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Mandar Bhagwat Author's Perspective
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3 Minute read

3 Step Path to Effective Digital Personalization with Acquia

Digital B2b

The success story of a brand doesn't only depend on offering an intuitive shopping experience but also on contextual marketing. Personalization is not just about sending customized offers to customers. A major factory of personalization includes understanding the needs of customers and their likes to customize relevant content. If you're offering a similar type of digital experience to all the customers then Acquia personalization strategy and tools can help you upgrade your personalization game in several ways.

Did you know that 40% of marketers are unable to personalize because of the inability to link data across disparate technologies?

If you don't want to be one of them, Acquia Personalization and integration solutions can help you out. Being a powerful, easy to use and no-code solution, Acquia personalization tools help in customizing content based on information and relevance. As effective personalization requires more than just technology, content and data, having a comprehensive approach to data collection and data analytics is essential. Along with this a robust and flexible content library, strategy and planning to launch also needs to be taken care of.

Acquia digital personalization serves the long-term vision for personalization at your organization. It's a process that requires a methodical approach and serves as an efficient way to deliver a better customer experience and drive your business forward with various tools like Acquia CDP, Acquia DAM, Acquia Campaign Studio, Acquia Cloud Platform and more. If you wish to offer digital transformation to your business and make the customer journey smoother, here's a solution.

For this, Acquia platform recommends a three-stage approach to personalization:

Crawl, Walk, Run

3 phase approach of personalization

This 3-phase approach to Acquia digital strategy helps you in developing a personalization plan and implementing it in an organized way.

The first stage for Acquia personalization strategy, "Crawl," includes data collection, building visitor profiles and creating low-effort personalization for general demographics. This personalization generally relies on easily collected data, can run continuously and produce fast results. Some examples of Crawl stage personalization include those based on:

crawl stage personalization

Device Type - Evaluating analytics to check which content is more popular with mobile users is helpful. Accordingly, Acquia customers can provide them with that content on the homepage.

Geolocation - This focuses on the visitors from a specific city and personalizes a section of the homepage with details about a local event you are sponsoring or attending.

Visit Frequency - You can have first-time visitors see an "About Us" image and link prominently displayed on the top half of the front page, but remove that image for returning visitors. For visitors who have returned to the site multiple times in a short window, you could offer an opportunity to sign up for a newsletter or to receive a piece of popular content. This can work well for digital commerce businesses that wish to display unique digital content.

Marketing Campaigns - UTM codes can be helpful when a customer receives an email regarding brand or product marketing. One can create a consistent experience across channels by making the most of information from Acquia customer data platform. For example, by personalizing the homepage to match the content in the email, you can offer a feeling of relevance to the customer.

Also Read: 5 reasons to migrate your Drupal website to Acquia Cloud

Walk- Walk stage personalization will usually require additional content and more data collection for further defined segments and drive a better user experience on the website. The Walk stage includes medium-to-high effort (data that may require multiple visits and additional content creation) resulting in gathering information like customer name, email address, products purchased, site preferences and multiple relevant interests. Walk stage personalization is often based on the following:

walk stage personalization

Pages Viewed - Here you use data about pages viewed to figuring out visitor interest or intent. If a visitor has looked at awareness type content multiple times in a 30-day period, you could serve them conversion content on their next visit. Or if someone has visited a page about a specific topic several times, you could serve them new content that's been created on that topic the next time they visit the homepage.

Browsing Behavior - This involves tagging content for certain sections of the site (blogs, videos, specific web pages) that align to a specific segment you want to track. When visitors interact with this content, you can use that data to deliver more targeted content.

Completed Events - For visitors who have taken an action (could be signing up for a webinar, attending an event or joining a newsletter), that data can be used to serve them reminders about that event or, since you now have an email and a company, serve a hyper-personalized offer.

Run - With the Walk and Crawl stage, you can understand which of your personalization produce positive results and why. Once you have built out additional content based on active segments, popular locations and other data you are collecting, you can begin to focus on higher-effort, higher-impact personalization with the Run stage. Now is the time you can start "Run" to create custom, hyper-targeted and omnichannel personalized experiences based on data such as:

run stage personalization

Combination of Multiple Crawl Personalization - Utilizing Displaying regional content to visitors from that specific region who arrived at the site by clicking on a Pay-Per-Click online ad.

Cross-Channel - When a visitor fulfils an order on a mobile website, send them a discount or coupon for free delivery via email. You can also serve this promotion up the next time they log onto the mobile app.

Integration with CRM - While this can be done at multiple stages depending on the quality of data in other systems, most organizations will leverage data from third-party tools like CRM, ABM, DMP, or marketing automation tools to augment the information collected in Personalization's Profile Manager. It is helpful to leverage data from tools like Marketo or Eloqua and personalize the content on sites or mobile apps based on segment IDs or other identifiers in those systems.

Acquia Personalization is a single solution that combines customer data and ready-to-use, relevant content across all of an organization's websites with tools like digital experience platform. Unlike other personalization tools, it is designed to be used by marketers, not IT or developers. Anyone, regardless of technical ability, can create and launch personalization on their site by simply pointing, clicking and personalizing - no code required for your Acquia Personalization Strategy.

Request a workshop today to see how all new Acquia digital personalization can help you drive more valued relationships with your customers and significantly increase conversion, loyalty and customer lifetime value. We, at Altudo believe in offering the best solutions for delivering a satisfactory customer experience in every possible way. You can also drop a Hi! at marketing@altudo.co with your queries and our team will get in touch with you.

Mandar Bhagwat Vice President- Drupal Practice | Altudo


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