O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Sitecore Technical User Group Birmingham - Getting Started With Personalisation

LJMU digital services shows how they have started leveraging personalisation from its experience platform Sitecore. Dominic shares tips with getting started, lessons they have learnt and how their blueprint lays the foundation to an effective and efficient service improving both the experience for its users and outcomes for stakeholders

  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

Sitecore Technical User Group Birmingham - Getting Started With Personalisation

  1. 1. Getting Started with Personalisation Dominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital
  2. 2. The story so far… 2013… • A legacy content management system • Devolved content authors (300+) • A small but perfectly formed web team that was moved often • No investment • A requirement to do something amazing with no additional resource • Working in isolation dominichurst.com | @dh_analytics
  3. 3. How we operate today… 2016… • A state of the art Customer Experience Platform • Working closely with a Sitecore Partner (Mando) • With skilled professionals in house • A small and robust content team • Frameworks and governance • Appreciated by the business • Agile and driven by insight dominichurst.com | @dh_analytics
  4. 4. digital services blueprint
  5. 5. blueprint strands we’re redefining done we’re always learning we’re user focused we’re insight driven we’re open
  6. 6. “Use your own best practice, stop copying your competitors — they may not know what the f*** they are doing either” - Peep Laja we’re insight driven
  7. 7. To deliver better experiences we have to understand what our users are doing, thinking and their behaviours online ... We have to make decisions and be able to refocus direction with agility. This is only possible if we act on insight, not just data we’re insight driven
  8. 8. What is Personalisation (to LJMU) image cc nationalvendingblog.com
  9. 9. Scaling the experience Vanilla EXPERIENCE Optimised EXPERIENCE Personalised EXPERIENCE Automated EXPERIENCE dominichurst.com | @dh_analytics
  10. 10. What is Personalisation “The idea behind personalisation is to tailor the experience from the moment it begins” UX Mag “Essentially, it’s the real-time individualisation of a site to suit each visitor’s unique needs and guide them through a custom conversion funnel.” Conversion XL dominichurst.com | @dh_analytics
  11. 11. Types of Personalisation Rule based • Location/ Weather • On page behaviour • Shopping/ account • Email or campaigns Algorithm based • Predictive dominichurst.com | @dh_analytics
  12. 12. Types of Personalisation dominichurst.com | @dh_analytics
  13. 13. Types of Personalisation dominichurst.com | @dh_analytics
  14. 14. How to start image cc nationalvendingblog.com
  15. 15. #1 Homework • Remember why you are here – Organisational goals • Digital measurement models (Avinash Kaushik) • Focus - Metrics that matter (remember ROI) • Hypothesize to structure your tests • Build the site with optimisation and personalisation in mind (tracking, componentising…) Because we think [this] is true we think that doing [this] will mean [that this will happen]. We’ll know that this is true/false when we see this [key metric change] dominichurst.com | @dh_analytics
  16. 16. #1 Homework 1.1 Course engagement 59.13% 1.2 Course application intent 7.01% 1.3 Open day booking 0.00%of users successfully book an open day event Why 0%? - Unfortunately this area of the website cannot be tracked due to legacy integration with our CRM of course pages are interacted with of course pages where a user has started an application 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 0 500 1000 1500 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 bookings started % completed 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 0 50000 100000 150000 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 pageviews % engagement 0.00% 5.00% 10.00% 15.00% 20.00% 0 50000 100000 150000 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 pageviews % intent dominichurst.com | @dh_analytics
  17. 17. #1 Homework • Remember why you are here – Organisational goals • Digital measurement models (Avinash Kaushik) • Focus - Metrics that matter (remember ROI) • Hypothesize to structure your tests • Build the site with optimisation and personalisation in mind (tracking, componentising…) Because we think [this] is true we think that doing [this] will mean [that this will happen]. We’ll know that this is true/false when we see this [key metric change] dominichurst.com | @dh_analytics
  18. 18. #2 Make your best practice • Personalising isn’t driven by the masses. What works for someone else wont necessarily work for you • Make your own best practice • Learn and iterate • Work alongside those doing user research for depth to your insight • Share knowledge within the team dominichurst.com | @dh_analytics
  19. 19. Lessons Learnt image cc nationalvendingblog.com
  20. 20. #1 Drive the technology • Evolve the experience platform around you, not you around the experience platform • You can track, test and personalise anything; but that doesn’t mean you should do • Integrate with GA/ GTM to add insight dominichurst.com | @dh_analytics
  21. 21. #1 Drive the technology dominichurst.com | @dh_analytics
  22. 22. #1 Drive the technology • Evolve the experience platform around you, not you around the experience platform • You can track, test and personalise anything; but that doesn’t mean you should do • Integrate with GA/ GTM to add insight dominichurst.com | @dh_analytics
  23. 23. #2 Back to basics • Personalisation is about less not more - remove the clutter • Don’t underestimate “unique value proposition” • Use what you have • Words make a BIG difference • Conversion principles – (Oli Gardner) dominichurst.com | @dh_analytics
  24. 24. #3 Jump straight in • Don’t wait long after training • Start small and grow (insights, test, learn, repeat) • But don’t jump straight out! - Think user journey/ business cycles - Prioritize on what test will give you biggest return (remember goals) dominichurst.com | @dh_analytics
  25. 25. #4 Gain buy in For this to work (in general) you need buy in from management and co- workers Don’t be the team that meddles and annoys people, be the team that adds value… but that’s hard • Show • Tell • Test dominichurst.com | @dh_analytics
  26. 26. What are LJMU Personalising? Page specific • Page behaviour - previous pages/ related pages • Account - signed in areas • Imagery/ Wording based on audience segmentation NB Homepage - only 20% of our traffic see the homepage so minimal ROI dominichurst.com | @dh_analytics
  27. 27. Thank you Dominic Hurst, digital services lead @LJMU dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital

    Seja o primeiro a comentar

    Entre para ver os comentários

LJMU digital services shows how they have started leveraging personalisation from its experience platform Sitecore. Dominic shares tips with getting started, lessons they have learnt and how their blueprint lays the foundation to an effective and efficient service improving both the experience for its users and outcomes for stakeholders

Vistos

Vistos totais

149

No Slideshare

0

De incorporações

0

Número de incorporações

1

Ações

Baixados

3

Compartilhados

0

Comentários

0

Curtir

0

×