Delivering on the Potential
of Personalization
Randy Woods | Amanda Shiga
non~linear creations

Amsterdam

Las Vegas

Melb...
What We’ll Say
•
•
•
•
•

Personalization capabilities in context
Knowing your visitor
Building your rules
Real world impl...
Amanda Shiga

Director, Websites and
Digital Marketing
Sitecore MVP
@amandashiga
ashiga@nonlinearcreations
.com
+164777626...
Randy Woods

President of NLC
@randywoods
rwoods@nonlinecreations.
com
+16136910978

Amsterdam

Las Vegas

Melbourne
And You?

Amsterdam

Las Vegas

Melbourne
Section one

PERSONALIZATION IS EVIL
Amsterdam

Las Vegas

Melbourne
Amsterdam

Las Vegas

Melbourne
Much of the Web’s future will come from
delivering individualized experiences
Josh Bernhoff, Forrester Analyst
May, 1996

...
Amsterdam

Las Vegas

Melbourne
Amsterdam

Las Vegas

Melbourne
At its best, personalization is motivated by
a desire to make human connections on a
non-human scale
Randy Woods
Just now
...
•
•
•
•
•

KPIs should be viewed as
positive byproducts of this
intent

Increased conversion rate
Increased subscriptions
...
Why Should We Care?

Amsterdam

Las Vegas

Melbourne
Here’s Why: A Cautionary
Tale

Amsterdam

Las Vegas

Melbourne
Six lawsuits; state
investigations
In 3 days DoubleClick's
stock experienced a 20point loss

A $1.2 billion loss

Amsterda...
But that can’t happen now,
right?

Amsterdam

Las Vegas

Melbourne
But We’re Not Facebook

Amsterdam

Las Vegas

Melbourne
You need to derive personalization rules in
the same way that we interact in the real
world – from insight into the needs ...
KNOWING YOUR CUSTOMERS
Amsterdam

Las Vegas

Melbourne
You are NOT your visitor

Amsterdam

Las Vegas

Melbourne
You are not your visitors
• Personas:
– Archetypes who
represent a group

• Useful for building
personalization
rules but ...
Amsterdam

Las Vegas

Melbourne
Personas and Types of
Personalization
Implicit Personalization
• The visitor has not selfidentified
• Rules are based on w...
For implicit personalization, personas
matter only in so far as they can be
discriminated from each other based on
the con...
Developing and Validating
Personas
1
Identify Ad Hoc
Personas

2
Collect User
Data

Amsterdam

3
Analysis

4
Review and
Pr...
Analytic
Data

Conceived
Personas

Amsterdam

Las Vegas

Melbourne
BUILDING AND EVALUATING
YOUR RULES
Amsterdam

Las Vegas

Melbourne
72 Dimensions

Amsterdam

Las Vegas

Melbourne
Amsterdam

Las Vegas

Melbourne
The “Buying” Cycle –
Personas in Time
Basic
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Amste...
Map the Buying Cycle
How do these software- as- aservice (Saas) products
compare to the on- premises
solutions?

Our HR ma...
The “Buying” Cycle:
The Implicit > Explicit
Transition
Basic
Information
Gathering

Narrowing
Scope

Validating
Understand...
The Handoff

Amsterdam

Las Vegas

Melbourne
Personalization Paradox
Social
interactions
Etc.
Gender
Previous
purchases

Accuracy of
Content Persona match
Geography Vi...
Building Personalization
Rules
Analytics
Persona +
Buying
Cycle Stage
= Interest

Amsterdam

Las Vegas

Content
you
believ...
Evaluating Success of
Personalization Rules
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%

Month 1 Month 2 Month 3 Month 4 Mon...
Evaluating Success of
Personalization Rules
• Key question – does a given personalization rule
increase or decrease busine...
Personalization is not always the answer

Amsterdam

Las Vegas

Melbourne
Three Times You Don’t Need
Personalization
You are generating lots of names for sales – but few
qualified leads:
• Engagem...
REAL WORLD IMPLEMENTATION
CONSIDERATIONS
Amsterdam

Las Vegas

Melbourne
2 key implementation
considerations
• Start simple, and stay tightly focused on
highest value campaigns
• Be strategic as ...
Keep it simple
Strategic planning

Rules management

Content variations

Content profiling

Measurement
mechanisms

Qualit...
What’s manageable?
• Personalization is complex
– Needs marketing attention, time, energy and
dollars

• You have a good c...
A simple example
• Establish a baseline so you can measure
success
• Select a discrete, important goal and
segment
– Corpo...
A simple example
• Identify where in the buying cycle
personalization will be most effective
– Inspect profiled content an...
A simple example
• Beginner kite flyers in Nevada:
– Geo-IP lookup
– Browsing behaviour focused on content
targeted to beg...
Best positioned to
influence…
Basic
Information
Gathering

Narrowing
Scope

Validating
Understanding

Close

Amsterdam

De...
A couple of good ideas…
• “Interested in learning more about kiteflying?” message in the right-hand rail,
promoting member...
Analyze and optimize
• Evaluate membership conversions against
baseline
• Use DMS goals to determine success of a
rule
• E...
Content architecture matters
Be strategic
• Plan for growth and multiple campaigns
• Understand how components will be re-...
Be strategic as your users evolve
from strangers to real people

Amsterdam

Las Vegas

Melbourne
We were all strangers,
once…
Anonymous
visitor

Amsterdam

Building a
profile

Conversion to
known user

Las Vegas

Melbou...
One view of the customer
• Implicit: beginner kite flyer from Nevada
who searched for “kite flying lessons”
• Explicit: as...
The opportunity
• Leverage known user characteristics (by extending the
user profile) and…

• Actions that continue to be ...
The challenge
• One user profile
• (Potentially) multiple browsing sessions
• Achieving “one view of the customer” can
be ...
The challenge

Amsterdam

Las Vegas

Melbourne
Some suggestions
• Do your visitors spend significant time
logged in?
– Place a value on browsing behavior that
occurs ano...
Don’t be creepy

Amsterdam

Las Vegas

Melbourne
Don’t be “that guy”
•
•
•
•

Play it cool
Don’t move too fast
Nobody likes a stalker
A two-way conversation

Amsterdam

La...
Be careful of assumptions

Amsterdam

Las Vegas

Melbourne
•
•
•
•
•

~40 Sitecore deployments
150+ CMS deployments
2 Sitecore MVPs
Multiple Sitecore site of the year winners
80+ te...
QUESTIONS AND (IDEALLY)
ANSWERS
Amsterdam

Las Vegas

Melbourne
Feedback Appreciated!
Please take a moment to provide
session feedback via the mobile site.
http://www.sitecore.net/SymNA
...
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Sitecore: Understanding your visitors and user personas

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A detailed look at creating website user personas, site personalization and real world implementation considerations.

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Sitecore: Understanding your visitors and user personas

  1. 1. Delivering on the Potential of Personalization Randy Woods | Amanda Shiga non~linear creations Amsterdam Las Vegas Melbourne
  2. 2. What We’ll Say • • • • • Personalization capabilities in context Knowing your visitor Building your rules Real world implementation considerations Questions and answers Amsterdam Las Vegas Melbourne
  3. 3. Amanda Shiga Director, Websites and Digital Marketing Sitecore MVP @amandashiga ashiga@nonlinearcreations .com +16477762658 Amsterdam Las Vegas Melbourne
  4. 4. Randy Woods President of NLC @randywoods rwoods@nonlinecreations. com +16136910978 Amsterdam Las Vegas Melbourne
  5. 5. And You? Amsterdam Las Vegas Melbourne
  6. 6. Section one PERSONALIZATION IS EVIL Amsterdam Las Vegas Melbourne
  7. 7. Amsterdam Las Vegas Melbourne
  8. 8. Much of the Web’s future will come from delivering individualized experiences Josh Bernhoff, Forrester Analyst May, 1996 Amsterdam Las Vegas Melbourne
  9. 9. Amsterdam Las Vegas Melbourne
  10. 10. Amsterdam Las Vegas Melbourne
  11. 11. At its best, personalization is motivated by a desire to make human connections on a non-human scale Randy Woods Just now Amsterdam Las Vegas Melbourne
  12. 12. • • • • • KPIs should be viewed as positive byproducts of this intent Increased conversion rate Increased subscriptions Improved click-throughs Higher average revenue per basket Shortened sales cycle Amsterdam Las Vegas Melbourne
  13. 13. Why Should We Care? Amsterdam Las Vegas Melbourne
  14. 14. Here’s Why: A Cautionary Tale Amsterdam Las Vegas Melbourne
  15. 15. Six lawsuits; state investigations In 3 days DoubleClick's stock experienced a 20point loss A $1.2 billion loss Amsterdam Las Vegas Melbourne
  16. 16. But that can’t happen now, right? Amsterdam Las Vegas Melbourne
  17. 17. But We’re Not Facebook Amsterdam Las Vegas Melbourne
  18. 18. You need to derive personalization rules in the same way that we interact in the real world – from insight into the needs of your visitor Amsterdam Las Vegas Melbourne
  19. 19. KNOWING YOUR CUSTOMERS Amsterdam Las Vegas Melbourne
  20. 20. You are NOT your visitor Amsterdam Las Vegas Melbourne
  21. 21. You are not your visitors • Personas: – Archetypes who represent a group • Useful for building personalization rules but have specific limitations Amsterdam Las Vegas Melbourne
  22. 22. Amsterdam Las Vegas Melbourne
  23. 23. Personas and Types of Personalization Implicit Personalization • The visitor has not selfidentified • Rules are based on what you can observe about the visitor Explicit Personalization • Visitor has made contact and provided information • Rules are based on what visitor has told you: – “Digital finger print” – “Digital body language” – Title – Gender – Previous purchases Buying Cycle Amsterdam Las Vegas Melbourne
  24. 24. For implicit personalization, personas matter only in so far as they can be discriminated from each other based on the content the visitor views Amsterdam Las Vegas Melbourne
  25. 25. Developing and Validating Personas 1 Identify Ad Hoc Personas 2 Collect User Data Amsterdam 3 Analysis 4 Review and Prioritization Las Vegas 5 Flesh our Personas 6 Communicate to Organization Melbourne 2
  26. 26. Analytic Data Conceived Personas Amsterdam Las Vegas Melbourne
  27. 27. BUILDING AND EVALUATING YOUR RULES Amsterdam Las Vegas Melbourne
  28. 28. 72 Dimensions Amsterdam Las Vegas Melbourne
  29. 29. Amsterdam Las Vegas Melbourne
  30. 30. The “Buying” Cycle – Personas in Time Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
  31. 31. Map the Buying Cycle How do these software- as- aservice (Saas) products compare to the on- premises solutions? Our HR management system is down again. There must be something better out there. Basic Information Gathering Wow. That took longer than pected. I’m glad we’re finally live Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender Now I just need to get finance involved. Oh, and IT to decommission the old system. Amsterdam Can these three SaaS HR solutions meet our needs? What do they cost? How stable are they? Las Vegas What do the analysts think of HRXonline? What do current users think? The pricing the sales person gave me seems okay. And the special only runs until end of quarter Melbourne 3
  32. 32. The “Buying” Cycle: The Implicit > Explicit Transition Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
  33. 33. The Handoff Amsterdam Las Vegas Melbourne
  34. 34. Personalization Paradox Social interactions Etc. Gender Previous purchases Accuracy of Content Persona match Geography Viewed Search Term Clickstream Company Amsterdam Las Vegas Melbourne
  35. 35. Building Personalization Rules Analytics Persona + Buying Cycle Stage = Interest Amsterdam Las Vegas Content you believe will move cycle forward Melbourne
  36. 36. Evaluating Success of Personalization Rules 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Persona A Control Amsterdam Persona A Rule 1 Las Vegas Persona A Rule 2 Melbourne
  37. 37. Evaluating Success of Personalization Rules • Key question – does a given personalization rule increase or decrease business outcomes for a specific persona? • You need to establish a baseline for each persona • Custom queries can help you answer this question; the upcoming release of OLAP capabilities will make this simpler Amsterdam Las Vegas Melbourne
  38. 38. Personalization is not always the answer Amsterdam Las Vegas Melbourne
  39. 39. Three Times You Don’t Need Personalization You are generating lots of names for sales – but few qualified leads: • Engagement Plan and Lead Scoring Conversion rates are very low and you don’t know why: • A|B or Multivariate Testing You don’t understand your visitors or you can’t measure the success of the personalization rules you make: • Engagement Analytics Amsterdam Las Vegas Melbourne
  40. 40. REAL WORLD IMPLEMENTATION CONSIDERATIONS Amsterdam Las Vegas Melbourne
  41. 41. 2 key implementation considerations • Start simple, and stay tightly focused on highest value campaigns • Be strategic as your users evolve from strangers to real people Amsterdam Las Vegas Melbourne
  42. 42. Keep it simple Strategic planning Rules management Content variations Content profiling Measurement mechanisms Quality assurance Impact on build Analyze & optimize Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Measurement Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize mechanisms Amsterdam Las Vegas Melbourne
  43. 43. What’s manageable? • Personalization is complex – Needs marketing attention, time, energy and dollars • You have a good chance at early success if you: – Begin simply and target an important Amsterdam Las Vegas Melbourne objective
  44. 44. A simple example • Establish a baseline so you can measure success • Select a discrete, important goal and segment – Corporate priority is increased membership. – “We would like more beginner kite-flyers in Amsterdam Las Vegas Melbourne
  45. 45. A simple example • Identify where in the buying cycle personalization will be most effective – Inspect profiled content and your buying cycle – Start with just a few components – Document your personalization plan Amsterdam Las Vegas Melbourne
  46. 46. A simple example • Beginner kite flyers in Nevada: – Geo-IP lookup – Browsing behaviour focused on content targeted to beginners. • “How to fly a kite” • “Different types of kites” Amsterdam Las Vegas Melbourne
  47. 47. Best positioned to influence… Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
  48. 48. A couple of good ideas… • “Interested in learning more about kiteflying?” message in the right-hand rail, promoting membership benefits • A personalized “Join Now” call to action displayed in the header, promoting local Nevada chapters Amsterdam Las Vegas Melbourne
  49. 49. Analyze and optimize • Evaluate membership conversions against baseline • Use DMS goals to determine success of a rule • Eliminate rules that are not effective • Examine behaviours and clickstream of visits resulting in conversion Amsterdam Las Vegas Melbourne
  50. 50. Content architecture matters Be strategic • Plan for growth and multiple campaigns • Understand how components will be re-used across the site • Plan for WHO will create and maintain both the rules and variations • Consider where and how the variations will be stored • Multiple ways to approach this - do not underestimate. Amsterdam Las Vegas Melbourne
  51. 51. Be strategic as your users evolve from strangers to real people Amsterdam Las Vegas Melbourne
  52. 52. We were all strangers, once… Anonymous visitor Amsterdam Building a profile Conversion to known user Las Vegas Melbourne
  53. 53. One view of the customer • Implicit: beginner kite flyer from Nevada who searched for “kite flying lessons” • Explicit: association member Name Age member Gende r Amsterdam Skill level Las Vegas Groups Interests Melbourne
  54. 54. The opportunity • Leverage known user characteristics (by extending the user profile) and… • Actions that continue to be taken on the site – increase of engagement value or specific conversions – pattern matching to multiple personas Where user profile “skill level” field is equal to “intermediate” And where the Engagement Value Points is greater than 200 And where the current visit matches the “Mike” pattern card in the “Personas” profile Amsterdam Las Vegas Melbourne
  55. 55. The challenge • One user profile • (Potentially) multiple browsing sessions • Achieving “one view of the customer” can be difficult Amsterdam Las Vegas Melbourne
  56. 56. The challenge Amsterdam Las Vegas Melbourne
  57. 57. Some suggestions • Do your visitors spend significant time logged in? – Place a value on browsing behavior that occurs anonymously vs. not • Consider limiting your personalization rules to what is known within one session • Consider updating the user profile explicitly with behavioural characteristics Amsterdam Las Vegas Melbourne
  58. 58. Don’t be creepy Amsterdam Las Vegas Melbourne
  59. 59. Don’t be “that guy” • • • • Play it cool Don’t move too fast Nobody likes a stalker A two-way conversation Amsterdam Las Vegas Melbourne
  60. 60. Be careful of assumptions Amsterdam Las Vegas Melbourne
  61. 61. • • • • • ~40 Sitecore deployments 150+ CMS deployments 2 Sitecore MVPs Multiple Sitecore site of the year winners 80+ team members in offices across the US, Canada and Brazil • Our strategic services team has been helping clients execute DMS-type campaigns since 1999 Amsterdam Las Vegas Melbourne
  62. 62. QUESTIONS AND (IDEALLY) ANSWERS Amsterdam Las Vegas Melbourne
  63. 63. Feedback Appreciated! Please take a moment to provide session feedback via the mobile site. http://www.sitecore.net/SymNA Amsterdam Las Vegas Melbourne
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