Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.
Specifically, this talk will cover:
1) Recent developments in the CMS landscape that make personalizing content much more readily achievable — from soup-to-nuts “experience management platforms” to more modestly-priced targeting plugins.
2) A framework to help your clients or internal stakeholders determine how (or if) personalized content can complement an existing content strategy, including audience segmentation, component-level “zoning,” and the people / processes required to support it all.
3) Hands-on examples from the presenter’s own experience implementing personalization CS this past year at two Fortune 50 companies—from concept to implementation to testing.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
How We've Built Almost 20,000 Links By HandJulieJoyce
Over the past 7 years, we've built close to 20,000 links for our clients, all with zero automation. Get a look at our due diligence process and see what our link builders actually do to build links.
Link building is a vital aspect of search engine optimization. But are you doing it wrong? Check out these 25 link building mistakes to make sure you are doing it right. If you got a mistake that you see out there in the trenches, feel free to leave a comment!
According to the most trusted source of SEO research, Moz, local SEO is broken down into 8 major categories:
Google My Business Signals 25.12%
Link Signals 16.53%
Review Signals 15.44%
On-Page Signals 13.82%
Citation Signals 10.82%
Behavioral Signals 9.56%
Personalization 5.88%
Social Signals 2.82%
Most real estate agents would agree that getting their business to rank high enough on local SEO results to have people calling or emailing them to help them buy or sell houses would be awesome.
If you want that for your business this guide will get you off on the right foot.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
How We've Built Almost 20,000 Links By HandJulieJoyce
Over the past 7 years, we've built close to 20,000 links for our clients, all with zero automation. Get a look at our due diligence process and see what our link builders actually do to build links.
Link building is a vital aspect of search engine optimization. But are you doing it wrong? Check out these 25 link building mistakes to make sure you are doing it right. If you got a mistake that you see out there in the trenches, feel free to leave a comment!
According to the most trusted source of SEO research, Moz, local SEO is broken down into 8 major categories:
Google My Business Signals 25.12%
Link Signals 16.53%
Review Signals 15.44%
On-Page Signals 13.82%
Citation Signals 10.82%
Behavioral Signals 9.56%
Personalization 5.88%
Social Signals 2.82%
Most real estate agents would agree that getting their business to rank high enough on local SEO results to have people calling or emailing them to help them buy or sell houses would be awesome.
If you want that for your business this guide will get you off on the right foot.
The Future of Search: Dispersed Citation & The Idea GraphIan Lurie
Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.
Top 10 SEO tips for communications and public relations professionals presented at Social Media Club in Louisville by TopRankMarketing.com CEO Lee Odden.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
Google is Watching You: How Google Spies on Search Behavior to Rank WebsitesJohn Crenshaw
Google is watching you, your friends, your grandma, your kids, your spouse - and it's all an attempt to improve the search ranking algorithms.
Find out how Google might be using searcher behavior to improve the search results and the implications this has for anyone involved in SEO.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
Keyword Research: The Secret Expert Techniques You Need to KnowJudith Lewis
With the changes at Google where search volumes are removed, what is the best way to do keyword research. This conference talk went through some easy and some expert-level tips and tricks around how to do keyword research including a secret complex technique on how to map keywords onto a graph however the slides don't give the detail - you had to be at DigitalZone 16 in Istanbul.
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
Social media presentation by Joe Pryor Oklahoma City real estate investment s...Joe Pryor
Intorduction to social media presented by Joe Pryor President Elect of The Oklahoma Association of REALTORS®, to the Central Oklahoma Home Builders Association on November 5th, 2012. We will explore how to use no and low cost media for Oklahoma City real estate to extend reach and lower cost.rr
The standards we set this year will shape our lives in years to come, and a person's abilities and preferences change just as rapidly as technology. So let's have self-aware, user-centered design, because designing for "average" means designing for no one.
The Future of Search: Dispersed Citation & The Idea GraphIan Lurie
Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.
Top 10 SEO tips for communications and public relations professionals presented at Social Media Club in Louisville by TopRankMarketing.com CEO Lee Odden.
This presentation was given by Jabez LeBret, author of Online Law Practice Strategies, in partnership with AVVO. Jabez informs you on Google updates and online marketing for your firm.
Google is Watching You: How Google Spies on Search Behavior to Rank WebsitesJohn Crenshaw
Google is watching you, your friends, your grandma, your kids, your spouse - and it's all an attempt to improve the search ranking algorithms.
Find out how Google might be using searcher behavior to improve the search results and the implications this has for anyone involved in SEO.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
Keyword Research: The Secret Expert Techniques You Need to KnowJudith Lewis
With the changes at Google where search volumes are removed, what is the best way to do keyword research. This conference talk went through some easy and some expert-level tips and tricks around how to do keyword research including a secret complex technique on how to map keywords onto a graph however the slides don't give the detail - you had to be at DigitalZone 16 in Istanbul.
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
Social media presentation by Joe Pryor Oklahoma City real estate investment s...Joe Pryor
Intorduction to social media presented by Joe Pryor President Elect of The Oklahoma Association of REALTORS®, to the Central Oklahoma Home Builders Association on November 5th, 2012. We will explore how to use no and low cost media for Oklahoma City real estate to extend reach and lower cost.rr
The standards we set this year will shape our lives in years to come, and a person's abilities and preferences change just as rapidly as technology. So let's have self-aware, user-centered design, because designing for "average" means designing for no one.
User Memory Design - Curt Arledge - IA Summit 2016Curt Arledge
Is experience overrated? Are experience designers only focusing on part of the picture?
Experience is ephemeral, vanishing as quickly as it begins. It's memory, not experience that writes the stories we tell ourselves and forms the basis of our choices. So what does that mean for experience designers?
This talk draws on classic psychology studies and theory to highlight the important distinction between experience and the memories that experience leaves behind. Humans convert experience to memory in predictable, if irrational ways. We can use that understanding to design for better outcomes.
This session is for anyone who wants to change the way they think about thinking and learn how to be a better user memory designer.
Place in Space (AKA "How to Design A Concept Model")Stephen Anderson
“How do you create a concept model?”
It's a simple question without a simple answer. As wranglers of information, we routinely create visual artifacts to make sense of difficult subjects. Think service blueprints. Site maps. Clusters of sticky notes on walls. Venn diagrams. These are all external representations created to organize our understanding—concept models. And in team settings, these models allow us to communicate and collaborate; master these visual thinking skills and you can effectively frame the conversation. For as long as we’ve organized things into stacks (“my pile, your pile”) or into some continuum (letterforms carved into a clay tablet, sorting kids by height), we’ve used the *spatial* arrangement of things to assign meaning. Consciously or not, we're tapping into a powerful visual language to help us and others understand difficult concepts. But, what is this language we're using? And can it be taught?
In this session, speaker and author Stephen P. Anderson will share the fundamental elements behind every visual representation. Much like there’s a grammar behind the written word, there’s a grammar behind the visual display of information; once understood, you can easily create clear and concise visual representations of thought.
Best of all, this same approach extends into other kinds of external representations, such as custom data visualizations or novel interfaces. And, as we move into a connected world, where information is distributed into the physical environments around us, we can prepare now by having a fundamental vocabulary to describe this arrangement of information.
Whether on the page or screen, or in the physical space around us, understanding how to derive (and convey) meaning through the arrangement of information is and will become an essential skill for anyone designing information.
12 Qualities of Effective Design OrganizationsPeter Merholz
It's not enough for a team to have great designers. Great design requires a well-run team, taking care of it's organizational, managerial, and operational needs. In this presentation, I outline 12 qualities of effective design organizations, and provide tools for assessing how well your organization is performing.
ISITE's Amanda Bernard and Derek Phillips share their perspectives on user experience and content strategy in this slide deck from the Path to Personalization Webinar. It includes insights on the latest trends, customer expectations, opportunities, and challenges of digital personalization.
Pinterest as Digital Archive, IA Summit 2016, AtlantaNoreen Whysel
Worldwide, people are increasingly accessing digital content within social media applications. To survive, it is essential for organizations in the fields of journalism, publishing, research, libraries, archives and other providers of deep content to incorporate social media as a content delivery method, not just for outreach and marketing campaigns.
My work at Architecture_MPS goes a step further in using social media, Pinterest in particular, as a front end interface for the organization’s resource repository, organizing content and driving users to our digital assets. At the same time, this mechanism promotes discovery via links to external content such as books, conferences, exhibitions and articles related to our research interests, serving as a "webliography" for further research on these topics.
People, Not Percentages: Research & Design For Cross-Channel ExperiencesStuart Maxwell
80 years ago, the bar for a retail experience was low. A simple shelf in a gas station was enough to display our company's initial product line. Today, that won't cut it. Today's designers have to incorporate scores of inputs, from how our customers encounter our products online and in the real world, to multiple departmental budgets and timelines converging around a campaign. In this environment, it's easy for customer perspective to get lost.
And yet customer experience is more important than ever. "Experience" is the secret sauce that will save physical stores from Internet giants. For designers, experience can be an overwhelmingly broad and loosely defined concept that is dependent on context and requires a rich understanding of the people for whom we are designing.
As leaders within our company's design and research teams, we’ll walk through our experience research and design approach via a case study of REI’s recently redesigned camping department. We'll share this process in detail: understanding customers in their authentic context; comparing information behavior in the physical and digital worlds; fostering customer-centricity on diverse design teams; carrying this empathy through physical space design, prototyping, and iteration; and navigating the politics of experience design.
Learning to share with Powerful Work PresentationsGail Swanson
Presenting work is essential to getting things done. It’s the gateway to collaboration, getting buy-in and sharing knowledge. Building shared understanding of the abstract concepts, and complex decisions of information architecture is as important as the quality of the work. Unfortunately, these meetings frequently trigger opinionated debate and fail to move things in a productive direction.
Hear about insights gathered from years of observation and experimentation in a wide array of situations. You will learn how to create a presentation strategy, select the right level of detail, and handle difficult moments. Use work presentations as an opportunity to connect and make progress.
Crafting an Etsy Taxonomy -- IA Summit 2016Jaime DeLanghe
Etsy, an e-commerce site for 40 million handmade and vintage products and craft supplies had gone 10 years without categorization. Learn about how we created a taxonomy for the world's most miscellaneous items that had to be used by both product creators (experts) and buyers (newbies) and what it taught us about our users in the process. Learn how to bridge the gap between such disparate user bases and what categorizing the most miscellaneous items possible can teach everyone.
(Download slideshow to see slide builds)
The term ontology is used a lot in our profession but rarely do we define what ontology is or what it is supposed to accomplish. Ontology is actually a very effective method to describe things and their relationships. Come to the Ontology Dojo to:
Find out that ontology really is not that scary.
Learn skills to help understand large information and data problems.
Supercharge your deliverables (especially concept maps).
No ontology skills are needed, but you will leave fully armed to take on any ontology problem!
Video version of the presentation from 2016 IA Summit: http://bit.ly/29bTrqE
Constructing Meaning is Bloody Work: Make Everyone a Winner in the Taxonomy WarsWendy Stengel
Are you faced with bringing scads of sites with scores of content owners and nearly as many tagging schemes into one unified content ecosystem? In this session, you'll learn how to embrace the chaos, balance the needs for freedom and control, and build better content experiences for your users by creating and caring for a folksonomy-guided taxonomy.
Presented at the 2016 IA Summit. #ias16
Adopting IA Heuristics and Iterative UX Reviews: A USPS.com Case StudyJeffrey Ryan Pass
Slides from 2016 IA Summit presentation. Here's how the presentation was described in the #IAS program:
This session (deck) explores the adoption of a set of UX heuristics for USPS.com and how they came to form the backbone for iterative IA/UX audits of the USPS.com domain including any number of sites, micro-sites, sub-domains, tools, and applications. It explores the selection of a UX heuristic set - we settled on a customized version of Abby Covert’s IA Heuristics for Interaction Designers (2011) - and the design and implementation of a repeatable IA/UX audit process.
Together, these form the backbone of of the USPS.com continuous improvement strategy that has significantly improved domain usability as well as communication and cooperation with USPS stakeholders, business drivers, and the agency of record.
Personalization should not be an afterthought anymore but many merchants haven’t been able to or willing to capitalize on it yet. 2017 is the year when personalization becomes an important factor for sustaining competitiveness. How mature is your personalization and where should it head to?
Trying to keep up with technology in today’s digital climate can sometimes leave you with a hamster-in-a-wheel mindset – you’re running and running, but it feels like you’re not getting anywhere! When you consider that in 2014 every $100 gained by nonprofits was offset by a loss of $95, it’s no wonder nonprofits are feeling this way. For a lot of organizations, there was so much work being done, but without the reward of stellar results.
In our new webinar series – Fundraise Smarter, Not Harder – we will teach you how to improve your results without straining your already exhausted resources. Kimbia fundraising strategist, Miriam Kagan, will be offering tips on monitoring the key metrics that should matter the most to your organization. You’ll be able to take a step back and gain a clearer picture of the actions you need to take in order to optimize your efforts and get those results in 2016! You’ll learn:
What you should be measuring and why
How building a foundation of testing and improvement can maximize results
Available tools to help you improve monitoring and optimization
And much, much more!
How to Build an AI-Powered Competitive Intelligence StrategyEllie Mirman
The explosion of online data combined with AI-powered technology paves the way to gather competitive intelligence programmatically and help companies extract actionable insights in ways that were previously impossible.
How Social Identities Are Outperforming Internet Cookies, And Why Marketers S...Unified
When it comes to advertising, the internet cookie is sort of like an old smartphone. Sure you’ve had it for awhile and it still works (although not as well as you’d like), but at the end of the day you’ll continue to use it for now because you’re locked in until something better comes along. In fact, when we break down just how ineffective internet cookies actually are, we’re pretty sure you’ll be ecstatic to learn that there’s another option available for digital marketers that’s more accurate and versatile—identity-based advertising.
If it feels like the giants of the web -- Facebook, Google, Instagram, LinkedIn, Twitter, YouTube, et al -- are conspiring against you to make it vastly more difficult to spread your message or amplify your content... You're right! They are. In this presentation Rand will boil down exactly why that's happening and what smart marketers can do to build creative advantages and avoid these emerging pitfalls.
I was lucky enough to participate in the Social Media Association of Michigan's inaugural Ann Arbor #SOCIALCON on social media content analysis using engagement rate, in addition to social media ROI.
Check out the re:group blog for a more detailed explanation of social media content analysis.
How major brands and publishers are thinking about the broad digital space, b...Mike Parsons
Mike Parsons from Tribal DDB presents a snapshot of the big issues of marketing.
What are Chief Marketing Officers thinking?
How should my brand behave in a world of Facebook?
Is 2009 the year mobile marketing comes of age?
How can I have a meaningful ROI?
Interesting cases and thinking for digital marketing.
Social Media for Effective Networking and Knowledge-building CapabilitiesJoe Kovacs APR
I co-presented for the American Institute of CPAs (AICPA) on social media for effective networking and knowledge-building capabilities with a concentration on how nonprofits can utilize LinkedIn as a networking tool. The presentation took place at AICPA's National Not-for-Profit Industry Conference on June 21, 2013 in Washington, DC and covered resources available specifically for nonprofits, groups of particular interest to nonprofit organizations and communications strategies that lead to successful online relationships.
New platform updates and shifting consumer view points are shaping how brands and consumers interact with each other. Check our 60-minute power session exploring the ins and outs of the latest trends in social media.
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...Sarah M Worthy
Presented as part of ESCHouston.org's 2014 seminars and workshops programming. Get started with the first steps towards becoming a nonprofit data scientist! This guide introduces you to KPIs, ROI, and Data Analysis with Google Analytics for nonprofits. You'll find links to in-depth resources from Google Analytics experts, case studies, and the wonderful Beth Kanter!
Similar to Colin Eagan IA for Personalization IA Summit 2016 (20)
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Welocme to ViralQR, your best QR code generator.ViralQR
Welcome to ViralQR, your best QR code generator available on the market!
At ViralQR, we design static and dynamic QR codes. Our mission is to make business operations easier and customer engagement more powerful through the use of QR technology. Be it a small-scale business or a huge enterprise, our easy-to-use platform provides multiple choices that can be tailored according to your company's branding and marketing strategies.
Our Vision
We are here to make the process of creating QR codes easy and smooth, thus enhancing customer interaction and making business more fluid. We very strongly believe in the ability of QR codes to change the world for businesses in their interaction with customers and are set on making that technology accessible and usable far and wide.
Our Achievements
Ever since its inception, we have successfully served many clients by offering QR codes in their marketing, service delivery, and collection of feedback across various industries. Our platform has been recognized for its ease of use and amazing features, which helped a business to make QR codes.
Our Services
At ViralQR, here is a comprehensive suite of services that caters to your very needs:
Static QR Codes: Create free static QR codes. These QR codes are able to store significant information such as URLs, vCards, plain text, emails and SMS, Wi-Fi credentials, and Bitcoin addresses.
Dynamic QR codes: These also have all the advanced features but are subscription-based. They can directly link to PDF files, images, micro-landing pages, social accounts, review forms, business pages, and applications. In addition, they can be branded with CTAs, frames, patterns, colors, and logos to enhance your branding.
Pricing and Packages
Additionally, there is a 14-day free offer to ViralQR, which is an exceptional opportunity for new users to take a feel of this platform. One can easily subscribe from there and experience the full dynamic of using QR codes. The subscription plans are not only meant for business; they are priced very flexibly so that literally every business could afford to benefit from our service.
Why choose us?
ViralQR will provide services for marketing, advertising, catering, retail, and the like. The QR codes can be posted on fliers, packaging, merchandise, and banners, as well as to substitute for cash and cards in a restaurant or coffee shop. With QR codes integrated into your business, improve customer engagement and streamline operations.
Comprehensive Analytics
Subscribers of ViralQR receive detailed analytics and tracking tools in light of having a view of the core values of QR code performance. Our analytics dashboard shows aggregate views and unique views, as well as detailed information about each impression, including time, device, browser, and estimated location by city and country.
So, thank you for choosing ViralQR; we have an offer of nothing but the best in terms of QR code services to meet business diversity!
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Elizabeth Buie - Older adults: Are we really designing for our future selves?
Colin Eagan IA for Personalization IA Summit 2016
1. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
TARGETED EXPERIENCES
BY COLIN EAGAN, M.S.
IA Summit | May 7, 2016
PERSONALIZATIONFIVE STEPS TOWARD BUILDING THOUGHTFUL
INFORMATION ARCHITECTURE FOR
2. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
COLIN EAGAN
PLEASED TO MEET YOU.
PRINCIPAL, USER EXPERIENCE | ICF OLSON
@colineags #ias16
HIA IA
4. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
TODAY WE WILL:
EXPLORE AN EXCITING NEW IA POWER:
TARGETED USER CONTENT
LEARN HOW TO USE IT
FOR GOOD OR FOR EVIL
LEAVE YOU WITH A CHOICE
5. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
BUT FIRST, SOME
NUMBERS
Everyone loves numbers.
6. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
Average number of times the online activity of an
average internet user is tracked daily
Source: Acxiom Corp
7. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
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. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
What a “relatively inactive” female user is worth to
Facebook per year (inactive males are worth $9.09)
Source: Acxiom Corp
9. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
ALL OF THESE NUMBERS HAVE
SOMETHING TO DO WITH THE VALUE OF
USER TARGETING
Feeling small?
10. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
WHAT IS TARGETING?
AND WHY DO I CARE.
Glad you asked.
11. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Just as responsive design helps push a
personalized viewing experience to a user’s
screen, targeting helps push a personalized
experience to the user’s content itself.
Simply put, Targeted Content means it is
adaptive to some unique user trait -- be it
something as general as location, or specific
as a browsing history.
The Classic Example: Amazon has targeted users based on data for years.
Credit: Amazon.com
WHAT IS TARGETED CONTENT?
NOTHING NEW.
12. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
TARGETED = CUSTOMIZED BASED ON DATA
13. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Used properly, targeting can dramatically improve the user
experience, saving time and creating trust. Amazon.com has
been doing it effectively for years.
FOR GOOD…
14. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
An innocent search for a muffin recipe fills your browser
with ads from HP for printers. (Note, this is the actual
sales promo from an online advertising company).
Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/
FOR…GOOD?
WTF?
15. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
ALSO KNOWN AS
STALKER ADS
As in upon seeing one, you might feel a bit like this…
18. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
TARGETING THAT LEAVES A BAD TASTE
Adrants.com
20. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
In November 2015, started collecting data on the apps
users have installed on their smartphones.
Not just apps they installed from app-install ads on
Twitter, but any app a user downloaded.
It recently started letting advertisers use that data to
target ads.
Facebook has been in the app-install ad market since
2012, part of it’s current $1.95 billion+ / quarter in
revenue from mobile ads
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. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
LinkedIn’s “Add Connections” feature led users
to send hundreds of spammy, intrusive emails.
Now, the company will pay to settle a lawsuit.
The settlement documents, which state the
lawyers will receive up to $3,250,000 of the
$13 million, also call for LinkedIn to add
$750,000 to the fund if it appears individual
payments will be below $10.
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?
22. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Source: AdThis.com
YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING
(NOT THAT YOU GO THERE ANYWAY)
23. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
WHAT ABOUT FACEBOOK TARGETING?
DO YOU TRUST THEM?
Source: AdThis.com
24. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
At its worst, tracking invades privacy and
erodes user trust
The Belgian privacy commission is taking
Facebook to court for its alleged “trampling”
over Belgian and European privacy law.
The lawsuit will be heard in a Brussels after a
report and an opinion published by the
Belgian privacy watchdog that detailed
Facebook’s alleged breaches of European
privacy law, including the tracking of non-
users and logged out users for advertising
purposes.
-via The Guardian June 15, 2015
THE EUROPEAN UNION DOESN’T…
25. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U.
European Union (EU)
regulations now require
sites to inform users if
cookies are active on the
site they are viewing
Source: UPS.com
26. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Cookies are small text files sent from a web
server and stored in a user's browser to track
“stateful” information, like shopping cart.
According to Pew Research, 64% of users
have cleared cookies. 41% disable cookies in
browser.
14% use an anonymous browsing service, like
Evidon's Ghostery and Mozilla's Lightbeam
These services (both free) let users see which
cookies are on their browser, delete them
one by one and block future ones from being
placed.
Source: Wall Street Journal.
http://online.wsj.com/news/articles/SB10001424052702304704504579432823496404570
BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES
27. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Example of Mashable.com on my
Chrome browser session with
Ghostery enabled (notice the
missing content chunks).
Ghostery can block over 1900
trackers and counting (here one
is DoubleClick, Google’s internet
ad subsidiary).
BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
29. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
BUT IT’S HARD TO RUN…
Facebook's "Year in Review" was
intended to highlight and herald your
best moments of 2014. But for some,
the feature only brought back bad
memories of the past 12 months.
This user’s boyfriend’s apartment had
caught fire earlier that year.
Via CBS News December 29, 2014, 12:09 PM
Source: CBS News
30. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
EVEN WORSE.
This user received a photo of
ashes of his dead father.
Source: CBS News
31. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
“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
died earlier that year, surrounded
by images of people having a
party.
Meyer called it “inadvertent
algorithmic cruelty.” Facebook
later apologized.
Source: CBS News
33. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
AND YET DESPITE ALL THAT…
34. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
IF YOU ASK TEN MARKETERS…
35. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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.
36. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
HOWEVER IF YOU LOOK AT SPEND…
37. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Before people
get to your site
After people
get to your site
MARKETING $$ IS HIGHLY SKEWED
For every 92 marketing dollars spent trying to lure users to their sites, companies
spent only one dollar trying to keep them there.
$92
$1
Source: AddThis: “Website Personalization: What It Is and How It Can
Help Increase Conversions on Your Site.” Published May 2015
38. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
MARKETING $$ 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.
39. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
THIS TALK IS ABOUT
PERSONALIZED UX
ON YOUR OWN WEBSITE
INTELLIGENTLY DESIGNING
40. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
OK, GREAT.
WHAT DOES THAT MEAN.
41. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Traditionally, the average UX
person didn’t have much of a role
in targeted ads (marketing) or e-
commerce (proprietary algorithms
like Amazons.)
Now the advent of robust, out-of-
the-box targeting platforms from
big names like Adobe and Sitecore
has democratized the landscape
WHAT’S CHANGED FOR IA PEROPLE:
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
*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
42. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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”
43. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY
44. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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 is
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.
45. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
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. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
48. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
TARGETING STRATEGY
STEP 1 | DO WE EVEN NEED TARGETING?
Does the pool have water in it?
49. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
50. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
1. Like any other content project, begin with intent
2. You still need to determine your core principles and goals
3. The question now is how (or if) targeted content can further
those goals
REMEMBER!
TARGETING ITSELF IS NOT A GOAL. IT’S JUST
ANOTHER TOOL IN THE IA TOOL BOX.
51. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
EXAMPLE: CONTENT GUIDING PRINCIPLES
52. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
AUDIENCE SEGMENTS
STEP 2 | WHO ARE WE TALKING TO?
Once you have your mission, you can
begin segmenting your audience.
53. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
WHAT’S A SEGMENT?
Segments are similar to personas that UX
teams have used for years – a group of users
with some distinguishing trait, like age,
interest, or 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.
54. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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.
55. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Logged in;
My Profile
USER DATA: TWO TYPES 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 geo-location.
56. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
SOME DATA IS BETTER THAN OTHERS
Segments are identified by user data, either implicit or explicit
User Profile Data
• Authenticated
• Based on info in
your own database
Third Party Data, e.g.
• DemandBase
(IP, business type)
• Maxmind
(geo-location)
Cookie-based, e.g.
• Session preferences
• Cart or guest account
• Session history
57. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
•
•
•
•
•
•
•
DARK ARTS
Less transparent
Available—for a price
Highly unpredictable
HAPPY PLACE
Users provide data openly
Hard to buy or fake
Reliable, if you can get it
SOME DATA IS BETTER THAN OTHERS
Segments are identified by user data, either implicit or explicit
58. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
• Some are what you might expect,
such as race, gender, age
• Other’s get very specific very quickly
Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-
accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
59. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
BIG BROKER IS WATCHING YOU.
•
•
60. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
RACE
GENDER
AGE
OCCUPATION
MARITAL STATUS
POLITICAL AFFILIATION
HOME OWNERSHIP
VEHICLE OWNERSHIP
61. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
GAMBLER
SMOKER
GUN PURCHASER
“BIBLE LIFESTYLE”
SPORTY LIVING
BIKER / HELL’S ANGELS
ALLERGY SUFFERER
“LEANS LEFT”
FINANCIALLY CHALLENGED
PLUS-SIZE APPAREL
“DIABETES INTEREST”
62. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
• There is a fine line between providing helpful personalization and
betraying user trust.
• No form of targeting is inherently good or evil, but it’s how you deploy it
• Users will tend to invite personalized content provided it’s helpful and
you are transparent in your methods
• A good place to start would be to 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 as up-front
as possible
• Give users a way to “opt out” if they are uncomfortable
LESSONS!
63. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
LET’S PRETEND…
THIS IS ALL GETTING A BIT ABSTRACT, SO
64. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
We want to target busy creative professionals who travel regularly
What online content
should we create to
give us an edge?
65. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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…
66. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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?
67. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Survey of 7,400 global managers accustomed to travel.
Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
68. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Survey of 7,400 global managers accustomed to travel.
Source: Harvard Business Review. Data from HEC, Carlson Wagonlit
69. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
• 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
70. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
71. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET
Credit: ICF Interactive
Helps you to organize your segments and which content campaigns to show them
72. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Credit: ICF Interactive
EXAMPLE: TARGETING USE CASE
Helps to illustrate how targeted content will improve the experience of a user segment
73. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
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?
74. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
75. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Let’s say we have our
homepage with typical zones.
Using our CMS, we can
configure each zone to show
different targeted content
depending on who is visiting.
Rules are “if then” statements,
typically applied at the
component level.
A campaign is a set of rules
that work together to create
an experience.
OUR SITE: DETERMINING TARGETABLE ZONES
76. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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 KEY TYPES
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.
77. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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
78. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
DEFAULT STATE: WE DON’T KNOW WHO USER IS
79. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS:
Note, we’re NOT even
using the main banner zone
here. Targeting can be
more than just ads!
80. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS:
Neat.
81. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Credit: ICF Interactive
EXAMPLE: TARGETING ZONE CHART
82. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
CONTENT MODELING
AND NOW LET’S PAUSE FOR A BRIEF WORD ON
How does the system “know” what
content to show someone?
83. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
TAGGING & TAXONOMIES:
CREATING SEMANTICALLY RICH CONTENT
Tags help the system knows what
content to fetch to show. Tags can
be organized into taxonomies
For example, we might tag content
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
84. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Credit: Sara Wachter Boettcher
• Helps define relationships
between content
• Informs how you set up
content types in your CMS
• Helps you create your
taxonomy and metadata
schema
• Can also help with things
like search results
EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
85. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
A BIT MORE COMPLEX…
Credit: ICF Interactive
86. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
TESTING & ANALYTICS
STEP 4 | HOW DO WE KNOW IT WORKS?
The “so what.”
87. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
DOES IT WORK?
Personalization ability is only as good as your ability to measure it. KPIs are key to
proving that targeting is improving your business goals. Examples:
Agency TBG now estimates that their clients who implement personalized
content can see a 10-20% lift in key performance indicators, such as sales.1
By adding personalized recommendations to it’s online store, shoemaker Rockport
reported an increase in average order value by 32% and conversion rate by 10%.
2
On the B2B side, the data backup firm Iron Mountain was able to increase their
referrals for health care clients by an impressive 123% when they showed a
personalized message on their homepage, according to partner Demandbase.3
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.
88. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
EXAMPLE: CHILDREN’S NATIONAL REDESIGN BY TBG
Built on the Sitecore CMS.
Can target content based on what a
user has viewed, such as showing a
neurology patient story to a user who
viewed neurology content.
Using a Maxmind IP geolocation
service, is able to do some very precise
things—like target high-value customers
from parts of the Middle East with
content for the Sheikh Zayed Institute.
According to data from TBG, the new
personalized design resulted in an
improvement in all major site metrics
measured, including a 161.45%
increase in session duration.1
Personalized content is proving to be
an important ingredient in this overall
picture.
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
89. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
Chase Bank recently shifted its
focus from being the low-cost
provider of credit cards to
ramping up customer
experience.
Ford Motor and its agency Team
Detroit plan, execute, and measure
based on whether customers are
researching or buying a car
By adding personalized
recommendations to its online
store, the shoemaker increased
its average order value by 32%
and conversion rate by 10%.
BUT WILL IT WORK FOR ME?
JUST A FEW NON-TECH BRANDS THAT TARGET
Wells Fargo’s Latest ATM UI
Reshapes Its Functionality Based
On Your Transaction History
McCormick uses
the customer’s
flavor profile to
surface relevant
recipe and
product
recommendations
.
Source: Forrester Research. November 10, 2014. Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing
90. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
READY TO START?
WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY
Just a few things to consider
before you hurt yourself…
91. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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. This allows you to
tune both your business approach and your technical infrastructure
• Never stop testing. Audiences change over time as consumers learn more about
your products, make purchases, read reviews, and are influenced by other
products and information in the outside world.
92. @colineags #ias16IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016
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. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
THANK YOU
@colineags
#ias16
95. IA for Personalization: Five Steps Toward Building Thoughtful Targeted Experiences | by Colin Eagan | IA Summit | May 7, 2016 @colineags #ias16
*BONUS READING!
Approaching Content Strategy for Personalized Websites
IllustrationbyJoeAlterio
http://alistapart.com/article/approaching-content-strategy-for-personalized-websites