Drupal: Powering Transformational Digital Marketing on the Open Web

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7 Δεκ 2013 (πριν από 3 χρόνια και 6 μήνες)

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Drupal: Powering Transformational
Digital Marketing on the Open Web
July 2012
2 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Marketing is Accountable to the Bottom Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Marketing Agility: Create, Connect, Convert, and Capture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Create from Idea to Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Segmenting and Targeting Campaign Offers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Creating for a Multiplicity of Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Maximizing Customer Engagement on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Mobile Engagement Widens the Marketing Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Building Loyal Brand Advocates with Social Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Delivering Integrated and Targeted Email Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Assigning and Tracking Campaign Business Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Mapping Personas to Campaign Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Maximizing Engagement through Personalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Using Metrics for Data Driven Marketing Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Connect with Prospects and Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Convert Visitors into Loyal Brand Advocates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Capture and Refine Rich Customer Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Drupal: One Platform, Limitless Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Acquia: Driving whole product web experiences with Digital Agencies . . . . . . . . . . . . . . . . . . .21
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Acquia • acquia.com

SKU 0313-120706
Executive Summary
We are at an inflection point in history . The digital revolution has given
consumers an unprecedented level of control and choice as they spend
more time researching, socializing, and buying online . To connect with these
consumers and to influence their purchasing behaviors, marketers are now
forced to deal with dozens of channels and engagement methods . Managing all
of this is incredibly complex and time consuming, and is easier to get wrong then
to get right . It is now estimated that the combination of a poor user experience
and a lack of insight into customers’ digital behavior is causing businesses to lose
24% of their annual online revenues .
1
Customers are demanding more from the companies they do business with .
Delivering personalized, targeted customer experiences is now required across
multiple channels and devices . These changes represent both a huge challenge
and opportunity for businesses that must create experiences for, connect with,
and convert prospects into customers . To accomplish this, it is critical to capture
insights to more effectively refine those experiences at each moment of truth
along the customer journey .
Complicating all of this is the pressure of today’s economic climate . Marketing
organizations are now held closely accountable for ROI on Marketing spend, and
many are not able to accurately measure success . To compete effectively in this
new Digital Marketing landscape, organizations must be nimble, as strategies shift
in response to highly fluid and changing consumer sentiment and competitive
market conditions . Every element of your campaign must be designed to achieve
a business purpose . Each element, as well, must be tracked, measured, and tuned
based on those results .
Software tools have historically been as much of a hindrance as help here . With
so many channels and so many unique touchpoints to manage, there has been
an explosion of tools to manage each of these interactions . What at one time was
a handful of experiences to manage for your customers is now dozens; spread
across multiple web sites, mobile sites and apps, social channels, and more .
Let’s look at how Digital Marketers increasingly turn to Drupal-based Web
Experience Management solutions leveraging a community driven, flexible, and
open platform to deliver engaging content and campaigns with ease .
1 . “Reducing Customer Struggle: Findings from eConsultancy’s Customer Experience Survey,”
eConsultancy, Aug . 2011 .
4 Drupal: Powering Transformational Digital Marketing on the Open Web
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Marketing is Accountable to the Bottom Line
Today’s marketing departments are required to show concrete results, with CMOs
required to prove out the ROI on campaigns and other variable marketing spend .
To do this, Digital Marketing and outreach efforts must be data-driven, focused,
and the results meticulously inspected and reported back to the business .
Yet many CMOs struggle with how to most effectively record and communicate
campaign results . In fact, per a recent CMO .com survey, “fewer than 20% of
marketing respondents had full confidence in what should be fundamental
abilities, including measuring overall campaign effectiveness, how to allocate
budget with ROI in mind, and communicating performance up to c-level
executives .”
2
One example of using data driven marketing to judge the effectiveness of your
campaigns comes from Daimler, the makers of the Mercedes-Benz . Daimler
employs Drupal to leverage market research from their site’s forums, having
Stars Insight conduct 250 polls yearly . Geared toward the demographic of male
sports enthusiasts aged 25 - 45, the polls within these forums have generated
more than 7,000 comments on 300 different topics . Daimler also gains specific
guidance by allowing users to score their advertising campaigns, resulting
in over 2,000 user ratings . These activities provide Daimler with an easy and
cost-effective way to recognize new trends, and give the company a long-term
understanding of the target group for their Mercedes-Benz brand of premium
compact cars .
Marketing Agility:
Create, Connect, Convert, and Capture
Any organization that benefits from a substantial uptick in engagement is a
prime candidate for building Web Experience Management solutions on Drupal:
B2B organizations engage with their partners and suppliers, B2C engage directly
with consumers, governments and nonprofits offer services to citizens . For all of
these organizations, the goal is to create brand-loyal consumers who interact
with targeted content across channels, then advocate for the brand within the
community . For the consumer, such a situation means accessing this content
through channels of choice, finding products and services information faster, and
engaging with captivating experiences that might lead to an additional conversion .
2 . CMO Reader Survey: Measurement, Metrics, and ROI, March 2012 .
5 Drupal: Powering Transformational Digital Marketing on the Open Web
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The first step in improving visitor engagement – and, thus, your ROI – is to
change how you work and think . Your new Web Experience Management
strategy must become the following:
Work in smaller batches, build the right goal metrics for your enterprise,
quickly learn what is or is not working, and adapt.
To this end, it is important to recognize that traditional digital and web
development efforts are not sufficiently agile: they tend to be big-plan, big-drop
efforts . Instead of following the traditional route, work in smaller batches, build
your campaign through a series of stages, the effectiveness of each stage in real-
time . Web Experience Management solutions built on Drupal are ideal for agile
development . Drupal provides a simple-to-use, flexible, and open framework
you can use to quickly extend your existing tools, such as Web Analytics, CRM,
and Marketing automation . Connecting to your existing tools saves both time
and money . From there, while working in smaller batches, Drupal helps you layer
in a true system of engagement, empowering you to Create, Connect, Convert,
and Capture customer experiences and insights .
Creating immersive digital experiences online requires that Digital Marketing
organizations create rich content, connect with customers, convert prospects,
and capture rich customer insights.
Connect
Inspire an emotional
connection with
your Brand
Convert
Reinvigorate demand
at every interaction point
Create
Reach a wider
audience by
expanding your
digital footprint
6 Drupal: Powering Transformational Digital Marketing on the Open Web
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Create From Idea to Experience
Digital Marketers first and foremost need to be both marketers and technologists,
in order to create, manage, and deliver immersive experiences to their audience .
Part of meeting these needs includes creating an online communications strategy
on how to best connect with your target customer segments . This strategy must
define the goal metrics a Digital Marketer and CMO will use to clearly determine
whether a particular campaign is successful or not, and if so, how successful (or
unsuccessful) .
Important questions consider in building such metrics include:
■ What are the key success criteria metrics for your campaign
■ What market segments are you trying to reach?
■ Over which channel of engagement will your customers engage with the
brand?
■ What business objectives is the campaign trying to address?
■ What information should you provide to different stakeholder roles?
■ Which context is your user in, and what are their context preferences?
Segmenting and Targeting Campaign Offers
One size fits all marketing is no longer relevant in today’s digital world, instead
leading organizations build customer profiles for targeted delivery of promotions/
discounts, microsites, banner ads, display ads, or other types of creative content .
And they build these profile segments based on captured or purchased market
research, and serve targeted content and promotions to that segment .
Or, you can automatically create segments from anonymous visitors based on the
country of origin, visitor behavior, or URL .
Segmentation is an age old marketing discipline, but one that is becoming
exponentially more powerful with the advent of digital marketing solutions .
Drupal is leading the charge by fostering deeper ties and integrations with
CRM and other systems of record to expose even more fine grained customer
segments that automate site experience, dynamically render special offers
displayed through the web and mobile channels, and provide closed loop
marketing by gathering and measuring interactions on the web to inform those
campaigns .
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7 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

Humana, which offers personal well being guidance to retirees, launched a
new site in May of 2012 which captures personalization on three levels . The
first level is with registration itself, the second is with an interactive assessment
to find the member’s interests in four specific content areas of the site: health,
finances, relationships, and play . The third level captures how the member
interacts with content such as reading, bookmarking, or sharing . A member also
has additional menus for saving content and favorite authors, and tailored – for
tailored recommendations . Within Drupal, there is a customer master that tracks
everything . With it, you can look at segments and individuals and how the various
marketing channels contribute to the goal . Then Humana can tag that all back
to one master user, and analyze different marketing efforts . Drupal is also a
strong platform for integrating siloed marketing systems with an open ecosystem
approach . For example, Humana’s partners need to leverage Adobe Site Catalyst
for analytics and MailChimp for email campaigns allowing website registrants and
users generated from other sources to be tracked and measured campaign wide .
Creating for a Multiplicity of Channels
In today’s Digital Marketing landscape, channels include enterprise websites,
localized websites, mobile websites, microsites, email campaigns, and social
network initiatives . Your approach must integrate these disparate channels into
one seamless experience for your customers, while allowing for content they
generate themselves . Drupal provides the modern, open architecture that allows
Digital Marketers to treat content as individual objects, (such as a tag, RSS feed,
video, user rating, share link, banner ad etc .) enabling these elements to be
mashed up and delivered as a campaign that is tailored for a particular audience
or user .
Drupal offers a single content-agnostic repository to reuse and deliver
campaigns across web, mobile, and social channels.
8 Drupal: Powering Transformational Digital Marketing on the Open Web
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As new technologies have emerged, many organizations have added new
platforms for each additional channel in a serial fashion, leaving an explosion
of data in separate technology silos that don’t talk to each other . One example
of this problem is legacy web 1 .0 online forums standing next to brand new
social business software suites . Your audience expects interactions across all
engagement channels to be consistent, with their history and preferences from
visit to visit, channel to channel, and device to device happening seamlessly
and in context . When incompatible silos do not communicate or integrate with
one another, the visitor’s experience is disjointed, inconsistent, and fraught with
having to enter the same information repeatedly .
You cannot afford to frustrate your visitors . After all, they might be more prolific
generators of useful content than you are . According to Syncapse, more
than 40% of consumers consider Facebook recommendations when making
purchasing decisions .
3
Among the Generation Y crowd, approximately 8 in
10 say user-generated content from strangers influences their purchasing
decisions and brand perception, while 51% say it is even more important than
the opinions of their friends and family .
4
The key to digital engagement is that between online commenting, product
ratings, and online Q&A, your customers are not simply consuming your
corporate pitch . Instead, they are creating their own content about your brand,
while consuming content from other customers with mutual interests and
buying habits . With the right approach, you can harness this energy to your
advantage .
For example, the BRIT Awards (BRITs), the UK’s biggest Music Awards ceremony,
uses Drupal to drive their social agenda online . Engaging with music fans using
social media is core to the BRITs digital strategy . Channeling rich content to
fans in the form of breaking news and interviews via Facebook, Twitter, and
a new BRITs iPhone application, is at the core of driving conversations and
interactions online . As a result, traffic on the BRITs website has quadrupled
year-over-year .
“The digital and PR campaigns are working so well this year that there is a much
greater buzz around the forthcoming awards ceremony, and we are anticipating
a similar increase in traffic for the main show .” – Giuseppe de Cristofano, IT
Manager, BRIT Awards
To provide proper support for your efforts, multi-channel communications and
campaigns should also be an extension of your CRM systems . Imagine you are
a customer of Brand X software company . Last year you purchased a version
3 . “Increasing Campaign Effectiveness With Social Media,” Syncapse, March 2011
4 . Talking to Strangers: Millennials trust people over brands . Jan 2012]
9 Drupal: Powering Transformational Digital Marketing on the Open Web
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of their software online by filling out a web form, and you recently heard about
a new version through a campaign on your mobile phone . Typically this process
would involve calling a customer service representative who walks you through
series of questions about what product you bought, when you bought it, and then
determines if that product is eligible for an upgrade .
Now, what if you called and that same customer service rep told you exactly what
products you own, the date you were eligible for a free upgrade, and sent you a
message optimized for your Hotmail client with a link to the upgrade? This is just
a start: the more interactions, the greater the need for optimization of the next
experience . The key is that this experience must also be tethered and consistent
across channels, so that when you go to a customer portal on the web, you get
the same experience you just had talking to a customer representative on the
phone .
Let us take a look at each channel of digital engagement in turn . There are
different things you must keep in mind for each of these channels in terms of
maximizing your customer engagement .
Maximizing Customer Engagement on the Web
When it comes to web channels, keep in mind that the web has become the
hub of all customer interactions . Forrester estimates that by 2014, the web
will influence more than half of all retail sales . A critical item to consider when
designing a web campaign is whether or not you require a microsite rather than
a simple landing page, or a section of your existing site . If you are dealing with a
single product across all types of customers, a simple landing page often works
well . When the product is sufficiently complex – whether in use cases, features, or
requiring a significant amount of information to be available – you might assign it
a section of your existing site .
But what if you have one or more web channel campaigns carefully targeting
specific audience or customer segments? Or maybe you want to break from
traditional corporate web templates, segment a new product out from the rest of
your portfolio, or develop a small branded community . In these cases, microsites
are an attractive option . For example, Florida Hospital is using Drupal to create
hospital physician microsites to improve patient interaction, loyalty, and retention .
The site themes and look and feel can be replicated quickly and easily using Drupal
to ultimately generate thousands of new physician microsites that offer embedded
search by specialty and location . Each physician microsite, across the entire Florida
Hospitals network, offers similar site elements with embedded maps to the office,
photos, online appointment scheduling, and rich profile information . Furthermore,
with tight integration into a backend .NET application, these microsites are also
available to make directory updates in real time .
10 Drupal: Powering Transformational Digital Marketing on the Open Web
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When you think about creating and delivering the right content across channels,
no one is better suited for making content decisions than Digital Marketers .
Following this strategy means that the individuals adding the content do not
need to be in web development, freeing your developers for other pursuits .
Mobile Engagement Widens the Marketing Funnel
Organizations must optimize content for mobile users across varying screen
sizes and resolutions . With the explosion of device form factors for consumers
to choose from, addressing mobile as a channel means tracking what type
of interaction a user prefers on a particular screen, so you can optimize the
experience . For instance, a user of a financial services website might want
to read about a new service on their smartphone, fill in the form for their
subscription on a tablet, then use the online budgeting tool in Excel on their
desktop .
In addition to adapting to each user’s mobile hardware context, savvy Digital
Markers also make use of geo-location to target content to the user’s location
in real time, in order to accelerate the buying cycle . Driving past an oil change
location you’ve used before? How about a real time coupon for 10% off, today
only?
One example of a customer proactively embracing the mobile channel is Florida
Hospital, the nation’s largest processor of patients . Florida Hospital uses a
Drupal Web Experience Management solution to power the new FloridaHospital .
com, using responsive design techniques to reveal customer context and
foster patient loyalty and interaction . Specifically, the site makes use of the fact
that patients often get hurt away from home . Using geo-location services, it
automatically shows patients which hospitals are closest and the associated
Physicians at Florida Hospital’s can easily market
their services through personalized microsites
that offer geolocation services and interactive
appointment scheduling.
11 Drupal: Powering Transformational Digital Marketing on the Open Web
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wait times . By offering patients the right information at the right time, using their
real-time context, this new mobile experience has increased mobile traffic by
278% . Drupal has also allowed them to optimize the mobile experience for the
appropriate screen size, resulting in a major increase in the patient form filling via
the mobile channel .
Building Loyal Brand Advocates with Social Community
In order to drive interaction and build their community, companies must also
offer social experiences and include the social channel within their campaigns .
These experiences can take the form of a social community residing on your
website, enabling prospect and customer collaboration in the form of blogs,
wikis, forums, calendars, or ratings . Driving interaction and building community
may also require dissemination of content to social media sites such as
Facebook, LinkedIn, and Twitter, along with embedded third party social gadgets .
In fact, both Linkedin and Twitter use Drupal today to create developer
communities that share knowledge and accelerate the innovation process .
Specifically, these customers are leveraging the Drupal Commons distribution
with over 1,000,000 registered applications and 750,000 developers
building on the platform today . Twitter needed a new home to support their
developer community better and the new Drupal developer community
enhances communication channels, offers improved reference material and
documentation, and helps foster better interaction for everyone who visits it .
The ultimate goal when working with the social channel is to bring prospects
and customers back to your own site, where you can moderate and control
perception of your brand . When customers bring their social profiles from
Facebook or Twitter into your site, you can harness that social activity to
connect more deeply, and generate greater brand affinity . Doing so helps you
appeal to the 47% of consumers who respond positively to valuable content —
entertainment, information, and advice — and to the 45% of consumers who
establish brand preference with complementary services .
5
The Warner Music label leverages social channels using Drupal Web Experience
Management solutions to empower artists to go direct to their fan base . Through
these channels, users can create content directly on the artist’s site, then push it
out to their own social identities, extending the content’s reach to multiple social
networks . This allows them to apply a new level of flexibility and innovation to
their artists’ websites and drive a deeper connection with their fanbase . It’s the
openness of Drupal that empowers Warner to “own” the content while avoiding
5 . “Visible Value Differentiates Brands And Drives Loyalty” report .
12 Drupal: Powering Transformational Digital Marketing on the Open Web
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lock-in within any single digital channel . “We’re committed to providing our
artists with the best possible service and helping them achieve their potential,
both creatively and commercially . A key part of that mission is producing
content-rich, social web destinations, which foster the connection between
artists and fans,” said Paul Sinclair, SVP, Digital Media, Atlantic Records .
Delivering Integrated and Targeted Email Campaigns
Finally, there is the email channel . Email remains one of the most powerful
tools in a campaign marketer’s bag, but only if you embed lead nurturing and
management into your overall communications plan, so that prospects are
touched at the right stage in the buying cycle with the right message . In fact,
personalized emails has been proven to improve click-through rates by 14%, and
conversion rates by 10% . (Source: Aberdeen Group)
Leading labels like Warner Music use Drupal to connect artists to
their fan base using powerful hooks into a broad array of social
media channels.
13 Drupal: Powering Transformational Digital Marketing on the Open Web
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Once again, Drupal offers an open architecture and ecosystem so integrating
with leading email campaign platforms such as Mailchimp, Pinpointe, iContact,
or ExactTarget is quick and easy . Digital Marketers can achieve true data driven
marketing by syncing site user profiles and then tracking with analytics engines
to offer a deeper understanding of the actions taken on the site . Then using the
rich customer profile information available in Drupal, marketers can follow up
directly with multi-touch email nurturing programs or initiate targeted cross/up
selling offers and promotions all within the same Digital Marketing interface .
Assigning and Tracking Campaign Business Objectives
No matter which channel(s) you choose for your campaign, you have to keep
your business objectives firmly in mind . These objectives help you track success
through key performance indicators, which vary widely across vertical markets
and the customer segments they serve .
Some common business objectives when developing Digital Marketing
campaigns include:
■ Increase unique visitors and fill the sales funnel . In the retail world, driving
a larger percentage of product sales online has become a key initiative
for many CMOs to reduce the cost of sales . Converting online visitors
into qualified prospects, and turning those prospects into pipeline, can be
achieved by automated digital lead nurturing campaigns that speak directly
to consumer needs .
■ Drive revenue indirectly through increased time-on-site . The website goal
for a media company is to increase the time a visitor spends on its site, in
order to increase ad impressions and the likelihood of gaining click-through
on those ads . This objective can be accomplished by engaging viewers with
text, audio, or video originally released through a different channel, such as
television or print .
■ Provide information efficiently and quickly . Government agencies want
to provide information to their citizens effectively and quickly, often
intentionally working to minimize the time spent on site by visitors .
■ Drive brand consistency . A goal of publishers is to improve the marketability
and value of content to drive advertising spend . One way to accomplish
this goal is for the publisher to enable Digital Marketers to easily target
personalized content to specific users and communities across geographies,
with a consistent message that drives brand affinity .
14 Drupal: Powering Transformational Digital Marketing on the Open Web
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Which business objectives are you trying to achieve with your campaign? How
will you know whether you’re succeeding or failing? How can you convert that
information into quantifiable metrics?
Mapping Personas to Campaign Success
Key stakeholder roles within an organization will derive value from your WEM
solution in different ways . When you build out your solution and design your
campaigns, you must keep each of these roles in mind:
■ Marketing executives need to ensure that the organization’s marketing
vision flows downhill to every interaction point within the customer base .
■ Marketing analysts, in conjunction with their Digital Marketing counterparts,
must ensure closed loop measurement and targeting using analytics suites .
■ Product or Brand Managers need feedback directly from owned
communities or social media sites on features, new products, or line
extensions, so your products remain relevant to your customer segment’s
changing tastes .
■ Agency personnel may participate as social media managers to help control
or moderate online conversations .
■ Media buyers are interested in how to best place a display ad to a particular
demographic .
■ Publishers want to know the value of their digital real estate in the form
of display ads based on specific details about customer segments and site
traffic .
Notice that these roles include not only the Digital Marketing team and IT, but
the entire sales, marketing, and services organizations .
Maximizing Engagement Through Personalization
One key to increasing engagement is to ensure that your Digital Marketing
systems remember your visitors’ context and adapt automatically . Otherwise,
you are missing out on opportunities to upsell and cross-sell, and you can
find yourself bypassed by competitors who are serving your customers in a
more optimized way . The challenge is resolving all the relevant inputs, such as
demographics, location, consumer insights, and devices .
15 Drupal: Powering Transformational Digital Marketing on the Open Web
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Context is driven primarily by two sources of information about an end user:
implicit information and explicit information . Implicit attributes come natively
from how a user interacts with a system or set of systems, for example:
■ Whether they’re a first-time (“unique”), or repeat visitor (“repeat”) .
■ The referring site (where they were previously) .
■ Keyword search data (whether from people searching within your site, or
from a referring search engine) .
■ Whether they typically click on the right or the left side of the page .
Explicit information is personal information gleaned from the user regarding
demographics or personal preferences, such as:
■ Profile information .
■ Location, such as the country they are visiting from .
■ Screen size or device characteristics .
■ IP address .
■ Buying criteria and history .
Used in tandem, this information is a powerful tool for building out and refining
customer profiles or segments, and targeting them with content that offers the
best chance at a conversion . If you do this well, you will create a virtuous cycle,
where content becomes more optimized and personalized over time . .
Using Metrics for Data Driven Marketing Campaigns
The key to any effective campaign is determining what levers have the greatest
impact to achieve ROI goals . Do you want to build a subscriber base? Generate
incremental revenue? How about building brand awareness with new prospects?
Or engage customers and drive traffic?
In order to learn what is working (and what is not) you must measure these
objectives . Track key metrics such as funnel creation, number of qualified leads,
new opportunities, and ultimately conversions . Constructing an engagement
scoring system may be helpful to track items such as rich media interactions
with banner or display ads, landing page visitation, or high value content
consumption . Metrics such as conversions by stage, average time through the
funnel, or the number and types of touches can help uncover why particular
campaigns have a better response rate and ROI than others .
16 Drupal: Powering Transformational Digital Marketing on the Open Web
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Ultimately, the business objectives of the site help dictate the metrics measured .
On a site that’s supported through advertising revenue, the number of people
who view and act on those advertisements is typically driven by a metric of
unique visitors per month . An ecommerce storefront is evaluated on completed
purchase transactions, so tracking abandoned shopping carts is often a key
metric . On the flip side, a purely informational site likely gets traffic primarily
from Google and other seach engine marketing, so tracking the effectiveness
and clicks of those inbound links is critical . Finally, sites that rely on social media
for promotion require counting the number of leads from Facebook, Twitter, or
Pinterest as a core metric for tracking .
In the government sector, however, success may be measured in different ways
with different metrics . The New York Senate websites built on Drupal streamed
live debates around highly contentious legislation regarding marriage equality,
by embedding Senators’ speeches in the site and making them available for
download and public comment . Over fifteen thousand voters watched the
debate live online, and one senator’s rousing speech was viewed hundreds of
thousands of times . As a result, the issue reached high profile status in both
regional and national media, achieving the site’s key objective .
Of course, you can’t execute on every new campaign idea, and agencies
can’t create content for every possible scenario or use case . A more efficient
approach is to create the minimum viable content required, execute some
testing and associated learning from your key metrics, then build incremental
content and campaigns based on the results .
Connect with Prospects and Customers
You cannot properly adapt unless you take your metrics and testing seriously .
To begin the process of connecting, test that minimum viable content you’ve
just created, then identify which pieces are the most likely to motivate action .
Content for testing could be a full-page advertisement, a whitepaper, a web
form, a particular marketing message, a promotion, the website interface, or
even the product . By leveraging emerging digital marketing techniques such
as A/B and multivariate testing, the most relevant content will be dynamically
presented at the right time in the customer journey . This measurement needs
to occur simultaneously across all channels in order to help build and refine
user profiles, create new customer segments, and ultimately automate the
personalization of content to build brand loyalty .
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17 Drupal: Powering Transformational Digital Marketing on the Open Web
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In fact, sixty-two percent of consumers find personalized retail websites useful
when shopping online, i .e ., when an online store recommends products based
on other items that the consumer may be browsing or buying (e .g ., “You might
like . . .”)
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Once you have refined your tested content, initiate your campaign using a
variety of techniques, such as:
■ Pushing your content out to social networking sites on a predetermined
schedule . For example, when your campaign launches, PR must make sure
the announcement goes live at a very specific day and time simultaneously
across multiple social networks .
■ Using existing communities to promote cross-channel initiatives and
share content across mediums by leveraging the social nature of the
web . Capture customer information on social pages, send responses, and
leverage mobile form factors for prospects to opt in on the spot, then
reward them with coupons, discounts, or prizes .
The real empowerment occurs as you continue testing throughout your
campaign, and uncover winning combinations of segments, content, messages,
or creative .
Convert Visitors into Loyal Brand Advocates
Once you have created your content and made a connection with your
audience, it’s time to convert them . A conversion can be defined in many ways,
such as a sale, downloading a whitepaper, filling out a webform and hitting send,
or clicking on a display ad .
Drive conversions with analytics and other tools, using testing and targeting
techniques to refine your offering . Be sure to include customer service, support,
and finance in your analyses and iterations . Eighty-two percent of respondents
to the Q2 2010 Global Online Testing Forrester Wave Customer Online Survey
said that conversions increased as a result of A/B and/or multivariate testing . See
the November 17, 2010, “The State Of Online Testing 2010” report .
You will also want to pay attention to lead scoring, which tracks prospects’ web
behaviors and activities, then cross references them with particular customer
profiles and segments . This process can be automated to identify qualified leads
for sales and deliver them seamlessly, in priority order, based on your scoring
methodology . Through lead scoring, the best leads get prioritized by the right
sales person, in the right region, at the right time .
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18 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

All organizations must engage their audiences, measure their results, and improve
in areas that are not achieving their conversion goals . It is difficult to overestimate
the importance of effective engagement: in fact one study found that poor online
user experience, coupled with a lack of insight into why customers abandon
websites, is causing businesses to lose 24% of their annual online revenues . That
equates to more than $50 billion a year lost in the US alone .
1
.
As discussed, no one set of metrics is appropriate for all of these purposes .
Systems that structure digital activities such as marketing campaigns with tight
prospect-to-close conversion rates are not useful to governments providing
disaster-relief information to citizens who must find information in 1-2 taps on
a mobile phone . How an organization defines its engagement goals is key to
implementing the appropriate tracking metrics .
Capture and Refine Rich Customer Insights
Finally, by capturing and measuring the history and context of all customer
interactions, organizations can better refine future programs and campaigns . By
listening, measuring, and analyzing customers across channels and even siloed
marketing and relationship systems, these customer insights drive not only the
content presented, but offer digital marketers an opportunity to drive business
strategies across organizational boundaries . To accelerate this process, Web
Experience Management solutions built on Drupal offers deep integrations with
leading web analytics platforms as well as CRM, email campaign, and marketing
automation systems to ensure customer insights are captured, measured, tested
and optimized for the next interaction .
Drupal’s open architecture and ecosystem offer marketing leaders the opportunity
to capture the broadest set of customer insights . Accordingly, the business, rather
than IT has the freedom to decide what systems and tools are most effective to
execute a particular campaign or digital strategy . These systems of record offer
powerful data inputs that Drupal can leverage as a customer facing system of
engagement out to the various customer interaction points along the customer
journey .
1 . “Reducing Customer Struggle: Findings from eConsultancy’s Customer Experience Survey,”
eConsultancy, Aug . 2011
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19 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com
Drupal: One Platform, Limitless Opportunity
Acquia provides a Drupal–optimized platform for building WEM solutions
that empower you to build brand loyalty, generate demand, and expand your
digital footprint to the widest audience possible . Leveraging these solutions
on the Drupal platform, marketers can create rich experiences, connect more
deeply with customers, convert more prospects into buyers, and capture rich
customer insights to drive optimization at the next interaction point . These digital
experiences are delivered seamlessly across web, mobile, and social channels, all
while layering in and integrating with existing systems of record that are already
working well in your environment . And the solution is designed with an elegance
and simplicity in mind so every Digital Marketer, even the most novice can
accelerate time to market and optimize their campaigns .
Drupal off ers backend integration to leading systems such of CRM,
ERP, Marketing Automation and other systems of record. Drupal
off ers a system of engagement to deliver captivating front end
experiences across sites, channels, and devices.
Drupal is the only platform that off ers Digital Marketing
Organization a single unifi ed interface for delivering content,
community, and commerce across their digital properties.
Content
Commerce
Community
20 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

To power a truly digital business, your internal systems need to work seamlessly
together . It is important to choose a system flexible enough for a digital marketer
to engage stakeholders while powerful enough to integrate seamlessly across a
broad range of backend systems of record to expose the deepest set of customer
insights possible . Drupal accomplishes this feat by providing both marketing and IT
agility across your organization .
Drupal is the optimal choice of Digital Marketers because of its long history as an
open, flexible, and community-powered platform:
■ Drupal offers a single, easy to use system for marketers to deliver content,
community, and commerce seamlessly to customers . Since Drupal was
built with social at its core, organizations don’t have to learn multiple
systems or toggle between Social Business software suites and Web Content
Management platforms or ecommerce systems . It’s one single marketing
interface .
■ Drupal offers fastest time to market for new digital marketing initiatives and
new sites for leveraging the hottest, fastest growing communities and gadgets
on the web, through continuous innovation .
■ Drupal offers innovation at the speed of the web . With 17,000 developers
worldwide, and through the power of a vibrant, thriving community, marketers
don’t have to wait for scheduled product development cycles every 6-9
months to embrace and exploit the latest technology trends .
■ Acquia offers marketing buyers an operational buying model for WEM
solutions built on Drupal so they may map IT investments on a annual basis
based on site goals rather than a large up front capital expenditure . Marketing
leaders can thus scale up incremental investment based on traffic and the
success of web experience initiatives rather taking a leap of faith with a single
vendor or technology stack .
■ Acquia offers Digital marketing organizations the freedom of choice through
an Open SaaS deployment and delivery model, which virtually eliminates any
risk of vendor lock-in . Should you decide to move your site and content to
another hosting provider, or decide to host it yourself, simply zip up the data
and go .
■ Acquia offers an open ecosystem of digital agency and technology partners
to choose from so that marketing can decide which tools to leverage based
on business requirements rather than IT requirements, schedules, or budgets .
Drupal also offers pre-built integrations as a modern content repository for
leading marketing, sales, and service investments such as ERP, CRM, Marketing
Automation, and Analytics to lower risk and speed time to market .
21 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

Acquia: Driving whole product web experiences with
Digital Agencies
Drupal is the platform Digital Marketers need for building WEM solutions that
forge deep engagement and connections with their customers . However, Acquia
understands that to make customers successful, we need to partner with a broad
swath of Digital Agency partners to deliver complete solutions .
The reasons outlined above for Digital Marketers to adopt Drupal as the platform
for building Web Experience Management solutions are compelling . However,
to achieve these lofty (and sometimes overwhelming) goals, organizations
also need to partner with Digital Marketing Agencies . These Agencies can help
map out a comprehensive top down digital strategy that ensures a scalable
foundation and blueprint for success .
Acquia understands this requirement and aggressively partners with the world’s
most innovative Digital Marketing Agencies to offer “whole product” solutions . This
“whole product” includes discovery and requirements analysis, the development of
the core digital strategy through to the execution and measurement of individual
multichannel campaigns . Digital Marketing Agencies bring the deep expertise
required to plan for and map out best practices for customer engagement goals,
campaign metrics, and data driven tracking techniques that deliver closed loop
marketing . They help organizations harness the power of Drupal and empower
digital marketers to create, connect, convert, and capture customer engagement .
The full service nature of these agencies helps bring together people, process, and
technology . It provides the glue that binds Drupal with successful digital marketing
strategy, execution and ongoing optimization .
22 Drupal: Powering Transformational Digital Marketing on the Open Web
Acquia • acquia.com

Conclusion
Businesses are at their own inflection point with regards to delivering immersive
customer experiences across the web and new emerging channels . The game
has changed permanently for attracting and retaining customers as interaction
points within the customer journey have migrated online from traditional brick
and mortar channels . Those who embrace this challenge will be rewarded with
greater conversions, a growing brand, and wider digital footprint to deliver their
message to the market .
Generating new customer demand requires standing apart from the crowd
by delivering personalized, tailored campaigns and content . It also requires
expanding your digital footprint by offering immersive experiences wherever and
whenever your customers want to consume content and interact with the brand .
And finally, it requires building greater brand loyalty and awareness through deep
customer connections that transcend channels, devices, and geographies with
one voice .
Drupal offers one platform to embrace these challenges and differentiate your
offerings in an increasingly complex digital world . Born of a thriving global
community of talented, passionate developers, Drupal empowers Marketing
organizations to control their own destiny through innovative, and adaptable
Web Experience Management solutions .
The desire to accommodate rapidly changing consumer sentiment and
preferences, along with the need to pivot quickly from a competitive
perspective, requires a fast and flexible framework to enter a new market, deliver
a new promotion, or engage a new customer segment . Overall, Drupal is the
most open, flexible, innovative, and community-powered platform available for
helping agile Digital Marketing organizations deliver closed loop, data driven,
and immersive online customer experiences across web, mobile, and social
channels .
© Copyright 2012, Acquia, Inc.
Acquia, Inc.
25 Corporate Drive, 4th Floor
Burlington, MA 01803
USA
www.acquia.com
sales@acquia.com
+1.781.238.8600