Too often we hear that organizations want to pursue personalization and cross-channel orchestration, but spin their wheels trying to get started. With Drupal, Acquia and Google Analytics, you have strong platforms that allow you to segment users, identify key insights in new ways, and ultimately layer on Acquia’s Lift and Journey tools to personalize and target those segments. Join Bounteous & Acquia as we take the guesswork out of decision making and introduce an analytics-driven approach to deliver content that improves engagement and your business results. In this webinar you will learn about: - The problems marketers face to provide consistent cross-channel messaging that enables more effective digital marketing, and personalization at scale - How to leverage analytics and insights to drive customer journey orchestration solutions - New analytical modeling approaches, including user clustering for persona development and content attribution modeling that identifies investment in journey improvement - Left & right brain journey design that combines quantitative and qualitative analysis to improve customer experiences - The solution architecture behind insight-driven journeys with Google, Drupal and the Acquia platforms Check out our recent blog post on journey management maturity for a sneak peak, and join speakers from both Bounteous and Acquia on March 5, 2019 at 10 a.m. EST / 3 p.m. GMT.

1. Crafting Insight-Driven Journeys
with GA360 and Acquia
March 5, 2019

2. 2Proprietary & Confidential
AlexMoore
VP Analytics,Bounteous
alex.moore@bounteous.com
Jonathan Weber
Director Data Platforms,Bounteous
jonathan.weber@bounteous.com
MEET THE SPEAKERS
David Aponovich
Sr.Director ProductMarketing,Acquia
David.aponovich@acquia.com

3. 30+
Fortune 100
companies are
customers
800+
Employees
230
Partners
Globally
The Leading Provider of cloud-based, data-driven journey
technology to build, manage and activate digital experiences at scale
3,000+
customers,
including 1,600
enterprise
94%
CUSTOMER
SATISFACTION
RATING
LEVERAGING THE LARGEST OPEN SOURCE
COMMUNITY
WHO WE ARE
3

4. 4Proprietary & Confidential
Acquia provides the DXP platform, Google provides the analytics platform, and Bounteous provides the
expertise to execute the program.
Surface personas in the data to personalize web content and
advertising & marketing messages.
Categorize content and develop a content-based attribution model
to understand which content is most influential for different
personas.
Conduct experiments to find the combinations of content that
work best for different personas.
Use data to initiate your design-focus around the most influential
steps in the journey.
Refine marketing spends around measurable touchpoint ROI.
Extend learnings and marketing targeting to data-driven
prospecting or lookalike audiences.
INSIGHT-DRIVEN JOURNEYS IN A NUTSHELL
$$

5. AGENDA
1. Who is Bounteous?
2. Insight-DrivenJourneys: The Acquia + Google Offering
The Problems Marketers Face in Today’s Climate
How to Leverage Analytics and Insights to Drive Journey Solutions
The Solution Architecture Behind Insight Driven Journeys
3. Digital Marketing Maturity: How to Get Started with Insight-Driven
Journeys
4. Q&A

6. WHO IS BOUNTEOUS?

7. We create big-picture digital solutions
that help leading companies deliver
transformational brand experiences.
MEET BOUNTEOUS

8. Ensuring the smooth flow of data,
insights and interactions across the
digital brand experience.
OUR MISSION
This is hard to do, but is essential to drive transformativeresults.

9. 9Proprietary & Confidential
OUR DIFFERENTIATION
A DISTINCT PROFILE
10+ year partnership with Acquia, 12Grand Masters and 63certifications
400+ collaborative, on-shore team members
1 of the premier Google Marketing Platform Partners in North America

10. INSIGHT-DRIVEN JOURNEYS
The Acquia + Google Offering

11. 12Proprietary & Confidential
THE PROBLEMS WE HEAR FROM MARKETERS
1. How do we align our touchpoints with the jobs to be done by our audience, buyers and customers,
and reduce friction by using our services and products?
2. How do we scale our ability to handle and meaningfully interact with our growing number of diverse
customers?
3. How do we enable our audience, buyers, and customers to engage with us consistently and
effectively across online and offline channels?

12. 13Proprietary & Confidential
WE BELIEVE
1. Most successful investments come from finding the real moments that matter.
2. Coordinating/targeting messaging and interactions across channels (including ad networks) creates a
strong, consistent brand promise.
3. Different personas will have different moments that matter; in most cases it’s not one-size-fits-all.
4. The true source of personas is provided by journey insights.
5. In order to do #1-4 you have to have the right data and know how to use that data to uncover the
right insights.

13. 14Proprietary & Confidential
Behavioraldata touching all parts of the journey
Customer data, including across devices/experiences
Specific conversions we’redriving toward
Before you begin, measurement is critical.
THE PATH TO INSIGHT-DRIVEN JOURNEYS
Personas
Content Strategy
Personalization
Journeys
Experiment
Measure
Feedback
Insights
Analysis Design Implementation Analysis

14. 15Proprietary & Confidential
$
THE CUSTOMER JOURNEY Analysis Design Implementation Analysis

15. 16Proprietary & Confidential
$
THE CUSTOMER JOURNEY Analysis Design Implementation Analysis

16. 17Proprietary & Confidential
$
THE CUSTOMER JOURNEY Analysis Design Implementation Analysis

17. 18Proprietary & Confidential
Each hotel offers different amenities, so we
modeled which amenities (and by
association which hotels) a specific user
might be interested in – e.g. golfing,
adventure excursions, kid-friendly hotels, spa
services, etc.
Which content touchpoints lead to hotel
bookings?
User Clustering &
Persona Development
WE KNOW OUR AUDIENCES…ORDO WE?
Analysis Design Implementation Analysis

18. 19Proprietary & Confidential
Data & Analytics
Quantitative Analysis
Experience Design
Qualitative Analysis
• Use existing data to learn more
• Remove “gut” decisions from the
process
• Focus design expertise at
highest value moments
• Craft journeys that make
a difference
COMBINING QUANTITATIVE& QUALITATIVE
ANALYSIS
DATA-DRIVEN EXPERIENCE & JOURNEY ORCHESTRATION Analysis Design Implementation Analysis

19. 20Proprietary & Confidential
CONSOLIDATEDPLATFORM
DATA-DRIVEN EXPERIENCE & JOURNEY ORCHESTRATION Analysis Design Implementation Analysis
ACQUIA PRODUCTS
$
BigQuery Datalab
Cloud ML
Cloud Journey
Lift
Profile Manager
GOOGLE PRODUCTS

20. 23Proprietary & Confidential
Reporting, Experimentation, Analysis, Data Science
Create and evolvea measurementstrategy to focus translating organizationalgoals into measurableKPIs
Quantify importance of differentinformationaltouchpoints to KPIs, and thereforegaugehow to investin those
touchpoints to drive success
Surfacepersonas in the data to personalizeadvertising and marketing messages and web content
Conduct experiments to find the combinations of tactics that work
best for differentpersonas
ContinuousConversionImprovement Program
SOLUTION ARCHITECTURE
Analysis Design Implementation AnalysisDATA-DRIVEN EXPERIENCE & JOURNEY ORCHESTRATION

22. Profile
Lift
Cloud

23. Lift
Cloud
Profile

24. Profile
Lift
Cloud
Profile Manager

25. Cloud
Profile Manager
Profile
Lift
Journey

26. Cloud
Profile
Lift
Profile Manager
Journey

27. Profile
Cloud
Datalab Cloud ML
Lift
Profile Manager
Journey

28. DIGITAL MARKETING MATURITY
How to Get Started with Insight-Driven Journeys

29. 32Proprietary & Confidential
No organization can jump from zero to a fully-automated, machine learning system that dynamically
determines next best actions in the moment.
DIGITAL MARKETING MATURITY
We use a maturity model to assess your current state, understand where you want to be, and then help
build a crawl-walk-run roadmap to get you there.

30. 33Proprietary & Confidential
How well do you coordinateacross organizational
boundaries?
Do you feel like multiple organizations or a single entity
to your audience?
Do you havea single view of audience information?
Is thereinformation you need that isn’t being collected
yet?
Cross-FunctionalCoordination Customer View
Journey Orchestration Content & Path Adaptation
Are you guessing what’s importantto your audience or
are decisions informed through insights?
Is your experiencea one-size-fits-allor is there variance
by persona?
Are personas based on best guesses or on insights?
ACHIEVING DIGITAL MARKETING MATURITY

31. 34Proprietary & Confidential
Establish foundational capabilities to use data to optimize and prove success with advertising
and marketing campaigns
This enables growth into insight-driven journey orchestration and personalization, and the
ability to manage personalization experiences across large, diverse audiences
DERIVING VALUE FROM DATA
Nascent Emerging Connected Multi-Moment
Google’s Marketing Maturity Model
MEDIA CENTRIC
Marketing campaigns are
executed mainly usingexternal
data and direct buys with
limited link
to sales
TECH CENTRIC
Some use of owned data in
automated buyingwith single-
channel optimization and
testing
DATA CENTRIC
Data integrated and activated
across channelswith
demonstrated link to ROI or
sales proxies
DATA-DRIVEN
Dynamic execution across multiple
channels,optimized toward
individual customer business
outcomes
and transactions

32. 35Proprietary & Confidential
This solution gives you more time to focus on your audiences’ needs, no matter which touchpoints they
use.
Your audiences don’t think of their interactions with your company or organization in a fragmented way
– and ultimately, neither should you. Coordinating your messaging and communications accelerates you
towards a future that looks and feels customized for your visitors.
WHAT THE FUTURE LOOKS LIKE

33. 36Proprietary & Confidential
1. Journey management is a discipline, not a tactic. We always recommend a crawl / walk / run
approach.
2. If you have analytics, are doing something in the realm of digital marketing, and are trying to figure
out how to orchestrate personalized journeys, there is a way to better tie it all together to deliver a
consistent, personalized message with a great ROI.
3. Analytics is core to understanding your customers and their behavior. It doesn’t mean you have to
have all the data in one place or have it all perfected. We like messy. We just need to start with a
data point.
4. Analytics is also core to proving the value from implementing personalized customer journeys and
continuously refining and optimizing those experiences.
KEY TAKEAWAYS

34. 37Proprietary & Confidential
1. We can build demos and help you tell your brand story.
2. We can provide strategic direction on how analytics can play a critical role in helping you get the
most out of Lift and Journey by establishing segments, defining content attribution models, creating
lookalike audiences for remarketing, and more.
3. If you have Google Analytics or Google Analytics 360, we can provide a leading perspective on how
GA and Acquia can work together to drive results.
4. If you want to learn more about Google Analytics, we can provide access to the best trainings in the
United States.
WHERE CAN YOU START?

35. 38Proprietary & Confidential
March 11 – 15: Denver, CO
March 25 – 29: Washington DC
April 1 – 4: Boston, MA
April 8 – 12: Los Angeles, CA
April 29 – May 3: Minneapolis, MN
May 13 – 17: New York City, NY
INTERESTEDIN LEARNING MORE ABOUT THE GMP?
training.bounteous.com/training

36. QUESTIONS?
CONTACT US:
DAVIDAPONOVICH, ACQUIA: DAVID.APONOVICH@ACQUIA.COM
ALEX MOORE, BOUNTEOUS: ALEX.MOORE@BOUNTEOUS.COM
JONATHAN WEBER,BOUNTEOUS: JONATHAN.WEBER@BOUNTEOUS.COM