2. #PSEWEB
Hello from OHO Interactive!
Oberlin College Cornell University
The Boston Conservatory
▸ Digital strategy
▸ Full website redesign
▸ User research and customer
journey
▸ Digital marketing, analytics, and
lead conversion
▸ Content strategy
▸ CMS development
▸ Service and support
And hi from me!
Vanessa Theoharis @vmtheoharis
Director of Digital Marketing
4. PERSONALIZATION: A DEFINITION
▸ “An experience that
uses customer data and
understanding to frame, guide,
extend, and enhance
interactions based on that
person’s history, preferences,
context, and intent.”
(Forrester Research)
https://buy.shareacoke.com/personalized-bottle-six-pack
10. “35% of Amazon’s revenue is
generated by its
recommendation engine.”
Venture Beat
IMPACT OF PERSONALIZATION
https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
11. “75% of users select movies based
on Netflix’s recommendations.”
Gigaom
IMPACT OF PERSONALIZATION
https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
12. “We don’t have one product but over a 100
million different products with one for each
of our members with personalized
recommendations and personalized visuals.”
IMPACT OF PERSONALIZATION
https://medium.com/netflix-techblog/artwork-personalization-c589f074ad76
The Netflix Technology Blog
13. “52% of consumers will switch
brands if their communications
are not personalized.”
Salesforce 2017 State of Marketing
IMPACT OF PERSONALIZATION
https://www.salesforce.com/form/pdf/2017-state-of-marketing.jsp
14. “89% of U.S. marketers reported that
personalization on their websites or
apps resulted in an increase in revenue.”
eMarketer/Evergage Trends in Personalization
IMPACT OF PERSONALIZATION
eMarketer/Evergage, "2016 Trends in Personalization," conducted by Researchscape.
15. 86% of surveyed consumers said they
were concerned that their data was
being tracked.
85% realize data tracking makes it
possible for retailers to present them
with relevant and targeted content.
http://www.slideshare.net/fred.zimny/accenture-interactivesurveyresults-accenture-interactive-survey-shoppers-prefer-
personalization-over-privacy
16. Gen Z is 25% more likely than
other generations to provide
personal information to gain a
more predictive online
experience.
https://wpengine.com/gen-z-us/
17. 50% of Gen Z would stop
visiting a website if it didn’t
anticipate what they needed,
liked, or wanted.
https://wpengine.com/gen-z-us/
18. 37% of all generations believe
websites will recognize and
adapt to the user to create a
unique, personalization
experience.
https://wpengine.com/gen-z-us/
19. 62% of all generations
believe that websites will
know what you are looking
for before you tell them.
https://wpengine.com/gen-z-us/
26. The website is the only
place to engage stealth
applicants.
REASON 2
27. 33%
of prospects for
4-year schools
failed to identify
themselves
before applying
https://www.higher-education-marketing.com/blog/rise-fall-stealth-applicant
REASON 2
28. 50%
of applicants at
Clark University
did not provide
contact info
before applying
http://smartcollegevisit.com/2013/02/the-secret-life-of-a-stealth-applicant.html
REASON 2
33. STRATEGY
3 Types of Personalization for Higher Ed
▸ Relevance: Relevance tactics include the personalization of content based on how and
from where the visitor interacts with the website, and what basic behaviors he or she has
taken on the site.
▸ Customer Journey: These tactics aim to provide the most applicable content that can
move a prospect to the next step in the customer journey, leading them closer to
conversion.
▸ CRM-Driven: Once your CRM is connected to the website personalization engine, and a
visitor moves from anonymous to identified, you can not only identify what type of
constituent they are, but you can use the data you have on these visitors and offline
interactions to personalize the website and drive a prospect towards a conversion.
39. SCENARIO 1: INCREASE NUMBER OF INTERNATIONAL INQUIRIES
Identify visitors from locations outside of the U.S.,
then deliver international student stories on the homepage.
40. SCENARIO 2: INCREASE DEPOSITS DURING YIELD
DELIVER THIS BUTTON ONLY TO ADMITTED STUDENTS
IDENTIFY WHO IS AN
ADMITTED STUDENT
CUSTOMIZE CTA BASED ON WHICH
SCHOOL THEY’VE BEEN ACCEPTED TO
UNKNOWN WEBSITE VISITORS RECEIVE VISIT CAMPUS OR INQUIRE
41. SCENARIO 3: SPECIFY HOMEPAGE FEATURES BASED ON PROGRAM OF INTEREST
STEP 1 Visit Homepage STEP 4 Display Graduate Hero Image and CTAsSTEP 3 Return to HomepageSTEP 2 Visit 3 pages in graduate section
for at least 4 total minutes
CUSTOMIZE FOR
GRADUATE PROSPECTS
42. SCENARIO 4: ON-CAMPUS MOBILE VISITORS
Identify location - near or on campus?
Identify device - mobile?
Replace hero and main CTA with
campus information, directions, and events.
Identify network - not logged into campus network?
43. SCENARIO 5: ENGAGE ALUMNI BASED ON THEIR CONTENT PREFERENCES
Children
Sociology
Sociology
Middle East Politics
Send custom event invitations and giving
opportunities based on content engagement.
Add behavior to database
72. PERSONALIZATION
Why personalization?
▸ Gain visibility into interest, intent, and engagement –
especially to find new prospects.
▸ Deepen your prospect profile data, and validate existing data.
▸ Ensure that your constituents see the content that is most
relevant for them.
▸ Deeply personalize any one-to-one outreach.
▸ Conversions.
73. PERSONALIZATION
Getting Started
▸Select a platform and install tracking code on your CMS
▸Begin tracking users and looking for patterns and
opportunities to engage
▸Set up campaigns and test
▸Integrate with CRM systems
▸Build out new campaigns
74. MORE RESOURCES
FROM OHO
WANT TO LEARN MORE?
▸ Pick up a copy of our guide to
personalization.
▸ Visit our blog: www.oho.com/insights
▸ Follow @ohointeractive
