Isite Design Path To Personalization

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ISITE's Amanda Bernard and Derek Phillips share their perspectives on user experience and content strategy in this slide deck from the Path to Personalization Webinar. It includes insights on the latest trends, customer expectations, opportunities, and challenges of digital personalization.

Isite Design Path To Personalization

  1. 1. #path2personalizationization The Path to Personalization Briefing | June 10, 2014
  2. 2. Intros Derek Phillips Content Strategy Lead @digistrategist Amanda Bernard Director Digital Marketing @amandabernard Barbara Holmes Director User Experience @volleyballbarb #personalization
  3. 3. • We execute complex strategic website redesigns every day — it is our bread and butter • We know how to ensure your site generates a meaningful return on investment, and have practice groups focused on it • We are recognized by Forrester as one of the top digital experience agencies in the country Why ISITE? #personalization
  4. 4. Agenda What is personalization? What is the value? Personalization themes and detection Getting ready Planning your path #personalization
  5. 5. 6/11/2014 #path2personalizationization ≈ Where are you on your path to personalization? Question #personalization
  6. 6. #path2personalizationization WHAT IS PERSONALIZATION? The Path to Personalization
  7. 7. What is Personalization? • Definition – (adj) individualized, made for or directed or adjusted to a particular individual: "personalized luggage"; "personalized advice”; “personalized experience” For our purposes, as delivered via a content management system (CMS) or another 3rd party tool #personalization
  8. 8. Classic 2014 Anonymous Browsing Logged in User Implicit Personalization Self Identification Positively Identified Logged in User Detected without user’s input User provides info through navigation paths or choices User identified & remembered Implicit Explicit Information tailored to user Personalization Spectrum #personalization
  9. 9. #path2personalizationization WHAT IS THE VALUE? The Path to Personalization
  10. 10. What is the Value to a Brand? Brand affinity Customer insights Revenue Support Service design #personalization
  11. 11. What is the Value to your Customer? #personalization
  12. 12. ≈ But… Companies need to show the VALUE of sharing information to create personalized experiences. • 57% are OK with providing personal information on a website as long as it’s for their benefit and being used in responsible ways. • 77% would trust businesses more if they explained how they’re using personal information to improve their online experience. #personalization
  13. 13. P E R S O N A L I Z A T I O N I N A C T I O N Potential for Discovery The opportunities for both listener and musician have been revolutionized by the Internet…. –Billy Bragg Source: http://www.musictank.co.uk/blog/billy-bragg-on-streaming-debate #personalization
  14. 14. 6/11/2014 #path2personalizationization I got this email reminding me of a product feature I didn't know existed (or just forgot about), but makes my experience using Dropbox infinitely better and more efficient. Source: http://blog.hubspot.com/blog/tabid/6307/bid/34146/7-Excellent- Examples-of-Email-Personalization-in-Action.aspx Dropbox recognized a behavior and highlighted a service that supports that user need. P E R S O N A L I Z A T I O N I N A C T I O N Potential for Discovery “ ” #personalization
  15. 15. 6/11/2014 #path2personalizationization ≈ What is the potential value of personalization to your customers? Question #personalization
  16. 16. #path2personalizationization PERSONALIZATION THEMES & METHODS OF DETECTION The Path to Personalization
  17. 17. ≈ Personalization Themes THEME WHAT IS IT? METHODS OF DETECTION Geo-targeting / Location Display specific content (text, images, downloads, apps, etc.) based on the user’s geographic location. Geo-location, Referring domain, User preferences, Company, Campaign, Customer data Campaign / Landing experiences Content is customized based on exposure to or engagement with a campaign, often on a landing page. Campaign, Inbound channel, Recency, Lifecycle, Segment, Engagement score Recommended / Prioritized content Similar content is shown to the user based on content already viewed during that visit or a previous visit. Premium, new, or priority content is displayed in a specific order or customized layout. User preferences, Lifecycle, Referring domain, Campaign, Company, Industry, Customer data Persona-based content Relevant content is served up based on user behavior during that visit, a prior visit, or after self-identifying. Segment, Engagement score, User preferences, Recency, Lifecycle Lifecycle Content and calls to action are served up based on where a user is in the journey or buying cycle. Lifecycle, User preferences, Recency, Customer data Account/Industry Display industry-specific content, company-specific content, or competitor-specific content after identifying the company and/or industry of the user. Industry, Company, Referring domain, Customer data Call to action Messaging, tag lines, and calls to action on the site are customized and change based on user behavior, preferences, and response rate. Geo-location, Industry, Company, Campaign, Inbound channel, Engagement score, Referring domain, Lifecycle, User preferences, Recency, Customer data #personalization
  18. 18. BROWSING BEHAVIOR Provide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.
  19. 19. Why This Is Important 74 percent of sampled customers get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests Source: Harris Interactive Study for Janrain, 2013 http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to- janrain-study/ I M P L I C I T P E R S O N A L I Z A T I O N Browsing Behavior #personalization
  20. 20. GEO-LOCATION Offer
  21. 21. Case Study I M P L I C I T P E R S O N A L I Z A T I O N Geo-location Personalized homepage based on customer’s location. Customized Calls to Action Saw 2X increase in ticket referrals. Source: http://www.getsmartcontent.com/wp- content/uploads/2013/06/Case-Study-Harlem-Globetrotters-Increase- Ticket-Referrals-2X.pdf #personalization
  22. 22. FIRMOGRAPHIC LOOKUP Identify
  23. 23. LOGGED-IN USER Provide
  24. 24. 6/11/2014 #path2personalizationization FREQUENCY / RECENCY • Call to action based on number of visits • Offer products, services, or content based on when site was last visited • Content is personalized using response rate per visit Logged In User
  25. 25. #path2personalizationization Case Study Account History #personalization
  26. 26. WHAT HAPPENS WHEN IT GOES WRONG?
  27. 27. 6/11/2014 #path2personalizationization P e r s o n a l i z a t i o n G o n e W r o n g Not Using the Info You Have What’s the simple lesson here? If you’re asking your customers to take the time to volunteer information, then use it — and use it appropriately. If creating effective personalization is beyond your budget or expertise, then it’s better to not even try. Source: http://blog.fluencymedia.com/b2c-email- marketing-fail/#sthash.gqCpEcNi.dpuf #personalization
  28. 28. 6/11/2014 #path2personalizationization P e r s o n a l i z a t i o n G o n e W r o n g Assumptions I guess you can say my wife should have just gone into her ProFlowers address book and removed my mother’s information — and her grandmother’s, too. But anyone who has lost a family member knows how hard it is to delete their names from anything. Source: http://multichannelmerchant.com/marketing/proflowers- personalization-fail-20112013/ The recipient’s mother, Ann (who is named in the email), died six months previously. #personalization
  29. 29. #path2personalizationization ARE YOU READY TO PERSONALIZE? The Path to Personalization
  30. 30. SENIOR LEADERS AS ACTIVE STAKEHOLDERS Marketing, technology, and content managers are bought into the value of personalization and experience optimization. They understand that personalization is strategic and builds over time. Self Identification
  31. 31. MEASUREMENT STRATEGY & ACCESS TO CUSTOMER DATA Customer Metrics and Digital KPIs are well defined, qualitative and quantitative customer data is available and analytics tracking is correctly implemented. Self Identification
  32. 32. CONTENT STRATEGY & CONTENT TEAM The existing content strategy is working (well enough) and you have the ability to create content at-scale internally or with a partner. Self Identification
  33. 33. PERSONAS & AUDIENCE SEGMENTS Personas, audience segments, marketing and sales funnels, and the current state customer journey are documented (or at least known). Self Identification
  34. 34. TECHNOLOGY Technology is in place or ready to be purchased. Self Identification
  35. 35. #path2personalizationization PLANNING YOUR PATH The Path to Personalization
  36. 36. 6/11/2014 #path2personalizationization What problem(s) could personalization help solve in your organization? Question #personalization
  37. 37. Identify the Opportunities #personalization Implicit Personalization Self Identification Positively Identified Logged in User Detected without user’s input User provides info through navigation paths or choices User identified & remembered Implicit Explicit Information tailored to user
  38. 38. Strategic Planning #personalization Content Strategy User Experience Measurement Optimization
  39. 39. Content Strategy Planning #personalization • Understanding of content creation, process, and governance • How content maps to personas and/or campaigns • Tagging • Resources
  40. 40. 6/11/2014 #path2personalizationization Content Development Implications #personalization Content Audience LOW BROAD HIGH NARROW
  41. 41. 6/11/2014 #path2personalizationization Numbers Add Up! #personalization 4 verticals x 3 roles = 12 personalized + 1 baseline = 13variants for each content object targeted IF your strategy identifies 10personalization components per user flow = 130 variants for each content object targeted
  42. 42. User Experience Planning #personalization • Understanding key customer segments • Emotions/motivations/tasks • Channels and touch points • Customer journey mapping • Be transparent • Limit audience segments
  43. 43. Measurement Planning #personalization • Business objectives, digital goals, KPIs, desired outcomes • Engagement valuation by content type or persona type • Marketing funnels and user flows • Audience segment identification
  44. 44. Optimization Planning #personalization • Align to engagement, lead generation and acquisition initiatives • Optimization testing and data analysis • Performance reporting
  45. 45. Marketing Technology Planning #personalization • Selecting the right tools is important – Choose the one(s) that meet your strategy and user experience vision • Design and develop to support rapid testing • Plan for change
  46. 46. Ethics, legal issues Legacy systems not communicating Gaps in marketing technology ecosystem Also need to plan for: #personalization
  47. 47. 6/11/2014 #path2personalizationization What are the challenges you are currently facing or will face? Question #personalization
  48. 48. #path2personalizationization STARTING YOUR JOURNEY The Path to Personalization
  49. 49. 6/11/2014 #path2personalizationization Our Proven Framework #personalization Assess & Plan Design & Test Build Grow Design & Test Build Grow Design & Test Build Grow S C E N A R I O 1 S C E N A R I O 2 S C E N A R I O 3
  50. 50. Remember… #personalization • Crawl, walk, run. • Be strategic! Don’t just buy a tool and press play. • Test first, then implement. • Measure ROI and evaluate personalization based on company success metrics. • Use a roadmap to tie together all personalization opportunities and effectively sequence the roll out.
  51. 51. #path2personalizationization Q&A The Path to Personalization
  52. 52. #path2personalizationization Reminders #personalization • Slides will be available after the briefing: You will receive an email with a link • Join us on Wednesday, June 18th 2014 for a Tweet Up at 12:30pm PDT / 3:30pm EDT using #personalization • In the meantime, let’s continue the conversation: #personalization
  53. 53. #path2personalizationization THANK YOU! The Path to Personalization

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