How Humana is using Drupal to Drive Repeat Visitors with Personalized, Multi-Channel Campaigns [November 21, 2012]
How Humana is using Drupal to Drive Repeat Visitors with Personalized, Multi-Channel Campaigns [November 21, 2012]
Want to learn more about Acquia’s products, services, and happenings in the Drupal Community? Visit our site: http://bit.ly/yLaHO5.
Please join representatives from Market-bridge, Digital Bungalow, and Acquia as they discuss how Humana is leveraging Drupal to deliver personalized web experiences and multi-channel campaigns that inspire repeat visitors, drive engagement and spark conversion.
Highlights of the Web Experience Management solution implemented at Humana include:
• Personalized content and recommendations for site users based on interests and actions on the site
• Optimized mobile sites that are socially engaging using the latest in responsive design techniques
• Integration with multiple existing marketing tools including Analytics and both direct mail and email campaigns software
• Seamless Data export to a 3rd party provider for a comprehensive, 360 degree view of campaign performance
Jenny: Today, we have Jason Yarrington, VP Professional Services from Digital Bungalow; Andy Patrick, VP Analytics from MarketBridge as well as our own John Carione, here from Acquia to present with us today. At this point, I will pass it over to John Carione.
John: Great. Thanks Jenny. Thanks everybody for joining us today. My name is John Carione. Again, I’m Senior Director of Solutions Marketing here at Acquia and I’m very happy to be joined by Andy and Jason who were responsible for the Humana implementation of Drupal and Drupal WEM Solution. At this point, I’m going to talk about for the first 10 minutes or so is really how and why organizations are choosing to build WEM Solutions on Drupal and really why it’s helping redefine the shape of digital marketing on the web. Then we’re going hear a lot more detail about the actual implementation of a strategic microsite of mywell-being.com from Humana and all the great results they’d have from that in 2012.
To kick it off, digital marketing really is a hot topic in the media today amongst industry analyst, industry journalist and it’s really become ... digital marketing has now just become marketing. It’s just like the term mobile applications will soon be talked about simply as applications. The base of straight line one to many marketing with static sites that are really in place to just house information about your products and services, that’s long been over. The web is really a strategic hub of all your customer interactions today and digital marketers definitely need to understand and embrace technology to be successful in their own job and for the organization to be successful and sustain a competitive advantage.
In WEM Solutions built on the Drupal platform really helped bridge that gap between the chief marketing officer and the chief information officer. They need to work together a lot more today in this new paradigm and the challenges faced by each of these organizations are really the two sides of the same coin that’s ultimately trying to solve the same problem for the organization.
Marketing is trying to achieve poor business objectives and KPIs around marketing in different lead generation. I’ll talk a little about their objectives and IT just trying to facilitate and accelerate those results with using different technology platforms but they have a much more slowly, growing budget so they have to be very focused in their approach. For instance, just a couple of example, marketing needs to create a new tablet based microsite to reach a new younger customer segment.
On the flipside, IT then needs to get the mobile application built across IOS, android, or Window’s platforms. If marketing wants to be more personalized and generate more personalized experiences on their site, then I see it’s going to need to understand how to facilitate web-to-web integration with existing analytic suites that they might already own. If marketing wants to manage all their digital assets in a central location to facilitate content sharing and reuse across multiple geographic sites, then IT needs to offer shared service for digital assets. You really can think about these problems as the same side of a coin and ultimately, WEM is bridging that gap.
Ultimately, what matters is we’ve been able to track, and with the analyst track that WEM’s driving real ROIs for digital marketing today. A couple of examples, 73 percent of companies are planning an investment in mobile channels for 2012, 55 percent of consumers felt positively when companies responded to a social media posting or recommendation. From one report, best in class companies were 3.8 times more likely to change content based on visitor behavior and if they were, in that case superior to their peers, they had a 148 percent return on a marketing investment. They’d have 63 percent gross rate and revenues and 13 percent increase in year over year customer profitability so those are the stats from a report that came out this past year [audio gap] in terms of share of wallet profitability and revenue over their peers who aren’t best in class. It really does matter to the bottom line and top line today.
Ultimately, we’re helping build these WEM-like solutions on the Drupal platform and really creating the whole product and ecosystem around it. Here are some of our thoughts abound the best practices for optimizing your content marketing. When I think about all the things, we’ll hear that Humana is doing today with their My Well-being site and that’s pretty well to our best practices and model for content marketing in the enterprise.
Number one, prospects and customers need to find the content that’s relevant for them. It has to be easy and simple. That content needs to have a call to action for them to progress the next step in the funnel, in the lead funnel. It needs to be able to easily share that content with other prospects in sort of one quick way and the content need to assist in driving out bound marketing initiatives. When you’ve done all that, you need to measure it. You need to measure the results and measure the ROI on the content itself so you’d understand that you’re creating the right content for the right audiences and that variable marketing spend is the right spend.
Ultimately, marketing doesn’t necessarily care what platform or groups of technologies are implemented. They want to use the best one, they want to use the ones that are right for their business, but they care about true marketing results so I did want to tie it back to that. We believe there are four key objectives generating new business, building loyalty and customer advocacy and expanding the total available pool of prospects for your business and all the while, they need the right controls in place to determine how they’re meeting their objectives in real time with measurement. These are things we’re constantly doing as digital marketers over and over again ... solutions on Drupal for web experience can facilitate that. Just to drill in and tie those key performance indicators and objectives quickly back to Drupal, first and maybe foremost, is demand generation. The top objectives for Humana’s My Well-Being site is lead generation for new prospects and customers.
Strategically, organizations like Humana are using these WEM solutions on Drupal to drive site traffic, increase customer attention and the time they spent on the site and then increase the conversion rates to a purchase or other metrics that they use around conversation, and ultimately, capture a larger share of wallet for their customer segments.
Drupal allowed larger organizations to accomplish these lead generation goals in a lot of different ways. By generating personalized content things like banner ads, videos, white papers that are targeted based on a customer’s specific profile and understand their actions such as what sites have they visited, what explicit keyword searches are they doing on a particular page, really helped demand be generated. It could also be generated through social networks via technologies like Drupal Commons and Drupal Commons is our distribution for generating communities on the web. Those communities can help connect prospects with other prospects, ultimately, creating better recommendations for your products and services.
Another way is new optimized mobile microsite campaigns can be spun up really quickly in Drupal so you can also be very effective at reaching a new audience or customer segment using advanced responsive design techniques available with mobile applications.
Just a couple examples there on Drupal for lead gen and priming the demand talk. Now if you want to build advocates and loyal brand advocates for your business, brand dilution has been a big problem for large multinational organization so creating a deeper connection to create these advocates can enhance the business, ultimately delivering in a consistent message by leveraging Drupal’s ability to automate language translation is one way to ensure brand integrity in new local markets, on local department sites or local geographic sites, and they also might have unique market requirements where you need to get very specific localized content up to that page. It can be facilitated very easily with Drupal and our partners and also because Drupal is a very modular data driven platform, it allows marketers the freedom to integrate with all the latest tools and technologies that are hot today, things like gamification with Badgeville. We announced that integration a few weeks ago.
You can even push data at the mobile application or to update thing like coupons or promotions when a buyers in the vicinity of one of your bricks and mortar shops or even create a special promotion for in-store shoppers, they don’t browse at your store and then walk out of the store and buy on an online merchant or one of your competitors so we’ve actually talked a lot of customers who’ve asked us to help them with that. Drupal is really a very flexible platform to meet all of these digital marketing used cases and create those bigger connections, greater connections with your loyal base.
The third big one is expanding your footprint so third goal from marketing leader is typically to expand the total prospect base and market for products and services. That can be accomplished in a number of ways including trying to reach the younger tech savvy audience by expanding in a new geography with untapped demand.
Drupal can also be effective to reach audiences by pushing out promotions or campaigns or creating new product launches to existing social properties like Facebook or Google+. Because of the open source development practices, when the new community becomes really hot for digital marketers like it did earlier this year with the rise of Pinterest, open source development allows the community to create a modular and real time. It took only a month for a Pinterest module to be created to allow a bunch of customers to create the ability to pin images on their site immediately.
With proprietary solutions, there’s often a very long drawn out process to proprietize the integration on the road map and execute it with your in-house engineers. On the flipside, we have 22,000 developers worldwide that are constantly prioritizing the problems that need to be solved today. That really isn’t much of a weight at all.
After you’ve achieved these objectives, you need to measure the success. You need to refine the criteria that you’re doing the measuring. You need to optimize the customer experience the next time a prospect hits your site. For measurement, you want to think about tracking how many users watch the particular video on your site all the way through without abandoning it. Perhaps how many users click submit on a particular form and these things can be tracked easily in Drupal via integration with analytic suites that you most likely already have in-house.
The second step is refining your campaigns by segmenting traffic to spot high value web traffic in a particular page or mobile site and then determine different abandonments spots. Maybe the abandonments happening in the shopping cart on your e-commerce site but to be able to refine and pinpoint exactly where those bottom acts are happening.
Finally, you need to make real changes so you can’t just be satisfied with the status quo. You need to change the site by doing testing on your messaging perhaps, leveraging your CRM system to create even more personalized content, tapping in to CRM to understand more about your customer profiles, create more refined segments and then getting that personalized content out to that segment and ultimately, need to iterate on this for best results over time.
Just to finalize before we got into the bulk of the presentation which is the case study, this is where you made an announcement around open WEM a couple of weeks ago. We followed up on that announcement with paper from Forrester that talks about is it time to consider open source for delivering digital experiences online.
If you haven’t read that paper yet, I definitely encourage you to go to openWEM.com and read that. It’s very insightful but here’s our vision of what Drupal is for digital marketers. It is the unified platform for content community and commerce and we believe that in the future, the alternative key proprietary today is taking an open WEM approach to building these digital experiences online and a unified platform for doing WEM social business software, e-commerce along that customer journey, we think is a great place to start. There’s a lot of areas of differentiation for us, we think.
We have open SaaS models so if you’re not satisfied with the way we’re managing your site, you can zip up the file, take the content, the code and you can go elsewhere. If you are using SaaS applications today and you feel a bit locked in because your customer data is controlled by a third party organization, we don’t have any lock in. You can take your site, take your data and go somewhere else if needed. We really offer that flexibility freedom.
I talked about the open source innovation with the Pinterest example. We believe in unified platform for the full spectrum of the customer journey, constant community, commerce is the way to go. Mostly, because it creates better unified customer experiences on the front end for your customers but it also creates operational efficiencies with your development organization so you’re not constantly still pipe to develop to social business community software today, web experience management software tomorrow to third party e-commerce application. You’re developing on a unified platform and that saves time, speeds your development practices and it’s a lot more efficient. We really have heard and to report that a lot of customers preferred best to breed to an all in one stock system for digital experiences. We know you got marketing automation and CRM and other technologies today that are working just fine or there might be another vendor that comes out with something great tomorrow you want to tap into, but we think Drupal is a great hub technology for content community commerce and we want to plug in those other marketing tools. We have free built integrations to all your meeting applications.
Then ultimately, what actually we’ve been doing the last five years is building a very mature cloud models so a lot of our competitors have come out with sort of be one of their cloud approach to WEM and social business, any commerce over the last year or so, but we have very mature technology to create development, testing and production environment move your site in between those stages to be able to do enterprise search, to be able to do SFO optimization, and a host of other thing we have available in our network, that is really the bread and butter as this market moves to the cloud. We think we’re ready to handle all those requirements. Thanks for sticking with that. With that, I’m going to hand it over now to Jason to start taking us through the case study for building a web experience management on Drupal with Humana, so Jason.
Jason: Yes, thanks John. This is Jason Yarrington, the VP Professional Services here at Digital Bungalow where digital marketing and technology firm would focus on designing and developing websites and Andy Patrick is going to share this presentation with me. He’s the VP Analytics at MarketBridge. I’ve been working with MarketBridge and Humana for the last four years on a really great program. I want to walk you through a little bit of background, the approach we took and redesign that we did a year ago, how Drupal integrated with that and some of the component that John just talked about how we’re using the monosite. Andy is going to talk about how we use that open concept to integrate data from site with a lot of different sources and leverage it both in personalizing content and the analytic surface site. I’m excited to be here.
There’s a kind of bigger story here in the site. If you’re not familiar with Humana, Humana is one of the largest Medicare providers and a top health insurance. They offer Medicare advantage plans and prescription drug coverage to more than four and half million members throughout the United States. If you’re not familiar with Medicare yet, in the Medicare Market, private insurance cannot market directly customers until they reach the age of eligibility. MarketBridge and Humana worked together to create a program four years ago to drive grand affinity in people ages 45 to 65. They asked the Digital Bungalow to create a website to be the center of that mobile channel campaign. As I’ve said, the program was a mobile channel marketing campaign with the site at hub. The website this time is called realforme.com and the featured articles by prominent bloggers have been several subject areas of pillars we’ve held in areas of health, self, family and life. The program was extremely successful. At the end of three years, over 370,000 people had signed up for the site. When Andy and his team analyzed the purchasing behavior of site subscribers, they found that they were much more likely to become on state Humana subscriber and a couple of years ago, the program was awarded the best web based customer retention and loyalty campaign by the CMO Council.
The question was now, how do we build on this success? MarketBridge called us just about a year ago and said, “Hey these are all great. Humana is very happy with the campaign. We all want to get together in Maryland to brainstorm ideas about where to go next with this campaign.” We invite everyone involved in the website and program together, MarketBridge headquarters, Humana for full-day kickoff and brainstorm about a site redesign. We knew we’re ready for a couple of key next step. We’re definitely ready for redesign. The site was good but we need the program and move in to new direction and need a brand consistent with the direction. We’ve had a lot more content providers who were doing a lot more onsite, who are integrating a lot more things, and MarketBridge has secured the domain mywell-being.com and Humana is going to roll out a brand of refresh across Humana so it seems like a great opportunity. The realforme.com program has done really well of attracting site subscribers, a driving consideration for Humana and it definitely had an impact. One of the areas, we always struggled with was engagement and the spot that gave us improvement was definitely an area that been worth investing in.
We were getting a lot of people to the site but we won’t getting as high percentage for repeat visitors as we’d like and more so, Andy and his team listed the analysis that showed that repeat site visitors were 66 percent more likely to add an additional Humana policy than one time site visitors, so this was an area. Engagement was an area we really want to focus on. Deeper analysis of repeat visitors showed us that they were definitely distinct group of users. People came back to site repeatedly did not explore the whole site but rather stayed in certain areas of site search subject matters. For instance, someone interested in particular blog or wrote about planning for retirement tended to read more finance related articles and skip over the other three major areas of the site. We have hypothesized that if we can generate more personal experience for each users, the site would be much more engaging and we have more repeat visitors.
To make the site more engaging, we focused on five key areas. We focused on personalization. You want to learn more about the user and serve the content relevant until now. We focused on approved content management. We had a lot of great content but Real for Me has been dealt on a custom CMS and a rate, which we can build on the applied features was not keep in pace as we keep adding more bloggers and more site editors. Mobile, the analytics were showing us the rapidly growing percentage of visitors were using mobile. It’s not really a surprise but we knew we have to address them. Data integration, one of the strengths for the site has been data integration and we want to expand and refine our data integration to include all touch point, email, direct mail, and half line. Of course the analytics, to run a campaign like this, you need to rate analytics. We want to get better data into analysts’ hands and we want to get better tools into their hands. Andy’s team was always coming up with great stuff, was really kind of the backbone to the entire program but the tools in our CMS and the tools we were using can just weren’t keeping pace and it’s a little painful to get up what we wanted sometimes.
Let me walk you through a little bit more in depth of what we did. For personalization; to execute personalization, we started by driving new registrants to an interactive assessment to really serve two purposes. First, to get some information to help customize their content preferences, but also it’s a yes or no right away but this is going to be a personalized experience. It’s kind of like asking the user’s permission to change their experience based on how they engage with the site. Let me show some examples, I knew you’ve also registered on the site with several questions about each of the subject areas, money, health, people and play. We invested a lot of time and thought into the visual cues, the users see about themselves and the preferences because it was a really cool and engaging experience. Users can really get to see the site is going to have content available for the type of person I am and not just be organized to a generic user or generic segment. Anyone just ask a bunch of questions and not let the user get that this is going to be personalized. They actually if you look at those little circles on the top right, those would change in size as they change questions or as they move the sliders so right away the person get this is going to be a different experience and not just content site but lot of content. Throughout the site, the user can get back to this personalization control. There is a persistent reminder on the right side bar of the site. Again, we want to keep it subtle in at front that this is a personalized experience. It’s not just a content site.
The other big change we need to make was in content management to CMF we want with Drupal. The other component for the redesign and relaunch for the project needed this. John covered a lot of what Drupal brings to marketers at beginning this webinar. We needed more than just content management just some quick bullets. We need the sport users for custom user profile. We knew we’re going to need sport mobile blog of their several different content sites. We knew we need to integrate data and feeds. We knew we need social sharing tools or content writing features etc. They all need to be aware of each other and not be an independent blogger.
Digital Bungalow today is Acquia partner. We do almost everything with Drupal but the time we were, so I said this is slightly a bigger story. We have to value what CMS’s The big proprietary CMS’s they’re not promoting themselves as WEM just seemed to be taking us down a very rigid direction and some of the smaller open source CMS’s. They content well and allowed designers to build good sites but there seemed to be something missing and Drupal really showed us what we thought we needed to build this. I think the last point is really what are the real strengths of Drupal and direction CMS is going. We needed social sharing tools, content rating features. We needed features we weren’t even aware, we needed that, and we needed all of this features to be aware of each other, not just independent plugins. We’re going to need social sharing data to feed into content writing data and content writing data feed into user data. All these things need to work together.
Another big change for the site was mobile. I’ve been talking about mobile so much in this last year at this point really kind seems obvious now, but the time we’re having discussions every marketer has. We think we need a mobile out. What do we do about mobile? Our lead interactive developers brought responsive design to our attention. I’m sure a lot of people on the phone are familiar with responsive design by now but simply put it to technique for design and development, which allow us to optimize the display based on the size of the device you’re on. With that, we can manage mobile tablet and top experience off on the same CMS. We don’t treat mobile as a separate project anymore. Before we used to build the site and then we used to think about mobile, now mobile comes up in every single thing we do. There are other advantages too. Remember the mobile channel program. People are engaged to email direct mail and offline but the response of design we know for instance that if you’re reading an email, a click on a link to the site, you’re going to see an optimal and engaging experience whether you’re on a computer or an iPhone. You’re not going to see a page list just small for your iPhone or a mobile page that you’re viewing from a PC. You’re going to see and experience specific to your device.
Going back to the CMS and some of the stuff that we saw in Drupal, we actually did have to create some module to extend what we wanted to make personalization work the way we wanted to work and we’ve actually contributed this back to the community so you can check this out and there some updates coming to it. I’m going to turn this over to Andy. Andy maybe could share with everyone the role of data integration analytic’s plate and upgrades to the program.
Andy: Sure, I’ll be happy so Jason, thanks. Okay, at the core of the system, we have a rather robust analytic data warehouse and recording system that was designed and developed by MarketBridge. The data warehouse captures and integrates data from a wide variety of sources and marketing channels to create a unified 360-degree view in the customer and also gives us a holistic view of all program marketing activity and results. Some examples of the key sources of data that we capture and analyzed are customer demographics and attitudinal segments, digital marketing stem and response data, website activity from the Adobe site catalyst. We also looked at a variety of social media sources including Facebook, Twitter and Youtube, and this analytics engine that we’ve developed and we maintained has been critical in providing the program management team with the timely insights needed to make smart decisions on program strategy. At this point, all key program decisions are supported by empirical evidence and thorough data analysis. I’ll turn it back over to Jason and he’ll actually show us what the websites looks like to the end user.
Jason: I will walk you through a couple of screens. If you take a look if you go to mywell-being.com today and you come to the homepage, this is what the finished product looks like and this is what site looks like to the user. On this screen, what you’re seeing is the default segment so this is a new user who’s come to the site. They haven’t done anything in the site yet. They haven’t filled out the assessment. They haven’t told anything about them. We don’t know anything about them. They’re going to see a featured article and the hero image. This is updated weekly to keep it fresh. It’s sort of the traditional publishing model. The featured blocks in the next row have content from each area of the site. The users presented with pretty even distributional content from different subject areas and this is pretty much how the old site Real for Me use to work, but after you tell us a bit more about yourself, we start showing you more content relevant to your preferences. The example here, this is a user that lands on the segment of male or females under the age of 60. User has shown us they’re predominantly interested and help relate content. We feature web and email content weighted towards the new heath content.
One of the things I’ve mentioned earlier and Andy eluded to when talked about the data integration, is that now we’re taking this beyond what the user told us in their profile. All the content in the site and in fact, in all of our mobile channel campaigns are tagged to a category. Based on the user’s engagement, what they do on the site and what they do throughout the campaign, we start featuring content based on their behavior. Not just what they told us about but what they’re actually doing. You ever noticed when you buy a car, you see other people driving that car everywhere. Once we got into this, we started to see this behavior everywhere. We start to realize that this idea as proud as we were about it wasn’t that new. We see the Strapmedia and retail. If you use the music service Pandora, the channels are set up by you telling the site all you like and then it recommends content for you and from there on, you thumb up and you thumb down songs and skip songs and the music keeps coming to you base on how you’re engaging. If any of you use Netflix streaming a couple of years ago and Netflix used to be very organized based on the genre and actors and so forth but now, the primary items and suggestion for you based on what you’ve been watching and what you’ve been reading. This isn’t creepy anymore this is actually how we expect the web, how we expect the good user experience to work. Let me show you some of the other segments. A user who comes to the site just with the experience a person would see for someone who is male or female age 60, they are in our retiree segment. As the person who’s been going on throughout site, they’ve been predominantly clicking on retirement related content, they’ve been saving retirement related content to their favorites they’ve been sharing retirement related content to other people and now both the web and email content we send them is going to be weighted towards new retirement leisure and finance content. Here’s another segment, in this segment, we’ve got users who are female ages 30 to 60. Their site activity is primarily been clicking on family and social content and again the web and email feature content is weighted towards new family and social content. We hypothesized that would work. Let Andy tell you how that works.
Andy: Sure. Since we integrated Drupal with the website and we launched the new customer experience last year, we’ve seen tremendous improvements in customer engagement on the website, which had previously been identified as a major opportunity for improvement for the program. Across the board, we’re seeing games and website engagement from our member based. Starting with the 36 percent increase in the daily number of visitors to the site, we’re also seeing almost a 50 percent increase in the number of visitors. Not only we’re getting more people to the site but they’re also engaging more deeply once they’re there and that evidence by the 72 percent increase page use and a 74 percent increase in visit relations. Overall, we’re up to a tremendous start and our client is very satisfied and going forward, we now have a much stronger foundation to support further testing and optimization and we fully expect performance to keep growing into the perceivable future and kind of stepping back overall, I think this project has been just a remarkable example of what happens when you combine some very innovative marketing ideas with the best in breed technology and adding a group of very dedicated marketing professionals, the results have been just tremendous. We’re all very excited to take to take and get another lead forward as we look forward to next year and beyond. We’re all very happy and we’re all very excited.
Jason: John that’s our presentation. We turn it back to you for some Q & A about the project.
John: Absolutely. Thanks very much guys. It’s great to see the detail on the implementations. For anyone that wants to add a question you can add it to the Q &A pad now. We got a few coming in. Let me see here. You talked about the ability through the Drupal module at least the question is around the engagement module that you guys helped contribute back. How do you configure your segments and how do you figure out what article to feature for particular users?
Jason: Yes. I think Andy and I both have been answered that. I’ll tell you on the technical side, I saw one of the other Q&A questions about what module to use. We definitely we’re inspired by the modules we saw like the recommender API and someone mentioned the context API. We did end up building a custom module we called the engagement module and now we’ve re-released the web engagement module. We need a little a bit more control over segment because I think most of the modules that we saw we’re focused on again sort of a generic experience as opposed to a segmented experience so that’s probably the biggest enhancement that we did with this. With regards to how we can figure out segments and the decisions we make, I gave you the basic answer and maybe Andy can fill it in. We start simple. We do this with more of our clients now. We explained to start simple, analyze, refine, and then like the analytics strap how you expand that. Andy, do you want to add to that?
Andy: I think you’re exactly right. I think we’ve adapted a test and learn strategy to content for the website and as we introduced new content, we identified new content that we think is right for our member based, refer that content out in front of technical wide sample of our member based and see what pieces of content are most appealing to the various segment. As we do that testing and we collect results and analyze them that just helps us to further identify and understand what type of content are really going to be most appealing and engaging for each of our key customer segments.
John: Great. Another one on having to strategy for content personalization change, how has it changed over time?
Jason: Andy, why don’t you take that?
Andy: I’m sorry the question was how our strategy has for content personalization change over time is that right?
John: That’s right.
Andy: As Jason mentioned, we started very simple. We went out and we identify some segments based on analysis of our existing member based. As our member based continues to grow, and we start to bring in people from different demographic segments, we revisit what those segments are. We understand that profile of our member base is evolving over time so as those distinct segments changed amongst our member base, we can go back in and redefine what the segments are and realign our content according with.
John: Great and a follow up, you extend content personalization beyond the websites at all?
Jason: Yes, we definitely do. I think we brought up a couple of times to the presentation. The innovation goes across all the mobile channel marketing so we focused very heavily in this demo or in this case study today on what we do on the site because we’re excited about that, but we made at point in the old site and the new site to extend the segment information across all our channel.
John: Great. A question about the personalization segmentation. What we talked about is seemed applicable to log in or authenticated users. Are you doing anything from anonymous visitors?
Jason: We’re not doing a lot yet but we can. There’s no reason why we can’t do this for anonymous users. The way this particular site is structured is definitely a drive towards and an incentive to login and register which helped a lot and I think more and more stay users are not only okay with that, they expect that, they expect you want to personalize experience, you have to log in but we definitely can do it with ... we can do something like this for the anonymous users as well.
Andy: Right. To just add on the Jason’s comment, we acquire registrants from a variety of sources and marketing tactics. Over the years, we’ve accumulated some very rich insights on what the profiles of members looked like from those various sources. One of the things that we’re trying to do in the future is based on which source brought in or basically where that registrant came from, we would tailor the experience to profile that we know about the acquisition source. For example, if we know somebody came in to our Facebook pay per click campaign, we would take a look at all the folks that come through that channel in the past, what their profile looks like and then customize the experience to align to their unique needs and interest.
John: Great. You’ve mentioned a couple of different sort of best to breed technologies that are integrated for the full solution but there’s a question specifically around if you’re using campaign management or marketing automation system like Eloqua or Mercado as part of the solution?
Jason: We’re not. We’re not using Eloqua or Mercado but there’s no reason you couldn’t extend it to use it. Like John said, we’ve always looked at the strength that Drupal is being an open platform. Think of the example not relate to Eloqua or Mercado, but we were using one email platform and we run in to some restrictions with regards to what we want to do with email and we’re able to do switch to a different email provider without having to scrap our platforms. I think it’s the same way with Eloqua and Mercado. We’re driving our campaign based of the solution that MarketBridge built. The solution Andy talked about earlier with the data warehouse handles all of the segmentation and everything that we might get out of an Eloqua or Mercado and it’s tailored exactly towards MarketBridge’s approach to campaigns. We’re not using Eloqua or Mercado but you could definitely go that route.
John: Back to engagement, Drupal engagement modules specifically two part question. What’s next for the engagement modules and are you seeking other contributors or sponsorship for further development on those.
Jason: Yes, thanks. Definitely, we’re looking for additional contributors and really thought about seeking sponsors for it. I mean it’s a core part of how...this campaign has been so successful for us and really open up our eyes to how great websites should work that’s it’s core to everything we do with Digital Bungalow and ore to everything MarketBridge does. It really goes into every project we do and we’ve been making internal investments in it. We know Acquia is making investments in other parts of the open WEM landscape. For us, we’re also a team of great Drupal developers here and growing a team of great Drupal developers so we’re sold on the community. It’s important for us to contribute back what we’ve learned and we learned so much from the community. Yes, definitely, we’re looking for other contributors. Again, it’s kind of the pieces and the framework just like all of other Drupal modules are. The Drupal WEM module is kind of pieces of what we’re doing here. The overall campaign, the testing, the refinement and so forth, the real work always takes people to do it.
John: Great. I think we just have one question left to cut off the presentation. What you see as the keys to driving continued increases and site performance in 2013 and beyond?
Andy: Sure. I’ll take a stab at this one and Jason you’ll free to fill in. I mentioned earlier ... we’ve always been very committed to a test and learn strategy in our approach to content placement and strategy and now we have an even better platform to experiment and optimize the customer experience. We found ourselves in a cycle that leads to continuous learning and continuous improvements in that experience. Basically, the way it works is the more engaged the users are, the more data we’re able to capture about their needs and interest and the more data we capture that in turn allows us to further customize their experience on the website and make it more dynamic, more relevant. We feel that as long as we keep coming out with innovative and fresh new content and ways to engage the user, we’re going to continue to see this grow up and success going forward.
Jason: Yes, I don’t have much to add. I was going to say test and refine, test and refine.
John: Okay. There’s one other question. Did you have behaviors built into the module based on roles or other methods of handling a multistep sales or lead gen pipeline?
Jason: Yes. I guess my slides really show you more about the difference between behavioral segment or people’s affinity for different types of content. Our primary focus in the campaign lately has been about engagement so we’re generally trying to drive just make it more engaging and try more affinities to the site. However, we did use the same methodology or same thought of the other way with segment users is how engaged they are. Once we get somebody that is in a particular segment ... we also take a look at how long they’ve been on the site. This is somebody who’s been here like three or four times. We still going to be showing them certain types of content but this is somebody who’s been here a lot. We might start featuring other content. With regards to like ... I think the question asked earlier about where we might go with the modules we’ve been building, I think we’ve been abstracting it more and more so that we can build segmentation either base on content or base on action from the site or just based on how long the person has been the member, how long since they’ve visited because it’s really behavior marketing, behavior based marking and we’re seeing all sorts of platforms pop up for users to do this. I think there’s a reason why those platforms are popping up. This approach has to be taken to make sites more engaging and to move people along towards the particular action.
Andy: Yes and I just highlight on the Acquia sides on acquia.com. We’ve actually built our own integration service between the Drupal based.com website and Mercado so that we can track lead campaign qualifiers, identifiers from the website back into Mercado for our own regenerations funnel. I think what’s really interesting is when you can start taking these different solutions and different steps and start merging sort of what we’re doing with acquia.com with what the demand is doing in customer segments and the solutions will be phased out and can grow overtime. We’re definitely doing that today from our lead tunnel and sales tunnel perspective.
John: Great. Few minutes early, I give folks some time back but I just want to thank Andy and Jason again for taking time out of their day to join us and I want to thank everybody on the call for joining us today before the holiday. Attendees from here in the US will have a Happy Thanksgiving break and thanks again for joining us and we’ll see you on next webinar very soon.
Andy: Thanks a lot everyone.