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Content personalization Colin Eagan

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Colin Eagan

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Content personalization Colin Eagan

  1. 1. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TARGETED EXPERIENCES BY COLIN EAGAN, M.S. MIMA Summit | October 18, 2016 PERSONALIZATIONFIVE STEPS TOWARD BUILDING THOUGHTFUL CONTENT STRATEGY FOR
  2. 2. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit COLIN EAGAN PLEASED TO MEET YOU. PRINCIPAL, USER EXPERIENCE | ICF OLSON @colineags Hello. #MIMASummit
  3. 3. (Today’s Topic)
  4. 4. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TODAY WE WILL: EXPLORE AN EXCITING NEW UX POWER: TARGETED USER CONTENT LEARN HOW TO USE IT FOR GOOD OR FOR EVIL LEAVE YOU WITH A CHOICE
  5. 5. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit BUT FIRST, SOME NUMBERS Everyone loves numbers.
  6. 6. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Average number of times the online activity of an average internet user is tracked daily Source: Acxiom Corp
  7. 7. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Yearly value to Facebook of a female user who is “very active” on the site (males are worth $22.09). Facebook has 1.65 Billion Users as of Q2 2016. Sources: Acxiom Corp; Facebook Newsroom.
  8. 8. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09) Source: Acxiom Corp
  9. 9. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit ALL OF THESE NUMBERS HAVE SOMETHING TO DO WITH THE VALUE OF USER TARGETING Feeling small?
  10. 10. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit WHAT IS TARGETING? AND WHY DO I CARE. Glad you asked.
  11. 11. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Responsive design personalizes layout; targeting personalizes content! • Facebook has done it for years • Targeted content is adaptive to some unique user trait • Can be as general as the zip code you’re in, or specific as browsing history WHAT IS TARGETED CONTENT? NOTHING NEW. Source: AdThis.com $$$
  12. 12. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Facebook User A Data Profile User B Data Profile Facebook Experience A Experience B User A User B TARGETED = CUSTOMIZED BASED ON DATA
  13. 13. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Used properly, targeting can dramatically improve the user experience, saving time and creating trust. Amazon and Netflix have been doing it effectively for years. FOR GOOD… “Highly-specific, multi-compound genres.”
  14. 14. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit An innocent search for a muffin recipe fills your browser with ads from HP for printers. (Note: actual sales promo from online advertising company) Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/ FOR…GOOD? WTF?
  15. 15. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit ALSO KNOWN AS STALKER ADS As in upon seeing one, you might feel a bit like this…
  16. 16. Source:OverlyAttachedGirlfriend
  17. 17. Source:OverlyAttachedBoyfriend
  18. 18. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TARGETING THAT LEAVES A BAD TASTE Adrants.com
  19. 19. warcraftonline.files.wordpress.com
  20. 20. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • In November 2015, started collecting data on any app downloaded (not just from within Twitter) • Recently started letting advertisers use that data to target ads • Facebook has done this since 2012 Source: Motley Fool, June 18, 2015 http://www.fool.com/investing/general/2015/06/18/twitter-starts-using- your-apps-to-target-ads.aspx TWITTER USES YOUR APPS TO TARGET ADS AS OF LATE…
  21. 21. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Source: Fortune Magazine, October 5, 2015 http://fortune.com/2015/10/05/linkedin-class-action/ LINKEDIN TO PAY OUT $13M IN CLASS ACTION SUIT FOR HIJACKING YOUR IDENTITY VIA EMAIL EVEN MORE RECENT: ANYONE GETTING IN ON THIS? • “Add Connections” feature led users to unknowingly send hundreds of spammy emails • Linkedin settled for $13M in damages • Lawyers get $3.25 mill • You get 10 bucks!
  22. 22. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Source: AdThis.com YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY)
  23. 23. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit WHAT ABOUT FACEBOOK TARGETING? DO YOU TRUST THEM? Source: AdThis.com
  24. 24. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • At its worst, tracking invades privacy and erodes user trust • Belgian privacy commission taking Facebook to court for alleged “trampling” over Belgian and European privacy law • Tracking of non-users and logged out users for advertising purposes • Additional countries in EU have since followed suit THE EUROPEAN UNION DOESN’T… Credit:TheGuardianJune15,2015
  25. 25. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Courts in Canada and the EU have ruled that Facebook's “Moments” auto photo-tagging product violates privacy law • Certain laws forbid the “collection of biometric data without explicit user consent” • Instead users must manually tag themselves DOES FACEBOOK OWN… YOUR FACE? Source: The Verge, May 10, 2016
  26. 26. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U. European Union (EU) regulations now require sites to inform users if cookies are active Source: UPS.com
  27. 27. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Cookies are small text files sent from a web server and stored in user's browser to track “stateful” information • Classic example is shopping cart • 64% of users have cleared cookies (Pew Research) • 41% disable cookies in browser • 14% now use an anonymous browsing service, like Ghostery Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432823496404570 BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES
  28. 28. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Example of Mashable.com on my Chrome browser session with Ghostery enabled (notice missing content chunks) Ghostery can block over 1900 trackers (here it’s DoubleClick, Google’s internet ad subsidiary) BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
  29. 29. Source: Ghostery.com PERIODICTABLEOFTHINGSTHATCANSTALKYOU
  30. 30. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit BUT IT’S HARD TO RUN… • Facebook's "Year in Review" was intended to showcase your best moments of the previous year • But as it turns out, not every memory on Facebook was happy • This user’s boyfriend’s apartment had caught fire earlier that year Via CBS News December 29, 2014, 12:09 PM
  31. 31. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit EVEN WORSE. • This user received a photo of ashes of his dead father Source: CBS News
  32. 32. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit “INADVERTANT ALGORITHMIC CRUELTY” • In one of the most disturbing examples, web designer and speaker Eric Meyer was shown a photo of his daughter, who had passed away earlier that year • She was surrounded by images of people having a party • Meyer called it “inadvertent algorithmic cruelty” • Facebook later apologized Source: CBS News
  33. 33. WITH POWER COMES RESPONSIBILITY.
  34. 34. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit AND YET DESPITE ALL THAT…
  35. 35. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit IF YOU ASK TEN MARKETERS… What they think about personalized user content…
  36. 36. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Data based on a survey of 1,506 marketing and communications executives worldwide, representing all major industries. The survey was conducted in the fall of 2014, and follows a similar survey conducted in 2013. 9/10 MARKETERS CAN AGREE! 9/10 Marketers agree “personalization is the way of the future.” This is us agreeing.
  37. 37. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit HOWEVER IF YOU LOOK AT SPEND…
  38. 38. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Before people get to your site After people get to your site MARKETING $$ IS HIGHLY SKEWED For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there $92 $1 Source: AddThis: “Website Personalization: What It Is and How It Can Help Increase Conversions on Your Site.” Published May 2015
  39. 39. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit MARKETING $$ IS HIGHLY SKEWED $92 After people get to your site *TODAY WE ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there.
  40. 40. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit THIS TALK IS ABOUT PERSONALIZED UX ON YOUR OWN WEBSITE INTELLIGENTLY DESIGNING
  41. 41. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit OK, GREAT. WHAT DOES THAT MEAN.
  42. 42. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Traditionally, the average UX person didn’t have much of a role in targeting • Ads were controlled by marketers; e- commerce by proprietary algorithms like Amazon’s • The advent of robust, out-of-the-box targeting platforms has helped democratized the landscape WHAT’S CHANGED FOR CONTENT PEOPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM” $40k - $300k + 20% annually ASP.NET, C# $40k - $500k + 20% annually ASP.NET, C# $140k - $1.2M + 20% annually JAVA based *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. NB: Colin has zero interest in promoting any of these products, other than making you more knowledgeable about them
  43. 43. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE Entire experiences can be targeted, from the images and copy to background colors FOR “HER” FOR “HIM” Source: Adobe.com
  44. 44. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY Source: Forrester
  45. 45. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit LESS EXPENSIVE (SORTA): THIRD PARTY “OPTIMIZATION SYSTEMS” $20k -- $250k / year (a “Drupal Hybrid”) $20k -- $100k / year $100k+ / yearly (custom pricing) $100k+ / yearly (custom pricing) • Can be “plugged in” to any existing site by inserting some JavaScript in the header of pages (similar to analytics tagging) • Segmentation and content management handled in external tool, not your CMS • “All-inclusive” pricing w/ hosting can be better for higher-traffic sites *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015.
  46. 46. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit IF YOU’RE NOT USING TARGETING YET, OR YOUR CLIENTS AREN’T YET, CHANCES ARE THAT WILL CHANGE QUICKLY. AND YOU NEED TO BE PREPARED.
  47. 47. YOU WILL HAVE A CHOICE.
  48. 48. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Next we will look at the essentials for putting together a targeted information design using a standard experience management platform, including… 1. Goals & Objectives The Why 2. Audiences & Segments The Who 3. Rules & Campaign The What 4. Testing & Analytics The So What 5. Learn from Others The Whatcha Done WHAT WE’LL LOOK AT NEXT
  49. 49. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TARGETING STRATEGY STEP 1 | DO WE EVEN NEED TARGETING? Does the pool have water in it?
  50. 50. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit GOOD REASONS TO TARGET • Your audience can be segmented in ways that are meaningful • Narrowing your message provides incremental value • Targeting is tied to specific business KPIs or objectives • Because we can. • Some variation there of. WHAT TO ASK YOURSELF BEFORE YOU START BAD REASONS TO TARGET
  51. 51. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit 1. Like any other content project, begin with intent 2. You still need to determine your core principles and goals 3. The question is how (or if) targeted content can further those goals REMEMBER, PEOPLE! TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE CONTENT TOOL BOX.
  52. 52. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit EXAMPLE: CONTENT GUIDING PRINCIPLES Credit:ICFInteractive
  53. 53. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit AUDIENCE SEGMENTS STEP 2 | WHO ARE WE TALKING TO? Once you have your mission, you can begin segmenting your audience.
  54. 54. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit WHAT’S A SEGMENT? • Similar to personas: a group of users with some distinguishing trait, like age, interest, location • Generally speaking, targeting can be either: 1. Segment Based (all males 50+) 2. Algorithm Based (previous purchases, clickstream, etc) • For our purposes, we’ll look at how to set up segment-based targeting, since this is how many EMSs are set up
  55. 55. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit SEGMENTS ARE DETERMINED BY DATA BEHAVIORAL TRAITS  Pages Visited  Duration of Visit  Frequency of Visit  Search Terms Used  Site Referred From  Interest on other sites (determined using tools like Spyjax) DEMOGRAPHIC TRAITS  Age  Income  Family size  Marital status  Gender  Location Examples:  Site User Profile  Google Ad Planner  FaceBook Connect DemandBase (B2B) This is how we know who is who. Typically these will be fed through some type of targeting data exchange to be accessed by the CMS
  56. 56. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Logged in; My Profile HOW DO WE GET DATA? TWO WAYS TO KNOW ABOUT “Explicit Data” “Implicit Data” Explicit data is based on something the user tells us directly, such as via profile information. Implicit data if something we infer, such as via IP lookup
  57. 57. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Authenticated • Based on info in your own database • DemandBase (IP, business type) • Maxmind (geo-location) • Session preferences • Cart or guest account • Session history SOME DATA IS BETTER THAN OTHERS Segments are identified by user data, either implicit or explicit
  58. 58. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit SOME DATA IS BETTER THAN OTHERS • Authenticated • Based on info in your own database • DemandBase (IP, business type) • Maxmind (geo-location) • Session preferences • Cart or guest account • Session history DARK ARTSLess transparent Available—for a price Highly unpredictable HAPPY PLACEUsers provide data openly Hard to buy or fake Reliable, if you can get it Segments are identified by user data, either implicit or explicit
  59. 59. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit BIG BROKER IS WATCHING YOU. • Federal Trade Commission released 2014 report on lack of transparency among data brokers • Axciom has more than 3,000 data points on nearly every citizen in the US • Some are what you might expect: race, gender, age • Others get very creepy very quickly Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability- report-federal-trade-commission-may-2014/140527databrokerreport.pdf
  60. 60. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit BIG BROKER IS WATCHING YOU. • In 2014 the Federal Trade Commission released a very interesting report on lack of transparency among data brokers • Axciom, one of the largest in the US, claims to have more than 3,000 data points on nearly every citizen in the US
  61. 61. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit RACE GENDER AGE OCCUPATION MARITAL STATUS POLITICAL AFFILIATION HOME OWNERSHIP VEHICLE OWNERSHIP
  62. 62. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit GAMBLER SMOKER GUN PURCHASER “BIBLE LIFESTYLE” SPORTY LIVING BIKER / HELL’S ANGELS ALLERGY SUFFERER “LEANS LEFT” FINANCIALLY CHALLENGED PLUS-SIZE APPAREL “DIABETES INTEREST”
  63. 63. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • There is a fine line between providing helpful personalization and betraying user trust • No form of targeting is inherently good or evil; it’s how you deploy it • Users may invite personalized content if it’s helpful and you are transparent in your methods • Invite users to “self-identify” by giving you information, like profile data • If you want to dabble in implicit data, make sure you’re being up-front • Give users a way to “opt out” if they are uncomfortable LESSONS!
  64. 64. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit LET’S PRETEND… THIS IS ALL GETTING A BIT ABSTRACT, SO
  65. 65. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit We want to target busy marketing professionals who travel regularly What online content should we create to give us an edge?
  66. 66. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Research suggests that $1 spent on business travel can generate $9.50 in revenue and $2.90 in profits.* That’s good! But there are also hidden costs: Travel is stressful. (That’s bad.) *Source: HEC, Carlson Wagonlit SO WE DO SOME RESEARCH…
  67. 67. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit So our first idea is to start a content campaign that takes the stress out of travel. The traditional method would be “one size fits all.” But that makes a lot of assumptions – what does “stressful” even mean? Is it the same for everyone? What if we look at it by audience… WHAT CONTENT SHOULD WE CREATE?
  68. 68. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Survey of 7,400 global managers accustomed to travel. Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
  69. 69. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Survey of 7,400 global managers accustomed to travel. Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
  70. 70. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit • Support Staff Male • Associate Staff Male • Manager Male • Director Male • VP Male • Senior Exec Male • Support Staff Female • Associate Staff Female • Manager Female • Director Female • VP Female • Senior Exec Female So we could potentially* set up 12 segments in our system. For our pilot campaign, let’s limit our focus to Senior Execs, male and female. IDENTIFYING SEGMENTS FOR PILOT *Note for research people: don’t freak out this is just an example. We would absolutely want to research the “why” behind this data.
  71. 71. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit EXAMPLE: SETTING UP A SEGMENT IN ADOBE Client Context: Male Sr Exec from US Gender = male is a basic business rule. Can get more complex. Advanced segmentation is more like JavaScript Credit: Adobe
  72. 72. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET Credit: ICF Interactive Helps you organize segments and which content campaigns to show them
  73. 73. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Credit: ICF Interactive EXAMPLE: TARGETING USE CASE Helps illustrate how targeted content will improve the experience of a user segment
  74. 74. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit RULES & CAMPAIGNS STEP 3 | WHAT ARE WE GOING TO SAY? We know who we want to talk to. Now how and when do we say it?
  75. 75. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS Ad for Business Class Service List of Flight Cancelations Links to priority web content Travel tips to reduce stress If we knew they were visiting our site, what would we say? Art Credit: ICF Interactive
  76. 76. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Message Bar Consider a “typical” layout… • EMS can configure each zone differently depending on who is visiting • Rules are “if then” statements, typically applied at the component level • Campaign is set of rules that work together to create an experience Banner ArticlePromoShortcuts OUR SITE: DETERMINING TARGETABLE ZONES
  77. 77. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Understanding these types will help you determine what type of targeting rule to create and where you would like to show it on your site Show this user time-sensitive information E.g. A delay or cancelation impacting this user Credit:ICFInteractive TARGETED CONTENT MODEL: FOUR WAYS TO ADD USER VALUE Promote site functions useful to this user E.g. Navigation options helpful to this user Task at Hand Big Picture Notify this user of relevant products or services E.g. Ad for a product or service we think user will like Notify this user of relevant (non-sales) content E.g. Blog content, articles, social content, etc. ALERT MAKE EASIER CROSS-SELL ENRICH
  78. 78. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit A list of flight cancelations in real time Some shortcuts to Priority web content An ad for new Business Class Service Tips on Trip Prep (male) Tips on Destination (female) Understanding these types will help you determine what type of targeting rule to create and where you would like to show it on your site. APPLYING THE MODEL: WHAT TO SHOW SR EXECS If Sr Exec, Then Show: Credit:ICFInteractive Task at Hand Big Picture ALERT MAKE EASIER CROSS-SELL ENRICH
  79. 79. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit DEFAULT STATE: WE DON’T KNOW WHO USER IS Default Message Bar Default Banner Default Article Default Promo Default Shortcuts ?
  80. 80. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS: Alerts for this user Note, we’re NOT even using the main banner zone here. Targeting can be more than just ads!
  81. 81. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS: Alerts for this user Neat.
  82. 82. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Credit: ICF Interactive EXAMPLE: TARGETING ZONE CHART
  83. 83. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit CONTENT MODELING AND NOW LET’S PAUSE FOR A BRIEF WORD ON How does the system “know” what content to show someone?
  84. 84. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT • Tags help the system know what content to show which audience • Tags can be organized into taxonomies • We might tag a banner ad for audience “Sr Exec” or by type “Priority Content” Clickstream Cloud As the user navigates, you can capture tags related to pages they look at. For example, Basic products vs Expert. You can tag content with this. Video could be more expert vs basic. Credit: Adobe
  85. 85. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Credit: Sara Wachter Boettcher “Content Everywhere”, Rosenfeld Media • Helps define relationships between content • Informs how you set up content types in CMS • Helps create your taxonomy and metadata schema • Can also help with things like search results EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
  86. 86. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit A BIT MORE COMPLEX… Credit: ICF Interactive
  87. 87. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit TESTING & ANALYTICS STEP 4 | HOW DO WE KNOW IT WORKS? The “so what.”
  88. 88. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit DOES IT WORK? • Personalization only as good as ability to measure it • KPIs are key to proving that targeting works • Agency TBG estimates +10-20% in KPIs1 • Rockport: +32% order value, +10% conversion with personalized recs2 • Iron Mountain: +123% referral rates for targeting healthcare-specific message3 1 Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. 2 “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014. 3 Demandbase also reported a 115% increase in the small to medium business segment using a similar approach. Source: Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.
  89. 89. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit EXAMPLE: CHILDREN’S NATIONAL REDESIGN BY TBG • Built on Sitecore CMS • Targets based on content previously viewed • Ex: Show neurology story to user who viewed neurology content • Using Maxmind IP geolocation, can even target high-value customers from parts of the Middle East • 161.45% increase in session duration overall1 1 TBG reported 15% increase in page views, and a 161.45% increase in session duration. The new site also increased site-based donations by 54%. You can read the complete case study at http://www.berndtgroup.net/projects/portfolio/childrens-national-website-redesign-and-cms- implementation
  90. 90. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit Shifting from low-cost provider of credit cards to ramping up customer experience Personalize based on whether customers are researching or buying a car Adding personalized recommendations to its online store BUT WILL IT WORK FOR ME? JUST A FEW NON-TECH BRANDS THAT TARGET Wells Fargo’s latest ATM UI reshapes based on transaction history “Flavor Profile” shows relevant recipe and product recommendations Source: Forrester Research. November 10, 2014. Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing
  91. 91. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit READY TO START? WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY Just a few things to consider before you hurt yourself…
  92. 92. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit YOU MAY STILL NEED SOME WORK IF… • You don’t have enough content to make targeting useful • You don’t have enough staff to maintain targeted content • Your content is not semantically rich – you need a taxonomy, metadata, etc. • You don’t have a CMS that supports it • You don’t have analytics and tracking in place to gain insights and adjust BEST PRACTICES FOR WHEN YOU’RE READY • Start segmenting traffic on your CURRENT site. Third party providers like DemandBase can start showing you IP based user data asap • Role out campaigns iteratively. Avoid “big bang” approaches. Tune your business approach and technical infrastructure over time • Never stop testing. Audiences change over time as consumers learn more about your products, make purchases, read reviews, etc.
  93. 93. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit REMEMBER: IT DOESN’T HAVE TO BE COMPLEX Even if your organization doesn’t have a fancy targeting platform, you can start thinking in that mindset Source: http://digitalmarketingmagazine.co.uk/articles/one-to-one-personalisation-will-boost-conversion-rates/646 In a survey of digital marketing managers, 92% of respondents claimed to offer a level of personalization in their email communications. QUESTION What’s the number one method of customer personalization used today? ANSWER Email.
  94. 94. AND YOU TOO CAN TAKE BACK TARGETED CONTENT FOR GOOD.
  95. 95. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit THANK YOU @colineags #MIMASummit
  96. 96. Content Strategy for Personalization | by Colin Eagan | MIMA Summit | October 19, 2016 @colineags #MIMASummit *BONUS READING! Approaching Content Strategy for Personalized Websites IllustrationbyJoeAlterio http://alistapart.com/article/approaching-content-strategy-for-personalized-websites

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