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Taxonomy in the Age of Personalization

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Taxonomy in the Age of Personalization

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Zach Wahl and Sara Mae O'Brien-Scott spoke at the 2022 Taxonomy Boot Camp in Washington, D.C. on taxonomy's critical role in delivering what every end user now expects—a seamless and personalized experience. Personalization is harnessed by the most successful organizations to anchor their content experience by allowing users to connect with content based on key characteristics. O’Brien-Scott and Wahl provided an understanding of how taxonomy powers personalization by detailing real-world use cases and best practices for taxonomy design for personalization. They discussed the personalization maturity scale, including how taxonomy lays the groundwork for enabling cutting-edge solutions such as recommendation engines, automated content assembly, and omnichannel delivery. They also shared expected outcomes of personalization such as increased conversion rates, a decrease in employee turnover, and stronger user engagement.

Zach Wahl and Sara Mae O'Brien-Scott spoke at the 2022 Taxonomy Boot Camp in Washington, D.C. on taxonomy's critical role in delivering what every end user now expects—a seamless and personalized experience. Personalization is harnessed by the most successful organizations to anchor their content experience by allowing users to connect with content based on key characteristics. O’Brien-Scott and Wahl provided an understanding of how taxonomy powers personalization by detailing real-world use cases and best practices for taxonomy design for personalization. They discussed the personalization maturity scale, including how taxonomy lays the groundwork for enabling cutting-edge solutions such as recommendation engines, automated content assembly, and omnichannel delivery. They also shared expected outcomes of personalization such as increased conversion rates, a decrease in employee turnover, and stronger user engagement.

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Taxonomy in the Age of Personalization

  1. 1. ENTERPRISE KNOWLEDGE Semantic Engineering Consultant, Enterprise Knowledge Sara Mae O’Brien-Scott CEO, Enterprise Knowledge Zach Wahl Taxonomy in the Age of Personalization Taxonomy Boot Camp 2022
  2. 2. ENTERPRISE KNOWLEDGE Foundations Use Cases and Impact Best Practices Agenda
  3. 3. What is Personalization? Personalization is a complete experience crafted for the individual based on their identified characteristics and preferences. ⬢ A well-designed personalization strategy will drive more effective and efficient interactions and enable meaningful experiences. ⬢ Organizations can optimize content experiences by intentionally targeting the right end user to deliver the right content at the right time.
  4. 4. ENTERPRISE KNOWLEDGE Pillars of Personalization Content ● Furnish the right content at the right time ● Tailor content type and format to users ● Orient users based on their particular needs Navigation ● Use language that resonates with the user and matches their skill and background Vocabulary ● Provide the expected aesthetic experience ● Meet accessibility needs Look & Feel ● Deliver content so that it is easily accessed from anywhere a user may be Delivery
  5. 5. Trending Personalization Use Cases Recommender Systems Expertise Matching Content Management & Quality Content Assembly Omnichannel Delivery Learning Journeys
  6. 6. ENTERPRISE KNOWLEDGE Problem: A large Pacific Northwest based organization expanded its offices, created multiple new roles, and recruited new employees. After an initial influx of new employees, the organization experienced a decline in employee retention. New employees reported dissatisfaction with how long it takes them to find critical business operations information related to their role. Long-term employees reported frustration with the degree of difficulty they experienced sifting through search results of content irrelevant to their role. B2E Personalization Solution: The organization implemented a portal on their intranet with personalized content delivery based on the user’s role. The portal’s landing page included customized welcome videos and post-click onboarding content for new hires. Results: ● New employees reported increased satisfaction with onboarding resources. ● Employees reported increased success in finding content related to their role. ● Analytics showed users require fewer clicks to get to information.
  7. 7. ENTERPRISE KNOWLEDGE Problem: A global tech vendor experienced a drop in customer satisfaction and engagement from the previous year. The vendor’s customer service team reported a substantial increase in customer dissatisfaction with the technical documentation on the product pages. Web analytic tooling provided the vendor with data highlighting most of their product pages as having the highest drop-off and abandonment rate out of all content published by the tech vendor. B2C Personalization Solution: The global tech vendor implemented a self-help content hub with product-specific portals. The new content hub leveraged individual customer data profiles and only showed information relevant to products the customer admins or owns. Customers also were enabled to opt-in to receive text and email alerts for upcoming updates, releases, and bug fixes. Results: ● The customer service team reported a decrease in the number of tickets opened for information requests on product updates. ● Analytics showed that search abandonment decreased. ● Customers reported an increase in trust and confidence in technical documentation.
  8. 8. ENTERPRISE KNOWLEDGE Problem: A manufacturing company partnered with an outside sales and support team to assist in their marketing expansion efforts. With the existing documentation portal, the partnered customer support team struggled to find relevant information in their call center’s system for customer questions and issues. The partner sales teams felt overwhelmed by a lack of up-to-date product information and lacked confidence because the information was not from a single source and some sources still need to be digitized B2B Personalization Solution: The manufacturing company migrated all disparate data sources into a single source that dynamically updates and delivers personalized content. Partner sales and support teams no longer needed to search through support documentation and began receiving daily announcements of new product offerings with personalized information to communicate to their clients. Results: ● Overall call duration decreased for calls related to new product releases. ● Members of the support team report increased readiness and confidence in providing information to customers. ● Members of the partnered sales team reported increased confidence in the documentation available to them.
  9. 9. Personalization Outcomes Increased conversion rates ▪ Personalized calls to action convert 202% better than default or standard calls to action (Forbes). ▪ Visitors who viewed three pages of personalized content had a conversion rate of 3.4%, double the rate (1.7%) for those who were exposed to two pages with personalized elements (Marketingcharts). Sustained loyalty ▪ 84% of consumers say being treated like a person, not a number, is very important to winning their business (Salesforce). ▪ 76% of consumers said that receiving personalized communications was a key factor in prompting their consideration of a brand (McKinsey). Gains in revenue ▪ Marketers report personalized and segmented email campaigns drive a 760% increase in revenue (Forbes). ▪ 93% of companies that used advanced personalization strategies observed an increase in their revenues (Monetate). Engagement ▪ 72% of consumers says they only engage with personalized messaging (SmarterHQ). ▪ 66% of consumers say encountering content that isn’t personalized would stop them from making a purchase (CMO by Adobe).
  10. 10. ENTERPRISE KNOWLEDGE Personalization Maturity Maturity of Personalization (Overall Granularity) Pre-Taxonomy Taxonomy of Content Taxonomy of User Ontology Configured pages based on user type User chooses content feeds based on tags User chooses content feed based on faceted taxonomy System matches content to user based on definition of user and content System matches content to user based on user, content, and behavior (analytics) Context, inference, and AI Pre-Defined Pages User Driven Customization System Driven Customization
  11. 11. Foundations of Mature Personalization Strategy Data Insights Context
  12. 12. The Role of Taxonomy Define Audience Standardize Data Enable Capabilities ● Identify and define the key characteristics of intended users for audience segmentation ● Standardize and align audience terminology to support findability and discoverability ● Support content tagging and reporting ● Build foundation for aggregation and inference
  13. 13. How does taxonomy power personalization? Location: Washington, D.C. Desired Competency: Civil Engineering Interest: Accessibility Design Employee Status: New Hire Upcoming Event Learning Content CoP Onboarding Material Connecting users to content through metadata
  14. 14. ENTERPRISE KNOWLEDGE Best Practices LANDSCAPE STRATEGY GOVERNANCE MEASUREMENT ✓ Storage ✓ System Access ✓ Content Quality ✓ Metadata Quality ✓ Alignment with business, technology, and content changes ✓ Roles and Responsibilities ✓ Handling Change ✓ Goals ✓ KPIs ✓ Analytics
  15. 15. Thank You Thank you for joining us.
  16. 16. Contact Us ZACH WAHL CEO, ENTERPRISE KNOWLEDGE ZWAHL@ENTERPRISE-KNOWLEDGE.COM SARA MAE O’BRIEN-SCOTT SEMANTIC ENGINEERING CONSULTANT, ENTERPRISE KNOWLEDGE SOBRIEN-SCOTT@ENTERPRISE-KNOWLEDGE.COM

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