1

Personalization Creating 1:1 connections at scale

Jacob Singh, Country Head, Acquia India @JacobSingh

2

Why is personalization

important? !!

3

Why don’t we invest in personalization? !

Stuck in o ld models of th ink ing about customer interact ions

4

5

6

35,000 restaurants In 119 countries

7

More than 700 items on the menu

8

9

Having a website is like having a restaurant that serves:!

•  Every age group •  Every language •  Every country •  Every income level •  At every time of day •  In all types of weather •  On every device

Good Luck

10

Agenda!

01. Benefits of personalization 02. Techniques of personalization 03. Personalization strategy 04. Tools

11

01. Benefits

12

Business goals of a digital property!!•  Increase revenue •  Increase time on site •  Improve customer loyalty/satisfaction •  Reduce costs to acquire customers

13

Typical deal funnel!

14

This model completely ignores the fact that each user is different and has a variety of reasons they visit a site, each looking for something specific.!!

15

Benefits of personalization!•  Better site usability.

–  Showing the right content directly makes a site easier to browse. It allows users to find the most desirable information quickly.

•  Increase conversions / call to actions –  By putting the right content in front of a user you increase the odds

that they will make a call to action. •  Retention

–  Personalization enhances a site’s stickiness and an increased likelihood that a customer will bookmark and return to your site.

•  Replicating a familiar experience –  Think of personalization like the friendly sales clerk. The person

that remembers you, suggests purchases and helps you solve problems.

16

02. Techniques

17

Testing Easily create A/B and multivariate tests for your content directly in Drupal. Create and track conversion goals and gain real-time insight into performance against KPIs.

Targeting Automated targeting and explicit rules-based targeting based on attributes stored in Drupal, or on a wide range of detected attributes like geo-location, device, or even current weather.

Reporting Build personas based on both “at-a-glance” and detailed reports so you understand content relevance and what’s driving lift.

Tools of personalization!

18

Testing!

•  Randomly showing different users different content

•  Can be A/B (2 variants) or A/B, A/C, B/C (Multivariant).

•  Must be matched with goals to determine success

19

Testing: Expedia earned $12m by removing one field!

20

Targeting!

•  Intentionally showing different users content based on information we have about them

•  Can be explicit (Tell the system to show North Indian users the Holi promotion)

•  Can be implicit (This user is a North Indian and they typically click Holi ads more, so automatically show it).

21

Targeting: Logged out of google!

22

Logged into google!

23

Reporting!

•  Correlate behavior to personalization •  Drive marketing, IT, and product strategy •  Feeds into future testing cycles

24

Reporting!

25

03. Strategy

26

Factors of personalization!

•  Variants – Variations of content and/or user interface

•  Contexts – Data about the user or their behavior

•  Goals – Quantifiable actions that contribute to business

goals.

27

JARGON EXAM!!

•  We Test under which Contexts a Variant will result in more Goal conversions.!Our Reporting allows us to Target users and personalize their experience.

28

Example!

•  Variant: – Long signup form vs. short sign up form

•  Goals: – Short form submission, Long form submission,

email click through, purchase. •  Contexts:

– Time on site, country, local time of day, % of youth in the visitor’s city, etc.

29

Possible conclusions!

•  Short forms submit 25% more than long forms, but long forms have 40% more revenue attached.

•  People in cities where the population is demographically younger are more likely to abandon a long form.

•  Show the long form more often in demographically older areas.

30

Implicit vs Explicit!

•  Explicit personalization: – Tell the site to show Variant A to everyone using

a smartphone on the weekend. •  Implicit personalization:

– System discovers that Variant A is more effective when used by mobile users on the weekend, automatically creates the rule and tests it.

31

Case study: Acquia.com!•  Column 1:

–  Maxim and Semi Case study has a 140% lift

–  CMS Selection guide for government with an 88% lift

•  Column 3: –  CMS Selection guide is showing a

300% lift –  When Gov goes Digital Solution

Brief with 56% lift •  Free page button copy (A/B)

–  Control originally said "Get Free” but "Start Coding" had a 17% increase in clicks and a 31% lift over all other tested options

•  Summary: So far Lift has provided a 17% lead increase and a 33% click through improvement

32

04. Tools

33

Various personalization suites!

•  Acquia Lift – Strong integration, automatic machine learning

•  Adobe Test and Target – Nice interface, very expensive, DOM based

•  WEM module in Drupal – Only supports explicit targeting, free and open

source •  Site Catalyst

– Only for Sitecore, feature rich, expensive

34

Acquia Lift: !Demo

35

Jacob Singh http://acquia.com

@JacobSingh

Thank You!