Going Beyond The Click: The Importance of Web Personalization
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Digital is changing the way that organizations need to interact and engage with their prospects and customers. Most organizations determine the effectiveness of their digital efforts based on conversions - but what happens after that conversion? According to a recent SiriusDecisions report, 80% of B2B marketers indicate that they will be using digital advertising in 2017, but less than 50% are measuring ‘beyond the click’. In order to have a truly effective digital strategy, organizations must look even further. By measuring ‘beyond the click’, organizations gain the ability to personalize the entire customer journey, engaging people at every touch point. In this webinar with leading global B2B research and advisory firm SiriusDecisions, and Acquia Partner Inviqa, we’ll cover the tactics to optimize your personalization strategy, including: -The rise of digital advertising and the need for ‘beyond the click’ measurement -The need for web personalization and how to implement it in your digital strategy -Different methods of personalization and best areas to personalize -Best practices to follow and what to watch out for
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Going Beyond The Click: The Importance of Web Personalization
- 1. 1 ©2016 Acquia Inc. — Confidential and Proprietary The Importance of Web Personalization Going Beyond the Click Jonathan Tam, Research Director, Demand Creation Strategies, SiriusDecisions Richard Jones, Technical Director, Inviqa Stephen Skidmore, Director of Product Marketing, Acquia
- 2. Going Beyond the Click The Importance of Web Personalization Jonathan Tam Research Director Demand Creation Strategies @jontam13
- 3. © 2016 SiriusDecisions. All Rights Reserved 3 13 Average # of dials before engaging in a conversation The number of touches that buyers receive per week increased 32% B-to-B Landscape: Change Is Constant 71%+ percent of all inquiries come from the web 1 in 25 Your chances of reaching CXOs through traditional outbound Up to ½ of buyer interaction is digital (not provided) 81.21%
- 4. © 2016 SiriusDecisions. All Rights Reserved 4 The Importance of Digital #ofInteractions Purchase Price in (in x,000’s) Source: SiriusDecisions 2015 Buying Study • Self-guided interactions represents a significant portion of buying interactions • Digital enables the majority of self- guided interactions 0 2 4 6 8 10 12 0 500 1000 1500 2000 2500 3000 Human Self-guided
- 5. © 2016 SiriusDecisions. All Rights Reserved 5 The Pervasiveness of Digital Campaign Reputation Demand Creation Enablement Press release Trade show Briefing Analyst briefings Executive roadshow Broadcast Advertising Social Media Webcast Trials Emails SEO/SEM Direct mail Broadcast Display Advertising Battlecard Playbook Live event ROI calculator Executive briefing Online Training Whitepapers Digital Tactic: Digitally Supported Tactic:
- 6. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 6 Digital Transformation Starts With Assessment Your Digital Type tells you what role digital should play in your organization and Digital Journey Mapping illustrates how. Digital First Digital Support Digital Hybrid 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP 1 2 3 4 5 Self Service Sales Led Custom or Differentiated Standard or Commodity 1 2 3 4 5 3 4 5 1 2 Low ASP High ASP Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches Buyers Journey Customer Lifecycle Education Solution Selection Deliver Develop Retain Grow Digital Touches Human Touches
- 7. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 7 B-to-B Ad Measurement Doesn’t Stop at the Click 80% of b-to-b marketers indicate they will be using digital advertising In 2017, but less than 50% are measuring beyond the click. 0 10 20 30 40 50 60 70 ADVERTISING WEBSITE WATERFALL What metrics do you use to measure your digital advertising? CPM Clicks CPC IMP Visits Bounce Time On Site CONV MQL SQL Close Won %Respondents 80% of organizations will use digital advertising within next 12 months SiriusDecisions 2016 B-to-B Digital Advertising Survey
- 8. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 8 Personalization Can Be Done at Varying Levels Ideal personalization is at the individual 1-to-1 level, but personalization can also occur at higher levels until sufficient data is collected. Person – Behavior – Persona – Account – Account Type – Industry
- 9. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 9 Types of Personalization Personalization efforts require understanding the different types of personalization, what each type can accomplish, and what it requires. • Relies on data provided directly by the user Explicit Personalization • Relies on tracking user behavior across a variety of marketing vehicles Implicit Personalization • Utilizes third-party data that does not come directly from the user Augmented Personalization
- 10. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 10 Personalization Preparedness Beyond technology capability assessments, organizations must assess internal readiness of their targeting and content. Defined target segments and attributes Buyer stage and persona based content Dynamic content and personalization capabilities
- 11. © 2016 SiriusDecisions. All Rights Reserved 11 Research, Test, Learn, Optimize Start small Choose target wisely Understand buyers journey and insights Use specific content instead of generic message Track performance beyond the click through to conversion Test and learn
- 12. The Future of Personalisaton 05.10.16 Richard Jones, Technical Director Inviqa
- 13. 13 ©2016 Acquia Inc. — Confidential and Proprietary Your customer’s behaviour is changing faster than you are
- 14. 14 ©2016 Acquia Inc. — Confidential and Proprietary You need to keep pace and experiment with different approaches
- 15. 15 ©2016 Acquia Inc. — Confidential and Proprietary Being Prepared What many people think is personalisation What other possibilities are there How you can prepare today
- 16. 16 ©2016 Acquia Inc. — Confidential and Proprietary Signals + Context = Personalisation
- 17. 17 ©2016 Acquia Inc. — Confidential and Proprietary Invisible vs Visible Personalisation
- 18. 18 ©2016 Acquia Inc. — Confidential and Proprietary Some examples
- 19. 19 ©2016 Acquia Inc. — Confidential and Proprietary Everyday Personalisation Implicit or Explicit
- 20. 20 ©2016 Acquia Inc. — Confidential and Proprietary Recommendations
- 21. 21 ©2016 Acquia Inc. — Confidential and Proprietary Smart recommendations?
- 22. 22 ©2016 Acquia Inc. — Confidential and Proprietary Not as smart as they could be Even the best at this don’t always understand context What about gifts? Have to provide tools to help you fine tune
- 23. 23 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation of Ads Implicit
- 24. 24 ©2016 Acquia Inc. — Confidential and Proprietary
- 25. 25 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation of Content
- 26. 26 ©2016 Acquia Inc. — Confidential and Proprietary Can be more subtle
- 27. 27 ©2016 Acquia Inc. — Confidential and Proprietary Invisible personalisation
- 28. 28 ©2016 Acquia Inc. — Confidential and Proprietary What if…
- 29. 29 ©2016 Acquia Inc. — Confidential and Proprietary What if…
- 30. 30 ©2016 Acquia Inc. — Confidential and Proprietary What if…
- 31. 31 ©2016 Acquia Inc. — Confidential and Proprietary Expressed preference or machine learning
- 32. 32 ©2016 Acquia Inc. — Confidential and Proprietary Deeper content personalisation
- 33. 33 ©2016 Acquia Inc. — Confidential and Proprietary Headline Variations
- 34. 34 ©2016 Acquia Inc. — Confidential and Proprietary What if… Rosberg retains lead in Mexico Ferrari furious over podium loss at Mexican GP How did Hamilton avoid first lap crash? Aribavene makes feelings clear about Vettel penalty Vettel apologises for expletive filled radio messages
- 35. 35 ©2016 Acquia Inc. — Confidential and Proprietary Can be varied based on signals
- 36. 36 ©2016 Acquia Inc. — Confidential and Proprietary Doesn’t work without a content plan
- 37. 37 ©2016 Acquia Inc. — Confidential and Proprietary Cannot effectively personalise unless you know the target personas Target content directly to user groups Knowing the audience
- 38. 38 ©2016 Acquia Inc. — Confidential and Proprietary If the target is page views, focus on headline to get click throughs If the target is engagement, focus on variations of inner content to speak to a specific audience Personalise based on Target
- 39. 39 ©2016 Acquia Inc. — Confidential and Proprietary Other Signals
- 40. 40 ©2016 Acquia Inc. — Confidential and Proprietary Time of day Season Weather Price of the pound (anything really) Environmental Signals
- 41. 41 ©2016 Acquia Inc. — Confidential and Proprietary Long form content might work better in the evening Test promotion of long form articles in the evening (based on local time) Theorise and Test
- 42. 42 ©2016 Acquia Inc. — Confidential and Proprietary Explicit Personalisation - when you have more to work with
- 43. 43 ©2016 Acquia Inc. — Confidential and Proprietary My World of Work
- 44. 44 ©2016 Acquia Inc. — Confidential and Proprietary
- 45. 45 ©2016 Acquia Inc. — Confidential and Proprietary
- 46. 46 ©2016 Acquia Inc. — Confidential and Proprietary
- 47. 47 ©2016 Acquia Inc. — Confidential and Proprietary
- 48. 48 ©2016 Acquia Inc. — Confidential and Proprietary
- 49. 49 ©2016 Acquia Inc. — Confidential and Proprietary
- 50. 50 ©2016 Acquia Inc. — Confidential and Proprietary So where does this leave us?
- 51. 51 ©2016 Acquia Inc. — Confidential and Proprietary Machine learning vs Tribal Knowledge
- 52. 52 ©2016 Acquia Inc. — Confidential and Proprietary “I know my products / content and I know my customers”
- 53. 53 ©2016 Acquia Inc. — Confidential and Proprietary The machine will always win
- 54. 54 ©2016 Acquia Inc. — Confidential and Proprietary How to prepare
- 55. 55 ©2016 Acquia Inc. — Confidential and Proprietary Using a CMS that provides a structured content model Separate presentation and content Develop key personas Write to the personas Structured Content
- 56. 56 ©2016 Acquia Inc. — Confidential and Proprietary Tools like Acquia Lift can ingest content that is well structured Allows machine learning to take control of personalisation Delivers personalised content directly into the website Feeding the machine
- 57. 57 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation is an experiment Test an idea - see what works Don’t worry about being wrong Different techniques will work for different audiences. Use Analytics to prove the case Hypothesise, Test, Measure
- 58. 58 ©2016 Acquia Inc. — Confidential and Proprietary Look at which areas can be personalised Work with the content team to develop a plan per persona Consider other sources of data to improve the experience (augmented personalisation) Review your content
- 59. 59 ©2016 Acquia Inc. — Confidential and Proprietary Personalisation is the next phase of the web
- 60. ©2016 Acquia Inc. — Confidential and Proprietary Acquia Lift for Personalization Everywhere • Works on any platform (and ROCKS on Drupal!) • Cloud-based design simplifies startup • Designed for Marketers to be fast and easy to use • Unifies known and unknown user profiles • Utilizes existing content management systems for A/B testing and personalization
- 61. ©2016 Acquia Inc. — Confidential and Proprietary APIAPI Acquia Lift in the Marketing Ecosystem Profile ManagerContent Hub Experience Builder Acquia LIFT Content ✓ Personalization A/B Testing Tools Profile DataRules CollectVisitorActivity
- 62. 62 ©2016 Acquia Inc. — Confidential and Proprietary Questions?
- 63. 63 ©2016 Acquia Inc. — Confidential and Proprietary Thank You
Editor's Notes
- Not provided is a grouped Google SEO results, so you don’t know where people are coming from
- SD 2015 Buying Study NA and EU, 1005 respondents who recently involved in tech purchase 85% involved within 3 months Buying interactions instead of buying preferences What they did, what role they played, where they were in the buyers journey, really powerful What were the interactions and how many interactions were there (exchange of information)
- How well are these tactics tied together??
- Digital touches: searched for info online, filled out a form, viewed a webcast, visited company website, analyst review online, online community Human touches: Met with rep onsite, trade show, user group meeting, onsite demo
- Advertisers need to measure all classes of ad tactic performance in order to identify areas to test and improve impact on demand creation. Using the SiriusDecisions Aligned Measurement Framework (see brief), digital advertising measurement can be grouped into 3 categories: •Advertising. Metrics include impressions, cost per mille (CPM) impressions, clicks, or cost per click (CPC). These metrics typically fall under the activity class within the Aligned Measurement Framework and quantify what was done. In addition, the metric for Impressions could also be categorized within the readiness class, as the number of available impressions for a target is important to understand how prepared an organization is to perform. More than half of organizations surveyed focus their measurement within this category. •Website. Metrics include website visits, bounce rate, time on site and from conversion. Aside from conversion, these metrics also fall under the activity class and are useful to quantify what was done. However, conversion begins the transition to output, or measuring the result of the activity. Measuring conversions allows marketers to understand top of funnel impact and begins the transition beyond the click. •Waterfall. Metrics include MQL, SQL and Close Won (see core strategy report: The Sirius Decisions Demand Waterfall Implementation Guide). Similar to conversions in the Website category, MQL and SQL are output metrics, with Close Won falling into the impact category and quantifying the effect of the output against business goals (revenue generated). Metrics at each stage are important in determining digital advertising program. However, in order to optimize upstream advertising and website performance, Waterfall metrics should be utilized to give visibility into true output and impact performance for digital advertising.
- Explicit personalization. This type of personalization relies on data provided directly by the user to determine what content and interactions should be presented. Because users must provide information themselves, this type of personalization is most useful for well-defined segments where users can easily provide the identifying data in a reasonably consistent way. Typical types of data used include title, role, company, industry, and geography. Explicit personalization is supported by a wide range of technologies, including CMS and MAPs. Of the types of personalization, it is the simplest to deploy, but success requires an ability define the segments and the rules to determine what content to show, and validate the information provided and the overall quality of the targeted content. Implicit personalization. Implicit personalization, which represents the next level of personalization, is often deployed in addition to explicit personalization. This type of personalization relies on tracking user behavior across a wide variety of marketing vehicles to infer what type of content to present to the user. Because this type of personalization relies on a wide range of data collected without the users’ direct input, it can build a more complex picture of a user. This picture can be used to personalize on characteristics that are more complex and less defined than explicit personalization – including segmenting by stage in the buying cycle, interests or business need. These qualities make it extremely useful for companies looking to drive progression or create opportunity based on complex circumstances. Compared to explicit personalization, implicit personalization requires more complex technology that can collect and analyze a stream of heterogeneous data from multiple sources. Many – but not all – CMS and MAPs support this technology. Therefore, it is important to determine how current or proposed systems can provide this capability. Marketers must also be able to create insight from this data in order to define and refine segments and create relevant content and interactions. Doing so requires the ability to work with large data sets and the use of statistics to determine relationships and correlation. For companies without this capability in-house, agencies or service providers can fill this need. Augmented personalization. This type of personalization, which uses data that does not come directly from the user to drive personalization decisions, represents the most advanced form of personalization. It includes data from third-party sources, such as LinkedIn, and other demographic and behavioral data sources. With this data, the user profile can be expanded to provide more information that can be used to present more targeted content and interactions. When used in conjunction with explicit and/or implicit personalization, augmented personalization can increase the accuracy and speed that relevant content can be delivered. While this type of personalization has clear and obvious benefits, it has steep requirements for deployment: It requires technologies that can support explicit and implicit personalization and integrate additional data seamlessly with the data collected directly. It also requires a source of useful and reliable third-party data that can provide relevant information on Web site visitors. While these technologies and data are available, finding and selecting them can be challenging given the relative immaturity of the market. Care must be taken that the organization’s technology, process, people and skills are ready before this type of personalization is deployed.
- Most popular stories are in the top view
- Many more categories are further down
- Most popular stories are in the top view
- Acquia Lift’s approach is different- with the goal of driving conversions faster than ever before. Starting with data collection, the marketer is able to gain insight into their individual audiences based on displayed actions and behaviors. With content hub built in the core of the solution, all relevant content is easily discovered from multiple sources. Through Lift’s experience builder, marketers are able to set rules to ensure the right content is delivered to the right people at the appropriate time in their journey. Now as buyers engage with a brand across various devices and channels, they are receiving the most personalized experiences, again shortening the sales cycle and generating bottom-line results.
- So how does this all work exactly? Lift automatically captures and unifies data across web properties for both known and unknown users. As the visitor identifies themselves through a form submit, the previously anonymous data merges with the known information. Data can be exchanged bidirectionally across various channels through the flexible API. Or through a prebuilt Marketo connector, data is easily pushed into Lift. The right content is matched with right segments based on the specified rules. These personalized experiences are then delivered to the customer on their preferred device. Unlike other solutions that focus primarily on testing, Lift offers a/b testing while focusing on the importance of rich data collection and content distribution.
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