Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Personalisation and Headless in a business context by Lars Petersen

85 views

Published on

Personalization de-mystified. Learn the why, where and who you should personalize for and how to get started with practical examples.

Headless in a business context. Content as a service and what it means for the business and headless pitfalls to avoid. Lars Petersen is a Co-Founder of Altola, Inc.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Personalisation and Headless in a business context by Lars Petersen

  1. 1. ©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
  2. 2. Your customers wants convenience
  3. 3. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Convenience = personalization Help customers complete their tasks Faster Anticipate their needs Recommend what’s next
  4. 4. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Convenience = personalization Most of your personas, at different stages of their journeys, have similar needs Optimize for those needs
  5. 5. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Convenience = personalization Go the extra mile! Exceed customer expectations
  6. 6. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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!
  7. 7. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  8. 8. Getting from current state To the business of convenience
  9. 9. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Beyond ”just” tech People ProcessTechnology
  10. 10. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  11. 11. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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!
  12. 12. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Technology q Data collection & integration q Taxonomies q Analytics metrics q Dashboard(s) q Content velocity q Personalization engine q Personalization approach q Delivery
  13. 13. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Intermezzo on personalization Direct Mail Email personalization Website personalization Individual recommendations Segmentation Individualization
  14. 14. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  15. 15. Jahia on Jahia
  16. 16. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Selected Impact page Based on analytics insights ➔ Visitors from France ◆ 25.29% lands on homepage ➔ Visitors from United States ◆ 28.95% lands on homepage ➔ Visitors from United Kingdom ◆ 28.78% lands on homepage Current home page (as of 8/29)
  17. 17. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  18. 18. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content needed for personalization Hero component
  19. 19. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Examples of personalization on Jahia.com
  20. 20. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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.
  21. 21. How to get started next week
  22. 22. ©2002-2018 Jahia Solutions Group SA
  23. 23. ©2002-2018 Jahia Solutions Group SA
  24. 24. ©2002-2018 Jahia Solutions Group SA
  25. 25. ©2002-2018 Jahia Solutions Group SA
  26. 26. ©2002-2018 Jahia Solutions Group SA
  27. 27. ©2002-2018 Jahia Solutions Group SA
  28. 28. ©2002-2018 Jahia Solutions Group SA
  29. 29. ©2002-2018 Jahia Solutions Group SA
  30. 30. ©2002-2018 Jahia Solutions Group SA
  31. 31. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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?
  32. 32. ©2002-2018 Jahia Solutions Group SA
  33. 33. ©2002-2018 Jahia Solutions Group SA
  34. 34. ©2002-2018 Jahia Solutions Group SA
  35. 35. ©2002-2018 Jahia Solutions Group SA
  36. 36. ©2002-2018 Jahia Solutions Group SA
  37. 37. ©2002-2018 Jahia Solutions Group SA
  38. 38. ©2002-2018 Jahia Solutions Group SA
  39. 39. ©2002-2018 Jahia Solutions Group SA
  40. 40. ©2002-2018 Jahia Solutions Group SA
  41. 41. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA How to get started next week using Jahia 1. Goals 2. Campaigns 3. Profiles 4. Interests/Scoring 5. Dynamic Segments 6. Personalization
  42. 42. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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)
  43. 43. The future of business is not the Business as usual …Start now!
  44. 44. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Headless in a business context Lars Birkholm Petersen Co-Founder, Altola, Inc. Lars@altola.co
  45. 45. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Me, when I first heard Headless
  46. 46. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 42
  47. 47. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA What is headless Content Management Presentation
  48. 48. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Oh, wait a minute…
  49. 49. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management 15 years ago Content Management Presentation
  50. 50. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA The rise of the frontend developer +
  51. 51. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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)
  52. 52. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA “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.
  53. 53. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management 15 years ago Content Management Presentation
  54. 54. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management 10 years ago Content Management Presentation Analytics
  55. 55. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management 6 years ago Content Management Presentation Analytics Optimization
  56. 56. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management 3 years ago Content Management Presentation Analytics Optimization CDP
  57. 57. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Content Management Now Content Management Presentation Analytics Optimization CDP + Privacy
  58. 58. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Decoupled Hybrid Approach Content as a Service Presentation Analytics Optimization CDP + Privacy
  59. 59. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA In a Jahia context Content as a Service Presentation Analytics Optimization CDP + Privacy
  60. 60. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  61. 61. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Traditional CMS use cases q Sites, especially where this is important: q Aggregation q Multi-site q Multi-language q Portals q Intranets
  62. 62. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Jahia Content & Media Manager
  63. 63. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA 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
  64. 64. ©2002-2018 Jahia Solutions Group SA©2002-2018 Jahia Solutions Group SA Questions

×