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Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
Talk To Me Like You Know Me - Website Personalization
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Talk To Me Like You Know Me - Website Personalization

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  • “Talk to me like you know me” – Website PersonalizationBy Chuck Murphy, Boston InteractiveFr. David Guffey , CSC, Family Theater Productions
  • As it applies to the web.User attributes: department, functional area, or roleBehaviors: click paths, searches, etcCollaboration: others also…Customization: User modifies the page layout or specify what content should be displayed.
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • In Person (Dr. calls me Chuck not Charles, You must be Chuck – opposed to Can I help you, Norm on Cheers “everybody knows your name”Commercials – TV, radio, movie previews DemographicsPrint - Time Magazine & On Demand printingCollege Catalogs, personalized children's stories, hand written noteClothing – size, name on JacketEducation – No child left behind: Learning curriculumHealthcare – Medicine based on allergies, symptoms
  • TrustContent in preferred format
  • Relevant content – replaces generic information with specific information; Format : consume information in preferred format (text, mobile, video)Saves time – shortens path to engagement, eliminates repetitive tasksConvenience – you have to do less workPositive experience – enjoyable user/ web experience Builds loyalty – Brand loyaltyProgresses mission – Guides user to the desired outcome
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
  • Implicit – Algorithm decision based on behavior (search, clicks, collaboration (other people chose) etc.) “ You may also be interested in”Explicit – User sets preferences (weather in city, news topics, horoscope, lottery)Hybrid – mix of 2, decisions based on behaviors and preferences
  • Decisions on Implicit BehaviorEncourage
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ImplicitCat PeopleDog PeopleWhat you seeWhat I see
  • ExplicitBased on preferences
  • ExplicitBased on preferences
  • High Point “WOW” PointsLow PointLast PointEmotional & Spiritual connectionMove TouchInspire
  • Loyalty:Evolves naturally from the notable experiences you have with a company over time
  • Loyalty:Evolves naturally from the notable experiences you have with a company over time
  • Loyalty:Evolves naturally from the notable experiences you have with a company over time
  • Cant ignore it, good example of personalizationHybridImplicitSuggestions -friends based on your other friendsAds based on likes and interestsExplicitPrivacy settingsLayoutsProfile picture
  • Implicit PersonalizationMore Items to considerCheck This OutRelated to items you’ve viewedInspired by your wish listBest Sellers
  • Mix – HybridRelevant contentAd based on searchesLocalized40% video usage - How we consume content
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Implicit personalizationAlgorithm driven (decision based on behaviors)Conversion PathsProfileCalloutActionOnly works if there is quality content.
  • Less Text More video and contentPlan for web pieces as part of all planningMission eventsHow involved is video in eventLiveWeb piecesSite Interviews“B” roll for future uses
  • Old – DVD and TVNew – Ongoing experience – Continuous EngagementEvent Video and ClipsExplicit for webDVD way out
  • Many types – Do you researchBad Angles; too shakySound QualityEditing CapabilitiesLarge image sizeEye level of subjectCloseDownload (save) the good stuff
  • Transcript

    • 1. 1
    • 2. Personalization
      2
      Definition:
      “Personalization involves using technology to accommodate the differences between individuals”
    • 3. Offline
      3
      Personalized Experiences:
    • Offline
      4
      Personalized Experiences:
    • Offline
      5
      Personalized Experiences:
    • Offline
      6
      Personalized Experiences:
    • Offline
      7
      Personalized Experiences:
    • Offline
      8
      Personalized Experiences:
    • Online
      9
      Website Objectives
      • Users Goals
      • 34. Organizations Goals
    • Personalization
      10
      Talk to me like you know me
    • Advantages
      11
      What's the point:
    • Methods
      12
    • 43. Methods
      13
    • 44. Methods
      14
    • 45. Methods
      15
    • 46. Logic
      16
      Algorithm
    • Personalization
      17
    • 50. Personalization
      18
    • 51. Personalization
      19
    • 52. Personalization
      20
    • 53. Personalization
      21
    • 54. Relationship With Brand
      22
    • 55. Concept
      The Persistent “WOW”
      23
    • 56. Concept
      The Persistent “WOW”
      “Repeatedly creating notable experiences
      24
    • 57. Concept
      The Persistent “WOW”
      “Repeatedly creating notable experiences
      over time”
      25
    • 58. The Persistent “WOW”
      26
    • 59. The Persistent “WOW”
      27
    • 60. The Persistent “WOW”
      28
    • 61. The Persistent “WOW”
      29
    • 62. The Persistent “WOW”
      30
    • 63. The Persistent “WOW”
      31
    • 64. The Persistent “WOW”
      32
    • 65. Facebook.com
      33
    • 66. Amazon.com
      34
    • 67. cnn.com
      35
    • 68. FamilyRosary.org
      36
    • 69. FamilyRosary.org
      37
    • 70. FamilyRosary.org
      38
    • 71. FamilyRosary.org
      39
    • 72. FamilyRosary.org
      40
    • 73. FamilyRosary.org
      41
    • 74. FamilyRosary.org
      42
    • 75. Content
      43
      Change
      • Organizational Behaviors
      • 76. Mission
      • 77. Content (Video)
    • Content
      44
      Online Video
      • Repurpose
      • 78. Immediate Engagement
      • 79. Web Specific Content
    • Content
      45
      Tips for Flips
    • Conclusion
      46
      Chuck Murphy
      cmurphy@bostoninteractive.com
      Fr. David Guffey
      dguffey@familytheater.org

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