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a 
Personalization in Higher Education: 
Start Small. Think Big. 
October 16, 2014 
Jeff Cram @jeffcram 
ISITE Design, Co-...
a 
@jeffcram | @ISITE_Design
a 
Source: 
h+ps://www.threadless.com/product/2396/Math/ 
@jeffcram | @ISITE_Design
a 
h+p://www.uncg.edu/mat/sermon/2007/campusmap.jpg 
@jeffcram | @ISITE_Design
a 
Source: 
h+p://xkcd.com/773/ 
@jeffcram | @ISITE_Design
“Things people go to the 
site looking for” 
a 
peo·∙ple 
/ˈpēpəl/ 
noun 
Human 
beings 
in 
general 
or 
considered 
coll...
“Things people go to the 
site looking for” 
a 
These 
people?
“Things people go to the 
site looking for” 
a 
Or 
these 
people?
“Things people go to the 
site looking for” 
a 
Or 
maybe 
these 
people?
“Things people go to the 
site looking for” 
a 
How 
about 
this 
person?
a 
Source: 
h+p://xkcd.com/773/
a 
Things on a 
University 
website 
Parents 
ProspecGve 
Students 
Current 
Students 
Media 
Alumni 
Things these 
“peopl...
The case for personalization 
a 
@jeffcram | @ISITE_Design | #eduweb14
“The more digital we get, the 
more human a 
we must be” 
Gatum Ramdurai, Google Creative Lab 
@jeffcram | @ISITE_Design
Personalization is trending 
(outside of EDU) 
a 
Source: Adobe Digital Roadblock Report 
@jeffcram | @ISITE_Design
“Amazon is so confident of its 
ability to personalize the site for 
each user that the company 
hardly ever creates class...
The personalization myth 
a 
@jeffcram | @ISITE_Design
a
a 
@jeffcram | @ISITE_Design | #eduweb14
Personalization becoming 
native to CMS and Drupal 
a 
h+ps://www.acquia.com/products-­‐services/website-­‐personalizaGon ...
The web is made of people 
a 
@jeffcram | @ISITE_Design | #eduweb14
Personalization’s Perfect Storm 
a 
Content 
Strategy 
Technology 
Management 
Analytics & 
Testing 
Customer 
Insight 
Co...
a 
Start Small
Thinking about Day 2 
a 
@jeffcram | @ISITE_Design
Personalization starts 
with a hypothesis 
If we can deliver this 
[content] to this [segment] 
a 
at this [touchpoint], t...
a 
@jeffcram | @ISITE_Design
The button test 
a 
??????
The button test 
a
The winner 
a 
282% form conversion increase 
57% site-wide lead increase 
@jeffcram | @ISITE_Design
Cumulative lift 
a 
@jeffcram | @ISITE_Design
The homepage battleground We’re moving the 
digital goal post 
a 
The homepage battleground
a 
@jeffcram | @ISITE_Design
Call-to-action targeting 
a 
@jeffcram | @ISITE_Design
Types of Personalization 
a 
@jeffcram | @ISITE_Design
What to Personalize? 
Theme 
What 
is 
it? 
Key 
Dimensions 
a 
Geo targeting / location 
Display specific content (text, ...
International students require 
different experiences 
a 
“International students are often in an online 
wilderness as th...
Personalization in the Wild 
a 
Source: 
Non 
Linear 
case 
study 
presented 
at 
Digital 
Pulse 
2013 
h+p://www.cmsmyth....
Segmentation and geo-targeting 
a 
SolarWorld Americas increased conversion by 200% 
with audience segmentation and geo-ta...
Better Experiences 
for Stealth Applicants 
a 
@jeffcram | @ISITE_Design | #eduweb14
Engagement Scoring 
a 
@jeffcram | @ISITE_Design | #eduweb14
Personalized portals 
a 
Source: 
h+p://www.slideshare.net/gbegin/its-­‐not-­‐all-­‐about-­‐facebook-­‐defining-­‐your-­‐o...
Connected to the 
student journey 
a 
Source: 
h+p://www.slideshare.net/gbegin/its-­‐not-­‐all-­‐about-­‐facebook-­‐defini...
Measuring success: 
Our window to the world 
a 
@jeffcram | @ISITE_Design | #eduweb14
“All data in aggregate 
is crap.” 
a 
- Avinash Kaushik, Google
Analytics segmentation 
a 
@jeffcram | @ISITE_Design
How can this apply to you? 
If we can deliver this 
[content] to this [segment] 
a 
at this [touchpoint], then 
we can imp...
a 
Think big
a 
If we connect and extend our 
pre-launch customer-insight 
thinking to post-launch 
management, then we can 
significan...
Pre-launch: We love users! 
a
Post-launch: Argh, the technology! 
a 
@jeffcram | @ISITE_Design
a 
Digital Pulse - October 17, 2013 
Jeff Cram @jeffcram 
Co-founder ISITE Design 
Publisher, CMS Myth
Bending the launch curves 
a 
Customer 
gain 
Technology 
pain 
Website 
launch 
@jeffcram | @ISITE_Design
Mapping the Student Journey 
a 
Source: 
h+p://wagner.nyu.edu/students/journey/guide.php
Starting with people 
a
Documenting the journey 
All of the steps the customer takes 
logs in 
to website 
a 
Steve receives 
statement 
in mail 
...
Prioritizing experiences 
a 
Business 
Benefit 
Customer 
Benefit User Impact Overall 
Scale 
1=low, 
2=medium, 
3=high 
@...
Assessing feasibility 
Idea Effort Status Clarity Risk 
a 
@jeffcram | @ISITE_Design
a 
@jeffcram | @ISITE_Design
Aligning with Student Lifecycle 
Management initiatives 
“Supporting learners during every 
stage of the student lifecycle...
Student Lifecycle Management 
a 
“Known as “Student Lifecycle Management” (SLM), 
this initiative now involves 10 differen...
“A tool used for experience design is 
now an important a 
input to strategy.” 
~ Christine Chastain, R/GA 
@jeffcram | @I...
a 
@jeffcram | @ISITE_Design
Thank you 
a 
Jeff Cram 
ISITE Design 
617-401-2295 
jcram@isitedesign.com 
ISITE Design 
www.isitedesign.com 
CMS Myth 
w...
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Personalization edu acquia-webinar

The vast majority of today’s University websites still provide the same static experience to every visitor. Learn how personalized experiences can drive better experiences for users, and better outcomes for your institution.

Discussion points:
• The myth of personalization in higher education
• How to approach segmenting and prioritizing the many higher education audiences
• The opportunities and challenges unique to higher education

  • Login to see the comments

Personalization edu acquia-webinar

  1. 1. a Personalization in Higher Education: Start Small. Think Big. October 16, 2014 Jeff Cram @jeffcram ISITE Design, Co-founder In partnership with
  2. 2. a @jeffcram | @ISITE_Design
  3. 3. a Source: h+ps://www.threadless.com/product/2396/Math/ @jeffcram | @ISITE_Design
  4. 4. a h+p://www.uncg.edu/mat/sermon/2007/campusmap.jpg @jeffcram | @ISITE_Design
  5. 5. a Source: h+p://xkcd.com/773/ @jeffcram | @ISITE_Design
  6. 6. “Things people go to the site looking for” a peo·∙ple /ˈpēpəl/ noun Human beings in general or considered collecGvely.
  7. 7. “Things people go to the site looking for” a These people?
  8. 8. “Things people go to the site looking for” a Or these people?
  9. 9. “Things people go to the site looking for” a Or maybe these people?
  10. 10. “Things people go to the site looking for” a How about this person?
  11. 11. a Source: h+p://xkcd.com/773/
  12. 12. a Things on a University website Parents ProspecGve Students Current Students Media Alumni Things these “people” are looking for @jeffcram | @ISITE_Design
  13. 13. The case for personalization a @jeffcram | @ISITE_Design | #eduweb14
  14. 14. “The more digital we get, the more human a we must be” Gatum Ramdurai, Google Creative Lab @jeffcram | @ISITE_Design
  15. 15. Personalization is trending (outside of EDU) a Source: Adobe Digital Roadblock Report @jeffcram | @ISITE_Design
  16. 16. “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.” a - Forbes, April 2012
  17. 17. The personalization myth a @jeffcram | @ISITE_Design
  18. 18. a
  19. 19. a @jeffcram | @ISITE_Design | #eduweb14
  20. 20. Personalization becoming native to CMS and Drupal a h+ps://www.acquia.com/products-­‐services/website-­‐personalizaGon @jeffcram | @ISITE_Design
  21. 21. The web is made of people a @jeffcram | @ISITE_Design | #eduweb14
  22. 22. Personalization’s Perfect Storm a Content Strategy Technology Management Analytics & Testing Customer Insight Connected expertise (Unicorns: Apply within) @jeffcram | @ISITE_Design | #eduweb14
  23. 23. a Start Small
  24. 24. Thinking about Day 2 a @jeffcram | @ISITE_Design
  25. 25. Personalization starts with a hypothesis If we can deliver this [content] to this [segment] a at this [touchpoint], then we can improve the experience by measuring this [metric]. @jeffcram | @ISITE_Design
  26. 26. a @jeffcram | @ISITE_Design
  27. 27. The button test a ??????
  28. 28. The button test a
  29. 29. The winner a 282% form conversion increase 57% site-wide lead increase @jeffcram | @ISITE_Design
  30. 30. Cumulative lift a @jeffcram | @ISITE_Design
  31. 31. The homepage battleground We’re moving the digital goal post a The homepage battleground
  32. 32. a @jeffcram | @ISITE_Design
  33. 33. Call-to-action targeting a @jeffcram | @ISITE_Design
  34. 34. Types of Personalization a @jeffcram | @ISITE_Design
  35. 35. What to Personalize? Theme What is it? Key Dimensions a 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. International students require different experiences a “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.” h+p://chronicle.com/blogs/planet/2012/04/08/new-­‐twists-­‐in-­‐online-­‐recruiGng-­‐of-­‐internaGonal-­‐students/ @jeffcram | @ISITE_Design
  37. 37. Personalization in the Wild a Source: Non Linear case study presented at Digital Pulse 2013 h+p://www.cmsmyth.com/2013/10/customer-­‐experience-­‐management-­‐is-­‐geZng-­‐real @jeffcram | @ISITE_Design
  38. 38. Segmentation and geo-targeting a SolarWorld Americas increased conversion by 200% with audience segmentation and geo-targeted landing pages @jeffcram | @ISITE_Design
  39. 39. Better Experiences for Stealth Applicants a @jeffcram | @ISITE_Design | #eduweb14
  40. 40. Engagement Scoring a @jeffcram | @ISITE_Design | #eduweb14
  41. 41. Personalized portals a Source: h+p://www.slideshare.net/gbegin/its-­‐not-­‐all-­‐about-­‐facebook-­‐defining-­‐your-­‐own-­‐private-­‐community @jeffcram | @ISITE_Design
  42. 42. Connected to the student journey a Source: h+p://www.slideshare.net/gbegin/its-­‐not-­‐all-­‐about-­‐facebook-­‐defining-­‐your-­‐own-­‐private-­‐community @jeffcram | @ISITE_Design
  43. 43. Measuring success: Our window to the world a @jeffcram | @ISITE_Design | #eduweb14
  44. 44. “All data in aggregate is crap.” a - Avinash Kaushik, Google
  45. 45. Analytics segmentation a @jeffcram | @ISITE_Design
  46. 46. How can this apply to you? If we can deliver this [content] to this [segment] a 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. Pre-launch: We love users! a
  50. 50. Post-launch: Argh, the technology! a @jeffcram | @ISITE_Design
  51. 51. a Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth
  52. 52. Bending the launch curves a Customer gain Technology pain Website launch @jeffcram | @ISITE_Design
  53. 53. Mapping the Student Journey a Source: h+p://wagner.nyu.edu/students/journey/guide.php
  54. 54. Starting with people a
  55. 55. Documenting the journey All of the steps the customer takes logs in to website a Steve receives statement in mail throws statement on desk & ignores sees charge that looks wrong tries to get details about charge looks for customer service number calls customer service talks to CSR All of the touchpoints the customer interacts with tweets in frustration opens & reads statement paper envelope statement website mobile phone IVR Twitter @jeffcram | @ISITE_Design
  56. 56. Prioritizing experiences a Business Benefit Customer Benefit User Impact Overall Scale 1=low, 2=medium, 3=high @jeffcram | @ISITE_Design
  57. 57. Assessing feasibility Idea Effort Status Clarity Risk a @jeffcram | @ISITE_Design
  58. 58. a @jeffcram | @ISITE_Design
  59. 59. 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 a 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.” h+p://www.hobsons.com/blog/blog-­‐detail/the-­‐importance-­‐of-­‐student-­‐lifecycle-­‐management @jeffcram | @ISITE_Design
  60. 60. Student Lifecycle Management a “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.” h+p://www.drexel.edu/now/features/archive/2014/January/Student-­‐Lifecycle-­‐Management/ @jeffcram | @ISITE_Design
  61. 61. “A tool used for experience design is now an important a input to strategy.” ~ Christine Chastain, R/GA @jeffcram | @ISITE_Design
  62. 62. a @jeffcram | @ISITE_Design
  63. 63. Thank you a Jeff Cram ISITE Design 617-401-2295 jcram@isitedesign.com ISITE Design www.isitedesign.com CMS Myth www.cmsmyth.com For more information on Acquia Lift https://www.acquia.com @jeffcram | @ISITE_Design

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