Over the last few years, I’ve watched Acquia Lift grow from a highly specialized personalization tool to an easy-to-use staple of the Acquia Marketing Cloud. At each iteration, the interface becomes more intuitive, its reporting more complete and its functionality more useful. In fact, as it has matured, the tool has become downright inviting for even a novice marketing team.
Today, we’re happy to announce another important step along that journey, this time through easier integration with Google Tag Manager.
Over the last several months, Acquia worked with Bounteous -- our 2019 North American Partner of the Year -- to develop custom GTM templates available free of charge for download from the Google Tag Community. It’s an addition that closes the loop between Google’s advanced analytic tools and Acquia’s highly flexible personalization platform. For marketers, this simple addition brings even more useful feedback as you craft your ongoing personalization campaigns.
The Power of Personalization
Personalization is among the most important tools a marketer has in their digital quiver. Personalization allows you to transform a site visit from a static, impersonal transaction to a compelling conversation between your customer and your company’s products and messaging. It means that you’re not just talking about yourself, you're having an active conversation with your customer.
As Acquia’s Eric Fullerton notes, personalization is not just a “nice to have” feature -- it’s an essential part of your ongoing growth. In 2017, Gartner reported that 81% of marketing leaders believed that their companies would compete mostly or completely on the basis of CX.
Lift makes personalization easy, providing a number of segmentation options out of the box. But to really master your efforts, you’ll need to watch and respond to the more nuanced actions your visitors take as they traverse your site.