentYour Digital Type tells you what role digital should play in your

organization and Digital Journey Mapping illustrates how.

Digital First Digital Support Digital Hybrid

12

34

5

Self Service

Sales Led

Custom or Differentiate

d

Standard or Commodity 1

2

3

45

34

5

12

Low ASP

High ASP

12

34

5

Self Service

Sales Led


d


2

345

34

5

12

Low ASP

High ASP

12

34

5

Self Service

Sales Led


d


2

3

45

34

5

12

Low ASP

High ASP

Buyers Journey Customer LifecycleEducation Solution Selectio

nDeliver Develop Retain Grow

Digital Touches

Human Touches



Digital Touches

Human Touches



Digital Touches

Human Touches

SiriusPerspective:


B-to-B Ad Measurement Doesn’t Stop at the Click80% of b-to-b marketers indicate they will be using digital advertising

In 2017, but less than 50% are measuring beyond the click.

ADVERTISING WEBSITE WATERFALL0

10203040506070

What metrics do you use to measure your digital advertising?

CPM

ClicksCPC

IMP

VisitsBounce

TimeOn Site

CONV

MQL

SQL CloseWon

% R

espo

nden

ts80%of organizations will use digital advertising within next 12 months

SiriusDecisions 2016 B-to-B Digital Advertising Survey

SiriusPerspective:


Personalization Can Be Done at Varying LevelsIdeal personalization is at the individual 1-to-1 level, but personalization

can also occur at higher levels until sufficient data is collected.

Person – Behavior – Persona – Account – Account Type – Industry

SiriusPerspective:


Types of PersonalizationPersonalization efforts require understanding the different types of

personalization, what each type can accomplish, and what it requires.

• Relies on data provided directly by the user

Explicit Personalization

• Relies on tracking user behavior across a variety of marketing vehicles

Implicit Personalization

• Utilizes third-party data that does not come directly from the user

Augmented Personalization

SiriusPerspective:


Personalization PreparednessBeyond technology capability assessments, organizations must

assess internal readiness of their targeting and content.

Defined target

segments and attributes

Buyer stage and persona based

content

Dynamic content and personalization

capabilities


Research, Test, Learn, Optimize

Start smallChoose target wisely

Understand buyers journey and insightsUse specific content instead of generic messageTrack performance beyond the click through to conversion

Test and learn

The Future of Personalisaton

05.10.16

Richard Jones, Technical DirectorInviqa


Your customer’s behaviour is changing faster than you are


You need to keep pace and experiment with different

approaches


Being PreparedWhat many people think is personalisationWhat other possibilities are thereHow you can prepare today


Signals + Context = Personalisation


Invisible vs Visible Personalisation


Some examples


Everyday Personalisation

Implicit or Explicit


Recommendations


Smart recommendations?


Not as smart as they could be

Even the best at this don’t always understand contextWhat about gifts?Have to provide tools to help you fine tune


Personalisation of AdsImplicit


Personalisation of Content


Can be more subtle


Invisible personalisation


What if…


Expressed preference or machine learning


Deeper content personalisation


Headline Variations


What if…

Rosberg retains lead in Mexico

Ferrari furious over podium loss at Mexican GP

How did Hamilton avoid first lap crash?

Aribavene makes feelings clear about Vettel penalty

Vettel apologises for expletive filled radio messages


Can be varied based on signals


Doesn’t work without a content plan


Cannot effectively personalise unless you know the target personasTarget content directly to user groups

Knowing the audience


If the target is page views, focus on headline to get click throughsIf the target is engagement, focus on variations of inner content to speak to a specific audience

Personalise based on Target


Other Signals


Time of daySeasonWeatherPrice of the pound (anything really)

Environmental Signals


Long form content might work better in the eveningTest promotion of long form articles in the evening (based on local time)

Theorise and Test


Explicit Personalisation - when you have more to work

with


My World of Work


So where does this leave us?


Machine learning vs Tribal Knowledge


“I know my products / content and I know my customers”


The machine will always win


How to prepare


Using a CMS that provides a structured content modelSeparate presentation and contentDevelop key personasWrite to the personas

Structured Content


Tools like Acquia Lift can ingest content that is well structuredAllows machine learning to take control of personalisationDelivers personalised content directly into the website

Feeding the machine


Personalisation is an experimentTest an idea - see what worksDon’t worry about being wrongDifferent techniques will work for different audiences.Use Analytics to prove the case

Hypothesise, Test, Measure


Look at which areas can be personalisedWork with the content team to develop a plan per personaConsider other sources of data to improve the experience (augmented personalisation)

Review your content


Personalisation is the next phase of the web

©2016 Acquia Inc. — Confidential and Proprietary

Acquia Lift for Personalization Everywhere• Works on any platform (and

ROCKS on Drupal!)• Cloud-based design simplifies

startup• Designed for Marketers to be

fast and easy to use• Unifies known and unknown

user profiles• Utilizes existing content

management systems for A/B testing and personalization

©2016 Acquia Inc. — Confidential and Proprietary

APIAPI

Acquia Lift in the Marketing Ecosystem

Profile ManagerContent Hub Experience Builder

Acquia LIFT

Content

✓

PersonalizationA/B

TestingTools

Profile DataRules

Collect Visitor Activity


Questions?


Thank You

going beyond the click: the importance of web personalization

Technology