Dear Firstname Lastname: Personalization & Content Targeting
Report
Share
•0 likes•1,099 views
Dear Firstname Lastname: Personalization & Content Targeting
•0 likes•1,099 views
Report
Share
Download to read offline
WordPress is the dominant CMS of the web, but still struggles to find acceptance in many Enterprises. One reason is the lack of clear paths for personalization and content targeting – features which are heavily promoted in platforms like Adobe Experience Manager and (especially) Sitecore’s Experience Platform. This talk covers what personalization and content targeting are and multiple ways of achieving both using WordPress as the underlying CMS, as well as of the dangers of personalization projects and ways they can go wrong.
More Related Content
What's hot
What's hot(20)
Similar to Dear Firstname Lastname: Personalization & Content Targeting
Similar to Dear Firstname Lastname: Personalization & Content Targeting(20)
More from John Eckman
More from John Eckman(20)
Recently uploaded
Recently uploaded(20)
Dear Firstname Lastname: Personalization & Content Targeting
- 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 @jeckman | #wcnyc https://2017.nyc.wordcamp.org/
- 2. P E R S O N A L I Z AT I O N @jeckman | #wcnyc 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 @jeckman | #wcnyc 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 @jeckman | #wcnyc • 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 @jeckman | #wcnyc • 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 @jeckman | #wcnyc
- 11. OT H E R P L AT F O R M S @jeckman | #wcnyc https://www.sketchport.com/drawing/5062455570989056/luke-skywalker
- 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 @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
- 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 @jeckman | #wcnyc • 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 @jeckman | #wcnyc • 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 ! @jeckman | #wcnyc john@10up.com