Google’s recent announcement to ‘phase out support for third-party tracking cookies , has been viewed by many as the final blow in the death of third-party cookies in marketing. It is also the latest wave pushing us toward stronger privacy-focused open web standards. But what does the death of third-party cookies mean for Acquia Partners? In a nutshell, it means that you must develop a powerful first-party data strategy for your customers so they can win the trust and loyalty of theirs. Watch our on-demand Partner Bootcamp and learn how you can stay ahead of the curve. We explored: Evolving from customer acquisition to consent-driven personalization The rise of the Customer Data Platform (CDP) Why a first-party data strategy requires data unification across the customer lifecycle You will also hear from Mark Royko about Acquia Practice Certification program

1. PARTNER
BOOTCAMP
April 20, 2021

2. TODAY’S AGENDA
Welcome and Introductions
30 min Cookieless Future, Karen Wood and Eric Fullerton
5 min LIVE Q&A
20 min Acquia Practice Certification, Mark Royko
5 min LIVE Q&A
2 min QUIZ: stay till the end to win a Prize ( $50 Amazon Voucher)

3. PLANNING FOR A
COOKIELESS FUTURE
KAREN WOOD
Dir. Product Marketing
ERIC FULLERTON
Dir. Product Marketing

4. 2021 GARTNER LEADER IN OPEN SOURCE DIGITAL EXPERIENCES (DXP)
1M+
registered
users
on
drupal.org
5B
transactions
1B machine
learning
predictions
calculated
per day
2%
of web on
Drupal
2M+
unique
visitors
per month
to drupal.org
Fastest
rising
DX platform
in last 3
years
1B customer
profiles
99.98%
Actual
uptime
4500 +
Customers
15 years
experience
#1 IN CDP
100% SLA
Response to
critical
issues
25B events
processed
per day
1 OUT OF 40
sites in the
world run on
Drupal
94%
Customer
Sat Rating
3500
Support
Requests
completed
per month

5. Third-party data this is data from outside your organization and
typically collected by web cookie tracking from multiple sources such
as browsing and advertising.
First-party data is gathered by tracking and observing user behavior
on a website and interpreted by marketers to build out segmentation
and targeting effort.
Zero-party data this information is a more detailed version of first-party
data and addresses such things as communication preferences (for
example, a customer stating they’d like to receive a weekly newsletter).

6. THE MARKET IS SHIFTING AWAY FROM THIRD-PARTY COOKIES
Compliance Shifting Consumer Attitudes Death of the Cookie
–
…& many more
79% of Americans are concerned
about how their data is being used
by companies. (Pew Research
Center)
84% of consumers say they want
more control over how their data is
being used. (Cisco)
80% of consumers say they are
comfortable sharing personal
information directly with a brand if it
leads to personalized marketing
messages. (Emarketer)

7. THE TIME FOR A FIRST-PARTY DATA STRATEGY IS NOW
What can a first party data strategy do?
1. Reduce wasteful ad spending
2. Boost your profit margin
3. Increase customer engagement,
loyalty, and lifetime value
4. Enable smarter business planning
and strategy
5. Give customers the relevant
experiences they crave
“Companies that link all of their
first-party data sources can
generate double the incremental
revenue from a single ad
placement, communication, or
outreach, and 1.5 times the
improvement in cost efficiency
over companies with limited data
integration.”

8. FIRST-PARTY DATA ELEVATES AND TRANSFORMS EXPERIENCES
CLIENTELING
CALL CENTER
KIOSK
SMART MIRROR
ECOMMERCE
MOBILE
EMAIL
UNIFIED CUSTOMER DATA
FACEBOOK

9. WHERE TO START? PRIORITIZE YOUR USE CASES
CLIENTELING
CALL CENTER
KIOSK
SMART MIRROR
ECOMMERCE
MOBILE
EMAIL
UNIFIED CUSTOMER DATA
FACEBOOK
I want to
reactivate
customers
likely to churn
I want to
recommend
products that
customers are
likely to buy
I want to
personalize
in-store
experiences
I want to
acquire
customers
likely to have
high LTV

10. ACQUISITION CONVERSION GROWTH RETENTION REACTIVATION
ROAS REVENUE LOYALTY
- Lookalike Campaigns
- Personalization
- Facebook category
promotion
- Abandoned AdWords
- Outreach optimization
- Proximity targeting
- Attribution modeling
- Abandoned cart, browse,
category
- Subscribers to buyers
- Discount optimization
- Product
recommendations
- Likelihood to buy (LTB)
- Purchase follow up
- 1X to 2X
- 2X +
- Order Anniversary
- Birthday/lifecycle
promotion
- Repurchase
- Next order offer
- X-sell campaigns
- Churn prevention
- Clienteling
- VIP private sale
- VIP store opening
- Loyalty program
- Personalize call center/
customer service
- Reactivation campaigns
- Facebook reactivation
INSIGHTS DRIVE STRATEGIC BUSINESS DECISIONS
TO GROW CUSTOMER LIFETIME VALUE
ENGAGEMENT
PROFITABILITY
WITH THE RIGHT APPROACH, USE CASES ARE LIMITLESS

11. INTEREST
Search for
jacket on web
Personalized in-store
recommendation
Browse other
jackets & reviews
Receives cart-abandon
email & ads for jacket
Purchases jacket
Receives email
confirmation
Checks delivery status using
voice connected device
Receives a
personalized offer
Rates new jacket
Shares on social media
AWARENESS
CONSIDERATION
PURCHASE
RETENTION
ADVOCACY
INTEREST
AWARENESS
PURCHASE
RETENTION
ADVOCACY
CUSTOMER LIFECYCLE

12. CONTENT
SILOS
DATA
SILOS
ORG
SILOS
SILOS EVERYWHERE LEAD TO DUPLICATION & DISCONNECT

13. THE GRAPEVINE
Everyone knows the
“Grapevine” of any office
is the place your hear all
the important insight!!
But is it real?

14. CONTENT
SILOS
DATA
SILOS
ORG
SILOS
GRAPEVINE
SILOS EVERYWHERE LEAD TO
DUPLICATION & DISCONNECT

15. Scattergun vs Marksman

16. ACTIVATION
FIRST
Siloed, duplicate customer data
DISCONNECTED SYSTEMS RESULT FROM
AN ACTIVATION FIRST APPROACH

17. Unified customer data
DATA
FIRST
UNIFIED DATA MEANS FEWER, MORE
EFFECTIVE COMMUNICATIONS

18. Scattergun vs Marksman

19. AWARENESS
INTEREST
CONSIDERATION
PURCHASE
No need to play
the “numbers
game” at the top
of the funnel
TODAY NEW
More targeted
approach based
on ML cohort,
gives you a
skinny at the
top, but fatter at
the bottom
funnel
This extra ‘bulk’
mid-funnel is
extra cost
THE COOKIELESS FUNNEL

20. BUILDING TRUST
Audience access needs to be primarily earned & nurtured
with immediate & ongoing value exchange.

21. EMPOWER YOUR
CUSTOMER
Empowering your customers to control how they engage
with your brands, deciding what information to share, and
how they wish to be engaged

22. PRIVACY
Privacy laws and changes in cookie management can
benefit both businesses and consumers by allowing
consumers to play an active, upfront role in their own
data-driven experiences.

23. THE CHALLENGE:
– Data is disparate and disconnected
– Teams don’t have direct access
– Data is inaccurate
THE OPPORTUNITY:
Grow business revenue and customer lifetime
value by harnessing the power of data

24. Call Center
Website
Identity
Data
POS & Inventory
Systems
BI
Systems
Web
Personalization
Digital Ad
Campaigns
E-commerce
Systems
CRM
Direct Mail
& ESP
THE SILOED APPROACH TURNS A
DIFFICULT TASK INTO AN IMPOSSIBLE ONE

25. CUSTOMER DATA PLATFORM
A CDP is a marketing system that unifies a company's customer data from marketing and
other channels to enable customer modeling and optimize the timing and targeting of
messages and offers.
DEFINITION
Lizzy Foo Kune, James Meyers — Gartner Research March 2018
WHY CDP?
1 Foundation of clean, intelligent customer data
2 Analytics enabling a true understanding customer data
3 Ability to activate data for all marketing, advertising, & customer-facing teams

26. CRM
E-commerce
Systems
Acquia
Personalization
Analytics
POS &
Inventory
Systems
BI Systems
REDEFINE YOUR DATA STRATEGY WITH THE
POWER OF FIRST-PARTY DATA
ESP

27. AGILE CDP
Powering Insight and Engagement Across Your Business
INTEGRATE
UNIFY
ANALYZE
ENGAGE
OPTIMIZE
INTELLIGENCE
OPTIMIZING EXECUTION ACROSS
THE BUSINESS
– Digital Marketers
– CRM Leaders
– Analytics Leaders
– IT Leaders
– Data Scientists
– Local Managers

28. THE IDEAL SOLUTION:
AN AGILE CDP WITH FIVE CORE DIFFERENTIATORS
INTEGRATE
UNIFY
ANALYZE
ENGAGE
OPTIMIZE
INTELLIGENCE
Proven Experience
and Enterprise
Scale
With 16+ years of
experience, we provide
more ROI for enterprise
brands than any other
solution
Total 360 View
of Customer
360 customer view resolved
from profile, event, and
transactional data across
channels with best in class
Identity Resolution
Data
Democratization
Give marketers, analysts, and
customer-facing teams self-service
access to the insights they need
Machine Learning
for Marketers
Use AI to easily segment
audiences for personalized
cross-channel campaigns
Unified Analytics,
Personalization,
Orchestration &
Engagement
Optimize CX through content
and data management all
unified in one platform

29. 17 Ferry Lane, New Braunfels TX (moved
from 123 Main St, Los Gatos CA on June
30, 2017)
(404) 555 1212
kateg12@gmail.com (primary, active)
Kate.cartwright@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$2840
Lifetime transactions: 5
Customer since: February 14, 2017
Last transaction: August 14, 2017
ML: High LTB, VIP Customer, Accessories
Enthusiast, High LTE
Events: Call center ticket, browsing
events, coupon usage loyalty signup
Catherine
(Katey)
Cartwright
17 Ferry Lane, New Braunfels TX (moved
from 123 Main St, Los Gatos CA on June
30, 2017)
(404) 555 1212
kateg12@gmail.com (primary, active)
Kate.cartwright@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$2840
Lifetime transactions: 5
Customer since: February 14, 2017
Last transaction: August 14, 2017
ML: High LTB, VIP Customer, Accessories
Enthusiast, High LTE
Events: Call center ticket, browsing
events, coupon usage loyalty signup
Catherine
(Katey)
Cartwright
Customer Experience Timeline
Mobile guest
checkout
May 25, 2017
No customerID
Order #123
CC hash #18
Katey Cartwright
123 Main St, Los Gatos
Kateg12@gmail.com
Product F $30
Product G $20
Purchase &
New Loyalty
Card
June 13, 2017
LoyaltyID #15
Catherine Cartwright
Kate.Cartwright@ab.com
Product G $20
Product H $10
Abandoned
cart
August 13, 2017
Web Account #12
Kate.Cartwright@ab.com
Browsed Product T $20
Add to cart Product N $70
Call center
ticket
June 14, 2017
Order #123
Call center ID#14
Kateg12@gmail.com
Product G return -$20
Store ship-to
home
August 14, 2017
TransactionID #45
Katey Cartwright
kateg12@gmail.com
(404) 555 1212
17 Ferry Lane, Westport
CC hash #18
Product T $20
Credit card
purchase
February 14, 2017
CC hash#18
Product A $50
Product B $60
BEFORE Acquia
LoyaltyID #15
Catherine Cartwright
Kate.cartwright@ab.com
Purchased G & H
Value = $30
Web account #12
Kate
Kate.cartwright@ab.com
Purchased T & N
Value = $90
Call center ID#14
Catherine Cartwright
kateg12@gmail.com
Returned G
Value = -$20
No accountID
Kate Cartwright
kateg12@gmail.com
Purchased F&G
Value = $50
POS Tx #45
Kate Cartwright
kateg12@gmail.com
17 ferry lane
404 555 1212
Purchased T
Value = $20
WITH Acquia IDENTITY RESOLUTION ENGINE

30. Example of Identity Resolution in Action
Customer Example: lululemon
Overview of Environment
● 900 Stores in North America.
● Datasources: JDA – product feeds, Bronto -- email, Oracle CE—store & loyalty data, Vibes—SMS
Summary of Results
● 68m customer records from raw data
● 18m unique IDs after deduplication
● 140k records with bad phone numbers were corrected
● 32k addresses that matched a store were cleaned up
● Much greater accuracy in identifying top 10% of customers and what their LTV is
(detail on next slide)

31. Unlock and Democratize Data Across Different Teams
– Management view
Analytics for the marketer, analyst, data scientist, and more
– Cohort Analysis (audience
insights, a/b testing analysis,
campaign performance,
temporal cohort tracking)
– KPIs
– Ad hoc analytics
– Root-cause analysis
– Advanced analytics
– ML Model building
– ML Model deployment
Dashboards Ad hoc analytics Direct query access ML/Data Scientist

32. Scale Beyond Comparison
TOTAL TRANSACTIONS
(all txns processed every day)
TOTAL PRE-DE-DUPE CUSTOMERS
TOTAL POST-DE-DUPE CUSTOMERS
TOTAL EVENTS
TOTAL EVENTS INGESTED PER DAY
NUMBER OF AI PREDICTIONS PER DAY
21B
3B
1.5B
112B
8B
1.4B

33. overall sales margin
+30%
email open rates
+233%
return on ad spend
+333%
ROAS in paid search
to website
+5x revenue from one holiday win-back
campaign
+$250K
omnichannel shoppers
+344%
+15%
in baseline
sales revenue
call center conversions
+24%
WE ARE THE FIRST-PARTY DATA STRATEGY & REVENUE
DRIVER FOR GLOBAL BRANDS

34. KPI AVERAGE RESULT FOR
ACQUIA CUSTOMERS
Email CTR Increase by 50%
Revenue per email sent Increase by 25%
Return on ad spend Increase by 150%
Call center conversion Increase by 100%
Total omnichannel customers Increase by 200%
Total loyalty members Increase by 200%
Customer lifetime value Increase by 300%
Business revenue Increase by 20%
AVERAGE ROI REPORTED BY CUSTOMERS

35. TASK BEFORE ACQUIA CDP WITH ACQUIA CDP
Pull a customer list for direct mail 2 weeks 10 minutes
Execute a Facebook campaign 3 weeks 30 minutes
Execute an email campaign 2-3 weeks 30 minutes
Execute an SMS campaign 1.5 weeks 30 minutes
Selecting data for campaign 2 weeks 30 minutes
Customer service can see details Not possible Refreshes daily
Internal CRM team can access customer profile Not possible Direct access
Run basic counts and audience segment size No direct access Direct access
Send data to multiple 3rd
party suppliers (Print house,
Facebook, etc.) within 30 minutes
Not possible 10 minutes
Build detailed campaign selections in Actions 1 week Direct access
Surface customer barcode number in call center Not possible Daily
INCREASE OPERATIONAL EFFICIENCY

36. DATA DRIVEN MARKETING MATURITY MODEL
MATURITY
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37. REALCDP - 3RD PARTY AUDIT

38.
DRUPAL CLOUD
Build, design and run sites
and applications
MARKETING CLOUD
Understand, personalize and engage
with customers on any channel
O P E N D X P

39. Data Flow Across CDP, Campaign Studio, and Personalization
Personalization CDP Campaign Studio
Lists & personalization
attributes
Channel activity
Preferences
Lists & personalization
attributes
Customer intelligence hub
Identity Resolution, business intelligence & ML Multi-touch journey builder
All web activity
Tailored web content
Sign-ups
Emails & SMS
Online, Offline,
and 3rd party
system data
Website personalization engine

40. DISCUSSION

41. Introducing:
Acquia Certified
Practices
Mark Royko
Acquia Practice Development

42. WE’RE ANTICIPATING A BIG, BRIGHT FUTURE
WITH PRODUCTS THAT EXTEND YOUR ENGAGEMENTS

43. Our Success is Built on Your Success
PRACTICE
DEVELOPMENT
Acquia invests heavily in our partners through products,
training and support. Because more than anything, we
believe that successful engagements fuel growth for both
Acquia AND its partners.

44. TECHNICAL
MASTERY
Our community truly understands the importance of
technical competency. And Acquia is right there with you,
with 24 different certifications for developers. Because
when you can deliver, you become more valuable.

45. WHAT’S MISSING?
● How do you tell your clients about your expertise as a company?
● How can you expand your business into new markets and products
when you lack the expertise?
● How can you stand apart as leaders in your field?

46. Introducing: Acquia Certified Practices
The Acquia Certified Practice Program rewards partners who demonstrate a mastery of
Acquia’s Cloud Platform, proving their ability to lead clients through transformative business
engagements across all our technologies.

47. REAL ACHIEVEMENT
Becoming an Acquia Certified Practice is a true achievement for
partner teams. The standards are rigorous, and your ability to deliver
these technologies must be unquestionable.

48. ACP DRUPAL CLOUD PRACTICE REQUIREMENTS
ENGAGEMENT
EXPERIENCE
4 Successful Engagements on Acquia Cloud Platform in previous year.
DEVELOPER
CERTIFICATIONS
2 Grand Masters or 10 developer certifications in any of the following.
– Acquia Platform (Cloud Professional)
– Acquia Site Studio 6 Site Builder
– Acquia Certified Front End (D8 or D9)
– Acquia Certified Back End Developer (D8 or D9)
– Acquia Certified Site Factory Pro
COMMUNITY
CONTRIBUTIONS
Partner required to make regular contributions to development or documentation efforts
on Drupal.org (Module development, Core Patches, etc.). Should demonstrate thought
leadership, IP, training workshops, etc.
CUSTOMER
SATISFACTION
2 Positive overall customer satisfaction reports based on post-launch survey

49. Learned:
Commit to building development teams
through paid workshops and by fulfilling
exam requirements. Then work with
Acquia to deliver real world engagements.
Earned:
You can earn certification by meeting these
requirements through building developer teams,
and through successfully delivering Acquia
Engagements.

50. ● Access to Higher-Value, Qualified Acquia Leads.
● Product-wide technical bulletins for dev teams
● Promoted Positioning in the upcoming Partner Marketplace.
● Logo promotion in Partner Finder.
● Marketing Assets: Partner Success Story (Template).
● #PartnersInDX Content Series
● Invitation into PR, AR, and Brand-level activities.
● Expedited Access To Product Development Environments. (Sand Boxes.)
● Partner Certification Badges, Vertical Emphasis
● Partner Spotlight Series
ACP Partner Benefits:
Rewards For Your Acquia Commitment

51. NEXT STEPS:
● Start Building Up Your Engagement Teams
● Dive in to marketing cloud
● Arrange for training workshops on Acquia products
● Sign up for program updates.
● Reach out: mark.royko@acquia.com

52. Q&A

53. QUIZ