Personalization edu acquia-webinar

1. a Personalization in Higher Education: Start Small. Think Big. October 16, 2014 Jeff Cram @jeffcram ISITE Design, Co-founder In partnership with

2. a @jeffcram | @ISITE_Design

3. a Source: h+ps://www.threadless.com/product/2396/Math/ @jeffcram | @ISITE_Design

4. a h+p://www.uncg.edu/mat/sermon/2007/campusmap.jpg @jeffcram | @ISITE_Design

5. a Source: h+p://xkcd.com/773/ @jeffcram | @ISITE_Design

6. “Things people go to the site looking for” a peo·∙ple /ˈpēpəl/ noun Human beings in general or considered collecGvely.

7. “Things people go to the site looking for” a These people?

8. “Things people go to the site looking for” a Or these people?

9. “Things people go to the site looking for” a Or maybe these people?

10. “Things people go to the site looking for” a How about this person?

11. a Source: h+p://xkcd.com/773/

12. a Things on a University website Parents ProspecGve Students Current Students Media Alumni Things these “people” are looking for @jeffcram | @ISITE_Design

13. The case for personalization a @jeffcram | @ISITE_Design | #eduweb14

14. “The more digital we get, the more human a we must be” Gatum Ramdurai, Google Creative Lab @jeffcram | @ISITE_Design

15. Personalization is trending (outside of EDU) a Source: Adobe Digital Roadblock Report @jeffcram | @ISITE_Design

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. The personalization myth a @jeffcram | @ISITE_Design

19. a @jeffcram | @ISITE_Design | #eduweb14

20. Personalization becoming native to CMS and Drupal a h+ps://www.acquia.com/products-‐services/website-‐personalizaGon @jeffcram | @ISITE_Design

21. The web is made of people a @jeffcram | @ISITE_Design | #eduweb14

22. Personalization’s Perfect Storm a Content Strategy Technology Management Analytics & Testing Customer Insight Connected expertise (Unicorns: Apply within) @jeffcram | @ISITE_Design | #eduweb14

23. a Start Small

24. Thinking about Day 2 a @jeffcram | @ISITE_Design

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

27. The button test a ??????

28. The button test a

29. The winner a 282% form conversion increase 57% site-wide lead increase @jeffcram | @ISITE_Design

30. Cumulative lift a @jeffcram | @ISITE_Design

31. The homepage battleground We’re moving the digital goal post a The homepage battleground

33. Call-to-action targeting a @jeffcram | @ISITE_Design

34. Types of Personalization a @jeffcram | @ISITE_Design

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. 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. 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. Segmentation and geo-targeting a SolarWorld Americas increased conversion by 200% with audience segmentation and geo-targeted landing pages @jeffcram | @ISITE_Design

39. Better Experiences for Stealth Applicants a @jeffcram | @ISITE_Design | #eduweb14

40. Engagement Scoring a @jeffcram | @ISITE_Design | #eduweb14

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. 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. Measuring success: Our window to the world a @jeffcram | @ISITE_Design | #eduweb14

44. “All data in aggregate is crap.” a - Avinash Kaushik, Google

45. Analytics segmentation a @jeffcram | @ISITE_Design

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. a Think big

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. Pre-launch: We love users! a

50. Post-launch: Argh, the technology! a @jeffcram | @ISITE_Design

51. a Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth

52. Bending the launch curves a Customer gain Technology pain Website launch @jeffcram | @ISITE_Design

53. Mapping the Student Journey a Source: h+p://wagner.nyu.edu/students/journey/guide.php

54. Starting with people a

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. Prioritizing experiences a Business Benefit Customer Benefit User Impact Overall Scale 1=low, 2=medium, 3=high @jeffcram | @ISITE_Design

57. Assessing feasibility Idea Effort Status Clarity Risk a @jeffcram | @ISITE_Design

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. 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. “A tool used for experience design is now an important a input to strategy.” ~ Christine Chastain, R/GA @jeffcram | @ISITE_Design

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