Item: Acquia Digital Experience Platform
Rating: 9
Author: Brian Murphy

Use Cases and Deployment Scope

We use the CDP to drive campaign selection and segmentation, and then for the closed loop analysis to understand the performance of our marketing tactics. We also use the CDP for customer, transaction, and product analysis.

Pros and Cons

Targeting of customers
Quick analysis of customer transaction behavior
Aggregation of customer metrics for dashboard reporting

Campaign segmentation. Limited attributes are available for segmentation. All the attributes for targeting should also be included in segmentation
Ability to replicate dashboards
Ability to report on events that are tracked in metrics

Return on Investment

Reduced mailing costs by half on new customers by using ML models to determine who is the most likely to repurchase
Shifted spend in digital channels by understanding the LTV of customer for both online and offline sales to drive the most profitable customers

Time to Market

We fully used the CDP to launch campaigns driven by the ML models after about 6 months. We used that time to segment customers and understand the incremental value gained by moving away from current segmentation and targeting strategies.

Scalability

While purchased as a marketing tool, other analysis across the organization in departments such as real estate, merchandising and supply chain are able to gain insights not possible in their BI tools. This in addition to the customer behavior that marketing was able to share.

Alternatives Considered

Salesforce Marketing Cloud Email Studio, Infor CRM, Sailthru, Oracle Cloud Platform and QuickPivot

We chose Acquia for a much better UI that gave non-analytical marketers and easy to use tool where they could create their own reports. The campaign side of things also had an easier to use UI as well, that made the targeting of audiences much easier.

Key Insights

Do you think Acquia Digital Experience Platform delivers good value for the price?

Yes

Are you happy with Acquia Digital Experience Platform's feature set?

Yes

Did Acquia Digital Experience Platform live up to sales and marketing promises?

Yes

Did implementation of Acquia Digital Experience Platform go as expected?

Yes

Would you buy Acquia Digital Experience Platform again?

Yes

Other Software Used

Sailthru, Google Ads, Incorta

Likelihood to Recommend

If you are looking for a tool that can help you uncover customer segments and then market to said customers and report on the outcome of the campaign in a single tool, the CDP can do all of that. The reporting capabilities help you to answer questions in a very fast manner. No relying on IT to create queries, etc. All the data is in the marketers hands.

Acquia CDP

Software Version

Modules Used

Overall Satisfaction with Acquia Digital Experience Platform