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It's Getting Personal: The Rise of Hyper-Targeted User Experiences - Colin Eagan

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The User Experience community faces an all-new challenge in the rise of hyper-personalized web content, which allows sites to serve targeted messages to individual users based on behavioral or demographic data. While the technologies that support targeting grow more powerful by the day, the UX and content strategies behind them are often lacking -- or nonexistent. This has resulted in something we’ve all experienced online at one time or another: the creepy targeted ad.

It’s time to fight back. While targeted marketing isn't going anywhere soon, the advent of Web Experience Management systems has democratized the landscape, meaning more clients have the ability to design personalized digital experiences. By re-framing the motivations behind targeting, UX designers have a significant opportunity to direct this power in ways that are user-centric, not marketer-centric. In this talk we’ll cover new tools and techniques to get started in the effort to take back personalized content for Good.

Published in: Design

It's Getting Personal: The Rise of Hyper-Targeted User Experiences - Colin Eagan

  1. 1. IT’S GETTING PERSONAL // THE RISE OF USER EXPERIENCES HYPER-TARGETED BY COLIN EAGAN, M.S.
  2. 2. COLIN EAGAN PLEASED TO MEET YOU. EXPERIENCE DESIGNER | WASHINGTON, D.C. @colineags #uxpa2015
  3. 3. (Today’s Topic)
  4. 4. TODAY WE WILL: EXPLORE AN EXCITING NEW UX POWER: TARGETED USER CONTENT LEARN HOW TO USE IT FOR GOOD OR FOR EVIL LEAVE YOU WITH A CHOICE
  5. 5. BUT FIRST, SOME NUMBERS Everyone loves numbers.
  6. 6. Average number of times the online activity of an average internet user is tracked daily Source: Acxiom Corp
  7. 7. Yearly value to Facebook of a female user who is “very active” on the site (males are worth $22.09). Facebook has 1.44 Billion Users as of Q1 2015. Source: Acxiom Corp
  8. 8. What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09) Source: Acxiom Corp
  9. 9. ALL OF THESE NUMBERS HAVE SOMETHING TO DO WITH THE VALUE OF USER TARGETING Feeling small?
  10. 10. WHAT IS TARGETING? AND WHY DO I CARE. Glad you asked.
  11. 11. • • The Classic Example: Amazon has targeted users based on data for years. WHAT IS HYPER-TARGETED CONTENT? NOTHING NEW.
  12. 12. TARGETED = CUSTOMIZED BASED ON DATA
  13. 13. FOR GOOD…
  14. 14. Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/ FOR NOT SO GOOD…
  15. 15. ALSO KNOWN AS STALKER ADS As in upon seeing one, you might feel a bit like this…
  16. 16. Source:OverlyAttachedGirlfriend
  17. 17. Source:OverlyAttachedBoyfriend
  18. 18. TARGETING THAT LEAVES A BAD TASTE
  19. 19. • • • • Source: Motley Fool, June 18, 2015 http://www.fool.com/investing/general/2015/06/18/twitter- starts-using-your-apps-to-target-ads.aspx AS OF LAST WEEK… TWITTER USES YOUR APPS TO TARGET ADS
  20. 20. YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY) Source: AdThis.com
  21. 21. WHAT ABOUT FACEBOOK TARGETING? DO YOU TRUST THEM?
  22. 22. BELGIUM DOESN’T…
  23. 23. BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U.
  24. 24. • • • • Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432 823496404570 BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES
  25. 25. BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
  26. 26. • • • PRIVACY FIX AP http://adage.com/article/digital/worth-facebook-google/293042/
  27. 27. BUT ITS HARD TO RUN… Via CBS News December 29, 2014, 12:09 PM
  28. 28. EVEN WORSE.
  29. 29. “INADVERTANT ALGORITHMIC CRUELTY”
  30. 30. WITH POWER COMES RESPONSIBILITY.
  31. 31. AND YET DESPITE ALL THAT…
  32. 32. IF YOU ASK TEN MARKETERS…
  33. 33. 9/10 MARKETERS CAN AGREE!
  34. 34. HOWEVER IF YOU LOOK AT SPEND…
  35. 35. MARKETING $$ IS HIGHLY SCEWED $92 $1
  36. 36. MARKETING $$ IS HIGHLY SCEWED $92 *TODAY WE ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE
  37. 37. THERE ARE PLENTY OF TALKS YOU CAN ATTEND ON ONLINE BEHAVIORAL ADVERSITING. MOST OF THEM MAKE ME SAD. THIS IS NOT ONE OF THEM.
  38. 38. THIS TALK IS ABOUT PERSONALIZED UX ON YOUR OWN WEBSITE INTELLIGENTLY DESIGNING
  39. 39. OK, GREAT. WHAT DOES THAT MEAN.
  40. 40. • • WHAT’S CHANGED FOR UX PEROPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM”
  41. 41. LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE
  42. 42. JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY
  43. 43. OPEN SOURCE TOO, PEOPLE!
  44. 44. IF YOU’RE NOT USING TARGETING YET, OR YOUR CLIENTS AREN’T YET, CHANCES ARE THAT WILL CHANGE QUICKLY. AND YOU NEED TO BE PREPARED.
  45. 45. YOU WILL HAVE A CHOICE.
  46. 46. WHAT WE’LL LOOK AT NEXT
  47. 47. TARGETING STRATEGY STEP 1 | DO WE EVEN NEED TARGETING? Does the pool have water in it?
  48. 48. GOOD REASONS TO TARGET • • • • • WHAT TO ASK YOURSELF BEFORE YOU START BAD REASONS TO TARGET
  49. 49. REMEMBER! TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE TOOL BOX.
  50. 50. EXAMPLE: CONTENT GUIDING PRINCIPLES
  51. 51. AUDIENCE SEGMENTS STEP 2 | WHO ARE WE TALKING TO? Once you have your mission, you can begin segmenting your audience.
  52. 52. WHAT’S A SEGMENT?
  53. 53. SEGMENTS ARE DETERMINED BY DATA BEHAVIORAL TRAITS       DEMOGRAPHIC TRAITS         
  54. 54. USER DATA: TWO TYPES TO KNOW ABOUT
  55. 55. SOME DATA IS BETTER THAN OTHERS • • • • • • •
  56. 56. SOME IS BETTER THAN OTHERS. • • • • • • • DARK ARTS HAPPY PLACE
  57. 57. BIG BROKER IS WATCHING YOU. • • • • Source: https://www.ftc.gov/system/files/documents/reports/data- brokers-call-transparency-accountability-report-federal-trade- commission-may-2014/140527databrokerreport.pdf
  58. 58. BIG BROKER IS WATCHING YOU. • •
  59. 59. RACE GENDER AGE OCCUPATION MARITAL STATUS POLITICAL AFFILIATION HOME OWNERSHIP VEHICLE OWNERSHIP
  60. 60. GAMBLER SMOKER GUN PURCHASER “BIBLE LIFESTYLE” SPORTY LIVING BIKER / HELL’S ANGELS ALLERGY SUFFERER “LEANS LEFT” FINANCIALLY CHALLENGED PLUS-SIZE APPAREL “DIABETES INTEREST”
  61. 61. RETARGETING TARGETING ON CRACK! • • • Source: Mashable. http://mashable.com/2011/08/04/ad-targeting-stalking/ Not to mention…
  62. 62. • • • • • • *Source: HEC, Carlson Wagonlit LESSONS!
  63. 63. LET’S PRETEND… THIS IS ALL GETTING A BIT ABSTRACT, SO
  64. 64. *Source: HEC, Carlson Wagonlit SO WE DO SOME RESEARCH…
  65. 65. WHAT CONTENT SHOULD WE CREATE?
  66. 66. • • • • • • • • • • • • IDENTIFYING SEGMENTS FOR PILOT
  67. 67. EXAMPLE: SETTING UP A SEGMENT IN ADOBE Credit: Adobe
  68. 68. EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET Credit: ICF Interactive
  69. 69. Credit: ICF Interactive EXAMPLE: TARGETING USE CASE
  70. 70. RULES & CAMPAIGNS STEP 3 | WHAT ARE WE GOING TO SAY? We know who we want to talk to. Now how and when do we say it?
  71. 71. OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS If we knew they were visiting our site, what would we say?
  72. 72. OUR SITE: DETERMINING TARGETABLE ZONES
  73. 73. Credit: ICF Interactive TARGETED CONTENT MODEL: FOUR KEY TYPES Task at Hand Big Picture
  74. 74. Credit: ICF Interactive APPLYING THE MODEL: WHAT TO SHOW SR EXECS If Sr Exec, Then Show:
  75. 75. DEFAULT STATE: WE DON’T KNOW WHO USER IS
  76. 76. IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS:
  77. 77. IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS:
  78. 78. Credit: ICF Interactive EXAMPLE: TARGETING ZONE CHART
  79. 79. CONTENT MODELING AND NOW LET’S PAUSE FOR A BRIEF WORD ON How does the system “know” what content to show someone?
  80. 80. TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT • • •
  81. 81. Credit: Sara Wachter Boettcher • • • • EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
  82. 82. A BIT MORE COMPLEX… Credit: ICF Interactive
  83. 83. TESTING & ANALYTICS STEP 4 | HOW DO WE KNOW IT WORKS? The “so what.”
  84. 84. DOES IT WORK? Personalization ability is only as good as your ability to measure it. KPIs are key to proving that targeting is improving your business goals. Examples: Agency TBG now estimates that their clients who implement personalized content can see a 10-20% lift in key performance indicators, such as sales.1 By adding personalized recommendations to it’s online store, shoemaker Rockport reported an increase in average order value by 32% and conversion rate by 10%. 2 On the B2B side, the data backup firm Iron Mountain was able to increase their referrals for health care clients by an impressive 123% when they showed a personalized message on their homepage, according to partner Demandbase.3 1 Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. 2 “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014. 3 Demandbase also reported a 115% increase in the small to medium business segment using a similar approach. Source: Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.
  85. 85. EXAMPLE: CHILDREN’S NATIONAL REDESIGN BY TBG 1 TBG reported 15% increase in page views, and a 161.45% increase in session duration. The new site also increased site-based donations by 54%. You can read the complete case study at http://www.berndtgroup.net/projects/portfolio/childrens-national-website- redesign-and-cms-implementation
  86. 86. BUT WILL IT WORK FOR ME? JUST A FEW NON-TECH BRANDS THAT TARGET Source: Forrester Research. November 10, 2014. Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing
  87. 87. READY TO START? WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY Just a few things to consider before you hurt yourself…
  88. 88. YOU MAY STILL NEED SOME WORK IF… • • • • • BEST PRACTICES FOR WHEN YOU’RE READY • •
  89. 89. REMEMBER: IT DOESN’T HAVE TO BE COMPLEX. QUESTION ANSWER Source: http://digitalmarketingmagazine.co.uk/articles/one-to-one-personalisation-will-boost-conversion-rates/646
  90. 90. AND YOU TOO CAN TAKE BACK TARGETED CONTENT FOR GOOD.
  91. 91. THANK YOU
  92. 92. DESIGNING EXPERIENCES FOR EMERGENT SITUATIONS CRISIS UX BY COLIN EAGAN, M.S. If you enjoyed this segment, please join us again Thursday at 9:00 for: !

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