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Hello, {{FIRSTNAME}}, My Old Friend

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Content personalization is hot stuff — so hot it's hard to get a handle on the details without wading through mountains of vendor pitches and pie-in-the-sky promises. This talk from UXCamp Chicago takes a step back and provides a basic framework for understanding content personalization — and the work it takes to make it happen — in a product-and-platform agnostic manner.

Published in: Marketing
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Hello, {{FIRSTNAME}}, My Old Friend

  1. 1. Hello {{FIRSTNAME}}, My Old Friend Howto triple yourworkload with personalization @eaton of @lullabot uxcamp 2018
  2. 2. I’m @eaton. I work for Lullabot. We content stuff.
  3. 3. Let’s Get MetaMeta
  4. 4. You are here Greeting Example Glossary Case Study WarningsCase Study Takeaways
  5. 5. Greeting RoleMetadata Industry GlossaryRead More Privacy Partner CTA Case Study Budget Hard Sell Followup Warnings MoodInvitationExampleGreeting Role Industry Case Study Budget Followup Example
  6. 6. “ Most conversations about content personalization are fan fiction for CMOs. Karen McGrane, paraphrased
  7. 7. Signals ReactionsSegments
  8. 8. Context Behavior Profiles
  9. 9. Behavior Profiles Data brokerage
  10. 10. Profiles Data brokerage
  11. 11. Data brokerage
  12. 12. Signals ReactionsSegments
  13. 13. Flyer FanboyLiberal
  14. 14. ? $!
  15. 15. Signals ReactionsSegments
  16. 16. Recommendation Assembly Incentivization
  17. 17. Assembly Incentivization Testing and optimization
  18. 18. Incentivization Testing and optimization
  19. 19. Testing and optimization
  20. 20. Signals ReactionsSegments
  21. 21. ‣ Unreliable signaldata ‣ No plan, wrong metrics ‣ Just-so assumptions ‣ Reproducibility ‣ Creepy messaging ‣ Editorial overload
  22. 22. Buy PanicBrowse
  23. 23. Buy Panic Browse Gas Leak Lasik Cabinets
  24. 24. ‣ Knowthy self ‣ Knowthy goals ‣ Invest in structure and metadata ‣ Crawl before you walk

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