 Hello everyone, thank you for joining us over here for this session. We are here to talk about marketing automation with Drupal commerce and Mottic. If you're in the wrong room, please do check. I hope you are not So before gets a little bit about us So I am Abhishek Dhariwal at DXB consultant. So I join hand with the pre-seals team for technical solutions. I write technical proposals and then I join And delivery teams for smoother execution of the delivery and delivered. Thank you Yeah, and I'm I'm Pratik Jain. I lead digital experience services at Exilent I'm responsible for growing our services later to Drupal and the other open source ecosystem I help lead our consulting services So I typically come in at the strategy and the initial solutioning stage before we get to the delivery side of things Yep, I have my in-house podcast as well. I mean which is caused by the name of DXB deconstructed So that's something I do as well So a little bit about our organization Exilent So we are a full service agency. We are about 200 odd people spread across six different time zones and We have been remote from get-go not a post-COVID effect but we have been remote for over a decade now and have been operating in various open source technologies including Drupal We have been a very active in Drupal community including contributions, participation in the events and things like that and we help and Customers at all stages right from strategy then to design and build and then to the growth strategies related to the marketing automation Persalization and that's what we are going to talk about today in this session We work with Some of these clients logos I'll sit over here. We work with a large variety of industries We are not industry agnostic as such but then we do have specializations in couple of industries as well We work with healthcare nonprofit government consumer goods and more. These are some of the customers that we work with we work with both Customers as well as agencies to deliver digital solutions using open source ecosystem so I want to get started with Telling you a story or a success story about a project that we delivered with the help of Mottick So one of our customer who is an e-commerce as provider They wanted to build a platform to support the marketing automation to their sellers So basically they already had a e-commerce platform where sellers can come in upload their product and these are like small Sellers like selling cookies from home or people who don't know how to build websites And they are just looking for a platform to have their product launched So they already had this e-commerce product and our customer wanted to enable them by providing a marketing automation solution as well So each seller will have their own marketing automation solution where they can run campaigns send personalized emails And things like that. So this is where they came to us asking that if we can help with them So this particular engagement started with a small discovery where we had to start with choosing What kind of platform you need? What's the right tool for it? There were there were platforms including the proprietary ones that they were considering But some of the things that they were looking for is that they wanted to automate the entire marketing automation so Given the sellers were non-technical They wanted to give them a limited capability and have ready-to-use campaigns templates or workflows Which they can directly use it obviously they will be able to customize it But most of the sellers would be looking for using the existing and pre-configured templates and campaigns as part of They're selling platform and where they can Add their own products launch their own campaigns. So this is what was the problem statement and Because our customer wanted to start with more like hundred customers So these were like hundred mottic instances is where we would talk a little bit more about it And like I said, they they wanted that kind of a scalability to have an on-board new customers as and when they Onboard a new seller on their platform. So this is essentially what they wanted like for each organization or each seller They wanted a separate application where which comes with a pre-configured segments email templates and configurations So like I mentioned it started with more like a discovery. We started discovering What exactly they wanted how the level of customization they not wanted in each of those platform and Motif was chosen as because it was scalable and it kind of met their needs So we were able to quickly build this mottic steak in a particular region where mottic instances were hosted within the containers within the Kubernetes platform and Each seller will have their own mottic instances over there It had a deep integration with the e-commerce portal that they already had. So what it means is Anything that is happening on the e-commerce portal Would get synced to the way their marketing automation Instance which is a mottic instance and they would be able to run campaign for their users over there. So we use Python to build this connection We had onboarding APIs where as and when the new seller is onboarded a new instance gets created within seconds And we are able to launch the new mottic instance Easily with the pre-configured campaigns and the email templates. So this is just a kind of a diagram of how we got started with it and The reason We kind of proposed this kind of an architecture is because we wanted to have an integrated marketing automation solution We are your marketing automation is not just working separately. It's tightly integrated at the same time It's configurable with your existing ecosystem, which is the in this case the e-commerce platform that they had So we wanted to build this kind of a system where your marketing automation is able to do segmentation There is some sort of analytics. It's connects with your CMS And other omni-channel platforms as well over here So this is what we did we use mottic at the core for the marketing automation solution We use Rupal and Rupal commerce as a platform to build and give us a As a capability of a content management system and then integrated that and in the end provided an omni-channel experience where The sellers would be able to target different platforms like emails SMS's or even push notifications or anything else for their for running their campaigns Before we are going to go have a demo about what we build Next but before I do that. I also wanted to introduce the CDP Some of you might be already be familiar with it I mean, but just to kind of summarize CDP is a central system where customer data is stored and stored in a unified profile manner So it comes with a lot of these features where Data integration unified profiles advanced segmentation and personalization and the automations can be done as well So the reason I'm kind of talking about this is because we not only did that with using mottic Drupal and to build this kind of a marketing automation solution and which is omni-channel, but we also went one step ahead and We getting inspired from our customer. We actually also integrated CDP to it We are now we have a more granular data about the users where we would be able to run campaigns based on the CDP segments So we are going to demo couple of use cases one just where Drupal is talking to the mottic and the another use case Where Drupal is sending the data to the CDP platform and the CDP platform where the intelligences and the customer data is Is kind of triggering the mottic campaigns as well so and These are some of the high-level features that CDP comes with again I'm not getting into the depth of it as a CDP what all you can do but then I just wanted to kind of introduce over here and This is what then it looks like as well So we have Drupal, mottic and omni-channel and we decided to use Twilio segment as a CDP platform As part of this architecture now, I mean all of these are composable It's it's not like kind of a tightly integrated So if we decide to use a different CDP platform that can happen as well We are it just that for this demo purposes We used Twilio segment as a CDP platform mottic is our marketing automation and Drupal is a CMS but it could technically work with any other Technology stack or that you may have so the idea was to build in a composable manner where each piece is independent and can be Reutilized or are integrated with any other stack So this is what we are going to demo you Next so we As part of this presentation we help prepare this this plugin for our customer and then extended it further for some more use cases Over here. We are trying to cover the use cases which are specific to retail industry like cart abandonment I mean, so I'm sure all of you must be shopping online and then Amazon's of the world, right? I mean leaving products in your cart and then receiving an email. Hey, you have this product in your cart left, right? Would you like to complete the checkout? So we tried to automate those kind of use cases over here the campaigns like win-back campaigns where you may not have been on the platform for let's say couple of months But then the the the platform itself says that hey, you have not been on the platform Can you come back right those kind of campaigns what retail industry wants to launch and then fewer the Campaigns over here can be launched as well as part of this plug-in So we help develop this plug-in, which is a mottic specific plug-in. We also integrate with the Drupal commerce and that's what we are Going to show you next so what do you appreciate? Yeah, thanks. Thanks, Pratik So why not we start our demo with a story? So story about stridecraft so this this is this demo platform actually developed using a Drupal commerce and Custom customized team and whatever the content you are seeing at the moment are all yeah generated so So stride card come comes with a very specific use cases, right? The people are suffering around and Roaming through the pages and adding the product to the cart and lots of people are checking out and making sales to the Dude stride stridecraft, but there are people Who are just browsing through and adding the product to the card and you know leaving those product product in the card and not making any purchase These these users are basically, you know creating abandoned cards Data inside, you know your e-commerce card. So now there's an interesting case Either we can live with it or we can improve it Right, so how we can improve these experiences so that people come back and you know They are motivated or maybe learn them to complete their you know Shopping experience. Let's let's take it by you know doing it practically. It's just Loved in through the admin So let's say We are starting with an you know already a user which is part of your System and let's see So this users come come to and logged in into your system and then browse to the product page And that's one product into the card. So there is a product into the card now. This user goes away Right, so I'm now just you know switching to my admin account just to give in and glimpse of how this admin Interface is looking at like Just a second So basically These are the settings for you know just to communicate to our mottic instance Here is our mottic instance is hosted and these are the credentials to you know the backend API calls You know mottic API then you know sense these these abandoned card data back to mottic So that you know the further segmentation can happen at the mottic end currently I'm doing this through the this push data To mottic CTA, but in a real world it would be done by a strong job So now we have a confirmation message and then this data has to be pushed To our mottic instance Yeah, so these are all the users who somehow have you know have Abandoned their card data and into them, you know your E-commerce system all have been synced here to you know data push. This is the historical data The currency that I there is only one user that been pushed. I'm just going back to our dashboard Just to explain how all these things are being set up. So basically We have a plugin called retail marketing so This plugin was developed by by us and the use cases When this plugin is installed it basically does three things it creates a segment Abandoned card segment so all the users which have been part of which have left the data in their card now be part of this this particular segment The another thing thing that this that this particular Plugging does is it creates email templates that been sent by to those users Which are part of this segment and third thing that is does is it creates an automated campaign? Which will be triggered for all the all those users which are part of this particular segment So this is a campaign that has been created by that plug-in So for the first one is this you know the exact this segment this segment data is sent to the this first reminder Campaign so what what basically happens then you know someone has Put their data into the abandoned card and that The data has been synced and part of this segment right this This first email is triggered through this first this first reminder email is triggered and then When users look into that email the read notification goes back to the mottic and then the second The second part of this campaign is triggered that is The second reminder will be sent when someone has read the previous email after that We don't want to you know Jenkins or send a lot of email to the user. That's our campaign Complets right there. Let's let's see how this is happening in practical. So when The first email is through this particular Campaign the first email is triggered then you know the end user will receive this sort of email Now we come back to our Second use case Just remember we added one product into the card now. Let's see. Let's let's assume another scenario where this user completes, you know the purchase and order is generated now Time passes and these customers are not returning back in this scenario What would happen either you can we can leave with this information that Or we can target them back so that they come back to our store and make the purchase again So we are calling it a win-back campaign. So in this scenario them What we what basically we are doing The information goes when someone completes their their purchase the information goes into our CDP Currently we are using, you know, TV video segment or as a CDP solution So once once the purchases are made this information goes to our CDP and CDP records this this event As an order complete right so now There are a lot of order at the card are happening. Yeah. Yeah, so when this order is completed So we have created, you know, we have created a audience audience there in the segment which actually Observe those those events or those orderly completed events which have been Completed at least one time in a past past year For example, if we are targeting those users which have made a purchase in the last year But they never come back, right? But they they have at least completed one order so in that case we are and what we are targeting if If the user says has the completed product, you know Purchase in the last year and we are also looking at he hasn't made any purchase within the past month So we are targeting those users so By this campaign so that they can return back to our store and maybe You know complete complete their purchases So if you look at these configurations what we are doing We are targeting this order complete event right and we are seeing if it's this particular order If the user has completed order at least once in a past 90 days We are looking for the quarter and he hasn't made any He hasn't completed this order within last 30 month 30 30 days. That means He has successfully completed the purchase in the last quarter, but he didn't return back So in the so when you know this condition is met that particular user will be added into this audience so when That user enters in that particular audience segment a Destination call is happens that which is basically Again a web book call to our mottic instance So Here here we are you know capturing few data as a treat so basically in this in this particular, you know Data set you see as a tree that there's an email address and we win back customer that is a segment that we are targeting and There's there may there could be more information about that particular user Maybe the first name last name and maybe the product street that he has purchased previously Right and these all data will be passed to our mottic instance to this web web hook and then At the mottic end where we have another you know campaign That is when win back campaign which actually consumes this this data and sends a win back email to our To those users and that email will look like this one so that means To those users which were actually Not you know very much active on your on on your shopping shopping cart on on your setup they Maybe looking at those offers or any anything that we maybe learn them to do you know come back or not make a purchase on your website so these sort of you know setup will help us to win customers again and You know, this is just you know The another a boost to our sales, okay Just trying to you add the new user So the goal that we had was to have this plug-in ready which can be used by any any e-commerce Store you can just install this mottic plug-in it comes predefined segments and the email templates that Abhishek just showed and We also have done some minor work at the Drupal site to sync the product information Abandoned card information or the user information either directly to the mottic or wire CDP and Which then in 10 helps run those marketing automation campaigns over here So that's what I guess Abhishek is trying to do over here. We are just logging in as a user and we'll see Real-time email. I mean hopefully just like the demos work. We will hopefully this will work at the right time Over here Yeah, we'll go and then add a product over here This is our API configuration which and now the data gets pushed to the mottic Yeah, we are just looking for the contact that got sick. So just bear with us Now we must have received One more show you one more thing here and within this report we can also See all the users where all the emails have been sent so far With this user now, I'm going to one step further and let's say he now, you know completing his purchase Let's see what happens in then in that case also Let's look at at this is it what had happened on our CDP. That is also interesting to watch so when if That user clicked on that I took out button One event was triggered that is called at to card and that was listed at the at our, you know, CDP also now with this case we can you know With we can leverage this particular event to create our you know other campaigns for example We can use this information to create hyper personizations things, right? So basically it it shows the potential of the integration of CDP with your, you know marketing or You know e-commerce system. So these are the just an example You can have enormous n number of you know events and then based on those events you can you know Plan your marketing campaigns and any other sort of campaign then even you run your personalizations goals Right. Now. Let's go back to our store and let's complete those purchase. I log in with the same user I got to my card and I You know go through all the flow of you know for the two, you know, complete out my checkout process I Select here India These are these are some fields maybe we can directly show the emails that goes out Because yeah, I think we have to go through this process so that I'm doing this by selecting cash on delivery So let's go back to our CDP and let's see what time TVC Yeah, so as soon as the customer has completed their order, so we can see and there there is a Order complete event is registered and now we have associated campaign With this event it will trigger an email when that condition is met because now we have a very big time time interval It's not possible to you know that email will be triggered now But we have an option to trigger that right away. So what I do I just go back to my hook This mapping I load my test data within this trade. I add more information that Making sense for this particular We want to register first name So by hitting that we are sending this class data to our automatic webhook so as a response it is suggest that the data push for success and We have created you know that created means that entry has to already been registered with our multi-constance Now we should have email Received in this point. Maybe morning will take some time to you know Execute that campaign. I think I think the chron needs to run. So it will take a minute or two for So I while we wait for that email, right? I mean we can get back to the presentation and So, yeah, the email was kind of very similar. I mean like kind of this where These emails are kind of coming out what we have missed you. You can come back to the platform and things like that So Yeah, this is what we did. I mean we just had screenshot plan just in case the demo didn't work I mean the user adds a product to the card Push data to the mottake and then the user segmentation gets created the mottic side Based on it and then you receive an email which is for abandoned card as well as for the the winback campaigns So yeah, the emails looks like this Over here So just kind of summarizing it so all of these like the campaigns templates and all all of Will all of that will get created as soon as you install the plugin and all of obviously it can be customized further based on your needs And then the templates and anything of that sort can be customized further And yeah, this is that the platform that Abhishek showed about Connecting that yeah, yeah, so These are all our sources So it's better I give a give a small brief. I think we have some time So CDP is a collection collect data from your various touch points Right and then creates a unified profile for the users That's the main and basic role of the use of a CDP and anything around it was not a part of CDP That's an enhancement of that right so for example in our case We were you know collecting data through JavaScript and this commerce backend, which is JavaScript This is the data that is coming from the diverse is basically all the interaction that is happening on the website That data is getting registered here and what what whatever the you know the server you know Sending the data that is registered here that because that is a backend API which is basically called And all the data then consolidated in our in this Here to create a unified profile of the users now it it is really interesting because You know that this profile information cannot be completed through a single data source and The number of the sources Is directly connected connected to your enrichment of this profile data Right and this profile data will also you know be used to identify the patterns and behavior behavior of a particular customer Right and then this data is sent to our down downstream downstream in this case We are using mottic web hooks so all the patterns and The behavior information that we received from you know various through the various touch points Then can then can be utilized, you know to to run our hyper personalizations and you know any any Sort of marketing campaigns So this is a whole you know the use case of using the CDP The CDP and them, you know multi combination is a powerful thing that you can you know Using in your any sort of any kind of websites. It could be your e-commerce portal or anything else You know where you can connect your video customers You know very effective way Yeah So I mean I guess we saw I mean it's part of the CDP The dope the primary difference between using a CDP in between is that we could record granular events like it took out Which pages were visited and then you could have more granular Segmentation possible criteria over there as compared to directly getting into the mottic So that's where we decided to use a CDP solution in between over here and we were able to do that Like recording of these events over here And then you can go as generous possible as hyper personalized as possible For your campaigns over here using this Like you can see right all the events are getting dragged apart from the page visits and all in the CDP and like I said This CDP could be replaced as well over here We use segment CDP, but then this could be any other CDP as part of the platform And we created these user profiles that created these segments over here These are some of the references where the architecture that we showed is kind of There in these blog and there's a success story where we how we developed this multi Client and then we have multiple instances of mottic work out of launch And where this plugin was used and onboarding scripts were used to kind of onboard new customers So some of these references are over here Yep, so just That's okay, and yeah, that's it from I said, I know we we have five four minutes precisely for any questions We have these are our LinkedIn handles just in case if you have any questions further outside of this But we're happy to take any questions that you may have So Mottic lets you design the campaigns the way you want likes depending upon the business you can have a different logic So as part of the plugin that we installed that campaign was auto-created But we understand that the same campaign would not work for all the businesses out there I mean everybody wants to have their own campaign So it has the email the campaign builder where we can have certain actions Let's say the first email goes out after 24 hours The second reminder email goes out if the customer hasn't opened the email Then you can do and send another email in 72 hours Or if they have opened the email and have not acted upon it you may decide to not send a second email Right so that campaign builder exists as part of the Mottick And as I as Pratik has already explained This entire thing that we have Seen on the Mottick side is configured Automatically by that plug-in we call it retail marketing accelerators and we are hoping to add more use cases And we are also seeking you know community community support for you know to add more Contribution there and come up with more use cases and enrich these things That is open source for now. Yeah, that plug-in itself the Mottick plug-in itself is open source I think I may have missed that URL in the references It's the second one. So This is the open source plugin that is available which gives you predefined segments email templates and campaigns And you can extend it on further on that I guess that's it. Yeah, thank you for coming in and yeah, thank you for listening us