Empowered by access to more information than ever before, consumers are driving the personalization phenomenon. They’ve come to expect brands to understand their tastes and preferences - and marketing teams must respond! With customer expectations higher than ever, implementing a personalization strategy is a critical way for marketers to build and maintain meaningful relationships with their audiences.
Hear from Bounteous & Acquia on how Acquia Lift has been instrumental in eliminating one-size-fits all solutions and enabling their team of marketers to speak directly to the individuals visiting their website and address their unique needs. Included in the webinar, they’ll cover industry best practices and Acquia Lift product tips.
In this webinar, we’ll cover steps to:
- Analyze basic visitor information to help inform your personalization strategy
- Personalize content based on marketing channel
- Launch a personalization marketing campaign
- Prioritize personalization and testing initiatives
Join Bounteous & Acquia on August 7, 2019 at 10 a.m. EST / 3 p.m. BST as they dive into their analytics-driven approach to personalization and see how they’ve improved engagement metrics and increased conversion rates, ultimately driving ROI.
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
How to Get Started with the Google Marketing Platform & All New Acquia Lift
1. How to Get Started with the
Google Marketing Platform &
All New Acquia Lift
August 7th, 2019
2. 2
AGENDA
- Introductions
- For Marketers: Getting Started
- Acquia Lift Update
- Google Marketing Platform
- Example: Personalized Campaign
- Tips for Success
- Q&A
3. Speakers
Jon Meck
Senior Marketing Director, Bounteous
As Senior Marketing Director, Jon helps others learn about Bounteous, their
cross-functional capabilities, and the value they can bring to clients. From branding to
content, Jon Meck has diverse industry experience with a technical background, designing
and implementing marketing and analytics strategies. Jon’s “superhero” job is leading
custom trainings for companies that want to get the most out of their tools and partners.
Eric Fullerton
Sr. Product Marketing Manager, Acquia
Eric Fullerton is a product marketing leader for Acquia's personalization and journey
orchestration products. Eric’s passion for solving for the future of digital comes from living
it firsthand for the past 10 years. Eric has been navigating the divide between people,
process, and technology at small organizations and global tech giants alike as he continues
his journey to excite employees and engage customers through the power of digital
marketing.
4. Marketing For Bounteous
Bounteous attracts
a variety of visitors
across industries -
each with different
content needs and
priorities.
5. Marketing For Bounteous
From a B2C
standpoint, our
training offerings
are perfect
opportunities to use
some of the default
personalization
options with Acquia
Lift.
6. Our Insights
section is a great
traffic-driver, and
allows for
taxonomy-driven
campaigns to
improve relevant
content
recommendations
and promotions.
Marketing For Bounteous
8. Marketing + Personalization
As Marketers, we’re often tasked with both: driving traffic to our website &
delivering a positive on-site experience.
Personalization can mean everything from specific-user-based
recommendations to channel-specific messaging.
Start small. Take a look at your site through the eyes of a visitor, and consider
which messages or options would not apply to a specific user.
15. Acquia Lift
3
2
1
Personalized Content
Deliver personalized content to both known and
unknown visitors in real-time
Campaign Management
Easily track and manage all your campaigns
from a single UI
Segment Builder
Segment your visitors based on a variety of criteria in
order to deliver targeted campaigns
4
Campaign Builder
Quickly create and schedule A/B/n tests and
targeted personalization campaigns
5
Lift Analytics
Make data driven decisions based on visitor behavior
Improve
customer
engagement by
delivering a
personalized
experience
17. All New ACQUIA LIFT
Point. Click. Personalize.
✹ Create personalization in three simple steps
✹ A/B testing & targeting with no code
✹ New scheduling capability enables small teams
✹ Superior multi-lingual personalization
✹ Real-time dashboards and improved analytics
18. All New Lift Product Overview
Single unified login screen
19. All New Lift Product Overview
Central overview dashboard
20. All New Lift Product Overview
New campaign structure to more easily
manage personalization at scale
21. All New Lift Product Overview
Guided step-by-step
personalization creation
22. All New Lift Product Overview
New feature: scheduling
personalizations
23. All New Lift Product Overview
Integrated visual website building
interface within a single experience flow
24. All New Lift Product Overview
Simplified visual builder to focus on
key actions
25. All New Lift Product Overview
Point and click personalization,
no code required
26. All New Lift Product Overview
Calendar view of
personalization
27. All New Lift Product Overview
One click migration, built into
the product
29. The Google Marketing Platform
- Driving Traffic to Your Site
- Tracking Users & Interactions
- Reporting and Visualizing Data
- Granular Data Analysis
Includes tools for:
30. CRAWL with Google Marketing Tools
Google Analytics for Research
- Taking advantage of information we already know
Marketing Campaigns
- Utilizing best campaign practices to help GA & Lift
- Personalizing with Google advertising tools
31. Google Analytics Overview
Measure deep insights about the users that visit your website and
the actions they take. Over 200+ reports out of the box, but
especially powerful when customized for individual sites.
Audience - Who Came To Our Site?
Acquisition - How Did They Get Here?
Behavior - What Did They Do?
Conversion - Did They Do What We Want?
37. Campaign parameters, or campaign tagging, help us give “credit” to
the marketing campaigns that drive traffic to our website.
Should be used for all efforts to drive traffic to our site, where we
can customize the link a visitor is given. If you control the link, you
can tag it.
Consider traffic sources like: email, advertisements, social
campaigns, affiliates and partner sites.
Introduction to Campaign Parameters
38. Campaign Medium: The marketing medium. How did they get the
message? For example: email, social, partner
Campaign Source: More specific information about the medium. For
example: newsletter, facebook, google
Campaign Newsletter: A name to group marketing efforts or
promotion. For example: back_to_school, new_user_promo.
Campaign Parameters
39. Campaign Content: Extra information about the particular content in
the ad or marketing material. For example: skyscraper, blue_version,
stock_photo
Campaign Term: Information about a specific term or keyword used
for the campaign. For example: new customers, careers
Campaign Optional Parameters
43. Campaigns & Google Analytics
www.example.com?utm_source=members&utm_medium=
email&utm_campaign=august_promo
These links help Google Analytics assign traffic sources to sessions,
grouping behavior and conversions by how a user arrived on your
website.
We can also use this information to improve the onsite experience.
47. Google Marketing Takeaways
Google Analytics: Visitor reporting, personalization ideas generation
Google Campaign Best Practices: Use with all inbound traffic drivers
Google Ads, Search Ads 360, Display & Video 360: Utilize manual &
autotagging, or custom parameters to tie in site experience
Google Tag Manager: Use for advanced Acquia Lift data collection
49. Example: Building Personalization on a Campaign
From there, we can create our Personalization Campaign on our
site. We can use marketing campaign targeting to:
Align on-site messaging
Change navigation options
Share audience-relevant content
61. Tips for Prioritizing
Personalization and experimentation can seem daunting, but
doesn’t need to be. Looking forward, consider the following:
Adopt a Crawl, Walk, Run Methodology
Prioritize Using a Framework
Start Slow, But Make an Impact
Continue to Customize & Collect
62. Crawl, Walk, Run
Remember to internalize Acquia’s Crawl, Walk, Run
recommendations. Your first attempts at personalization can tackle
broad groups of users and seek to improve the general experience.
Crawl - Lower effort, fast results
Walk - Requires more content & data
but higher impact
Run - More time & Complexity,
highest impact potential
66. Start Slow, But Make an Impact
When considering what to personalize, or what to test, consider the
following:
Fix Problems First - Identify painpoints using analytics, qualitative
research, user testing, or more.
Follow the Money - Where are you spending marketing dollars? How can
the onsite experience be improved?
Improve Experiences - Where can user experience be enhanced? How
can you be more relevant? What can you anticipate?
67. Continue to Customize & Collect (Post-Crawl)
Acquia Lift becomes more powerful with extra customization and
collection. Using tools like Google Tag Manager or on-page JavaScript
can help improve the data collected and available to use.
Capture Events into Lift - Think about interactions that happen in
addition to pageviews
Capture Custom Information - Where do users enter information? What
can be stored for later? What URL information could be reused?
Integrate CRMs - Look at what marketing and personal information can
help us change the onsite experience