Web Content Personalization: Three Case Studies

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Three case studies of real-world web content personalization systems including ecommerce, breast cancer diagnosis and treatment information, and prescription drug formulary data

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Web Content Personalization: Three Case Studies

  1. 1. The Anatomy of a Personalization System: Three Case Studies Derek Olson, Vice President, Foraker Design
  2. 2. Is your website acting like it’s on a first date instead of an anniversary dinner?
  3. 3. Case Studies: 1 Improving Health Care Decision Making 2 Custom Web to Print 3 Snakes on a Plane
  4. 4. What is personalization?
  5. 5. “…involves using technology to accommodate the differences between individuals.” “Delivering the right information, to the right people, at the right time, in the right format and language.” “The combination of a ‘person’ and a bunch of ‘alization’”.
  6. 6. Person alization (Business or website (Machinery that measures, owners, content writers analyzes, and eventually and editors, UX folk. partially or fully automates NOT the end user.) content delivery)
  7. 7. When not to personalize   When you have a crappy website   When you don’t have a UCD program in place   When you have a great website (but there’s no value add)
  8. 8. When you might consider personalization: To surface relevant content that a user would otherwise not know to look for To identify high profit customers and then make them more profitable To partially or fully automate more effective marketing to users or audience segments Key: add value above and beyond an already high-performing site or app
  9. 9. Key Steps of Personalization Measure! Traffic, user feedback, customer inquiries, sales data, user demographics—anything that will help you make measurable improvements.
  10. 10. Key Steps of Personalization Develop and Test Develop and test these improvements. Start simple. Collect data on what works. Refine.
  11. 11. Key Steps of Personalization Automate Find ways to automate delivery of personalized content or application functionality to users—when it makes sense.
  12. 12. Case Study 1 Breastcancer.org
  13. 13. Case Study 1 Breastcancer.org The “Person” - Breastcancer.org editorial and medical advisory staff.
  14. 14. Case Study 1 Breastcancer.org The “alization” -   Custom Ruby on Rails   PostgreSQL database   SDL Tridion CMS   Google Analytics
  15. 15. Case Study 1 Breastcancer.org “You have breast cancer...”
  16. 16. Case Study 1 Breastcancer.org ?
  17. 17. Case Study 1 Breastcancer.org Subtrac(on
Probe
Technology
 
 

Chromogenic
In
Situ
Hybridiza(on

  18. 18. Case Study 1 Breastcancer.org CA
15.3
 Colloid
 Thermography
 Cribriform
 Subtrac(on
Probe
Technology 
 

Chromogenic
In
Situ
Hybridiza(on
 Mucinous
 Oncogene
Overexpression

  19. 19. Case Study 1 Breastcancer.org CA
15.3
 ER/PR+
 Digital
Tomosynthesis
 Colloid
 Papillary
 Thermography
 Cribriform
 CA125
 Subtrac(on
Probe
Technology
 
 

Chromogenic
In
Situ
Hybridiza(on
 Mucinous
 Ki‐67
 Comedo
 Her2/neu
 Oncogene
Overexpression
 Progesterone
Receptors
 CA
27.29

  20. 20. Case Study 1 Breastcancer.org CA
15.3
 Posi(ve
margins
 ER/PR+
 Digital
Tomosynthesis
 Colloid
 Papillary
 Thermography
 Cribriform
 CA125
 Ductal
Lavage
 Ductal
Carcinoma
In
Situ
 Subtrac(on
Probe
Technology
 
 

Chromogenic
In
Situ
Hybridiza(on
 Mucinous
 Ki‐67
 ImmunoHistoChemistry
 Comedo
 Her2/neu
 Oncogene
Overexpression
 Progesterone
Receptors
 CA
27.29
 Fluorescence
In
Situ
Hybridiza(on

  21. 21. Case Study 1 Breastcancer.org And then, if you’re like an awful lot of folks, you’ll click on the first organic result, which is breastcancer.org…
  22. 22. Case Study 1 Breastcancer.org
  23. 23. Case Study 1 Breastcancer.org Lessons from User Research… Clear navigation and powerful search were not enough But, oh, the risks of personalization…
  24. 24. Case Study 1 Breastcancer.org Risks of Personalization… Overly negative and/or poorly targeted research articles Too much info about advanced new treatments that they were “missing out on” Users unable to report their own diagnosis information accurately
  25. 25. Case Study 1 Breastcancer.org Five vocabularies were developed to assign metadata to content. Clinical
 Audience
 Situa(on
 Perspec(ve
 Topic
 Characteris(cs

  26. 26. Case Study 1 Breastcancer.org Audience   Patients   Family & Friends   Press & Public   Clinicians & Providers   Worried Well
  27. 27. Case Study 1 Breastcancer.org Situation   Just Diagnosed   Waiting for Test Results   Undergoing Treatment   Recovery & Renewal   Metastatic Cancer   End of Life
  28. 28. Case Study 1 Breastcancer.org Clinical Characteristics   Lobular Carcinoma In Situ   Ductal Carcinoma In Situ   Inflammatory Breast Cancer   Recurrent Cancer   Metastatic   Lymph Node Involvement   Male Breast Cancer   Post-menopausal *This is a partial list
  29. 29. Case Study 1 Breastcancer.org Perspective   Clinical   Emotional   Practical   Press / Public
  30. 30. Case Study 1 Breastcancer.org Topic   Environmental Risk Factors   Genetic Risk Factors   Symptoms, Self-Detection & Breast Self-Examination   Medical Screening and Testing   Dealing with Cancer Fear   Surgery   Chemotherapy   Radiation Therapy   Hormonal Therapy *This is a partial list
  31. 31. Case Study 1 Breastcancer.org Audience
 Patients Situa,on
 Undergoing Treatment Clinical
 Lymph Nodes Removed: 20+ Characteris,cs

  32. 32. Case Study 1 Breastcancer.org Audience
 Patients Situa,on
 Undergoing Treatment Clinical
 Estrogen Receptor+ Progesterone Receptor+ Characteris,cs
 Pre-menopausal
  33. 33. Case Study 1 Breastcancer.org Audience
 Patients Situa,on
 Undergoing Treatment Audience
 Clinical
 Estrogen Receptor+ Progesterone Receptor+ Characteris,cs
 Pre-menopausal
  34. 34. Case Study 1 Breastcancer.org Metadata for personal profiles was made possible by adding structure to already in-use signature information
  35. 35. Case Study 1 Breastcancer.org How it works Push personalized content to users based on profile info:   Email   Website content   RSS (in funding) Breastcancer.org staff create rules for content metadata and personal metadata overlap “fingerprints” that add value
  36. 36. Case Study 1 Breastcancer.org Why Personalization is Important  Allows breast cancer patients to fully understand their diagnosis—making them more likely to question their doctors.  Provides extra information that users would not necessarily know to look for via search or navigation.
  37. 37. Case Study 2 Data Warehouse Client Formulary data (drug coverage across states, health plans, and tiers) is populated by a team of pharmacists that keep the database up-to-date daily via another piece of the application.
  38. 38. Case Study 2 Data Warehouse Client Why Personalize?   Pharmaceutical corporations do their marketing everywhere.   To convince doctors that a drug is cheaper than an alternative.   Pharmaceutical sales reps can tailor printed marketing materials to individual doctors.
  39. 39. Case Study 2 Data Warehouse Client The “Person”   Pharmaceutical corporation sales staff
  40. 40. Case Study 2 Data Warehouse Client The “alization”   Custom ColdFusion application   PostgreSQL database   iText Java Library PDF rendering tool
  41. 41. Case Study 2 Data Warehouse Client How it works Sales reps start by selecting:   Drug Class   Drug   State   Health Plan
  42. 42. Case Study 2 Data Warehouse Client How it works Sales Reps may then select options such as:   Whether to display co-pays   The order in which results appear   Bolding of results
  43. 43. Case Study 2 Data Warehouse Client How it works   Sales reps may add “personal touches”, and then generate a print- ready PDF file.   Automatically sent to approved print vendors for production.
  44. 44. Case Study 2 Data Warehouse Client Why Personalization is Important   Allows sales staff to quickly turn up-to-date, national database of formulary information into glossy, personalized marketing materials.   Fine control over data presentation, geographic coverage, and formatting add to effectiveness of marketing materials.
  45. 45. Case Study 3 ShipYourReptiles.com (Snakes on a Plane)
  46. 46. Case Study 3 ShipYourReptiles.com Why Personalize?   To target customer service resources, volume-based discounts, and value-add features towards certain purchasing profiles.   Convenience = increased profits   Preferred status = repeat business and collection of valuable feedback
  47. 47. Case Study 3 ShipYourReptiles.com The “Person” ShipYourReptiles customer service and sales staff:   Reptile shipping experts   Thorough understanding of UPS rate structure   Capable of making account upgrades
  48. 48. Case Study 3 ShipYourReptiles.com The “alization”   Custom Ruby on Rails application   PostgreSQL database   Google Analytics
  49. 49. Case Study 3 ShipYourReptiles.com How it works
 Due to unique requirements of UPS shipping label purchase, all users must create accounts to buy labels. Users may personalize their own accounts:   Stored payment methods   Address book for ship-from and ship-to addresses
  50. 50. Case Study 3 ShipYourReptiles.com How it works
 Account managers may review order activity, and upgrade accounts for high- volume customers.
  51. 51. Case Study 3 ShipYourReptiles.com Why Personalization is Important
 In eCommerce, every fraction of a percentage point counts when multiplied across thousands of orders and customers, day in and day out.
  52. 52. Conclusion: Review of Key Steps of Personalization: Measure! Develop and Test Automate
  53. 53. Questions? Questions? Derek Olson VP, Foraker Design dlo@foraker.com (303) 449-0202

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