Digital marketing is everywhere - web, mobile, storefronts, airports, banks, elevators and beyond! Customers expect digital experiences tailored to their interests and needs, not generic ones. The only way to stay competitive is by giving customers the most amazing and personalized experiences, and becoming a customer-centric marketing organization. If your organization is ready to capture your audience with modern and engaging experiences, you need amazing content that tells your story and the value of your products throughout the customer journey. It’s a new day. Join us to learn about: The challenge - recognizing that your customers need to be at the center of every marketing decision you make The opportunity - understanding your business’ potential to transform your digital customer experiences The future - the prescription for a platform approach to digital experience personalization

1. ©2017 Acquia Inc. — Confidential and Proprietary
Customer Journey Orchestration:
The Secret to Effective
Omnichannel Experiences
November 1, 2017, 1 pm ET

2. ©2017 Acquia Inc. — Confidential and Proprietary
Your hosts!
Stephen Skidmore
Sr. Director
Product Marketing
Acquia
@daponovich
Director
Product Marketing
Acquia
@stskidmore

3. ©2017 Acquia Inc. — Confidential and Proprietary
• A New Era for Marketing
• Who’s Leading Who?
• Don’t Play Whack-a-Mole
• Customer Bill of Rights
• 5 Pillars of Greatness
• Q&A
Roll up our sleeves!

4. ©2017 Acquia Inc. — Confidential and Proprietary
Welcome to the era of
personalized customer journeys
Customer Brand

7. The consumer
empowered world
Choice is fundamental. Differentiation matters.

8. ©2016 Acquia Inc. — Confidential and Proprietary
Customer expectations are higher than ever.
Digital touch points
proliferating.
Personalization is
growing requirement.
Impact on marketing
Real-time experiences
are essential.
KPIs: Bounce Rate, Conversions, NPS, Lead Influence, etc.

9. ©2017 Acquia Inc. — Confidential and Proprietary
Great experiences help companies to thrive

10. ©2017 Acquia Inc. — Confidential and Proprietary
Don’t play whack-a-mole with your customers

11. ©2016 Acquia Inc. — Confidential and Proprietary
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1
“Customers use a range of touchpoints to
discover, explore, buy, and engage with products
and services. Yet companies continue to optimize
touchpoints in isolation, struggle to prove the
value of customer interactions, and squander
opportunities to boost loyalty”
Forrester Research, Drive Customer Obsession with Journey Analytics, November 30, 2015
https://drive.google.com/open?id=0B2ynzMPWIVBCVWp6anNBc3RYSmc
Customers today forge their own pathways

12. ©2016 Acquia Inc. — Confidential and Proprietary
Be a guide! Not a Whack-a-Mole!
Awareness Consideration Conversion Growth Advocacy

13. ©2016 Acquia Inc. — Confidential and Proprietary
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3
Digital Customers Bill of Rights
1. Understand me and what I want / need at all times.
2. Always treat me in context to my stage in my “journey”.
3. Give me only relevant information and offers (when I need them).
4. Recognize me no matter what touchpoint I use.
5. Don’t ever waste my time.
’

14. ©2017 Acquia Inc. — Confidential and Proprietary
FIVE PILLARS to delivering the
customer experiences they want
1.Forward-Looking Experience Platform
2.Manage Creative Assets
3.Integrated Ecosystem
4.Personalize, Personalize, Personalize
5.Journey Orchestration

15. ©2017 Acquia Inc. — Confidential and Proprietary

16. ©2017 Acquia Inc. — Confidential and Proprietary
#1 Forward-Looking Experience Platform
● Open platform for content and sites & easy integrations
● Flexible to enable developers to meet business needs
● Cloud-first to deliver modern, everywhere experiences

17. ©2017 Acquia Inc. — Confidential and Proprietary
Digital Experiences Happen Everywhere

18. ©2017 Acquia Inc. — Confidential and Proprietary
#2 Manage Creative Assets
Creative assets power every customer experience
● Centralized management of approved assets
● Streamline the creation of assets
● Ensure brand consistency

19. ©2017 Acquia Inc.
Creative assets power all channels
19

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Using a “DIY” DAM approach doesn’t cut it
20
ASSET CREATION PROCESS
Creatives Marketing
CUSTOMER EXPERIENCE

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DAM creates engaging experiences faster
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ASSET CREATION PROCESS
Creatives Marketing
Idea Design Create Review Approve
DAM
Approvals Search
CUSTOMER EXPERIENCE

22. ©2017 Acquia Inc. — Confidential and Proprietary
#3 Integrated Ecosystem
● A heterogeneous set of technology is the norm
● Tackle the Suite vs Best of Breed debate in your org
● Harness an ecosystem so you can swap in new
capabilities and address new experience channels

23. ©2017 Acquia Inc. — Confidential and Proprietary
There’s no lack of choices for marketers

24. #4 Personalize, Personalize, Personalize
Personalization is an investment in time, resources, content and technology. In
terms of content strategy, it’s about delivering relevant content to a persona
based on specific context.
● Who they are
● Their interests and behaviors
● Where and when content is accessed and by what device
● Goals of the persona, why they are looking for content

25. ©2017 Acquia Inc. — Confidential and Proprietary
Aspects of data-driven personalization
Testing
Create A/B/n and
multivariate tests
that use adaptive
learning to
automatically
determine the right
content to promote.
Targeting
Automatically target
site content to
visitors using implicit
and explicit signals
such as geography,
device, persona,
interests and prior
behavior.
Content
“Recos”
Promote and
merchandise the
content that your
users are most likely
to be interested in.
Offers
Manage offers, sign-
ups, registrations and
promotions designed
to resonate with your
users.

26. Customer expectations are higher
than ever
Consumers Demand Valuable Content
74% of online consumers get frustrated with websites
when content appears that has nothing to do with
their interests
Research from Janrain & Harris Interactive

27. Generic content results in lost
opportunity
Leads targeted with personalized content produce a
20% increase in sales.
Research from DemandGen

28. #5 Customer Journey Orchestration
Marketers must connect disparate silos - tech, data and touchpoints - in a
unified experience that delivers contextual relevance at each step of the
customer journey.
● Deep understanding (data) of individual customers is needed
● Connect their actions and behaviors to triggered offers and actions
● Present “best-next action” or offer in context to the moment
● Drive higher engagement, conversion, sales, and satisfaction

29. It’s not good enough just to ‘know’ customers
ANONYMOUS
KNOWN
UNDERSTOO
D
Understood
We understand what the
customer wants. We can suggest
what they may want. They can
move towards an aspirational
customer. They may well be an
ambassador or advocate for our
brand.
Anonymous
We know very little about this kind of
customer and our relationship is either
new or transactional. Our voice to the
customer is very reactive and not
proactive.
Known
We have a personal and
recognised relationship with the
customer. We can engage in
proactive marketing.
Brands need to fully understand customers
to serve them effectively across the
customer lifecycle.

30. ©2017 Acquia Inc. — Confidential and Proprietary
Connecting tech, data and touchpoints is hard
Business Challenges
• It’s hard to understand where
customers are on their path
• Channels are treated
separately, not joined up
• Hard to orchestrate what
should happen next
• Omni-channel efforts are often
limited to web & email
• Offers and ads are
presented out of context
• Results in lower rate of
conversion & engagement
• Low marketing effectiveness
means higher acquisition cost
• Missed opportunities and less
customer loyalty
Business Impact

31. ©2017 Acquia Inc. — Confidential and Proprietary
Brands must shift to a customer journey mindset
Content-driven digital
experiences with limited or no
personalization of content,
offers and experiences.
Data-driven customer journeys that
recognize customers at any and every
touchpoint and deliver contextual
content, offers and experiences
Must move from
this...
...To deliver this

32. ©2016 Acquia Inc. — Confidential and Proprietary
ACQUIA JOURNEY
Allows marketers & others to plan,
design & orchestrate omni-channel
customer journeys across digital
and non-digital touchpoints
Easily create new customer journeys
and orchestrate what happens in each
Understand where your customers are
in each step of the journey
Unify customer profile beyond web and
email to build end-to-end journeys
Reduce time and effort for
orchestrating unified customer
experiences
Increase customer satisfaction by
delivering best-next offers in their
context
Increase customer engagement and
the effectiveness of cross-channel
experience

33. ©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary 33
Thank you + Q&A!
Learn how Acquia can help your organization support a
Digital Customer Bill of Rights!
David Aponovich Stephen Skidmore
David.Aponovich@Acquia.com Stephen.Skidmore@Acquia.com
Acquia.com

34. Don’t miss out!
November 7th @ 1PM ET:
Acquia Commerce Manager: A Fast Path to Great
Buyer Experiences
Register Here