Understanding Content Personalization with Acquia Lift

By Vaibhav Jain Jan 30, 2019

For enterprises today, there’s no escaping the pressing need for personalization - and not just content on website, but rather personalizing the whole experience. That means giving every single user - prospect or customer - what they want, sometimes even before they know they want it. However, while most businesses realize the need, they are at a loss when it comes to actually delivering personalized experiences.

The two major questions that enterprises are faced with:

  • What are various data points your should be tracking to even begin thinking about personalizing?
  • How do you deliver a personalized experience on the site?

For answers to the first question, you can take a look at “5 Key Technology Pre-Requisites to Deliver Advanced Personalization”.

Moving on to actually delivering a personalized experience on the site, there are a host of technology solutions that can enable that. But if you have an enterprise site build on Drupal, there’s nothing more suitable than Acquia Lift.

What is Acquia Lift?

Acquia Lift is a solution designed to bring in-context, personalized experiences to life. It’s a powerful blend of data collection, content distribution, and personalization that enables enterprise marketing teams to closely tailor the user experience on the site. And all this without excessive dependence on development or IT teams.

Some of the highlights of what makes the Acquia Lift-Drupal combination powerful are:

content personalization with Acquia Lift - features

How Does Acquia Lift Deliver Personalization?

Acquia Lift gives enterprises three key elements to drive their personalization:

Profile Manager

This helps build a holistic 360 degree profile of your users, right from when they are anonymous visitors on the site to the the stage where they are repeat customers. It collects user demographic data, historical behaviour data, and real-time interactions so you can get a complete understanding of who your users are, what they want, and then work on how best to deliver that.

A lot of this data is collected as users engage with different content pieces. The tags on each type of content are leveraged by Lift to assign an increasing number of attributes to each user. The Profile Manager can then help marketing teams segment users on the basis of these attributes, and create target groups for their personalized experiences.

Content Hub

The Content Hub is a cloud-based, secure content syndication, discovery and distribution tool. Any piece of content created within the enterprise can be aggregated and stored here, and then searched and accessed across the enterprise. Faceted search and automatic updates give visibility into the entire gamut of content being created within the enterprise - in different departments, across websites, and on different platforms.

This content is stored in a normalized format, making it ready to be pushed out to any channel, where it can be presented in the most effective manner.

Experience Builder

This is the heart of Acquia Lift - the element that allows you to actually build out a personalized experience from scratch. The Experience Builder is a completely drag-and-drop tool, that lets you customize segments of your website to showcase different content to different target segments, based on data pulled from the Profile Manager.

Enterprise marketing teams can set up rules that define what content should be shown to which segment of site visitors. They can also perform A/B tests to accurately determine what type of content drives more conversions for which user segments. And all of this can be done with simple overlays atop the existing website segments, without impacting the base site, and without depending on IT teams for implementation.

Why Acquia Lift is the best bet for Drupal sites

Tools like Qubit, Raptor Smart Advisor, Convertize, REES46, and ZenClerk all offer personalization solutions in varying degrees. However, if your enterprise site is built on Drupal, Acquia Lift should be your only personalization tool of choice. Because the degree of integration and flexibility that your marketing teams will derive from using Lift is simply unparalleled. Acquia Lift and Drupal belong to the same technology universe, and so the entire process, from deploying the Lift solution to setting up personalizations, is extremely quick and effective.

Acquia Lift is a powerful tool designed to work with all major content management systems. But for personalization on a Drupal site, it’s a must-have.

Looking for a personalization tool for your Drupal site? Srijan teams have in-depth expertise in working with Acquia solutions, and can assist with deploying Acquia Lift for your enterprise.

Just drop us a line, and our Acquia experts will be in touch.

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