To create the best customer experiences online, you need to start with data. Today, customers expect all brands and organizations to provide them with the right experience, on the right device, at the right time. In a presentation at the 2016 Acquia Engage conference, Katherine Raskob, Director of Communications & Customer Experience at ADMA, provided honest insight into how her team relies on data to deliver loyal and potential customers with the most personalized user experiences to date.
The Association for Data-driven Marketing and Advertising (ADMA) offers education courses, resources, events and expertise for creative and effective data-driven marketing and advertising across all channels and platforms. To truly represent the data-driven marketing industry, ADMA needed to deliver better customer experiences to all of its unique users. However, a disjointed digital system prevented the association from collecting data about first-time users and existing customers.
Before moving to the Acquia Platform, adma.com.au had not seen an update in five years. ADMA conducted a qualitative survey and discovered that 70 percent of its members preferred to communicate over email and to interact with an organization online. Users wanted to be able to find industry statistics, register for events and purchase education courses through a website. However, a fragmented digital platform prevented ADMA from delivering a cohesive customer journey.
The ability to book educational courses and events was allocated to two different systems, the ability to pay in another, and integration with Salesforce®’s Customer Relationship Management (CRM) was weak.
With Acquia, ADMA was able to manage all of its systems under one platform for the first time. ADMA’s new state-of-the-art website, built on Drupal, is positioned at the center of all its technical systems.