Better User Experience through Personalisation in Drupal
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This document discusses personalization and how it can be implemented in Drupal. It defines personalization as automatically adapting a website to better meet the needs of each individual visitor. It recommends using web experience management, real-time input, and recommendations to drive personalization. Both explicit personalization using profile fields and taxonomy, and implicit personalization using adaptive learning from visitor patterns and behaviors are described. Commerce examples like product recommendations and abandoned cart reminders are provided. The document also notes that while Drupal supports explicit personalization well, additional modules can help it also do implicit personalization through activities like segmentation and event tracking.
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Better User Experience through Personalisation in Drupal
- 1. Better UX through Personalisation DrupalSouth 2014, Wellington NZ #SolutionsArchitecture
- 2. David Peterson Acquia Senior Solution Architect, APJ Asia Pacific & Japan #SolutionsArchitecture
- 6. Automatically adapting to the needs of your visitor to better augment their online experience #SolutionsArchitecture
- 7. Driving Personalisation • WEM • Realtime input • Recommendations #SolutionsArchitecture
- 8. Web Experience Management • Harmonising: Content / Community / Commerce • Content is king • Great IA #SolutionsArchitecture
- 9. Personalisation is all around us #SolutionsArchitecture
- 16. Why What How Why do you need it? #SolutionsArchitecture
- 17. Why do you need it? • You are losing business • More effectively reach your audience • Increase conversion & revenue #SolutionsArchitecture
- 18. The competition • Drupal loses when Personalisation is a key “must have” • 1 out of 2 tenders have it mentioned • Sitecore —$100,000,000 in APAC #SolutionsArchitecture
- 19. Adobe CQ5 / Sitecore #SolutionsArchitecture
- 20. Join me and together we can rule the Web #SolutionsArchitecture
- 23. Dirty little secret #1 • Monolithic suite is forced on customer • One-size-fits-all • Jack of all, master of none • Take it or leave it • Costs blow out • Drupal gives you freedom to choose best of breed #SolutionsArchitecture
- 24. Dirty little secret #2 • Poor performance • Requires full dynamic pages for each user • This is not scaleable #SolutionsArchitecture
- 25. Personas “By categorizing and segmenting your site visitors, you can tailor their journey to provide the best experience and increase engagement.” — Sitecore #SolutionsArchitecture
- 27. Go beyond personas • Have in-depth understanding of your users • Automatically adapt content to their needs #SolutionsArchitecture
- 28. Personalisation Improves • Retention • Conversion • Revenue #SolutionsArchitecture
- 29. Retention ! • Attracting a new customer costs five times as much as keeping an existing one. (Lee Resources 2010) • Globally, the average value of a lost customer is USD $243.(KISSmetrics) • The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% (Marketing Metrics) #SolutionsArchitecture
- 30. Co-operative Travel, UK — 95% increase in visitors and 217% increase in revenue #SolutionsArchitecture
- 31. Magazine Luiza — 190% increase in visitors #SolutionsArchitecture
- 32. Magazine Luiza Brazil - 731 stores, 22.8M customers, 23k employees #SolutionsArchitecture
- 33. Bob - Visitation Rate Solution A First Bob use 190% Bob alone Bob out for 2 weeks #SolutionsArchitecture
- 34. BMW netted $500,000 in revenue by personalising MMS messages, improved conversion by 30% #SolutionsArchitecture
- 35. Why What How How can you use it? #SolutionsArchitecture
- 36. Two key terms • Explicit • preferences • reactive • Implicit • adaptive • predictive #SolutionsArchitecture
- 37. Explicit • Profile fields • Newsletter preferences • Taxonomy • Views • Caching per role #SolutionsArchitecture
- 38. Implicit • Segmentation • Adaptive • Learning #SolutionsArchitecture
- 39. Implicit Parameters • user patterns • geo-location • user device • time-of-day • browsing history • weather • and many more…. #SolutionsArchitecture
- 41. Commerce • People who viewed this also viewed • People who purchased this also purchased • Recommendations based on prior purchases • Personalised emails • price drop • abandoned cart items #SolutionsArchitecture
- 43. Nosto Drupal integration • Enables data collection into Nosto • Available blocks (21) • recommendations • top sellers #SolutionsArchitecture
- 44. Drupal? • Drupal is great at Explicit Personalisation • Implicit? • ummm…. • We’ll get to that :) #SolutionsArchitecture
- 45. Recommendations • Solr MLT • Views + Taxonomy #SolutionsArchitecture
- 46. Drupal Modules • Recommender API • Out of date? • WEM • Event Tracking • Reporting • Segmentation • Acquia Personalization API #SolutionsArchitecture
- 47. Questions? David Peterson Acquia, Senior Solution Architect APJ ! @davidseth #SolutionsArchitecture