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Personalization on Higher Education Websites – The New Competitive Advantage

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Visitors increasingly expect a personalized experience from the website they interact with. This webinar explores personalization opportunities to help elevate your brand experience, increase key conversions, and provide specific content to your different audience segments. We’ll take a practical approach to planning for web personalization and identify the important prerequisites for getting it right.

What You Will Learn

• The connections between web personalization, content strategy, information architecture, and analytics.
• The benefits, opportunities, challenges, and risks of web personalization for education institutions.
• The technical infrastructure necessary to support web personalization.
• How to begin planning for web personalization on your website.

Published in: Education
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Personalization on Higher Education Websites – The New Competitive Advantage

  1. 1. Personalization on 
 Higher Ed Websites March 7, 2017 The New Competitive Advantage +
  2. 2. • 50 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox later this week for the webinar recording and slide deck The Plan
  3. 3. Piero Tintori CEOandFounder, TERMINALFOUR @pierotintori Greg Zguta TechnicalLead,mStoner @gzguta
  4. 4. Personalization… for an Amazon voucher please.
  5. 5. The Question: What percentage of 
 Amazon.com’s revenue is generated 
 by its recommendation engine?
  6. 6. The Answer: 35% of revenue generated by personalized recommendations. Source: http://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
  7. 7. Agenda 1. Personalization Overview 2. Examples for Higher Ed 3. Prerequisites 4. Planning Steps 5. Questions
  8. 8. Overview
  9. 9. Web personalization results in the delivery of relevant and tailored content and navigation to meet the unique needs of specific individuals or audience segments based on their demographics, behaviors, and actions. PERSONALIZATION
  10. 10. Vincent O’Malley, TERMINALFOUR “What do I do to stop my rage, 
 when everyone wants to be on the homepage? There’s a solution I use; maybe you do as well? It’s the wonderfully accommodating carousel.” https://www.terminalfour.com/blog/posts/-the-web-content-merry-go-round-.html
  11. 11. The Goal Wewantyoutounderstandhowpersonalizationconnectswith yourcontentstrategyandtechnologysoyourinstitutioncan positionitselftostartusingwebsitepersonalization.
  12. 12. Business Case • Undergraduateandpostgraduatestudentrecruitment • Alumnifundraising • Studentandstaffengagement
  13. 13. 13 78%
 – ofhighschool studentsreport websitesshape
 theirperceptionof aninstitution 15%
 – ofprospective studentsapplyon theirfirstvisit > 54%
 – ofeventual applicantsvisit institutionwebsites fivetimesormore beforeapplying 42%
 – increasein Personalizedcalls
 toaction conversions From the Marketo Campus Technology Whitepaper “2016 Trends in Higher Education Marketing, Enrollment, and Technology”
  14. 14. Examples for Higher Ed
  15. 15. 15 Personalization Examples • Personasegmentationfeatures • Topicofcontenttargeting • Geobasedtargeting • BehavioralTargeting • Sourceorreferraltargeting(social,mobile,etc.) • A/BTestingforoptimizingUX
  16. 16. In Browser Examples
  17. 17. Overview Browser Location From a server variable Browser location Value: “New Zealand” or “Australia” Segment Browser location Value: “Fiji” Course search cookie Value: “Undergraduate” “Undergraduates, Fiji, OZ & NZ” Persona Course Search From a cookie
  18. 18. Our Terminology Visitor: 
 A user visiting the site Indicator: 
 Single type of data collected on the visitor to base the segment on Segment: 
 A named subset of the indicator data Persona: 
 A named collection of segments used to describe a possible visitor Personalized content: 
 Content that is written / produced for a particular persona
  19. 19. Voltaire Santos Miran, CEO,mStoner “With great power comes great responsibility.”
  20. 20. 20 Summary Withgreatpowercomesgreatresponsibility: • Personalizationoffersterrificpotentialtohelpachievegoals • Greatcomplexityisapotentialpitfall • Appropriatereadinessiskey
  21. 21. Personalization …. for two books, please.
  22. 22. The Question: WhatpercentageofcontentwatchedonNetflixisdriven
 bytheirpersonalizationengine?
  23. 23. The Answer: Source: http://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers 75%ofNetflixwatchedcontentcomes
 frompersonalizedrecommendations.
  24. 24. Prerequisites 1 Conversions MeasurementContent Management 2 3 24
  25. 25. 25 Content Management • Contentmanagementsystem • Governance • Contentstrategy
  26. 26. 
 – • Single content management system • Has a flexible set of defined templates • Content re-use strategy implemented • Structure for media file management • Structure for media file management • Defined taxonomies for content re-use • Naming conventions for content 
 – • Established authority for who owns top level website content • Senior leadership are committed to the plan • Resources are in place dedicated to creating content and managing the website • Processes and workflow to manage content are in place • Wild west has been (mostly) tamed – • Content policies, processes, and guidelines are in place. • Information architecture planning and implementation takes place. • Editorial calendars are in place to keep content updated • Content creators have training in key aspects of content creation Content Strategy:
Governance:Content Management:
  27. 27. 27 Transactions/Conversions • Thirdpartysystemintegration • Abilitytomeasure • Callstoaction
  28. 28. Conversions
 – • Request information forms • Campus visit scheduling • Contact a counselor • Engagement with academic programs • Applications • Explore a particular 
 degree offering
  29. 29. 29 Measurement • GoogleAnalyticstracking • Eventtracking • Goals/conversions • Campaigns • A/BTesting
  30. 30. 30 Why Measurement is so Important • Personalizationishigheffort • Musthaveawaytoassesssuccess • Needtoensureeffortsproduce
 goodandavoidharm • Refiningandevolvinga
 personalizationapproach
 requiresfeedback
  31. 31. Planning for Personalization
  32. 32. 32 Segment POSSIBLE SEGMENTS Geographic Device or browser Frequency and recency Visitors to key areas (landing pages, programs) Demographic • Audiences • Narrowfocus • Highestvalue • ValidatewithGoogleAnalytics
  33. 33. 33 Identify Conversions Foranyaudiencesegmentyouwanttopersonalize: • Whatconversionsshouldthevisitorcomplete? • Aretheconversionsalreadybeingtracked? • Doesbaselinedataexisttocomparebefore/afterefforts? • Whatresultdoyoudesirefromvisitorsseeingpersonalizedcontent? Ensureyouhavemeasurableconversionstoevaluateyourefforts.
  34. 34. 34 Choose a Personalization Tool or Technology Therighttooldependsonyoursituation.Generally: • CMS-basedtoolsintegratewithcontent • Third-partytoolsplugintoyourexistingwebsite • Theabilitytostartsmallandgrowiskey • Noonesizefitsall • Skillsandresourcesofyourteammatter
  35. 35. 35 Create Personas • Startwithpriorityaudiencesegments • Craftrealworldusecases • Startsmall • Craftcontentforpersonas PROSPECTIVE UNDERGRADUATE ALUMNI ACCEPTED UNDERGRADUATE INTERESTED IN NURSING STUDENT ATHLETE INTERESTED IN ARTS FREQUENT VISITOR
  36. 36. 36 Design Personalization Experience • Definecallstoactionandconversions • Createanddesignthecontentandpresentation • Testtheexperienceandverifyitworks • Deploythepersonalizationexperienceandmeasureperformance • Reviseandrefinetheexperiencebasedonresults
  37. 37. 37 Final Thoughts Remember the prerequisites: • Contentmanagement • Transactions/conversions • Measurement Start small • Lightweightsegmentingandpersonas Measure, test, refine • Neverskipmeasurement
  38. 38. Piero Tintori CEOandFounder TERMINALFOUR 
 @pierotintori piero.tintori@terminalfour.com Mallory Wood DirectorofMarketing mStoner 
 @mallorywood 802.457.9234 mallory.wood@mstoner.com
 Resources • Check out more resources from TERMINAL FOUR: 
 https://www.terminalfour.com/ resources/ • Download Mythbusting Websites: On-Demand Presentation and White Paper
 http://mstnr.me/ MythbustingWebsites • Ready to improve your .edu?
 http://mstnr.me/SiteCheckup2017 Greg Zguta TechnicalLead mStoner @gzguta 314.884.1803 greg.zguta@mstoner.com
  39. 39. Questions & Answers
  40. 40. m storytellers, experience crafters, brand builders

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