Talk To Me Like You Know Me - Website Personalization

“Talk to me like you know me” – Website PersonalizationBy Chuck Murphy, Boston InteractiveFr. David Guffey , CSC, Family Theater Productions
As it applies to the web.User attributes: department, functional area, or roleBehaviors: click paths, searches, etcCollaboration: others also…Customization: User modifies the page layout or specify what content should be displayed.
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
TrustContent in preferred format
Relevant content – replaces generic information with specific information; Format : consume information in preferred format (text, mobile, video)Saves time – shortens path to engagement, eliminates repetitive tasksConvenience – you have to do less workPositive experience – enjoyable user/ web experience Builds loyalty – Brand loyaltyProgresses mission – Guides user to the desired outcome
Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
Decisions on Implicit BehaviorEncourage
ImplicitCat PeopleDog PeopleWhat you seeWhat I see
ImplicitCat PeopleDog PeopleWhat you seeWhat I see
ImplicitCat PeopleDog PeopleWhat you seeWhat I see
ExplicitBased on preferences
ExplicitBased on preferences
High Point “WOW” PointsLow PointLast PointEmotional & Spiritual connectionMove TouchInspire
Loyalty:Evolves naturally from the notable experiences you have with a company over time
Loyalty:Evolves naturally from the notable experiences you have with a company over time
Loyalty:Evolves naturally from the notable experiences you have with a company over time
Cant ignore it, good example of personalizationHybridImplicitSuggestions -friends based on your other friendsAds based on likes and interestsExplicitPrivacy settingsLayoutsProfile picture
Implicit PersonalizationMore Items to considerCheck This OutRelated to items you’ve viewedInspired by your wish listBest Sellers
Mix – HybridRelevant contentAd based on searchesLocalized40% video usage - How we consume content
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
Less Text More video and contentPlan for web pieces as part of all planningMission eventsHow involved is video in eventLiveWeb piecesSite Interviews“B” roll for future uses
Old – DVD and TVNew – Ongoing experience – Continuous EngagementEvent Video and ClipsExplicit for webDVD way out
Many types – Do you researchBad Angles; too shakySound QualityEditing CapabilitiesLarge image sizeEye level of subjectCloseDownload (save) the good stuff

Talk To Me Like You Know Me - Website Personalization

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