Personalisation and Headless in a business context by Lars Petersen

©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA
Personalization
de-mystified
Lars Birkholm Petersen
Co-Founder, Altola, Inc.
Lars@altola.co

Your customers wants
convenience

Convenience = personalization
Help customers complete their tasks
Faster
Anticipate their needs
Recommend what’s next

Most of your personas, at different
stages of their journeys, have similar needs
Optimize for those needs

Go the extra mile!
Exceed customer expectations

Launching personalization is hard
q It’s a holistic discipline!
q Resources with experience to architect personalized experiences
… and those who can operationalize it
q Customer first and above all
q Process – where to start, what is the right foundation
q Executive commitment!
q … Business as usual is already a 50 hour work week!

The business of convenience
19% 86%Increase in conversions of customers who received
excellent Customer Experience
were likely to repurchase from
that company, compared to only
13% of those who had a very
poor Customer Experience

Getting from current state
To the business of convenience

Beyond ”just” tech
People
ProcessTechnology

Customer focus above all
The right way
q Executive-led transformation to become a customer first organization
q Map customer journey based on key personas
q Go beyond revenue, introduce CSAT scores and incentivize employees based
on CSAT, everyone has a stake in delighting the customer
q As you become customer first, new products and innovation is driven by
customer understanding, feedback and collaboration
The hacker way (to be able to get executive awareness)
q Start by walking in the shoes of your customers
q Identify friction points
q Start optimizing for a better experience, reducing friction
q Show everyone internally… and create the business case

Process
q Prioritization (focus on large audiences with great potential impact)
q Where to start; channels, pages, campaigns etc.
q Metrics! (TOFU, MOFU, BOFU)
q Start with the end in mind, what data do you need?
q What content do you need
q Moments of delight (this is your differentiator)
q Don’t be a quick win, focus on the long wins!

Technology
q Data collection & integration
q Taxonomies
q Analytics metrics
q Dashboard(s)
q Content velocity
q Personalization engine
q Personalization approach
q Delivery

Intermezzo on personalization
Direct Mail
Email personalization
Website personalization
Individual recommendations
Segmentation Individualization

Which type of personalization do you need?
Content velocity
Data quality
Resources
Control of experiences
low high
poor excellent
none enough
controlled trust the model
Rules-based Semi-automatic based AI based

Selected Impact page
Based on analytics insights
➔ Visitors from France
◆ 25.29% lands on homepage
➔ Visitors from United States
➔ Visitors from United Kingdom
Current home page (as of 8/29)

Home page personalization
Current home page (as of 8/29)
Recommendation: personalize based on country,
e.g. showing US clients for United States visits.
Recommendation: personalize based on country and first time
visits, making the hero more relevant for visitors fromdifferent
countries

Content needed for personalization
Hero component

Examples of personalization on Jahia.com

Test new Call to Action
Interested in
seeing a demo?
Recommendation: Add more
visible CtAhere leading to
demo, can be as a test (empty
vs. CtA).
This is important as traffic is
boosted to this page.

Walking in the shoes of
your customers
➔ How well did Apple respond to my intent?
➔ What are the experience gaps?
➔ What could Apple have done to optimize my experience?

How to get started next week using Jahia
1. Goals
2. Campaigns
3. Profiles
4. Interests/Scoring
5. Dynamic Segments
6. Personalization

How to get started next week using Jahia
Five personalization tactics to consider
q Personalize the experience for first time
visitors vs. returning visitors
q Personalize the experience based on which
conversions (goals) they visitor have done
q Personalize the experience based on location
q Personalize the experience based on creating
dynamic segments (e.g. combining multiple
criteria’s and in real-time)
q Personalize the experience based on any data
from the Unomi CDP (e.g. using CRM data as
well)

The future of business
is not the
Business as usual
…Start now!

Headless
in a business context
Lars Birkholm Petersen
Co-Founder, Altola, Inc.
Lars@altola.co

Me, when I first heard Headless

42

What is headless
Content Management Presentation

Oh, wait a minute…

Content Management 15 years ago

The rise of the frontend developer
+

So why focus on headless now?
JavaScript anno 2018
➔ Very Mature frameworks
◆ Easy to find the right
amazing component to
get the job done
➔ “Any application that can be
written in JavaScript, will
eventually be written in
JavaScript.”
Jeff Atwood
➔ Less dependency on Java
and .NET developers and
and more demand for JS
developers
Traditional Content Management
➔ Dependent on specialized
developers, who can fit the
presentation to the paradigms
of the CMS
➔ Have been slow with robust and
flexible API’s
➔ Freedom to deploy where ever
(e.g. CDN of choice)

“Just” headless pitfalls
q Lack business users interfaces (headless is often an IT decision)
q Don’t have analytics
q Don’t have optimization (personalization and testing)
q Lack core content management strengths:
q Content view and real-time preview
q Content aggregation and governance
q Strong accessibility
q Multi-language and fall backs
q DAM functions like image size, crops etc.
Essentially “Just” headless will deliver static content
managed by IT or developers.

Analytics

Analytics
Optimization

Analytics
Optimization
CDP

Content Management Now
Analytics
Optimization
CDP
+ Privacy

Decoupled Hybrid Approach
Content as a Service Presentation
Analytics
Optimization
CDP
+ Privacy

In a Jahia context
Content as a Service Presentation
Analytics
Optimization
CDP
+ Privacy

Headless use cases
Headless is an option based on your needs
q Progressive Web Application
q Campaign site created by an agency or frontend developers
q Kiosk
q IoT
q Voice

Traditional CMS use cases
q Sites, especially where this is important:
q Aggregation
q Multi-site
q Multi-language
q Portals
q Intranets

Jahia Content & Media Manager

Headless in a business context
For IT:
➔ Use what is best to get
the job done (“You need
an App, sure we can give
you an app in a week”)
➔ Higher release frequency,
fits straight into agile
For the business:
➔ Operational efficiency
➔ Faster time to market
➔ Lower costs on
development
➔ Bigger pool of developers
to support your business
➔ Optimize experiences
➔ Tracking performance
➔ Save on the marketing
stack

Questions

Personalisation and Headless in a business context by Lars Petersen

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