Amanda Bernard and Derek Phillips of Connective DX 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.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing it.
HubSpot User Group Oct 2014 - Mike LemireMike Lemire
1. The document discusses buyer personas and how understanding them can impact content. It defines personas as semi-fictional representations of ideal customers based on real data and speculation about their demographics, behaviors, and goals.
2. Details are provided on how to create personas through customer research, surveys, and analytics. Key information to capture about personas is outlined.
3. The document also summarizes new product updates from Hubspot, including anonymous personalization, attribution reporting, marketing calendars, email dashboards, list analytics, revenue reporting, workflow visualization, and conditional logic.
This document discusses local search engine marketing. It defines local search as searching online with the intent to make an offline transaction. It explains that local search is important because 30-40% of searches have local intent. It also discusses how people conduct local searches using geographic qualifiers or location preferences. The document provides tips on listing businesses on search engines, internet yellow pages, and local review sites to maximize visibility in local search results.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
This document provides tips and strategies for digital marketing across multiple social media platforms. It discusses developing profiles and content for platforms like Twitter, Facebook, blogs, Google+, Pinterest and Instagram. Key recommendations include researching target audiences, creating engaging content, using images and video, being consistent with branding, writing optimized profiles and bios, and measuring the results of efforts on each channel. The overall goal is to build awareness, engage customers and generate leads through an integrated social media strategy.
Anonymous Personalization: November eCommerce HubSpot User GroupThomas M Schwab
Steve Haase of the eCommerce team presented how to use the new Anonymous Personalization tool in HubSpot as a competitive advantage in attracting, engaging and delighting customers. To watch the video recording join the eCommerce HUGs group at Inbound.org
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...Etela Ivkovic
This document summarizes a workshop for small and local businesses on improving their websites. The workshop was presented by DragonSearch, a full service digital marketing agency. It covered key topics like search engine optimization, branding, content creation, usability, and more. DragonSearch recommends businesses carefully define their brand, do industry research, build trust on their website, choose an effective domain name, optimize content and design for users, track website performance with analytics, and continually test and improve their digital marketing efforts. The goal is to drive more targeted traffic and increase conversions.
This document provides guidance on developing an effective online marketing strategy for businesses in the tourism industry. It emphasizes the importance of having an online presence and using it for both marketing and management. It offers tips for defining products and services, identifying target audiences, creating engaging website and social media content, optimizing for search engines, and monitoring analytics. The overall recommendation is to develop an online strategy, allocate budgets to it, focus on engaging content, interact with customers, and continually adapt to trends.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing it.
HubSpot User Group Oct 2014 - Mike LemireMike Lemire
1. The document discusses buyer personas and how understanding them can impact content. It defines personas as semi-fictional representations of ideal customers based on real data and speculation about their demographics, behaviors, and goals.
2. Details are provided on how to create personas through customer research, surveys, and analytics. Key information to capture about personas is outlined.
3. The document also summarizes new product updates from Hubspot, including anonymous personalization, attribution reporting, marketing calendars, email dashboards, list analytics, revenue reporting, workflow visualization, and conditional logic.
This document discusses local search engine marketing. It defines local search as searching online with the intent to make an offline transaction. It explains that local search is important because 30-40% of searches have local intent. It also discusses how people conduct local searches using geographic qualifiers or location preferences. The document provides tips on listing businesses on search engines, internet yellow pages, and local review sites to maximize visibility in local search results.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
This document provides tips and strategies for digital marketing across multiple social media platforms. It discusses developing profiles and content for platforms like Twitter, Facebook, blogs, Google+, Pinterest and Instagram. Key recommendations include researching target audiences, creating engaging content, using images and video, being consistent with branding, writing optimized profiles and bios, and measuring the results of efforts on each channel. The overall goal is to build awareness, engage customers and generate leads through an integrated social media strategy.
Anonymous Personalization: November eCommerce HubSpot User GroupThomas M Schwab
Steve Haase of the eCommerce team presented how to use the new Anonymous Personalization tool in HubSpot as a competitive advantage in attracting, engaging and delighting customers. To watch the video recording join the eCommerce HUGs group at Inbound.org
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...Etela Ivkovic
This document summarizes a workshop for small and local businesses on improving their websites. The workshop was presented by DragonSearch, a full service digital marketing agency. It covered key topics like search engine optimization, branding, content creation, usability, and more. DragonSearch recommends businesses carefully define their brand, do industry research, build trust on their website, choose an effective domain name, optimize content and design for users, track website performance with analytics, and continually test and improve their digital marketing efforts. The goal is to drive more targeted traffic and increase conversions.
This document provides guidance on developing an effective online marketing strategy for businesses in the tourism industry. It emphasizes the importance of having an online presence and using it for both marketing and management. It offers tips for defining products and services, identifying target audiences, creating engaging website and social media content, optimizing for search engines, and monitoring analytics. The overall recommendation is to develop an online strategy, allocate budgets to it, focus on engaging content, interact with customers, and continually adapt to trends.
This document describes an employee engagement initiative consisting of three rounds - fun activities, city finales, and an India grand finale. It aims to engage over 200,000 employees across India through online communications and live events. The events would include talent shows, performances by employees and their families, engagement activities and stalls. Shortlisted employees would get an opportunity to perform at the city and grand finale level events with production support. The best performances and leadership messages would be televised to further promote employee engagement and company values.
Engage4more, India\'s first and only staff engagement & employer branding company. Providing services in Internal Communication, Staff Engagement events, Employer branding & Engagement Advisory.
This quick start guide provides an Enterprise Guide project that categorizes customers into a predefined number of ‘segments’ based on the score from the RFM analysis as well as:
Introduction to the RFM model
Data Requirements
SAS project configuration considerations
Model Description
Workflow Overview and Build
A presentation from the 2014 National Postal Forum by Gary Seitz, Executive VP of C.TRAC, on Recency, Frequency, and Monetary (RFM) analysis as a simple tool to help mailers.
Employee engagement ideas and employee alignment best practicesJack Morton Worldwide
We live in a marketing world of explosive change: new channels, newly empowered consumers and a new commitment by brands to re-write old rules. So why is it so much still hasn’t changed about how brands engage their own employees?
But isn’t it all one brand? And isn’t it all dependent on creating a distinctive and great experience—with employees at the core? We think so. It’s time for new words to describe employee engagement—words that speak to a new approach to the field. Instead of employee engagement, how about Brand Experience Alignment?
This document discusses employee engagement and provides information on defining engagement, measuring engagement, and strategies for improving engagement. Some key points:
- Employee engagement refers to an employee's emotional commitment and positive attachment to their organization. Highly engaged employees are enthusiastic about their work and further the interests of the organization.
- Common models for measuring engagement include the Gallup Q12 survey, which measures 12 factors like clear expectations, resources, development opportunities, and praise. Other models look at engagement drivers like career development, leadership, rewards, and work-life balance.
- Managers play a critical role in driving engagement through coaching, communicating goals, team development initiatives, and believing in employees' abilities. Regular communication, feedback
The document discusses the RFM model for customer behavior analytics. RFM stands for Recency, Frequency, and Monetary value. It is a technique used to segment customers based on how recently they made a purchase, how often they make purchases, and the total monetary amount of their purchases. The document provides details on calculating RFM scores, describes different customer life stages based on RFM, and highlights strengths of using RFM analysis, such as targeting the most profitable customers.
The document discusses RFM customer segmentation, which segments customers based on their Recency (time since last activity), Frequency (number of activities), and Monetary (total monetary value) metrics. These metrics can be calculated from transaction or engagement data and used to group customers into segments. The segments are identified by analyzing the distribution of the RFM metrics and identifying cut-off points. RFM segmentation allows identifying the most valuable customers and those at high risk of churn for targeted marketing campaigns.
This document discusses segmentation strategies for creating profitable customers. It begins by renewing the understanding of why segmentation is important for driving higher profitability through understanding customer needs. It then discusses profiting through segmentation by understanding customers and developing targeting strategies. It emphasizes investing in tools, skills, and systems to operationalize segmentation. Finally, it stresses the importance of demonstrating segmentation strategies through testing, measurement, and gaining organizational buy-in to make segmentation efforts successful.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing personalization.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Learn what it takes to personalise a campaign within Marketo and make your marketing feel more human with Alex Munro from expert360.
The terms 'personalisation' & '1-to-1' get thrown around a lot in marketing, and when we're applying them in martech platforms they are often limited to more traditional (and far simpler) segmentation, targeting & positioning approaches. Come see what personalisation can be in Marketo and how to progressively apply different approaches and features to make our marketing feel more human.
Creating Personalized Website Experiences: One Site Does NOT Fit All!Vanguard Technology
Presentation given at the 2015 ASAE Technology Conference covering content personalization for websites. Session touches on personalization strategy, integration, user data, and offers a framework for developing a web content personalization strategy and plan.
The document provides guidance on conducting keyword research to inform digital strategy and content creation. It discusses the importance of understanding search engine results pages and targeting long-tail keywords that are more likely to convert. The document outlines steps for generating keywords including thinking like customers, using personas, brainstorming around problems and aspirations, analyzing competitors' keywords, and using keyword tools. The goal is to thoroughly research potential keywords to develop content that meets customer needs and drives the right kinds of visitors to a website.
Personalization: The Ultimate Tool for Creating a Competitive AdvantageChris Risner
Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015).
This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT.
What you will learn:
- Background and research on why personalization matters and is important
- How personalization works
- What personalization can do for an organization including increasing revenue and improving the customer experience
- Relevant examples of how personalization can be used
- The technologies that can be employed to effectively make personalization happen
Persona-based marketing helps companies identify, attract, educate, and support key decision makers in the target account's purchase process. It involves creating buyer personas for different roles like IT and finance, mapping their customer journey and content needs. Companies can then engage the right personas with relevant content at each stage, from awareness to purchase. Tracking engagement and optimizing content helps improve the process. Persona-based marketing provides a personalized approach when combined with account-based marketing.
Learn the importance of content marketing in an ecommerce retailer's search strategy along with best practices and activities to prioritize. As presented at PM Digital's 2013 Retail Forum in Minneapolis, MN on 07/25/2013.
This document describes an employee engagement initiative consisting of three rounds - fun activities, city finales, and an India grand finale. It aims to engage over 200,000 employees across India through online communications and live events. The events would include talent shows, performances by employees and their families, engagement activities and stalls. Shortlisted employees would get an opportunity to perform at the city and grand finale level events with production support. The best performances and leadership messages would be televised to further promote employee engagement and company values.
Engage4more, India\'s first and only staff engagement & employer branding company. Providing services in Internal Communication, Staff Engagement events, Employer branding & Engagement Advisory.
This quick start guide provides an Enterprise Guide project that categorizes customers into a predefined number of ‘segments’ based on the score from the RFM analysis as well as:
Introduction to the RFM model
Data Requirements
SAS project configuration considerations
Model Description
Workflow Overview and Build
A presentation from the 2014 National Postal Forum by Gary Seitz, Executive VP of C.TRAC, on Recency, Frequency, and Monetary (RFM) analysis as a simple tool to help mailers.
Employee engagement ideas and employee alignment best practicesJack Morton Worldwide
We live in a marketing world of explosive change: new channels, newly empowered consumers and a new commitment by brands to re-write old rules. So why is it so much still hasn’t changed about how brands engage their own employees?
But isn’t it all one brand? And isn’t it all dependent on creating a distinctive and great experience—with employees at the core? We think so. It’s time for new words to describe employee engagement—words that speak to a new approach to the field. Instead of employee engagement, how about Brand Experience Alignment?
This document discusses employee engagement and provides information on defining engagement, measuring engagement, and strategies for improving engagement. Some key points:
- Employee engagement refers to an employee's emotional commitment and positive attachment to their organization. Highly engaged employees are enthusiastic about their work and further the interests of the organization.
- Common models for measuring engagement include the Gallup Q12 survey, which measures 12 factors like clear expectations, resources, development opportunities, and praise. Other models look at engagement drivers like career development, leadership, rewards, and work-life balance.
- Managers play a critical role in driving engagement through coaching, communicating goals, team development initiatives, and believing in employees' abilities. Regular communication, feedback
The document discusses the RFM model for customer behavior analytics. RFM stands for Recency, Frequency, and Monetary value. It is a technique used to segment customers based on how recently they made a purchase, how often they make purchases, and the total monetary amount of their purchases. The document provides details on calculating RFM scores, describes different customer life stages based on RFM, and highlights strengths of using RFM analysis, such as targeting the most profitable customers.
The document discusses RFM customer segmentation, which segments customers based on their Recency (time since last activity), Frequency (number of activities), and Monetary (total monetary value) metrics. These metrics can be calculated from transaction or engagement data and used to group customers into segments. The segments are identified by analyzing the distribution of the RFM metrics and identifying cut-off points. RFM segmentation allows identifying the most valuable customers and those at high risk of churn for targeted marketing campaigns.
This document discusses segmentation strategies for creating profitable customers. It begins by renewing the understanding of why segmentation is important for driving higher profitability through understanding customer needs. It then discusses profiting through segmentation by understanding customers and developing targeting strategies. It emphasizes investing in tools, skills, and systems to operationalize segmentation. Finally, it stresses the importance of demonstrating segmentation strategies through testing, measurement, and gaining organizational buy-in to make segmentation efforts successful.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing personalization.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Online consumers expect relevant content, but don’t always get it. In fact, producing engaging content is the number one challenge cited by marketers today.
To attract online consumers to your site, you need to focus on topics that speak to their specific needs. But it’s easier said than done. Google’s algorithms are constantly changing. Search intent, rather than keywords, has become a critical ranking factor on SERPs. It’s difficult to understand consumer search intent well enough to deliver the right content in the moments that matter.
Leverage the data at hand to identify the micro-moments and align content strategies across the different buying cycles in the customers’ journey by identifying their intent to connect to your customers in that ZMOT.
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Learn what it takes to personalise a campaign within Marketo and make your marketing feel more human with Alex Munro from expert360.
The terms 'personalisation' & '1-to-1' get thrown around a lot in marketing, and when we're applying them in martech platforms they are often limited to more traditional (and far simpler) segmentation, targeting & positioning approaches. Come see what personalisation can be in Marketo and how to progressively apply different approaches and features to make our marketing feel more human.
Creating Personalized Website Experiences: One Site Does NOT Fit All!Vanguard Technology
Presentation given at the 2015 ASAE Technology Conference covering content personalization for websites. Session touches on personalization strategy, integration, user data, and offers a framework for developing a web content personalization strategy and plan.
The document provides guidance on conducting keyword research to inform digital strategy and content creation. It discusses the importance of understanding search engine results pages and targeting long-tail keywords that are more likely to convert. The document outlines steps for generating keywords including thinking like customers, using personas, brainstorming around problems and aspirations, analyzing competitors' keywords, and using keyword tools. The goal is to thoroughly research potential keywords to develop content that meets customer needs and drives the right kinds of visitors to a website.
Personalization: The Ultimate Tool for Creating a Competitive AdvantageChris Risner
Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015).
This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT.
What you will learn:
- Background and research on why personalization matters and is important
- How personalization works
- What personalization can do for an organization including increasing revenue and improving the customer experience
- Relevant examples of how personalization can be used
- The technologies that can be employed to effectively make personalization happen
Persona-based marketing helps companies identify, attract, educate, and support key decision makers in the target account's purchase process. It involves creating buyer personas for different roles like IT and finance, mapping their customer journey and content needs. Companies can then engage the right personas with relevant content at each stage, from awareness to purchase. Tracking engagement and optimizing content helps improve the process. Persona-based marketing provides a personalized approach when combined with account-based marketing.
Learn the importance of content marketing in an ecommerce retailer's search strategy along with best practices and activities to prioritize. As presented at PM Digital's 2013 Retail Forum in Minneapolis, MN on 07/25/2013.
Social is more than a channel j boye conference workshop John Kottcamp
This document summarizes a presentation about social media and how it can be used strategically for business. The presentation discusses how social media is more than just a channel and is the foundation for business success. It notes that most social media conversations do not mention brands and discusses how analyzing social data can provide insights into what customers care about. This allows businesses to better understand customers and engage with them in a relevant way. The presentation emphasizes achieving "mutual relevancy" through personalizing experiences for customers based on their attributes and context. It provides exercises for attendees to map out customer data and develop a plan to integrate relevant experiences across marketing channels.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
Building with Drupal: Personalized Digital Experiences for Higher EducationRachel Wandishin
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects.
By leveraging Acquia Lift’s centralized personalization management platform, integrated with the resilient Drupal experience, we’ll show you how you can deliver relevant content and calls-to-action to your visitors based on their unique consumer journeys — even before you have identified who they are.
In this webinar, we’ll walk you through
- Effective, sustainable, and unobtrusive personalization campaigns for higher education, implemented using Acquia Lift,
- Best practices for colleges and universities to apply personalization to their marketing strategies
- How to implement personalization
Whether you are looking to capture stealth applicants, increase conversions, or reengage prospects, implementing personalization brings relevance to your audiences and helps you achieve your business goals.
San Diego AMA Content Marketing Series 1: PersonasAMASanDiego
This document provides information about a content marketing event hosted by the San Diego chapter of the American Marketing Association (SDAMA). The event covered personas and content marketing. It included an overview of how IBM uses buyer personas to develop targeted marketing campaigns. It also discussed how Mitchell International develops content for different stages of the customer journey. The document outlined various content types, challenges, and ways to leverage existing content. It encouraged connecting content to personas and customer experience mapping to align messages.
Presented by Donna Arriaga, Director of Nonprofit Digital Strategy at PM Digital
Focus area: Personalization
Level: Intermediate to Advanced
If you're like us, personalization may be a topic you keep hearing about but isn't a core component of your digital marketing toolbox. For Donna Arriaga, hyper-personalization is one of her main tools - and in this session, you'll learn how to (among many other things):
leverage CRM and marketing automation to serve up targeted CTAs in email and on websites
drive post-conversion engagement via personalized thank you page/autoresponder content
trigger relevant workflows/drip campaigns based on page visits and lifecycle stage
When: WED, FEB 24 AT 6:00 PM
Event: MnSearch and MWMC Present: A Search Marketing Workshop
Measure, Understand & Influence the Customer JourneyRachel Wandishin
Too often we hear that organizations want to pursue personalization and cross-channel orchestration, but spin their wheels trying to get started. With Drupal, Acquia and Google Analytics, you have strong platforms that allow you to segment users, identify key insights in new ways, and ultimately layer on Acquia’s Lift and Journey tools to personalize and target those segments. Join Bounteous & Acquia as we take the guesswork out of decision making and introduce an analytics-driven approach to deliver content that improves engagement and your business results.
In this webinar you will learn about:
- The problems marketers face to provide consistent cross-channel messaging that enables more effective digital marketing, and personalization at scale
- How to leverage analytics and insights to drive customer journey orchestration solutions
- New analytical modeling approaches, including user clustering for persona development and content attribution modeling that identifies investment in journey improvement
- Left & right brain journey design that combines quantitative and qualitative analysis to improve customer experiences
- The solution architecture behind insight-driven journeys with Google, Drupal and the Acquia platforms
Check out our recent blog post on journey management maturity for a sneak peak, and join speakers from both Bounteous and Acquia on March 5, 2019 at 10 a.m. EST / 3 p.m. GMT.
This document discusses optimizing the customer experience through a party planning analogy. It suggests taking a holistic view of optimization across the organization and focusing efforts on specific customer segments and journeys. Key areas to optimize include governance, themes, insights, segments, journeys, personalization, marketing, design, content and engagement. The goal is to provide customers the best experience by understanding them and collaborating across teams.
When BMC Software relaunched its website, every content and design decision mapped to one goal: increasing marketing-sourced pipeline. Here's a behind-the-scenes look at how a customer-centric, content-first approach is driving measurable success.
This document summarizes a strategic briefing about digital disruption. The briefing covers:
1) What digital disruption is, including how it uses digital tools to fundamentally alter products/services.
2) Why customer-focused ideation techniques are critical for driving new product development in a digital context.
3) How enterprise organizations can foster collaborative innovation teams across departments to harness the power of digital disruption and avoid being disrupted themselves. The briefing advocates starting with customer problems, exploring adjacent possibilities, and using rapid iteration to validate solutions.
Personalization in Higher Education: Start Small and Think BigConnective DX
The document appears to be a slide deck presentation about personalization in higher education. Some of the key points discussed include: defining different types of personalization like geo-targeting, lifecycle personalization, and call-to-action targeting; testing personalization hypotheses with small experiments; measuring success through analytics segmentation; and thinking about how to connect personalization strategies to the student journey and lifecycle management initiatives. The presentation emphasizes starting small with testing before expanding personalization efforts.
Sitecore’s Federated Experience Manager: Keeping the Customer at the Center o...Connective DX
From Sitecore Symposium 2014 - Las Vegas:
Brian Payne (@brianpayne) of Connective DX and John Field (@john_field) of Sitecore explain how Sitecore’s Federated Experience Manager (FXM) provides a simple way to deliver a unified and personalized experience across your entire marketing technology platform, keeping the customer at the center of your marketing efforts.
BMC Case Study: How to Take a Content-First Approach and Measure the Success ...Connective DX
This is the presentation that Mark Fries and Guy Bourgault gave at the Intelligent Content Conference in San Francisco, CA on March 24, 2015.
BMC Case Study: How to Take a Content-First Approach and Measure the Success of Your Content Strategy
A behind the scenes look at how BMC Software, one of the world’s largest software companies, approached a large-scale responsive overhaul.
Approaching a major site overhaul is never easy, but it was especially complex for BMC Software with dozens of buyer personas, thousands of employees, and diverse product and service offerings. The talk will provide an inside look at the approach BMC took to overhaul the site and rebrand the company by focusing first on content and customers first.
We will share the processes, tools, and artifacts (from both BMC and its agency partner) used to collaborate with design and development teams to create a scalable framework and deliver a measurable return on investment.
You will learn:
-How to approach a large-scale project with a content-first strategy
-The importance of content modeling in supporting large-scale responsive projects
-How to collaborate effectively with external agency teams
-How content strategists, designers, and user experience team members can move toward more rapid prototyping techniques
-How to measure the success of a content-first redesign strategy
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:
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
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Bob Boule
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2. Intros
Derek Phillips
Content Strategy Lead
@digistrategist
Amanda Bernard
Director Digital Marketing
@amandabernard
Barbara Holmes
Director User Experience
@volleyballbarb
#personalization
3. • We execute complex strategic website redesigns every day —
it is our bread and butter
• We know how to ensure your site generates a meaningful return
on investment, and have practice groups focused on it
• We are recognized by Forrester as one of the top digital
experience agencies in the country
Why ISITE?
#personalization
7. What is Personalization?
• Definition
– (adj) individualized, made for or directed or
adjusted to a particular individual:
"personalized luggage"; "personalized
advice”; “personalized experience”
For our purposes, as delivered via a content management
system (CMS) or another 3rd party tool
#personalization
8. Classic
2014
Anonymous Browsing Logged in User
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
Personalization Spectrum
#personalization
10. What is the Value to a Brand?
Brand affinity
Customer insights
Revenue
Support
Service design
#personalization
11. What is the Value to
your Customer?
#personalization
12. ≈
But…
Companies need to show the VALUE of
sharing information to create personalized
experiences.
• 57% are OK with providing personal information on a
website as long as it’s for their benefit and being used in
responsible ways.
• 77% would trust businesses more if they explained how
they’re using personal information to improve their
online experience.
#personalization
13. P E R S O N A L I Z A T I O N I N A C T I O N
Potential for Discovery
The opportunities for both listener and musician have been revolutionized by the
Internet…. –Billy Bragg
Source: http://www.musictank.co.uk/blog/billy-bragg-on-streaming-debate
#personalization
14. 6/11/2014 #path2personalizationization
I got this email reminding
me of a product feature I
didn't know existed (or
just forgot about), but
makes my experience
using Dropbox infinitely
better and more efficient.
Source: http://blog.hubspot.com/blog/tabid/6307/bid/34146/7-Excellent-
Examples-of-Email-Personalization-in-Action.aspx
Dropbox recognized a behavior and
highlighted a service that supports
that user need.
P E R S O N A L I Z A T I O N I N A C T I O N
Potential for Discovery
“
”
#personalization
17. ≈
Personalization Themes
THEME WHAT IS IT? METHODS OF DETECTION
Geo-targeting / Location
Display specific content (text, images, downloads, apps, etc.)
based on the user’s geographic location.
Geo-location, Referring domain,
User preferences, Company,
Campaign, Customer data
Campaign / Landing
experiences
Content is customized based on exposure to or engagement
with a campaign, often on a landing page.
Campaign, Inbound channel,
Recency, Lifecycle, Segment,
Engagement score
Recommended / Prioritized
content
Similar content is shown to the user based on content already
viewed during that visit or a previous visit. Premium, new, or
priority content is displayed in a specific order or customized
layout.
User preferences, Lifecycle,
Referring domain, Campaign,
Company, Industry, Customer data
Persona-based content
Relevant content is served up based on user behavior during
that visit, a prior visit, or after self-identifying.
Segment, Engagement score, User
preferences, Recency, Lifecycle
Lifecycle
Content and calls to action are served up based on where a
user is in the journey or buying cycle.
Lifecycle, User preferences,
Recency, Customer data
Account/Industry
Display industry-specific content, company-specific content, or
competitor-specific content after identifying the company and/or
industry of the user.
Industry, Company, Referring
domain, Customer data
Call to action
Messaging, tag lines, and calls to action on the site are
customized and change based on user behavior, preferences,
and response rate.
Geo-location, Industry, Company,
Campaign, Inbound channel,
Engagement score, Referring
domain, Lifecycle, User
preferences, Recency, Customer
data
#personalization
18. BROWSING BEHAVIOR
Provide opportunity for customers to provide bits of important demographic
data through navigation choices and other onsite behaviors.
19. Why This Is Important
74 percent of sampled customers get
frustrated with websites when content,
offers, ads, promotions, etc. appear that
have nothing to do with their interests
Source: Harris Interactive Study for Janrain, 2013
http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-
janrain-study/
I M P L I C I T P E R S O N A L I Z A T I O N
Browsing Behavior
#personalization
21. Case Study
I M P L I C I T P E R S O N A L I Z A T I O N
Geo-location
Personalized homepage based on
customer’s location.
Customized Calls to Action
Saw 2X increase in ticket referrals.
Source: http://www.getsmartcontent.com/wp-
content/uploads/2013/06/Case-Study-Harlem-Globetrotters-Increase-
Ticket-Referrals-2X.pdf
#personalization
24. 6/11/2014 #path2personalizationization
FREQUENCY / RECENCY
• Call to action based on number of visits
• Offer products, services, or content based on when site was last visited
• Content is personalized using response rate per visit
Logged In User
27. 6/11/2014 #path2personalizationization
P e r s o n a l i z a t i o n G o n e W r o n g
Not Using the Info You Have
What’s the simple lesson
here? If you’re asking your
customers to take the time
to volunteer information,
then use it — and use it
appropriately.
If creating effective
personalization is beyond
your budget or expertise,
then it’s better to not
even try.
Source: http://blog.fluencymedia.com/b2c-email-
marketing-fail/#sthash.gqCpEcNi.dpuf
#personalization
28. 6/11/2014 #path2personalizationization
P e r s o n a l i z a t i o n G o n e W r o n g
Assumptions
I guess you can say my wife
should have just gone into her
ProFlowers address book and
removed my mother’s
information — and her
grandmother’s, too. But
anyone who has lost a family
member knows how hard it is
to delete their names from
anything.
Source:
http://multichannelmerchant.com/marketing/proflowers-
personalization-fail-20112013/
The recipient’s mother, Ann
(who is named in the email),
died six months previously.
#personalization
30. SENIOR LEADERS AS
ACTIVE STAKEHOLDERS
Marketing, technology, and content managers are bought into the value of
personalization and experience optimization. They understand that personalization is
strategic and builds over time.
Self Identification
31. MEASUREMENT STRATEGY &
ACCESS TO CUSTOMER DATA
Customer Metrics and Digital KPIs are well defined, qualitative and quantitative customer
data is available and analytics tracking is correctly implemented.
Self Identification
32. CONTENT STRATEGY &
CONTENT TEAM
The existing content strategy is working (well enough) and you have the ability to create
content at-scale internally or with a partner.
Self Identification
33. PERSONAS & AUDIENCE
SEGMENTS
Personas, audience segments, marketing and sales funnels, and the current state
customer journey are documented (or at least known).
Self Identification
38. Identify the Opportunities
#personalization
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
42. 6/11/2014 #path2personalizationization
Numbers Add Up!
#personalization
4 verticals x 3 roles = 12 personalized + 1 baseline =
13variants for each content object targeted
IF your strategy identifies
10personalization components per user flow =
130 variants for each content object targeted
43. User Experience Planning
#personalization
• Understanding key customer segments
• Emotions/motivations/tasks
• Channels and touch points
• Customer journey mapping
• Be transparent
• Limit audience segments
44. Measurement Planning
#personalization
• Business objectives, digital goals, KPIs,
desired outcomes
• Engagement valuation by content type or
persona type
• Marketing funnels and user flows
• Audience segment identification
46. Marketing Technology Planning
#personalization
• Selecting the right tools is important
– Choose the one(s) that meet your strategy
and user experience vision
• Design and develop to support rapid
testing
• Plan for change
47. Ethics, legal issues
Legacy systems not communicating
Gaps in marketing technology ecosystem
Also need to plan for:
#personalization
50. 6/11/2014 #path2personalizationization
Our Proven Framework
#personalization
Assess & Plan Design & Test Build Grow
Design & Test Build Grow
Design & Test Build Grow
S C E N A R I O 1
S C E N A R I O 2
S C E N A R I O 3
51. Remember…
#personalization
• Crawl, walk, run.
• Be strategic! Don’t just buy a tool and
press play.
• Test first, then implement.
• Measure ROI and evaluate personalization
based on company success metrics.
• Use a roadmap to tie together all
personalization opportunities and effectively
sequence the roll out.
53. #path2personalizationization
Reminders
#personalization
• Slides will be available after the briefing:
You will receive an email with a link
• Join us on Wednesday, June 18th 2014 for a Tweet Up at
12:30pm PDT / 3:30pm EDT using #personalization
• In the meantime, let’s continue the conversation:
#personalization