 So first of all, thanks everyone for coming today. There's a lot of amazing content and there's a lot of really smart people doing a lot of really great presentations. So thank you for choosing to spend 25 short minutes with us. We are in between lunch and you end lunch. And we're going to make sure that we make the best use of your time possible before you get a chance to eat. I wanted to talk first about the firsts of this week. So this is a week of firsts. Myself, it is my first Drupalcon. Adriana, how many Drupalcons? Seven Drupalcons. It is both of our first times in Seattle. It's our first time actually presenting and sharing the story that we built and worked on with you. And it's our first time co-presenting together. But most importantly of all that, yesterday was Adriana's first oyster. And her first raw seafood. So of all the takeaways from this week, it's been a good week of firsts. So today we're going to talk a little bit about personalization, unpacking a personalized experience. And I'm going to kind of start off with talking about a lot of some of the high level stuff. And then the best part of the presentation is the back half. When Adriana gets to explain all the amazing work that she and her team did to make this a reality. And one of the things we see, Adriana has been to many conferences. I've been to many conferences. And especially when it comes to things like personalization and customer experience, they tend to be very focused around strategy and high level things. So we wanted to do kind of the exact opposite. We've implemented and built a personalization practice at Acquia. And we get to share all of the stuff that we did with you. So hopefully you'll have some takeaways and some learnings. And of course, let's get started. Let's unpack it. So a lot of times I've seen this as like our mandate, the things that we had to do. But fortunately for us, we have really great bosses who actually care about us and care about being successful. And we were able to not just think about what we had to do or what we were told to do but what we cared about. And there's a couple of things that we really cared about in this process. And I actually don't think I'm the best person to talk about number one. Drupal first. Drupal first and everything we do. That's the backbone of our business. It's the heart of how we build the content experiences. It's where we got our start and it's where we'll have whatever the next phase is for Acquia. But making sure that we were leveraging tools and technology that were ours but also that we're integrated with the way that we were building experiences today. And that was through being Drupal first. Of course, we want to use our own tools. We want to use our own technology. We want to make sure that we're using all of the things that we're sharing with our customers. Drink our own champagne. After this presentation, the first glass will be on me. So we also needed to prove this out to our bosses and the folks in our team. We needed to do things that they were gonna say, this is worth the investment and the time that you're making. So for that, improving the site experience and increasing site metrics was really important to us. And then customer acquisition, of course, was really important as well. So we're a B2B company or product company. We wanna try and move folks down that funnel. We also wanna be a use case for our customers. We wanna share, yes, of course, all the awesome stuff we did, but really importantly, from a strategic perspective, we wanna share all of the things that we learned and maybe the things that we didn't do so well so that our customers can not make those same decisions. And a lot of times we think that this starts with technology, but I really think it starts with people, right? Finding the right people and identifying the right stakeholders. So two of the three of us are on stage today. Myself, I'm on the product marketing side of the house, Eric Fullerton. And I was able to do things like strategize and think of use cases. And me, Adriana Shukla. I'm a web operations and I did the development and execution of the strategy. And Prasana Khokharni, who's our web analytics manager who's holding down the Fort back in Boston, was someone who's able to analyze the results and get things back to us. We were trying to understand a lot of what we were doing. So I wanna talk a little bit about our approach and how we went and thought about what we were trying to do because this stuff is not that easy, right? There's a lot of process associated with this. And we need to be really thoughtful about if you're actually gonna do personalization, you kind of have to do it right. So I wanna talk a little bit about our approach. Before I kind of do that, though, is anyone here like a puzzle expert? Anyone here make puzzles? Anyone good at puzzles? So come on, someone's gotta be good. There we go, all right. I am not. I learned this because I did a 750-piece puzzle a couple weeks ago, and I learned a lot about myself and specifically my spatial recognition skills. But when you build a puzzle, what's the first thing that you do? The edges. And why do we think that is? It's the easiest part. It's the easiest part. So when you start doing something, and for us, we took this to heart, when you start doing something, you have to start with the easy things, the things you can do today. So when we talk about building this practice, we thought about crawl, walk, run. So for us, crawl, doing things with maybe lower effort, faster results, something we could build and iterate on and measure, content we already had, data we already had, that was really where we wanted to focus. And by setting those edge pieces, we were actually able to move into the walk phase. We're gonna actually take you through where we've built and a lot of the things that we've done, but then things that require more content and more data and more effort and more time. And then really excitingly, a lot of the things we're implementing and doing right now to really think about the run of multiple different pieces of content, personalizations, and then of course, that omnichannel experience bringing in web and social and mobile applications into the experience for us. If we're gonna run, I'm gonna have to practice. All right, so get the data. The crawl phase is important because you get to do a couple things, but you really wanna get the data. You really wanna understand who's coming to your site beyond just clicks. So that was really important and I wanna talk through a little bit of the process of how we did that. And I promise that I'm almost done and Adriana's gonna show you all the cool stuff in a second, but it's really important to think about these things from a baseline activity and behavioral type of way. So there's three types of data that we were trying to collect and trying to understand about our users. The first thing is the baseline, right? The stuff we can get from anyone at any time as soon as they touch our site. The next is the activity. So across multiple sessions, the things that they did and starting to actually build that into their profile so we can actually deliver a relevant experience to them. And then our last step is the behavioral piece, which is when we actually start to make some inferences from the actions and activities and baseline information that we collected. So I'm gonna go through these a little bit and just some specific examples, but Adriana's actually gonna talk about the ones that were most important to us, but find on first touch. Anytime someone visits your site, this is information that's gonna be available to you. You know what device they're on. You know what operating system they're on. You know their geolocation. You know if it's their first time on the site or if they've been there before. You know maybe what time and the date that they visited and of course where they came from. So we're able to collect an unbelievable amount of information just from the first touch that you can actually start actioning and doing personalizations on. And from this baseline data geolocation was the most important. And I'll go through that in a few minutes. Yeah. And then activity is the next level insight. So this is probably gonna come across multiple different sessions, right? So multiple different experiences with your site. So things like what pages did they view? You know maybe it's how much time they spent, whether they visited this page or that page, whether they clicked on this content, downloaded this asset, and then we're consistently building that into the baseline data that we've got. So we're starting to understand a little bit about what these people like. And from this activity data, the most important was pages viewed and the content that they were clicking on and interacting with. So that's how we were starting to build out things that we were really thinking about. And then the last thing is really starting to kind of make some inferences or assumptions which is something like the, what stage of the funnel are they in? What's their preferred content, right? What type of content are they engaging with? And then what is their, maybe we can even do something like their favorite product. One of the best things when I, when I talked to our web analytics manager, PK, and I said, what's the coolest thing we're able to understand about the visitors that are coming to our site? We're a B2B business. And he said, I know everyone's favorite product who comes to the site. And I said, that is way better answer than I was hoping for. That's fantastic, that's awesome. Maybe it's their visitor buyer type or what their preferred channel is. And we're constantly building this over time. So this is the data collection piece is a crawl walk run exercise as well. And in our example case, we're gonna go through that preferred content, favorite product and that visitor buyer type as well. Awesome. The last, the one last thing that I'll talk about before we get to the good stuff is, it's a very natural thought to say like, I'm going to do personalization now. And because I'm doing personalization now, I'm gonna create all this new awesome, great content for personalization. Don't do that. Because it takes a long time to build content, right? It's really challenging. There's a lot of different processes and workflows that take place. But you have a lot of content. We had a lot of content that we could work from immediately out of the gate. And Adriana's gonna go through a little bit about what types of content and what types of decisions that we made. So now, how we did it. How we did it. Do you want the mic or do you want the floor? Sure, yeah, I'll take the mic. So how we did it. So we took a step back and we said, okay, let's start off with the integrations. So in order to get that baseline of data, right? You're not starting off with just a fresh, clean slate. You're integrating your Google Analytics, which a lot of companies start off with from day one. And then you also have your marketing automation. For us, Marketo. And then we have DOMO, which visualizes all this data. We pull it all together. So we really integrated all the systems so that we could gather data for a four to six month period so that we're not starting off with a blank slate. And we're taking the data that we already have and pulling it all together to make better decisions and to also take what people already have interacted with, those touch points that they have. And then make decisions based off of that data. So we'll go into a crawl state, right? So we start off with this data, right? And we take a look at personas in our location, so that geolocation, our most important piece. And we say, okay, we have marketers, we have developers, and we have operators. And then we have different locations where our business operates, right, across the globe. And then we take our content that we already have, not recreating the wheel. And we tag that content. So we go into Drupal. We use taxonomy terms and we tag our content. So we have our marketer, our operator, and our developer here. And we go in and we tag all our content. So lots of you guys, how many of you guys tag your content right now with taxonomy terms? Right, so you take that tagging and that's what you use for your personalization, right? So you come in here, we have a piece of content, we're gonna tag it so that we can pull that in to our tool and utilize that to make decisions. So I'm gonna go through a use case. We took a step back and we said, we have all this content. Let's look at the loan hanging fruit first. We have blogs, regular cadence of it, a large amount of content that gets good interaction on different channels. And we said, okay, we have a blog written by the man himself on personalization. And so we'll start off with that. And you have really two different pieces of personalization. You have in context and then you have returning. So everybody, when they're coming to their side, they have their first touches and you wanna say, okay, what content can I serve them up? So they're looking at a particular blog and you give them on the left hand side this in session personalization. That blog is based off of personalization and we have related content pieces for them to continue reading, keeping them on that journey. Well, they end up leaving our site, unfortunately, and they end up coming back one day later and they're a returning visitor now. Well, now on several areas of our site, not just on the blog, but maybe on the homepage or a product page, and we now show them a different set of content that is more applicable maybe or maybe can get them to actually interact with us and stay with us longer. So that's what you're seeing here, those two different strategies. So then we start walking and we take that next step further. So we say, okay, what can we do here? Well, we're gonna do some conditional grouping and so we're gonna take, we have our personas and we have our locations and we're gonna start to group them so we have some IT personnel that are in the US and we have some marketers that are maybe in the UK or Australia and all of them wanna see different types of content and across the globe, we're all at different stages of implementing that tech, right? So people that are in the US maybe at one stage but people maybe in Asia or Europe maybe at a different stage, right? So we're gonna start to group those. Then we decided to do a use case with the CX report. So I just wanna do a quick like overview of what the report actually is and so we built this really amazing report, closing the CX gap, it's the trends report about a lot of the interesting things and trends are going on around customer experience. So we're building out that leadership because of all the work that we and mostly Adriana were able to do at the initial stage and actually prove out the value. When we took this whole campaign that we were doing from analysts and social, web, digital email like all the different things we were doing, we were actually able to put personalization as a component of delivering that report. So being able to do it initially, prove it out, then say, we can actually do this, we're gonna improve the experience, get the right people, the right content for this report was really important because this report's a really big deal for us and in our campaigns over the next couple months. So when we initially launched this campaign we had a single landing page, global report strictly on a more broader audience. This overarching data, you can download our report, it has all the data in it but when you first come to the page you're like, I wanna see what I wanna see. No, not the global stuff, right? So we personalize this page and what you can see here is this is just one step of it that at the top of the page it says get the report, right? So when they click on it, somebody from the UK and you can see in the URL here, instead of displaying them the global report when they click on it, they're now seeing the UK report or the Australia report or one of the other regions. Then we get further down the page, okay? And we start to get into this global aspect, right? And a lot of us are thinking, okay, we need to personalize our content for the global regions and sometimes that's translated and yeah, we have to think about that too. So you can see here that we have the global report on the top left, right? And you have your French region on the right and you have your UK marketers on the bottom. And you can see that the stats are all different and the content is all different. But when the person comes to the page, they're seeing what they want to see and that is exactly what we're trying to do here with the personalization. So what this allows for is that that first touch that somebody has from a campaign that you have or that landing page, they're instantly getting that personalized experience. So now we're gonna talk about our results. So we get into this crawl stage, right? And so a lot of us in the marketing area and I kind of straddle both marketing and developers and marketing has a lot of asks for these developers. Well, sometimes the journey asks. So sometimes we have to make the case. We have to say, okay, we wanna spend this much amount of time on something. How do we make that case? Well, there has to be ROI, right? So this crawl stage, we got 266% increase in interaction with the persona of operator. And then 72% increase on the persona marketer. So we were giving them what they want and even at that really, really small crawl stage we're at least seeing some interaction, some ROI from that. So then we present to the marketers and we say, hey, listen, hold off on all those asks you got. I got a little bit of something that you might be interested in. And we're gonna start to work on this walk stage if you can give me a little bit of time to work on that. And so we did that and we saw a 64% increase in interactions. So people interacting with their content, seeing what we have and then 22% decrease in bounce rate. And so what that shows me is that we're giving people what they want at their first touch. And that's pretty much it. I mean, anytime you can make your developers happy is a really good thing to do from a marketing perspective. So I would strongly suggest that. I'm not saying that personalization will do it for everyone, but I can certainly say that it actually did it for us. And I kind of talked to Big Game when we were having this whole initial conversation about making this investment in resources. And I was very pleasantly surprised that we were actually able to get such amazing results both with the recommended content and then, of course, the CX report as well, which is something that's a huge marketing initiative for us. With that, I'm happy to take questions. I also know that it's lunchtime. Adrian and I will be hanging out. We'll be happy to talk, happy to have any conversations about this, explain anything, answer any questions. But I know I speak for myself and again, thank you very much for spending your time with us. I know there's a lot of great stuff going on today. So thank you very much. And thank you guys. Thank you.