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Open Data - The Global Health Data Imperative

This year’s 3rd International Open Data Conference in Ottawa was a call to action and an amazing opportunity to witness the innovation that is enabling a global data revolution. According to the Office of Science and Technology Policy at the White House, “Freely available data from the U.S. Government is an important national resource, serving as fuel for entrepreneurship, innovation, scientific discovery, and other public benefits. According to a... Mehr

Redefining Commerce: OluKai - Selling Shoes, Selling a Lifestyle

I discovered the OluKai brand a couple of years ago when my brother bought a pair of OluKai sandals, and lived in them for an entire summer. Nearly daily proclamations of enthusiasm and excitement over that single pair of sandals soon had me looking at the brand website and buying a pair for myself. Much like my Brother, I immediately fell in love, and have been a strong brand advocate ever since. But it’s not just the sandals I fell in love with, it’s the lifestyle that OluKai embodies. It made me want to emulate that in my own life.... Mehr

6 Steps to Delivering a Personalized Digital Brand Experience

Successful brands not only requires an elegant and intuitive shopping experience, but one that is contextualized for the customer’s specific goals and preferences. Delivering an experience that is capable of understanding whether a person is doing product research, shopping for themselves, or buying a gift for someone else is complex, but achievable with the proper plan and technologies in place. Businesses are scrambling to figure out how to achieve personalization success. To do it right, there are a lot of moving parts. Identifying and addressing each of those can be a challenge. Here, we’... Mehr

Watch out World – Here Comes Acquia’s University Relations Program!

At Acquia, as we begin to build our university relations program, we are excited about bringing in the next generation of talent to help move our company forward. In 2015 alone, we nearly doubled our internship program and entry level hiring. We are committed to providing an awesome experience for our interns, and we have a whole host of summer events planned to make their experiences as rich as possible. From lunch and learns with our executives and departments to a formal... Mehr

How to Create a Learning and Testing Agenda

One of the most important elements of developing a great personalization strategy is determining what you know, pinpointing what you don’t, and figuring out what you want to learn. From there you’ll get to know your audience much better, and can easily refine and optimize campaigns to add more relevance and more value to your customers. At the onset of any personalization initiative, you’ll want to create a Learning and Testing Agenda to stay focused on working through these questions. 1) Research and Learning Vision. First, at a fairly high level, document what drives your organization.... Mehr

Why are Mid-Market Companies Still Looking at Adobe Experience Manager?

Since joining Acquia, I’ve been taking a close look at opportunities where we're competing against proprietary content management systems, often Adobe Enterprise Manager (aka CQ 5) and sometimes Sitecore. While Acquia competes with Adobe and Sitecore across a variety of companies - from the largest in the world to smaller higher education institutions and non-profits - I’m most surprised when I see so-called “mid-market” prospects looking at Adobe CQ. Defining mid-market is a bit tricky, but I’ll default to Wikipedia, which... Mehr

Creating a Unified Customer Profile for Your Retail Brand

Like many consumers, I shop different brands to satisfy different needs: clothing, gifts, groceries, personal goods, accessories, etc. Sometimes I shop independent small businesses, and other times I shop larger retailers with a network of related brands. But no matter who owns the shopping experience, I expect the experience to be tailored to me. If I don’t see content and product recommendations that are of interest to me, chances are I won’t stick around long, and... Mehr

For Marketers, IT Should be a Partner, Not an Adversary

Marketing has evolved from a sedate and predictable annual media buy to a do-or-die battle to stay ahead of the competition and keep up with the consumer. As marketing takes on this challenge, there is a temptation to deploy cloud-based technology, leaving behind IT department involvement. Purchase a turn-key, self-contained marketing system and everyone lives happily ever after, right? There’s no denying this “shadow IT” trend in which marketing and other... Mehr

Identifying and Integrating Global eCommerce Systems

If you’re a retailer considering globalization, or a global retailer looking to streamline your global operations, then you probably already understand the difficulties that lie ahead. Globalizing your commerce systems and overall strategy is no small feat, but it can be done. With the right commerce foundation in place, and a strategy to execute on, you’re ready to start identifying and integrating the appropriate... Mehr

How to Build a Global Strategy for eCommerce Excellence

Building a global technical commerce ecosystem requires looking at how each and every aspect of your retail business operates, both independently and as a cohesive ecosystem; across each channel in one market, and then across all of your markets around the world. With worldwide retail ecommerce sales projected to rise to nearly $2.5 trillion by 2018, now is the time. Before you can integrate new systems and start operating in new markets, however, you need to determine your commerce strategy.... Mehr

How to Build a Flexible eCommerce Architecture for Your Global Brand

You’re the Head of eCommerce, or the CTO of a major retail brand. You’ve got a national retail store presence, and a massive customer database. Your sales are growing, your team excels at merchandising, your commerce platform works well in the US, and you’re ahead of the curve in product innovation within your industry. You’re running a well-oiled machine here, and now it’s time to expand into a new market. According to the Forrester Evolution of Global eCommerce Markets report... Mehr

Redefining Commerce: Bellroy Slims Down Site Without Compromising Quality

Bellroy sells wallets. That’s it. Their product line is simple, straightforward, and practical. If you assume that those things equate to a boring, lackluster brand, you’d be wrong. Bellroy has a carefully developed brand image with a thoughtful, comprehensive story to tell about their product and how it fits into the lives of their customers. They’ve clearly built a business around understanding customer pain points and needs, and have executed a nearly flawless UX based on that information. Their website is interesting, dynamic, and fun --... Mehr

Understanding the Data Behind Personalization

If you want to increase online conversions and customer loyalty, you have to get a clear handle on your target market: who they are and what they want. And the best way to do that is by collecting the relevant data to personalize the buying experience. Having up-to-date demographic, psychographic, and behavioral data will help you send consumers valuable content, do more effective A/B testing, improve click-through rates,... Mehr

How will you tackle your many site problems?

As my colleague Martin Eley wrote about last week, it’s a reality of the digital age that large companies have many, many web sites. Several small companies do as well of course, but the ecosystem of web sites under a corporate umbrella explodes as companies grow and the brands they manage, the number of regions they operate in, and the number of customers they serve expands. And as companies with this predicament have found, having many sites creates “many site problems” and not solving these... Mehr

Closing the Deal: What Matters Most in a Purchase Decision?

“So I buy it. The most perfect little cardigan in the world. People will call me the Girl in the Gray Cardigan. I’ll be able to live in it. Really, it’s an investment.” ~ Rebecca Bloomwood, Confessions of a Shopaholic For Rebecca Bloomwood, the path from fauxsumer to consumer was short, nonexistent even. Every item was a necessity and credit card bills were something meant for the trashcan. For those of us who live in the real world, however, the decision to purchase anything typically requires much more... Mehr

How To Build a World-Class Technical Commerce Ecosystem

Building a world-class commerce website is no easy feat. Notorious for being a complicated technical venture, it requires the perfect blend of people, process, and technology. But it is possible to build a “best for me” technical solution, if you’re thoughtful and tactful in how you go about doing so. Here’s how: Step 1: Really think hard and define your commerce goals If you’re considering rebuilding your commerce backend, there must be a reason -- or many. These pain points should be used as the foundational goals for your business: What must your new system be able to excel at that your... Mehr

Purchase Intent: The Journey from Fauxsumer to Consumer

“When I first moved to New York and I was totally broke, sometimes I would buy Vogue instead of dinner. I felt it fed me more.” ~ Carrie Bradshaw, Sex and the City For fans of Sex and the City, there’s no denying the emotional connection between Carrie Bradshaw and her Manolos. And fashion. And, well, shopping in general. A typical episode of the show involved brunch, shopping, and cocktails (Cosmos of course) with the girls. It was rare to see an episode where Carrie wasn’t agonizing over a pair of shoes that she really couldn’t afford (she nearly always bought them anyway). So why does... Mehr

How To Build a Personalization Dream Team

Customers expect a personalized shopping experience, and leading retailers who’ve incorporated personalization are reaping huge benefits. In fact, brands that have effectively implemented personalization strategies are seeing anywhere from a 7.8 percent increase to a 21 percent increase in conversions. Done right, personalization can pay major dividends, but to implement a personalization strategy that will create the greatest returns, you... Mehr

Increasing our Commitment to Higher Education: University Relations Program

Career services offices at colleges and universities understand the significant value that internships have when it comes to helping their students find jobs. Simply, as this Forbes article points out, internships offer as direct a path to a full-time job offer for college graduates as does any other pursuit. In fact, according to the survey backing up this article, college interns have a 7 out of 10 chance of being offered a full time job by the company... Mehr

Stop Calling Personalization ‘Creepy’

If there is one trend that I can’t stand right now, it’s calling personalization “creepy.” Writers, industry insiders, digital marketers, I implore you: Cut it out. You’re giving the word creepy a bad name. Maybe growing up in a historical little New England town filled with old homes and ghost stories makes me a little protective of the word creepy. Maybe it’s that I’m a big fan of Tim Burton (his earlier work) or that every time you say it, I get either Radiohead and/or TLC stuck in my head. Either way, leave creepy alone. Creepy by definition means causing an unpleasant feeling of fear... Mehr

Creating Personas vs. Customer Segments: What’s The Difference?

Developing personas and segments is a critical step in creating a personalization strategy for your business. The words persona and segment have often been used interchangeably to group and define the characteristics and profiles of customers, but the truth is the words mean two different things, and the distinction is an important one. Segments help to forecast market interest for a product or service, while Personas help to understand the emotional and behavioral triggers behind individual customers within that market. Used together, they can act as a powerful complementary set of... Mehr

The Key to a Successful Marketing Strategy is an Open Approach

For marketers, the number of marketing tools available in today’s digital landscape is just as overwhelming as it is beneficial. These options help make you a more efficient marketer and provide the customer with a better digital experience. But at the same time, how do you narrow down what’s right for your business? How do you try something new that seems like it might be a good fit? How do you keep up with what’s new and what’s next? Whether it’s the Marketing Technology Landscape... Mehr

How the Apple Watch Changes Web Content Management

This morning, I set my alarm at 3am ET and ordered a shiny, magical new Apple Watch. The Apple Watch is the first new product from Apple since Steve Jobs passed away. It’s an important new product for Apple, as they continue to look for ways to expand revenue beyond the iPhone. “Smart Watches” aren’t new, but as Apple always does, they are taking an emerging category and bringing it to the mass consumer market. Apple has positioned the watch as “an intimate and... Mehr

Cross-Channel Browsing Behaviors of the Modern "Fauxsumer"

“I love the smell of commerce in the morning!” ~ Brodie, Mallrats In 1995, Mallrats depicted the teenage world encapsulated in a shopping mall. Breakups, makeups, and even an unprovoked attack on the Easter bunny – it all happens in the mall. In 1995 that’s where all the cool kids went on a Friday night. Fast forward to 2015, 20 years later. The New York Times recently posted a blog asking teenagers if the mall is still an important part of teen... Mehr

Redefining Commerce, April 2015: Firebox, ‘Not For Everyone’

So far in our Redefining Commerce series, we’ve focused on visually beautiful websites that blend content and commerce seamlessly. But Firebox.com is a new breed of commerce site. As their tagline suggests, it’s “not for everyone.” It pushes every boundary, and isn’t scared to be offensive or off-color, with products like Super Magnetic Thinking Putty, an electric blue substance that is... Mehr

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