A presentation on Content Personalization for Web Teams of All Sizes made at SXSW2015 by John Berndt, CEO of The Berndtgroup (www.berndtgroup.net). Presentation gives a high level overview of the opportunities and challenges posed by new personalization platforms, how they solve age-old problems and create new problems, an overview of the platforms, tasks, and thoughts on methodology and team building. Largely excerpted from "Personalizaiton Mechanics: Targeted Content for Web Teams of All Sizes" the March 2015 book by John Berndt, http://www.amazon.com/dp/B00UKS4PYE

7. Designing Experiences Under Pressure:

9. CMS/WCM/Experience Management Platforms:
3rd
Party Optimizers:

10. 1. Freedom from bothering programmers! Non-technical management.
2. Richness of data model; depth and fit-for-purpose.
3. Interface usability, high integration with other tasks/analytics.
4. Appropriateness of architecture to scale of activity, operational efficiencies.
5. Breadth of capabilities, special features like machine learning.
Evaluating Personalization Platforms

11. CMS/WCM
Architecture:
3rd
Party Optimizer
Architecture:

12. 1. Better interfaces to help organize personalization efforts—like a file
system. Difficult to survey and organize complex activity.
 Multi-part Personalization Programs with numerous rules,
components, etc. Some systems have an idea of campaigns.
 Reusable components—rules, content sets, etc.
2. Tracking at the level of the performance of the individual
personalized component. Campaigns, segments, etc. are usually
the focus of tracking.
What’s Missing From Current Platforms?

13.  Where to start. So much possibility.
 Necessary Content. Bet you don’t have it.
 How to proof. The site no longer looks the same to all users.
 Who owns this. Personalization needs a home in Web operations.
 Organizing the effort. The need to keep track of personalization.
 Technical challenges. Performance / storage can be significant issues.
What Are The Operational Challenges?

14. The Basic Flow of
All Personalization
Activity:
Four Frameworks
To Organize
Activity:

15.  Aligning with UX and Content Strategy
 Documenting programs, campaigns,
components, rules and audience segments
 User state simulation and
Collision Detection
 QA and QA history
 Tracking outcomes and tracking history
Staying Organized

16.  Choosing a methodology
 Dangers of getting it wrong
 Continuous evolution of segments
 Machine generated segmentation
 3rd
Party Data
Profiling Users

17.  Beyond “Optimization”
 UX, User Researchers, Content Strategists
 Marketing Managers, Analytics Pros
 Making the case
 The need for Personalization Architects
Building The Team

18.  The promise, the reality
 Multichannel engagement automation
 Theoretical and practical difficulties
 Fragmented platforms, user repositories
 The real best case scenario
Multichannel, Lifetime
Love of Your Brand

19. Hey! I wrote a 250-page
substantive book on this topic!
On Amazon:
bit.ly/tbgpersonalizationebook
Me on twitter:
@rjohnberndt
@berndtgroup
#one2oneweb