Personalisation & Measurement

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An overview of introduction to, and overview of, personalisation and measurement.

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Personalisation & Measurement

  1. 1. Personalisation &Measurement:An IntroductionFarooq AnsariReading Room Manchester
  2. 2. A Tangled Web WEB DATA INSIGHTS EFFICIENCY
  3. 3. PersonalisationA means of enhancing the visitor experience to awebsite by elevating certain functionalities
  4. 4. Personalisation: It’s Important 52% of digital marketers agree that the “ability to 41% are committed to personalise providing a content is personalised web fundamental to experience their online strategy”
  5. 5. Personalisation: It’s Important 32% 27% 50% 33% 6% 42%
  6. 6. Personalisation: Factorscontributing to its rise• Fall in the cost of deployment• More crowded market• More content
  7. 7. Personalisation: What sets apersonalised site apart? STANDARD SITE: PERSONALISED SITE: PRESENTS THE SAME THE USER EXPERIENCE ISCONTENT TO ALL USERS CHANGED TO BE – REGARDLESS OF DIFFERENT TO EACHPROFILE, PREFERENCES USER BASED ON PRE- AND BEHAVIOUR DEFINED FACTORS
  8. 8. Personalisation: the different types PERSONALISATION PRESCRIPTIVE ADAPTIVE EXPLICIT EXPLICIT & IMPLICIT IMPLICIT
  9. 9. Personalisation: Generalcharacteristics• Rule-based & triggered by interactions with a user• Insight into a user can come from various factors• A business logic is integrated into a website and, when triggered by a user’s activity, it changes the static display of content to match the visitor
  10. 10. Personalisation: EXPLICIT PASSIVE SEGMENTED User able to customise/tailor or otherwise set up features User given a profile which determines what content will be shown “Passive” in the sense that they may or may not choose to set up accordingly Often used by marketers to create specific E.g. Early Yahoo! groups A good way of creating an extranet environment + Easy to set up + Great for sites with a lot of content - Too many log-ins - More onerous from an admin perspective
  11. 11. Personalisation: IMPLICIT“BEHAVIOURAL TRACKING” The clicking activity of a website visitor is tracked and monitored Every incremental click is then used to determine the content received by the visitor e.g. Amazon + No log-in or other details necessary - In maintenance terms, this is the most labour-intensive to maintain & th most involved
  12. 12. Personalisation: HYBRID“THE BEST OF BOTH WORLDS” Where a visitor on a passive or segmented site could have implicit tracking applied at a particular stage of their journey Alternatively, an implicitly tracked user could be asked to register for an “explicit experience” e.g. ebay Pros and cons: A combination of explicit and implicit
  13. 13. Personalisation: ADAPTIVE “THE SYSTEM CREATES THE PROCESS” Where the system itself creates the logic that determines what content to display Incremental behaviour of website users is analysed to model a user or user type and the system uses this knowledge gained to personalise content displayed automatically Predicts the content that a visitor is looking for based on incremental behaviour e.g. Baynote, Google, Amazon + Does not require setting up, and a great choice for organisations who could benefit from personalisation but lack the in-house resources to effect it - Complex tech underpins its operation; still in its infancy
  14. 14. Personalisation: Trends THE RISE OF MOBILE BEHAVIOURAL CLOUD/SaaS TARGETING BIG DATA
  15. 15. Personalisation: Overview• Here to stay• Those already using it will improve their systems• The rise in personalisation part of a broader paradigm shift in tech landscape
  16. 16. Measurement QUANTITATIVE: THE “WHAT” YOU NEED BOTH QUALITATIVE: THE “WHY”
  17. 17. Measurement: Analytics...is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. -Official DAA definition
  18. 18. Measurement: Analytics:The Key Questions WHO WHERE A BETTER EXPERIENCE WHAT FOR USERS HOW
  19. 19. Measurement: What You Need ToRemember THERE ARE NO ANYTHING CAN INDEPENDENTLY THE TRUTH LIES BE A SOURCE OF MEANINGFUL IN THE CONTEXT DATA METRICS
  20. 20. Measurement: The Need ForContext Metrics are only meaningful when interconnected...
  21. 21. Measurement: The Latest Trends BIG DATA MORE MORE DATA PLATFORMS SOURCES SOCIAL MEDIA
  22. 22. Measurement: What We CanExpect• Universal analytics• Attribution Modelling Tool• Cost Data Import• Customer Lifetime Value• Recency, Frequency and Monetary Value• Custom Dimensions/Metrics• Mobile
  23. 23. Measurement: The qualitative toolsThe most important data point: howcustomers/visitors interact with your webpresenceAn ongoing process...
  24. 24. Measurement: Measurement &Personalisation REAL- GOOD ANALYSIS OF CLARITY &TIME, INSTANTANEOUS PERSONALISATION DATA UNDRSTANDINGANALYTICS CAPABILITY
  25. 25. Measurement: Overview MORE CONTEXT ADVANCED ANALYTICS SOPHISTICATION FRAGMENTATION INTEGRATION
  26. 26. Conclusion#1There are increasingly sophisticated approachesto both web personalisation and webmeasurement
  27. 27. Conclusion#2This is necessary as we live in increasinglycomplex times: more data, more devices, moreusers, more content
  28. 28. Conclusion#3This complexity has an upside, as it will allow usto derive greater value and understanding,increasing ROI whilst delivering a far better userproposition
  29. 29. Conclusion#4A “win-win” scenario for site owners and users –it’s not just about a better site; it’s about abetter business

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