This document discusses effective personalization strategies. It begins with an overview of personalization, noting that it involves tailoring content based on rules engines and user data. A delivery process is outlined involving strategists, tech leads, and content strategists. A personalization matrix lists different data sources that can be used to trigger rules. Scenarios are presented to demonstrate how plans could be implemented, along with examples for a client marketing bariatric surgery. The document also discusses using personas, with examples of topical, cognitive, and criteria "pattern cards" to categorize users.

1. The Psychology of
Effective
Personalization
Erik Snyder, Senior Digital Strategist

2. In this presentation
 Personalization Overview
 Personalization Delivery Process
 Personalization Data Matrix
 Usage Scenarios
 Persona Behavioral Keys & Patterns

3. Personalization Overview
 A means of personalizing content based on a robust rules
engine
 Can be applied as simple rules (if this then that), multi-
phase engagement plans, or predictive personalization
using personas
 Criteria for triggering rules can be sourced from user data
(IP address), user behaviors (pages visited), CMS generated
data (engagement value), or imported from a CRM tool
(like Salesforce).
 Most clients do not understand the differences nor do they
know what they need upfront
 Personalization requires it’s own track during project
discovery to understand where the client is on the
Customer Experience Maturity Model and then recommend
a custom solution based on their capabilities.

5. Start simple, then move
to more complexity

6. Personalization Delivery
Process
Lead Strategist:
 Lead personalization discovery process: audit data sources,
business goals, internal resources & workflows (Note: Recommend
all discoveries include personas regardless of personalization
needs)
 Create personalization options with metrics for client to choose
from
 Mock up process maps and page tables showing when and how
content changes
 Multiple check-ins with tech throughout to ensure feasibility
 Implement personalization components in Sitecore
 Training and documentation of personalization plan
 Produce reports with metrics showing progress towards business
goals

7. Personalization Delivery
Process
Tech Lead:
 Install CMS, grant proper access to strategist / marketer
 Deploy to staging, production
 Create custom controls / functionality if needed
 Review engagement plans before client presentations
Content Strategist:
 Consult with Lead Strategist on target audiences and
desired actions
 Create content plan that aligns with selected
personalization plan
 Oversee production of personalized content

8. Creating A Personalization
Plan
 Almost endless options for how we can customize
personalization
 Where to start?
 Need to start simple first, then get more complex as
client grows in digital maturity

9. Personalization Conditions Matrix
Self-Select User Data User Behavior CRM Import
Company X X
Language X X X
Referral Source X
Device X X
Location X X X
Page Visited X
Time On Site X
New vs. Returning X
Site Search KW2 X
Campaign X X
Form Submits X X
Portal Login X X
Engagement Plan X X
Persona Pattern X X
Email Integration X X
Adaptive Print X X
Complexity

10. Personalization Conditions Matrix
Self-Select User Data User Behavior CRM Import
Company X X
Language X X X
Referral Source X
Device X X
Location X X X
Page Visited X
Time On Site X
New vs. Returning X
Site Search KW X
Campaign X X
Form Submits X X
Portal Login X X
Engagement Plan X X
Persona Pattern X X
Email Integration X X
Adaptive Print X X
Easy Wins
Robust
Solutions

11. Personalization Scenario
Self-Select User Data User
Behavior
CRM Import
Company X X
Language X X X
Referral
Source
X
Device X X
Location X X X
Page Visited X
Time On Site X
New vs.
Returning
X
Site Search
KW
X
Campaign X X
Form Submits X X
Portal Login X X
Engagement
Plan
X X
Persona
Pattern
X X
Email
Integration
X X
Adaptive Print X X
Client is marketing new
bariatric surgical
treatment to their region.
They are targeting obese
adults within a 100 mile
radius. Their campaign
includes PPC, social and
print. What should their
personalization plan look
like?

12. Personalization Scenario
Self-Select User Data User
Behavior
CRM Import
Company X X
Language X X X
Referral
Source
X
Device X X
Location X X X
Page Visited X
Time On Site X
New vs.
Returning
X
Site Search
KW
X
Campaign X X
Form Submits X X
Portal Login X X
Engagement
Plan
X X
Persona
Pattern
X X
Email
Integration
X X
Adaptive Print X X
Client is marketing new
bariatric surgical
treatment to their region.
They are targeting obese
adults within a 100 mile
radius. Their campaign
includes PPC, social and
print. What should their
personalization plan look
like?
Phase 1
Phase 2
Phase 3

13. Persona Behavioral Keys
 Personalization with personas uses keys to assign a
visitor to a particular state based on their behaviors
 Keys should align to understood behavioral patterns
that indicate:
o What a visitor is interested in: Topical
o How they make decisions: Cognitive
o What makes a difference for them: Criteria

14. Topical Pattern Card
0
1
2
3
4
5
Cancer
Cardio
MaternityPeds
Gastro
Premier Service Lines
Expectant Mother

15. Cognitive Factors In Decision
Making
 Rational vs. Emotional: This is what we’re most familiar
with. Do you decide using a rational system like a checklist,
a list of pros and cons, through careful logic? Or do you
decide using gut instinct, relying on anecdotes, and going
with what feels right?
 Maximizer vs. Satisficer: A maximizer is a person who
cannot make a decision until they feel like they have
weighed all available alternatives, whereas a satisficer is
someone who will make a decision once they reach the first
option that satisfies all their criteria.
 Authority Bias vs. Individual Bias: Those with authority
bias are most likely to trust an expert (in this case, a
physician) whereas those with individual bias will weigh
their own research and experiences more than the advice
of an expert.

16. Cognitive Pattern Card
0
1
2
3
4
5
Maximizing
Emotional
Authority
Satisficing
Rational
Individual
Decision Making Style
Expectant Mother

17. Choice Criteria In Medical
Decisions
 Cost: The bottom line is all that matters and they need
the cheapest care possible
 Outcome: They are after a specific outcome and
nothing else matters
 Experience: They want to be treated well above all
else
 Convenience: Ease of access is paramount for them

18. Criteria Pattern Card
0
1
2
3
4
5
Cost
Outcome
Experience
Convenience
Decision Criteria
Expectant Mother

19. Questions?
Erik Snyder
esnyder@medtouch.com