Personalization strategies using Magnolia traits, segments, personas and content variants

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The document discusses personalization techniques that can be used on a website. It describes four main tools for personalization: traits, segments, personas, and content variants. Traits involve collecting explicit and implicit data about users. Segments involve grouping users based on collected traits. Personas represent hypothetical user profiles. Content variants allow displaying different content to different user groups. The document provides examples and demos of how these tools can be used to personalize the user experience on a website.

Software

CATCH UP
NEW FEATURES
STABALIZE
5.35.25.15.0

Personalization
Explicit
Based on an actual user proﬁle given to us:
- user registers a proﬁle with us
- user allows us to access a social proﬁle
- user proﬁle is stored in an external system
- proﬁle reveals explicit, personal data

Personalization
Implicit
Based on what we can see in a visit:
- new or recurring visitor
- geo location of visitor
- languages set in browser
- date and time of visit
- device type and its capabilities
Explicit
Based on an actual user proﬁle given to us:
- user registers a proﬁle with us
- user allows us to access a social proﬁle
- user proﬁle is stored in an external system
- proﬁle reveals explicit, personal data

http://postitartists.com/wp-content/uploads/2013/12/postitwall.jpg
ESENCE

Magnolia combines flexibility,
efficiency and simplicity in a
unique way.

SIMPLICITY
“Simplicity before understanding is
simplistic; simplicity after
understanding is simple.”

age
Yên is an 18-year-old Vietnamese speaker.
languagetraits:

Traits
Personas
Segments
Content
Variants

Traits
Magnolia (Out of the Box)
Custom
Traits

Traits
Magnolia (Out of the Box)
Personalization Engine
Custom
Traits

Traits
Implicit
Based on what we can see in a visit:
- new or recurring visitor
- geo location of visitor
- languages set in browser
- date and time of visit
- device type and its capabilities
Explicit
Based on an actual user proﬁle given to us:
- user registers a proﬁle with us
- user allows us to access a social proﬁle
- user proﬁle is stored in an external system
- proﬁle reveals explicit, personal data
&
Magnolia (Out of the Box)
Personalization Engine
Custom
Traits

traits
rules
age >= 18
interest incl. movies
location of visit = China
segment

Content Apps
Categorization
++
Dynamic Components
++

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var google_conversion_id = 123;
</script>
1
2
3<head>
<body>

OPTIMIZE THE CACHE
Cache Key
Cache Policy
Cache Filter

4 Tools
Preview
Marketing Tags
Caching
More Traits
Content Pools
OUTLOOK
Multivariate Testing
Content Inheritance
Behavior Analysis
NEXTDONE

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Personalization strategies using Magnolia traits, segments, personas and content variants

1. PERSONALIZATION

2. PHILIPP BAERFUSS MAGNOLIA CTO

3. CATCH UP NEW FEATURES STABALIZE 5.35.25.15.0

4. WE NEED PERSONALIZATION!

5. JOURNEY

6. UNDERSTANDING

7. Brochure

8. Brochure Targeting

9. Brochure Targeting Individual

10. Personalization

11. Personalization Explicit Based on an actual user profile given to us: - user registers a profile with us - user allows us to access a social profile - user profile is stored in an external system - profile reveals explicit, personal data

12. Personalization Implicit Based on what we can see in a visit: - new or recurring visitor - geo location of visitor - languages set in browser - date and time of visit - device type and its capabilities Explicit Based on an actual user profile given to us: - user registers a profile with us - user allows us to access a social profile - user profile is stored in an external system - profile reveals explicit, personal data

13. Personalization Implicit Based on what we can see in a visit: - new or recurring visitor - geo location of visitor - languages set in browser - date and time of visit - device type and its capabilities Explicit Based on an actual user profile given to us: - user registers a profile with us - user allows us to access a social profile - user profile is stored in an external system - profile reveals explicit, personal data Behavior Analysis Based on a visitor‘s journey so far: - tag content with „interests“ - track pages a visitor goes to - create implicit profile from histograms - adapt content on pages accordingly - use data from ad networks to know more

14. http://postitartists.com/wp-content/uploads/2013/12/postitwall.jpg ESENCE

15. Magnolia combines flexibility, efficiency and simplicity in a unique way.

16.

17.

18.

19. SIMPLICITY “Simplicity before understanding is simplistic; simplicity after understanding is simple.”

20. TAKING THE TRAIN

21. THE 4 TOOLS

22. 1) TRAITS

23. age Yên is an 18-year-old Vietnamese speaker. languagetraits:

24. Traits Personas Segments Content Variants

25. Traits Magnolia (Out of the Box) Traits

26. Traits Magnolia (Out of the Box) Custom Traits

27. Traits Magnolia (Out of the Box) Personalization Engine Custom Traits

28. Traits Implicit Based on what we can see in a visit: - new or recurring visitor - geo location of visitor - languages set in browser - date and time of visit - device type and its capabilities Explicit Based on an actual user profile given to us: - user registers a profile with us - user allows us to access a social profile - user profile is stored in an external system - profile reveals explicit, personal data & Magnolia (Out of the Box) Personalization Engine Custom Traits

29.

30. 2) CONTENT VARIANTS

31. DEMO

32.

33.

34. Traits Personas Segments Content Variants

35. ORGANIZE!

36. 3) SEGMENTS

37. 7% 8% 10% 11% 29% 35%

38. traits rules age >= 18 interest incl. movies location of visit = China segment

39. DEMO

40.