Digital Experience Management in Drupal

Digital Web Digital Experience

ManagementIn Drupal

“Think of the Pets”

A rescue shelter lost in the world of digital experience management.

Meet Sarah, she loves animals

Scenario 1: No CRM

• Drawn to the cause, loves puppies

• Donates $100

• Volunteers to help organize a charity auction

then … nothingTime to visit that site again.

The home page features kittens.Too bad, she's really a sucker for puppies.

Still, she loves animals, and decides to make another donation.

The donation amounts start at $25 and end at $100. Don't they know I already gave them $100 wonders Sarah?

Please help us organize our upcoming Auction!

Finally, she's being asked to volunteer for the same event. Sarah really wishes they'd just thank, rather than pester, her.

It will be many more months before Sarah comes back to visit "Think of the Pets", if at all. Sad puppy.

Meet JoeHe works in development

for “Think of the Pets”

Poor Joe!

• No record of past interactions

• Forced to use the same messaging

• Customization is hard

He has no record of Sarah's past interactions. He is forced to use the same messaging to everyone, regardless of their engagement over time. Joe would love to send Sarah a customized message, but it's so labor intensive and he has so little time!

Think of the Pets failed to capitalize on Sarah's interest in their cause and increase

her engagement.

Scenario 2: CRM

Lesson learned!

Now we can:

• Track interactions

• Segment contacts

• Tailor messaging

- Track all of her interactions in one place - Segment contacts and do manual stuff like mail merges - Tailor messaging and outreach based on a users engagement.

But …

• What about the data we don't capture in the CRM?

• How do we measure engagement in a world of clicktivism and social media?

• No realtime feedback and/or customizations.

A CRM has allowed us to customize the experience when we *go to them*, not when they *come to us*.

Scenario 3: CRM + CMS

Lets revisit Sarah’s repeat visit to “Think of the Pets”

She loves puppiesBring ‘em on!

Content customization.

The “ask”

• Thank Sarah for her past contribution

• Set her last amount as the starting point

It worked! • Sarah significantly increase her donation • Flag it for a special follow up

Track all interactions

• Blog comments

• Page views

• Purchases / donations

• Event registrations

• Social media sharing

Geographic Targeting

Engagement Scoring

1. Define

2. Record

3. Respond

Engagement is more than attending events and making donations Good for the big stuff, but great for the details that you can’t otherwise track

Customized User Experience

• a/b testing

• discounts

• targeted donation campaigns

• targeted messaging

Joe Loves his Job

• All contact data is one place

• Automatic segmentation

• Context to cultivate a relationship

• Identify candidates for deeper engagement

Increased Engagement!And happy puppies!

DEM tools for Drupal

RedHen, a native Drupal CRM

• Contacts, organizations, and connections

• Engagement scoring

• Memberships

• Donations

• Data scaffolding

Salesforce

• When Drupal isn’t enough

• Rich ecosystem

• Sync any data

• Fast and flexible

Entity Registration

MailChimp for email campaigns and Mandrill for transactional emails.

Acquia Lift

• Targeting

• Testing

• Recommendations

• Offers

Conclusion??