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Colin Eagan IA for Personalization IA Summit 2016

Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.

Specifically, this talk will cover:

1) Recent developments in the CMS landscape that make personalizing content much more readily achievable — from soup-to-nuts “experience management platforms” to more modestly-priced targeting plugins.

2) A framework to help your clients or internal stakeholders determine how (or if) personalized content can complement an existing content strategy, including audience segmentation, component-level “zoning,” and the people / processes required to support it all.

3) Hands-on examples from the presenter’s own experience implementing personalization CS this past year at two Fortune 50 companies—from concept to implementation to testing.

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Colin Eagan IA for Personalization IA Summit 2016

  1. 1. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 TARGETED EXPERIENCES BY COLIN EAGAN, M.S. IA Summit | May 7, 2016 PERSONALIZATIONFIVE STEPS TOWARD BUILDING THOUGHTFUL INFORMATION ARCHITECTURE FOR
  2. 2. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 COLIN EAGAN PLEASED TO MEET YOU. PRINCIPAL, USER EXPERIENCE | ICF OLSON @colineags #ias16 HIA IA
  3. 3. (Today’s Topic)
  4. 4. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 TODAY WE WILL: EXPLORE AN EXCITING NEW IA POWER: TARGETED USER CONTENT LEARN HOW TO USE IT FOR GOOD OR FOR EVIL LEAVE YOU WITH A CHOICE
  5. 5. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 BUT FIRST, SOME NUMBERS Everyone loves numbers.
  6. 6. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 Average number of times the online activity of an average internet user is tracked daily Source: Acxiom Corp
  7. 7. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 Yearly value to Facebook of a female user who is “very active” on the site (males are worth $22.09). Facebook has 1.65 Billion Users as of Q2 2016. Sources: Acxiom Corp; Facebook Newsroom.
  8. 8. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09) Source: Acxiom Corp
  9. 9. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 ALL OF THESE NUMBERS HAVE SOMETHING TO DO WITH THE VALUE OF USER TARGETING Feeling small?
  10. 10. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 WHAT IS TARGETING? AND WHY DO I CARE. Glad you asked.
  11. 11. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Just as responsive design helps push a personalized viewing experience to a user’s screen, targeting helps push a personalized experience to the user’s content itself. Simply put, Targeted Content means it is adaptive to some unique user trait -- be it something as general as location, or specific as a browsing history. The Classic Example: Amazon has targeted users based on data for years. Credit: Amazon.com WHAT IS TARGETED CONTENT? NOTHING NEW.
  12. 12. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 TARGETED = CUSTOMIZED BASED ON DATA
  13. 13. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Used properly, targeting can dramatically improve the user experience, saving time and creating trust. Amazon.com has been doing it effectively for years. FOR GOOD…
  14. 14. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 An innocent search for a muffin recipe fills your browser with ads from HP for printers. (Note, this is the actual sales promo from an online advertising company). Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/ FOR…GOOD? WTF?
  15. 15. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 ALSO KNOWN AS STALKER ADS As in upon seeing one, you might feel a bit like this…
  16. 16. Source:OverlyAttachedGirlfriend
  17. 17. Source:OverlyAttachedBoyfriend
  18. 18. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 TARGETING THAT LEAVES A BAD TASTE Adrants.com
  19. 19. warcraftonline.files.wordpress.com
  20. 20. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 In November 2015, started collecting data on the apps users have installed on their smartphones. Not just apps they installed from app-install ads on Twitter, but any app a user downloaded. It recently started letting advertisers use that data to target ads. Facebook has been in the app-install ad market since 2012, part of it’s current $1.95 billion+ / quarter in revenue from mobile ads Source: Motley Fool, June 18, 2015 http://www.fool.com/investing/general/2015/06/18/twitter-starts- using-your-apps-to-target-ads.aspx TWITTER USES YOUR APPS TO TARGET ADS AS OF LATE…
  21. 21. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 LinkedIn’s “Add Connections” feature led users to send hundreds of spammy, intrusive emails. Now, the company will pay to settle a lawsuit. The settlement documents, which state the lawyers will receive up to $3,250,000 of the $13 million, also call for LinkedIn to add $750,000 to the fund if it appears individual payments will be below $10. Source: Fortune Magazine, October 5, 2015 http://fortune.com/2015/10/05/linkedin-class-action/ LINKEDIN TO PAY OUT $13M IN CLASS ACTION SUIT FOR HIJACKING YOUR IDENTITY VIA EMAIL EVEN MORE RECENT: ANYONE GETTING IN ON THIS?
  22. 22. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Source: AdThis.com YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY)
  23. 23. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 WHAT ABOUT FACEBOOK TARGETING? DO YOU TRUST THEM? Source: AdThis.com
  24. 24. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 At its worst, tracking invades privacy and erodes user trust The Belgian privacy commission is taking Facebook to court for its alleged “trampling” over Belgian and European privacy law. The lawsuit will be heard in a Brussels after a report and an opinion published by the Belgian privacy watchdog that detailed Facebook’s alleged breaches of European privacy law, including the tracking of non- users and logged out users for advertising purposes. -via The Guardian June 15, 2015 THE EUROPEAN UNION DOESN’T…
  25. 25. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U. European Union (EU) regulations now require sites to inform users if cookies are active on the site they are viewing Source: UPS.com
  26. 26. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Cookies are small text files sent from a web server and stored in a user's browser to track “stateful” information, like shopping cart. According to Pew Research, 64% of users have cleared cookies. 41% disable cookies in browser. 14% use an anonymous browsing service, like Evidon's Ghostery and Mozilla's Lightbeam These services (both free) let users see which cookies are on their browser, delete them one by one and block future ones from being placed. Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432823496404570 BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES
  27. 27. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Example of Mashable.com on my Chrome browser session with Ghostery enabled (notice the missing content chunks). Ghostery can block over 1900 trackers and counting (here one is DoubleClick, Google’s internet ad subsidiary). BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
  28. 28. Source: Ghostery.com
  29. 29. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 BUT IT’S HARD TO RUN… Facebook's "Year in Review" was intended to highlight and herald your best moments of 2014. But for some, the feature only brought back bad memories of the past 12 months. This user’s boyfriend’s apartment had caught fire earlier that year. Via CBS News December 29, 2014, 12:09 PM Source: CBS News
  30. 30. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 EVEN WORSE. This user received a photo of ashes of his dead father. Source: CBS News
  31. 31. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 “INADVERTANT ALGORITHMIC CRUELTY” In one of the most disturbing examples, web designer and speaker Eric Meyer was shown a photo of his daughter who had died earlier that year, surrounded by images of people having a party. Meyer called it “inadvertent algorithmic cruelty.” Facebook later apologized. Source: CBS News
  32. 32. WITH POWER COMES RESPONSIBILITY.
  33. 33. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 AND YET DESPITE ALL THAT…
  34. 34. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 IF YOU ASK TEN MARKETERS…
  35. 35. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Data based on a survey of 1,506 marketing and communications executives worldwide, representing all major industries. The survey was conducted in the fall of 2014, and follows a similar survey conducted in 2013. 9/10 MARKETERS CAN AGREE! 9/10 Marketers agree “personalization is the way of the future.” This is us agreeing.
  36. 36. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 HOWEVER IF YOU LOOK AT SPEND…
  37. 37. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Before people get to your site After people get to your site MARKETING $$ IS HIGHLY SKEWED For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there. $92 $1 Source: AddThis: “Website Personalization: What It Is and How It Can Help Increase Conversions on Your Site.” Published May 2015
  38. 38. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 MARKETING $$ IS HIGHLY SKEWED $92 After people get to your site *TODAY WE ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there.
  39. 39. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 THIS TALK IS ABOUT PERSONALIZED UX ON YOUR OWN WEBSITE INTELLIGENTLY DESIGNING
  40. 40. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 OK, GREAT. WHAT DOES THAT MEAN.
  41. 41. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Traditionally, the average UX person didn’t have much of a role in targeted ads (marketing) or e- commerce (proprietary algorithms like Amazons.) Now the advent of robust, out-of- the-box targeting platforms from big names like Adobe and Sitecore has democratized the landscape WHAT’S CHANGED FOR IA PEROPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM” $40k -- $300k + 20% annually ASP.NET, C# $40k -- $500k + 20% annually ASP.NET, C# $140k -- $1.2M + 20% annually JAVA *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. NB: Colin has zero interest in promoting any of these products, other than making you more knowledgeable about them
  42. 42. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE Entire experiences can be targeted, from the images and copy to background colors. FOR “HER” FOR “HIM”
  43. 43. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY
  44. 44. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 LESS EXPENSIVE (SORTA): THIRD PARTY “OPTIMIZATION SYSTEMS” $20k -- $250k / year (a “Drupal Hybrid”) $20k -- $100k / year $100k+ / yearly (custom pricing) $100k+ / yearly (custom pricing) Can be “plugged in” to any existing site by inserting some JavaScript in the header of pages (similar to analytics tagging). Segmentation and content management is handled in external tool, not your CMS “All-inclusive” pricing w/ hosting can be better for higher-traffic sites *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015.
  45. 45. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 IF YOU’RE NOT USING TARGETING YET, OR YOUR CLIENTS AREN’T YET, CHANCES ARE THAT WILL CHANGE QUICKLY. AND YOU NEED TO BE PREPARED.
  46. 46. YOU WILL HAVE A CHOICE.
  47. 47. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Next we will look at the essentials for putting together a targeted information design using a standard experience management platform, including… 1. Goals & Objectives The Why 2. Audiences & Segments The Who 3. Rules & Campaign The What 4. Testing & Analytics The So What 5. Learn from Others The Whatcha Done WHAT WE’LL LOOK AT NEXT
  48. 48. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 TARGETING STRATEGY STEP 1 | DO WE EVEN NEED TARGETING? Does the pool have water in it?
  49. 49. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 GOOD REASONS TO TARGET • Your audience can be segmented in ways that are meaningful • Narrowing your message provides incremental value • Targeting is tied to specific business KPIs or objectives • Because we can. • Some variation there of. WHAT TO ASK YOURSELF BEFORE YOU START BAD REASONS TO TARGET
  50. 50. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 1. Like any other content project, begin with intent 2. You still need to determine your core principles and goals 3. The question now is how (or if) targeted content can further those goals REMEMBER! TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE IA TOOL BOX.
  51. 51. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 EXAMPLE: CONTENT GUIDING PRINCIPLES
  52. 52. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 AUDIENCE SEGMENTS STEP 2 | WHO ARE WE TALKING TO? Once you have your mission, you can begin segmenting your audience.
  53. 53. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 WHAT’S A SEGMENT? Segments are similar to personas that UX teams have used for years – a group of users with some distinguishing trait, like age, interest, or location. Generally speaking, targeting can be either: 1. Segment Based (all males 50+) 2. Algorithm Based (previous purchases, clickstream, etc) For our purposes, we’ll look at how to set up Segment-Based targeting, since this is how many EMSs are set up.
  54. 54. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 SEGMENTS ARE DETERMINED BY DATA BEHAVIORAL TRAITS  Pages Visited  Duration of Visit  Frequency of Visit  Search Terms Used  Site Referred From  Interest on other sites (determined using tools like Spyjax.) DEMOGRAPHIC TRAITS  Age  Income  Family size  Marital status  Gender  Location Examples:  Site User Profile  Google Ad Planner  FaceBook Connect DemandBase (B2B) This is how we know who is who. Typically these will be fed through some type of targeting data exchange to be accessed by the CMS.
  55. 55. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Logged in; My Profile USER DATA: TWO TYPES TO KNOW ABOUT “Explicit Data” “Implicit Data” Explicit data is based on something the user tells us directly, such as via profile information. Implicit data if something we infer, such as via geo-location.
  56. 56. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 SOME DATA IS BETTER THAN OTHERS Segments are identified by user data, either implicit or explicit User Profile Data • Authenticated • Based on info in your own database Third Party Data, e.g. • DemandBase (IP, business type) • Maxmind (geo-location) Cookie-based, e.g. • Session preferences • Cart or guest account • Session history
  57. 57. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 • • • • • • • DARK ARTS Less transparent Available—for a price Highly unpredictable HAPPY PLACE Users provide data openly Hard to buy or fake Reliable, if you can get it SOME DATA IS BETTER THAN OTHERS Segments are identified by user data, either implicit or explicit
  58. 58. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 BIG BROKER IS WATCHING YOU. • In 2014 the Federal Trade Commission released a very interesting report on lack of transparency among data brokers • Axciom, one of the largest in the US, claims to have more than 3,000 data points on nearly every citizen in the US • Some are what you might expect, such as race, gender, age • Other’s get very specific very quickly Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency- accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
  59. 59. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 BIG BROKER IS WATCHING YOU. • •
  60. 60. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 RACE GENDER AGE OCCUPATION MARITAL STATUS POLITICAL AFFILIATION HOME OWNERSHIP VEHICLE OWNERSHIP
  61. 61. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 GAMBLER SMOKER GUN PURCHASER “BIBLE LIFESTYLE” SPORTY LIVING BIKER / HELL’S ANGELS ALLERGY SUFFERER “LEANS LEFT” FINANCIALLY CHALLENGED PLUS-SIZE APPAREL “DIABETES INTEREST”
  62. 62. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 • There is a fine line between providing helpful personalization and betraying user trust. • No form of targeting is inherently good or evil, but it’s how you deploy it • Users will tend to invite personalized content provided it’s helpful and you are transparent in your methods • A good place to start would be to invite users to “self-identify” by giving you information, like profile data • If you want to dabble in implicit data, make sure you’re being as up-front as possible • Give users a way to “opt out” if they are uncomfortable LESSONS!
  63. 63. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 LET’S PRETEND… THIS IS ALL GETTING A BIT ABSTRACT, SO
  64. 64. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 We want to target busy creative professionals who travel regularly What online content should we create to give us an edge?
  65. 65. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Research suggests that $1 spent on business travel can generate $9.50 in revenue and $2.90 in profits.* That’s good! But there are also hidden costs: Travel is stressful. (That’s bad.) *Source: HEC, Carlson Wagonlit SO WE DO SOME RESEARCH…
  66. 66. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 So our first idea is to start a content campaign that takes the stress out of travel. The traditional method would be “one size fits all.” But that makes a lot of assumptions – what does “stressful” even mean? Is it the same for everyone? What if we look at it by audience… WHAT CONTENT SHOULD WE CREATE?
  67. 67. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Survey of 7,400 global managers accustomed to travel. Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
  68. 68. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Survey of 7,400 global managers accustomed to travel. Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
  69. 69. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 • Support Staff Male • Associate Staff Male • Manager Male • Director Male • VP Male • Senior Exec Male • Support Staff Female • Associate Staff Female • Manager Female • Director Female • VP Female • Senior Exec Female So we could potentially set up 12 segments in our system. For our pilot campaign, let’s limit our focus to Senior Execs, male and female. IDENTIFYING SEGMENTS FOR PILOT
  70. 70. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 EXAMPLE: SETTING UP A SEGMENT IN ADOBE Client Context: Male Sr Exec from US Gender = male is a basic business rule. Can get more complex. Advanced segmentation is more like JavaScript Credit: Adobe
  71. 71. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET Credit: ICF Interactive Helps you to organize your segments and which content campaigns to show them
  72. 72. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Credit: ICF Interactive EXAMPLE: TARGETING USE CASE Helps to illustrate how targeted content will improve the experience of a user segment
  73. 73. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 RULES & CAMPAIGNS STEP 3 | WHAT ARE WE GOING TO SAY? We know who we want to talk to. Now how and when do we say it?
  74. 74. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS Ad for Business Class Service List of Flight Cancelations Links to priority web content Travel tips to reduce stress If we knew they were visiting our site, what would we say? Art Credit: ICF Interactive
  75. 75. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Let’s say we have our homepage with typical zones. Using our CMS, we can configure each zone to show different targeted content depending on who is visiting. Rules are “if then” statements, typically applied at the component level. A campaign is a set of rules that work together to create an experience. OUR SITE: DETERMINING TARGETABLE ZONES
  76. 76. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Understanding these types will help you determine what type of targeting rule to create and where you would like to show it on your site. Show this user time-sensitive information E.g. A delay or cancelation impacting this user Credit:ICFInteractive TARGETED CONTENT MODEL: FOUR KEY TYPES Promote site functions useful to this user E.g. Navigation options helpful to this user Task at Hand Big Picture Notify this user of relevant products or services E.g. Ad for a product or service we think user will like Notify this user of relevant (non-sales) content E.g. Blog content, articles, social content, etc.
  77. 77. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 A list of flight cancelations in real time. Some shortcuts to Priority web content. An ad for new Business Class Service. Tips on Trip Prep (male) Tips on Destination (female) Understanding these types will help you determine what type of targeting rule to create and where you would like to show it on your site. APPLYING THE MODEL: WHAT TO SHOW SR EXECS If Sr Exec, Then Show: Credit:ICFInteractive
  78. 78. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 DEFAULT STATE: WE DON’T KNOW WHO USER IS
  79. 79. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS: Note, we’re NOT even using the main banner zone here. Targeting can be more than just ads!
  80. 80. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS: Neat.
  81. 81. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Credit: ICF Interactive EXAMPLE: TARGETING ZONE CHART
  82. 82. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 CONTENT MODELING AND NOW LET’S PAUSE FOR A BRIEF WORD ON How does the system “know” what content to show someone?
  83. 83. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT Tags help the system knows what content to fetch to show. Tags can be organized into taxonomies For example, we might tag content for audience “Sr Exec” or by type “Priority Content.” Clickstream Cloud As the user navigates, you can capture tags related to pages they look at. For example, Basic products vs Expert. You can tag content with this. Video could be more expert vs basic. Credit: Adobe
  84. 84. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Credit: Sara Wachter Boettcher • Helps define relationships between content • Informs how you set up content types in your CMS • Helps you create your taxonomy and metadata schema • Can also help with things like search results EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
  85. 85. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 A BIT MORE COMPLEX… Credit: ICF Interactive
  86. 86. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 TESTING & ANALYTICS STEP 4 | HOW DO WE KNOW IT WORKS? The “so what.”
  87. 87. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 DOES IT WORK? Personalization ability is only as good as your ability to measure it. KPIs are key to proving that targeting is improving your business goals. Examples: Agency TBG now estimates that their clients who implement personalized content can see a 10-20% lift in key performance indicators, such as sales.1 By adding personalized recommendations to it’s online store, shoemaker Rockport reported an increase in average order value by 32% and conversion rate by 10%. 2 On the B2B side, the data backup firm Iron Mountain was able to increase their referrals for health care clients by an impressive 123% when they showed a personalized message on their homepage, according to partner Demandbase.3 1 Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. 2 “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014. 3 Demandbase also reported a 115% increase in the small to medium business segment using a similar approach. Source: Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.
  88. 88. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 EXAMPLE: CHILDREN’S NATIONAL REDESIGN BY TBG Built on the Sitecore CMS. Can target content based on what a user has viewed, such as showing a neurology patient story to a user who viewed neurology content. Using a Maxmind IP geolocation service, is able to do some very precise things—like target high-value customers from parts of the Middle East with content for the Sheikh Zayed Institute. According to data from TBG, the new personalized design resulted in an improvement in all major site metrics measured, including a 161.45% increase in session duration.1 Personalized content is proving to be an important ingredient in this overall picture. 1 TBG reported 15% increase in page views, and a 161.45% increase in session duration. The new site also increased site-based donations by 54%. You can read the complete case study at http://www.berndtgroup.net/projects/portfolio/childrens-national-website-redesign-and-cms- implementation
  89. 89. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 Chase Bank recently shifted its focus from being the low-cost provider of credit cards to ramping up customer experience. Ford Motor and its agency Team Detroit plan, execute, and measure based on whether customers are researching or buying a car By adding personalized recommendations to its online store, the shoemaker increased its average order value by 32% and conversion rate by 10%. BUT WILL IT WORK FOR ME? JUST A FEW NON-TECH BRANDS THAT TARGET Wells Fargo’s Latest ATM UI Reshapes Its Functionality Based On Your Transaction History McCormick uses the customer’s flavor profile to surface relevant recipe and product recommendations . Source: Forrester Research. November 10, 2014. Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing
  90. 90. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 READY TO START? WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY Just a few things to consider before you hurt yourself…
  91. 91. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 YOU MAY STILL NEED SOME WORK IF… • You don’t have enough content to make targeting useful • You don’t have enough staff to maintain targeted content • Your content is not semantically rich – you need a taxonomy, metadata, etc. • You don’t have a CMS that supports it • You don’t have analytics and tracking in place to gain insights and adjust BEST PRACTICES FOR WHEN YOU’RE READY • Start segmenting traffic on your CURRENT site. Third party providers like DemandBase can start showing you IP based user data asap. • Role out campaigns iteratively. Avoid “big bang” approaches. This allows you to tune both your business approach and your technical infrastructure • Never stop testing. Audiences change over time as consumers learn more about your products, make purchases, read reviews, and are influenced by other products and information in the outside world.
  92. 92. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 REMEMBER: IT DOESN’T HAVE TO BE COMPLEX. Even if your organization doesn’t have a fancy targeting platform, you can start thinking in that mindset. Source: http://digitalmarketingmagazine.co.uk/articles/one-to-one-personalisation-will-boost-conversion-rates/646 In a survey of digital marketing managers, 92% of respondents claimed to offer a level of personalization in their email communications. QUESTION What’s the number one method of customer personalization used today? ANSWER Email.
  93. 93. AND YOU TOO CAN TAKE BACK TARGETED CONTENT FOR GOOD.
  94. 94. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 THANK YOU @colineags #ias16
  95. 95. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16 *BONUS READING! Approaching Content Strategy for Personalized Websites IllustrationbyJoeAlterio http://alistapart.com/article/approaching-content-strategy-for-personalized-websites

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