0
a
Personalization in Higher Education:
Start Small. Think Big.
Eduweb 2014 – Baltimore
Jeff Cram @jeffcram
ISITE Design, C...
a
@jeffcram | @ISITE_Design | #eduweb14
a
@jeffcram | @ISITE_Design | #eduweb14
a
Source: https://www.threadless.com/product/2396/Math/
@jeffcram | @ISITE_Design | #eduweb14
a
http://www.uncg.edu/mat/sermon/2007/campusmap.jpg
@jeffcram | @ISITE_Design | #eduweb14
a
Source: http://xkcd.com/773/
@jeffcram | @ISITE_Design | #eduweb14
a
“Things people go to the
site looking for”
peo·ple /ˈpēpəl/ noun
Human beings in general or
considered collectively.
a
“Things people go to the
site looking for”
These people?
a
“Things people go to the
site looking for”
Or these people?
a
“Things people go to the
site looking for”
Or maybe these people?
a
“Things people go to the
site looking for”
How about this person?
a
Source: http://xkcd.com/773/
a
Things on a
University
website
Parents
Prospective
Students
Current
Students
Media
Alumni
Things these
“people” are
look...
a
The case for personalization
@jeffcram | @ISITE_Design | #eduweb14
a
“The more digital we get, the more
human we must be”
Gatum Ramdurai, Google Creative Lab
@jeffcram | @ISITE_Design | #ed...
a
Personalization is trending
(outside of EDU)
Source: Adobe Digital Roadblock Report
@jeffcram | @ISITE_Design | #eduweb14
a
“Amazon is so confident of its
ability to personalize the site for
each user that the company
hardly ever creates classi...
a
The personalization myth
@jeffcram | @ISITE_Design | #eduweb14
a
a
@jeffcram | @ISITE_Design | #eduweb14
a
The web is made of people
@jeffcram | @ISITE_Design | #eduweb14
a
Personalization’s Perfect Storm
Content
Strategy
Technology
Management
Analytics &
Testing
Customer
Insight
Connected ex...
a
Start Small
a
Thinking about Day 2
@jeffcram | @ISITE_Design | #eduweb14
a
Personalization starts
with a hypothesis
If we can deliver this
[content] to this [segment]
at this [touchpoint], then w...
a
@jeffcram | @ISITE_Design | #eduweb14
a
The button test
??????
a
The button test
a
The winner
282% form conversion increase
57% site-wide lead increase
@jeffcram | @ISITE_Design | #eduweb14
a
Cumulative lift
@jeffcram | @ISITE_Design | #eduweb14
a
The homepage battlegroundWe’re moving the
digital goal post
The homepage battleground
a
@jeffcram | @ISITE_Design | #eduweb14
a
Call-to-action targeting
@jeffcram | @ISITE_Design | #eduweb14
a
Types of Personalization
@jeffcram | @ISITE_Design | #eduweb14
a
What to Personalize?
Theme What is it? Key Dimensions
Geo targeting / location
Display specific content (text, images, d...
a
International students require different
experiences
http://chronicle.com/blogs/planet/2012/04/08/new-twists-in-online-r...
a
Personalization in the Wild
Source: Non Linear case study presented at Digital Pulse 2013
http://www.cmsmyth.com/2013/10...
a
Segmentation and geo-targeting
SolarWorld Americas increased conversion by 200%
with audience segmentation and geo-targe...
a
Better Experiences
for Stealth Applicants
@jeffcram | @ISITE_Design | #eduweb14
a
Engagement Scoring
@jeffcram | @ISITE_Design | #eduweb14
a
Personalized portals
Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-commu...
a
Connected to the
student journey
Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-p...
a
Measuring success:
Our window to the world
@jeffcram | @ISITE_Design | #eduweb14
a
“All data in aggregate
is crap.”
- Avinash Kaushik, Google
a
Analytics segmentation
@jeffcram | @ISITE_Design | #eduweb14
a
Group exercise
If we can deliver this
[content] to this [segment]
at this [touchpoint], then we
can improve the experien...
a
Think big
a
If we connect and extend
our pre-launch customer-
insight thinking to post-
launch management, then
we can significantly...
a
Pre-launch: We love users!
a
Post-launch: Argh, the technology!
@jeffcram | @ISITE_Design | #eduweb14
a
Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth
a
Technology pain
Customer gain
Website launch
Bending the launch curves
@jeffcram | @ISITE_Design | #eduweb14
a
Mapping the Student Journey
Source: http://wagner.nyu.edu/students/journey/guide.php
a
Starting with people
a
Documenting the journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
receives
...
a
Prioritizing experiences
Business
Benefit
Customer
Benefit
User Impact Overall
Scale 1=low, 2=medium, 3=high
@jeffcram |...
a
Assessing feasibility
Idea Effort Status Clarity Risk
@jeffcram | @ISITE_Design | #eduweb14
a
@jeffcram | @ISITE_Design | #eduweb14
a
Aligning with Student Lifecycle
Management initiatives
“Supporting learners during every
stage of the student lifecycle ...
a
Student Lifecycle Management
“Known as “Student Lifecycle Management” (SLM),
this initiative now involves 10 different c...
a
“A tool used for experience design is
now an important input to strategy.”
~ Christine Chastain, R/GA
@jeffcram | @ISITE...
a
@jeffcram | @ISITE_Design | #eduweb14
a
Thank you
Jeff Cram
ISITE Design
617-401-2295
jcram@isitedesign.com
ISITE Design
www.isitedesign.com
CMS Myth
www.cmsmyt...
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Personalization in Higher Education: Start Small and Think Big

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Personalized digital experiences can drive more contextual and relevant experiences for all users in higher education—experiences that are both good for the user and the bottom line—yet the vast majority of today's University websites still provide the same static experience to every visitor. Presented at Eduweb 2014 in Baltimore, this presentation uncovers the opportunity for personalization in higher education and tips on how to find small wins while also thinking big.

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Transcript of "Personalization in Higher Education: Start Small and Think Big"

  1. 1. a Personalization in Higher Education: Start Small. Think Big. Eduweb 2014 – Baltimore Jeff Cram @jeffcram ISITE Design, Co-founder
  2. 2. a @jeffcram | @ISITE_Design | #eduweb14
  3. 3. a @jeffcram | @ISITE_Design | #eduweb14
  4. 4. a Source: https://www.threadless.com/product/2396/Math/ @jeffcram | @ISITE_Design | #eduweb14
  5. 5. a http://www.uncg.edu/mat/sermon/2007/campusmap.jpg @jeffcram | @ISITE_Design | #eduweb14
  6. 6. a Source: http://xkcd.com/773/ @jeffcram | @ISITE_Design | #eduweb14
  7. 7. a “Things people go to the site looking for” peo·ple /ˈpēpəl/ noun Human beings in general or considered collectively.
  8. 8. a “Things people go to the site looking for” These people?
  9. 9. a “Things people go to the site looking for” Or these people?
  10. 10. a “Things people go to the site looking for” Or maybe these people?
  11. 11. a “Things people go to the site looking for” How about this person?
  12. 12. a Source: http://xkcd.com/773/
  13. 13. a Things on a University website Parents Prospective Students Current Students Media Alumni Things these “people” are looking for @jeffcram | @ISITE_Design | #eduweb14
  14. 14. a The case for personalization @jeffcram | @ISITE_Design | #eduweb14
  15. 15. a “The more digital we get, the more human we must be” Gatum Ramdurai, Google Creative Lab @jeffcram | @ISITE_Design | #eduweb14
  16. 16. a Personalization is trending (outside of EDU) Source: Adobe Digital Roadblock Report @jeffcram | @ISITE_Design | #eduweb14
  17. 17. a “Amazon is so confident of its ability to personalize the site for each user that the company hardly ever creates classic customer-segment personas, such as ‘soccer moms’ or ‘gearheads.’ Such marketing standbys are too imprecise for Team Bezos.” - Forbes, April 2012
  18. 18. a The personalization myth @jeffcram | @ISITE_Design | #eduweb14
  19. 19. a
  20. 20. a @jeffcram | @ISITE_Design | #eduweb14
  21. 21. a The web is made of people @jeffcram | @ISITE_Design | #eduweb14
  22. 22. a Personalization’s Perfect Storm Content Strategy Technology Management Analytics & Testing Customer Insight Connected expertise (Unicorns: Apply within) @jeffcram | @ISITE_Design | #eduweb14
  23. 23. a Start Small
  24. 24. a Thinking about Day 2 @jeffcram | @ISITE_Design | #eduweb14
  25. 25. a Personalization starts with a hypothesis If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric]. @jeffcram | @ISITE_Design | #eduweb14
  26. 26. a @jeffcram | @ISITE_Design | #eduweb14
  27. 27. a The button test ??????
  28. 28. a The button test
  29. 29. a The winner 282% form conversion increase 57% site-wide lead increase @jeffcram | @ISITE_Design | #eduweb14
  30. 30. a Cumulative lift @jeffcram | @ISITE_Design | #eduweb14
  31. 31. a The homepage battlegroundWe’re moving the digital goal post The homepage battleground
  32. 32. a @jeffcram | @ISITE_Design | #eduweb14
  33. 33. a Call-to-action targeting @jeffcram | @ISITE_Design | #eduweb14
  34. 34. a Types of Personalization @jeffcram | @ISITE_Design | #eduweb14
  35. 35. a What to Personalize? Theme What is it? Key Dimensions 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 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 Recommended content Similar content is shown to the user based on content already viewed during that visit or a previous visit. User preferences, Lifecycle, Referring domain, Campaign, Company, Industry 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 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 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 @jeffcram | @ISITE_Design | #eduweb14
  36. 36. a International students require different experiences http://chronicle.com/blogs/planet/2012/04/08/new-twists-in-online-recruiting-of-international-students/ “International students are often in an online wilderness as they search for universities to apply to…they run into confusing websites…and contact us pages that may not effectively connect them with admissions counselors.” @jeffcram | @ISITE_Design | #eduweb14
  37. 37. a Personalization in the Wild Source: Non Linear case study presented at Digital Pulse 2013 http://www.cmsmyth.com/2013/10/customer-experience-management-is-getting-real @jeffcram | @ISITE_Design | #eduweb14
  38. 38. a Segmentation and geo-targeting SolarWorld Americas increased conversion by 200% with audience segmentation and geo-targeted landing pages @jeffcram | @ISITE_Design | #eduweb14
  39. 39. a Better Experiences for Stealth Applicants @jeffcram | @ISITE_Design | #eduweb14
  40. 40. a Engagement Scoring @jeffcram | @ISITE_Design | #eduweb14
  41. 41. a Personalized portals Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-community @jeffcram | @ISITE_Design | #eduweb14
  42. 42. a Connected to the student journey Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-community @jeffcram | @ISITE_Design | #eduweb14
  43. 43. a Measuring success: Our window to the world @jeffcram | @ISITE_Design | #eduweb14
  44. 44. a “All data in aggregate is crap.” - Avinash Kaushik, Google
  45. 45. a Analytics segmentation @jeffcram | @ISITE_Design | #eduweb14
  46. 46. a Group exercise If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric].
  47. 47. a Think big
  48. 48. a If we connect and extend our pre-launch customer- insight thinking to post- launch management, then we can significantly improve the performance of our digital programs and value to our users. The hypothesis
  49. 49. a Pre-launch: We love users!
  50. 50. a Post-launch: Argh, the technology! @jeffcram | @ISITE_Design | #eduweb14
  51. 51. a Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth
  52. 52. a Technology pain Customer gain Website launch Bending the launch curves @jeffcram | @ISITE_Design | #eduweb14
  53. 53. a Mapping the Student Journey Source: http://wagner.nyu.edu/students/journey/guide.php
  54. 54. a Starting with people
  55. 55. a Documenting the journey All of the steps the customer takes All of the touchpoints the customer interacts with receives statement in mail throws statement on desk & ignores sees charge that looks wrong logs in to website tries to get details about charge calls customer service talks to CSR tweets in frustration paper statement envelope mobile phone IVR Twitter @jeffcram | @ISITE_Design | #eduweb14
  56. 56. a Prioritizing experiences Business Benefit Customer Benefit User Impact Overall Scale 1=low, 2=medium, 3=high @jeffcram | @ISITE_Design | #eduweb14
  57. 57. a Assessing feasibility Idea Effort Status Clarity Risk @jeffcram | @ISITE_Design | #eduweb14
  58. 58. a @jeffcram | @ISITE_Design | #eduweb14
  59. 59. a Aligning with Student Lifecycle Management initiatives “Supporting learners during every stage of the student lifecycle is a “must have” competence, required of any successful higher education institution in today’s demanding environment. Providing a valuable experience at every stage of the student lifecycle allows institutions to advance their mission and achieve strategic goals in the areas of growth, intelligence, quality, and efficiency.” http://www.hobsons.com/blog/blog-detail/the-importance-of-student-lifecycle-management @jeffcram | @ISITE_Design | #eduweb14
  60. 60. a Student Lifecycle Management “Known as “Student Lifecycle Management” (SLM), this initiative now involves 10 different committees of faculty and professional staff working to instill a new approach focused on building relationships with students that start years before they come to Drexel and continue through and after graduation.” http://www.drexel.edu/now/features/archive/2014/January/Student-Lifecycle-Management/ @jeffcram | @ISITE_Design | #eduweb14
  61. 61. a “A tool used for experience design is now an important input to strategy.” ~ Christine Chastain, R/GA @jeffcram | @ISITE_Design | #eduweb14
  62. 62. a @jeffcram | @ISITE_Design | #eduweb14
  63. 63. a Thank you Jeff Cram ISITE Design 617-401-2295 jcram@isitedesign.com ISITE Design www.isitedesign.com CMS Myth www.cmsmyth.com Delight 2014 Conference www.delight.us/conference @jeffcram | @ISITE_Design | #eduweb14
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