Web personalisation and measurement.

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An overview of introduction to, and overview of, personalisation and measurement.

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  • The web allows us to access/generates dataThis data IF USED CORRECTLY can provide insightsThese insights can help us to improve efficiency, process and deliver a better ROI
  • Mid-1990’s: ATG/Broadvision early productsA means of enhancing the visitor experience to a website by elevating certain functionalitiesAmazon, eBay: early pioneers
  • 52% of digital marketers agree that “the ability to personalise content is fundamental to their online strategy”41% committed to providing personalised web experience
  • What is the impact of personalisation on ROI & how is it measured?50% use “time spent on site” to measure increased engagementONLY 32% say their CMS enables personalisation YET 37% are targeting personalised content in real time33% say they use data effectively to maximise conversions27% test to see how different personalisation performsAND...6% use social graph data to personalise content42% say they can personalise using anonymous data
  • Fall in the cost of deploymentMany mid-tier CMS solutions incorporated this functionality as a USP to set themselves apartMORE CONTENT, so companies need to work harder to point users to the RIGHT content
  • A standard site presents the same content to all users, regardless of profile, preferences and behaviour.A personalised site is one where the experience is changed to be different to each user based on a number of pre-defined factorsPersonalised sites are PUSH- oriented, non-personalised sites are PULL- oriented
  • (1) EXPLICIT: based on the user’s PROFILE, and can be PASSIVE (allowing users to make choices as to what they'd like to see) or SEGMENTED (allocating content choices based on a logic layer applied to that profile)Examples: Pros & cons
  • (2) IMPLICIT/”BEHAVIOURAL TRACKING”: based upon a user’s clicking activity, the site dynamically offers content based upon that activityExamples: AmazonPros & cons
  • (3) HYBRID: a solution that is designed to offer the best of both worldsExamples: eBayPros & cons
  • (4) ADAPTIVE: where incremental website user behaviour monitored and personalisation takes place automatically Watch this space – tech developingAmazon? Google?
  • The rise of mobileGrowth of behavioural targeting“Big Data”: larger data sets to improve personalisation, esp., in recommendations/promotionsBroader shift to cloud/SaaS tech: user behaviour even more critical to the underlying tech intelligence of these systems
  • Here to stay and it will only increase in use and adoptionThose already using it will improve their systems, as evidenced by the increase in ROI that results from enhanced personalisation techniquesThe rise in personalisation part of a broader paradigm shift in tech landscape involving mobile-first, responsive & adaptive design, and cloud computing
  • QUANTITATIVE measurement: tells you WHAT is happeningQUALITATIVE measurement: tells you WHY it is happeningBOTH are important
  • Log files Taggingmore advanced analytics, ubiquity of Google Analytics bespoke CMS systems
  • Who is using my site?Where are they coming from?What content are they consuming?How are they engaging with that content?What can we do to make their experience better?
  • There are no independently meaningful metricsAnything can be a source of dataThe truth lies in the context...
  • Traditionally, the top 4 metrics worth looking at are likely to be:Traffic sourcesTop contentBounce rateGoals/conversionsOnly meaningful when they are interconnected:In this example, always evaluate (i) traffic sources and (ii) top content in light of (iii) bounce rate and (iv) conversions
  • Big Data to harness business intelligenceMore data sourcesMore platforms (particularly mobile: tablet, smartphone)Social media – also a source of contentionGoogle Analytics & “Universal” analytics
  • Universal analytics: users can tailor it to their needs, integrate their own datasets and get a better view of the entire marketing funnelAttribution Modelling Tool: build models that give credit to all their digital channels, provide insight into the impact of various marketing programsCost Data Import: import users’ cost data from any digital sourceCustomer Lifetime ValueRecency, Frequency and Monetary ValueCustom Dimensions/Metrics: widen dimensions for bespoke measurementMobile
  • The most important data point: how customers/visitors interact with your web presence:Usability testing“Follow Me Homes”A/B TestingSurveyingAn ongoing process...
  • As personalisation becomes more ubiquitous and sophisticated, so there is an increasing need for a real-time, instantaneous customer analytics capabilityAs with the broader analytics scene, where personalisation is present it is vital to understand the data generated by analytics tools. Good analysis of data is imperative.
  • Web measurement tools need to be understood contextually to derive the most benefitThese tools are increasing in sophistication to match both technological advances and also heightened business expectationsThe landscape for measurement is increasingly fragmented and diverseAll of these factors highlight a need for more integration, as increasingly disparate data sources & graphs, coupled with a fragmentation of platforms/devices used results in deeper challenges for measurementAs ever, the availability of more advanced analytics correlates with a need to have a more advanced & nuanced understanding of the analytics tools at our disposalPersonalisation amplifies all of the above factors, and creates a virtuous loop
  • Web personalisation and measurement.

    1. 1. Personalisation & Measurement: An Introduction Farooq Ansari Reading Room Manchester
    2. 2. A Tangled Web WEB DATA INSIGHTS EFFICIENCY
    3. 3. Personalisation A means of enhancing the visitor experience to a website by elevating certain functionalities
    4. 4. Personalisation: It’s Important 52% of digital marketers agree that the “ability to personalise content is fundamental to their online strategy” 41% are committed to providing a personalised web experience
    5. 5. Personalisation: It’s Important 50% 32% 33% 27% 6% 42%
    6. 6. Personalisation: Factors contributing to its rise • Fall in the cost of deployment • More crowded market • More content
    7. 7. Personalisation: What sets a personalised site apart? STANDARD SITE: PRESENTS THE SAME CONTENT TO ALL USERS – REGARDLESS OF PROFILE, PREFERENCES AND BEHAVIOUR PERSONALISED SITE: THE USER EXPERIENCE IS CHANGED TO BE DIFFERENT TO EACH USER BASED ON PRE- DEFINED FACTORS
    8. 8. Personalisation: the different types PERSONALISATION PRESCRIPTIVE EXPLICIT IMPLICIT EXPLICIT & IMPLICIT ADAPTIVE
    9. 9. Personalisation: General characteristics • Rule-based & triggered by interactions with a user • Insight into a user can come from various factors • A business logic is integrated into a website and, when triggered by a user’s activity, it changes the static display of content to match the visitor
    10. 10. Personalisation: EXPLICIT PASSIVE User able to customise/tailor or otherwise set up features “Passive” in the sense that they may or may not choose to set up accordingly E.g. Early Yahoo! + Easy to set up - Too many log-ins SEGMENTED User given a profile which determines what content will be shown Often used by marketers to create specific groups A good way of creating an extranet environment + Great for sites with a lot of content - More onerous from an admin perspective
    11. 11. Personalisation: IMPLICIT “BEHAVIOURAL TRACKING” The clicking activity of a website visitor is tracked and monitored Every incremental click is then used to determine the content received by the visitor e.g. Amazon + No log-in or other details necessary - In maintenance terms, this is the most labour-intensive to maintain & th most involved
    12. 12. Personalisation: HYBRID “THE BEST OF BOTH WORLDS” Where a visitor on a passive or segmented site could have implicit tracking applied at a particular stage of their journey Alternatively, an implicitly tracked user could be asked to register for an “explicit experience” e.g. ebay Pros and cons: A combination of explicit and implicit
    13. 13. Personalisation: ADAPTIVE “THE SYSTEM CREATES THE PROCESS” Where the system itself creates the logic that determines what content to display Incremental behaviour of website users is analysed to model a 'user' or 'user type' and the system uses this knowledge gained to personalise content displayed automatically Predicts the content that a visitor is looking for based on incremental behaviour e.g. Baynote, Google, Amazon + Does not require setting up, and a great choice for organisations who could benefit from personalisation but lack the in-house resources to effect it - Complex tech underpins its operation; still in its infancy
    14. 14. Personalisation: Trends THE RISE OF MOBILE BEHAVIOURAL TARGETING BIG DATA CLOUD/SaaS
    15. 15. Personalisation: Overview • Here to stay • Those already using it will improve their systems • The rise in personalisation part of a broader paradigm shift in tech landscape
    16. 16. Measurement QUANTITATIVE: THE “WHAT” QUALITATIVE: THE “WHY” YOU NEED BOTH
    17. 17. Measurement: Analytics ...is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. -Official DAA definition
    18. 18. Measurement: Analytics: The Key Questions WHO WHERE WHAT HOW A BETTER EXPERIENCE FOR USERS
    19. 19. Measurement: What You Need To Remember THERE ARE NO INDEPENDENTLY MEANINGFUL METRICS ANYTHING CAN BE A SOURCE OF DATA THE TRUTH LIES IN THE CONTEXT
    20. 20. Measurement: The Need For Context Metrics are only meaningful when interconnected...
    21. 21. Measurement: The Latest Trends BIG DATA MORE DATA SOURCES SOCIAL MEDIA MORE PLATFORMS
    22. 22. Measurement: What We Can Expect • Universal analytics • Attribution Modelling Tool • Cost Data Import • Customer Lifetime Value • Recency, Frequency and Monetary Value • Custom Dimensions/Metrics • Mobile
    23. 23. Measurement: The qualitative tools The most important data point: how customers/visitors interact with your web presence An ongoing process...
    24. 24. Measurement: Measurement & Personalisation REAL-TIME, INSTANTANEOUS ANALYTICS CAPABILITY PERSONALISATION GOOD ANALYSIS OF DATA CLARITY & UNDRSTANDING
    25. 25. Measurement: Overview CONTEXT SOPHISTICATION FRAGMENTATION INTEGRATION MORE ADVANCED ANALYTICS
    26. 26. Conclusion #1 There are increasingly sophisticated approaches to both web personalisation and web measurement
    27. 27. Conclusion #2 This is necessary as we live in increasingly complex times: more data, more devices, more users, more content
    28. 28. Conclusion #3 This complexity has an upside, as it will allow us to derive greater value and understanding, increasing ROI whilst delivering a far better user proposition
    29. 29. Conclusion #4 A “win-win” scenario for site owners and users – it’s not just about a better site; it’s about a better business

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