The document discusses the concepts of personalization and content targeting in user experiences, emphasizing the importance of tailoring content based on user behavior and choices. Examples include adapting content based on user geolocation, interests, and referral sources. It also highlights cautionary practices to ensure effective implementation without overwhelming users or compromising web integrity.

1. D E A R F I R S T N A M E L AS T N A M E :
P E R S O N A L I Z AT I O N & C O N T E N T TA R G E T I N G
WO R D C A M P N E W YO R K 2 0 1 7
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https://2017.nyc.wordcamp.org/

2. P E R S O N A L I Z AT I O N
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https://alex.blog/2012/05/21/wordpress-license-plates/
Delivering a unique experience to each
individual user (or segment of users)
Adapting portions of the experience on the
basis of explicit user choice or implicit user
behavior

3. C O N T E N T TA R G E T I N G
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Delivering content designed to address a
specific market niche or interest
Designing an experience to maximize delivery
of content relevant to specific interests

4. I M P L I C I T / E X P L I C I T
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• Implicit User Behavior:
• Geolocation
• Referrer
• Device / user-agent
• Previous requests
• Explicit User Choice:
• “Areas of interest”
• Newsletter signups
• Registration & login
• Previous requests?
https://michaeltorbert.wordpress.com/2010/09/10/wordpress-audi-spotted/

5. E X A M P L E S
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• Referred by newsletter - update CTA
• Referred by social, highlight channel
• Update imagery / content target based on paid campaign
• Targeted landing pages for audiences
• Content surfacing (related, recommended)
https://www.flickr.com/photos/seo2/3356755986

8. E X A M P L E S
https://en.wikipedia.org/wiki/Headless_Horseman
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10. https://www.ondeck.com/

11. OT H E R P L AT F O R M S
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https://www.sketchport.com/drawing/5062455570989056/luke-skywalker

12. @jeckman | #wcnyc
https://www.sitecore.net/solutions/personalization-segmentation

13. AC Q U I A L I F T

14. WO R D P R E S S O P T I O N S
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15. https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

16. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

17. https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

18. https://en.wikipedia.org/wiki/Headless_Horseman

19. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

20. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

21. C O D E YO U R OW N
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• Access contents of http request
• Set/check for presence of cookie
• Custom business rules based on implicit and explicit data
• Dynamic logic for alternative displays
• Be aware of performance impact

22. C AU T I O N S
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• Start small and enhance slowly
• Don’t exceed your data / over-reach
• Avoid the uncanny valley
• Beware assumptions about intent
• Don’t break the web
https://www.pexels.com/photo/caution-danger-information-safety-258063/

23. T H A N K S !
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john@10up.com