Personalization, Targeting & the Content Provider Model

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Is your website providing each unique visitor with what they really need? Discover how to use personalization, targeting, and the content provider model to deliver relevant and engaging digital experiences. Learn effective ways to target different audiences and personalize your website.

Marketing

1
April 9, 2018 at 11:15am
Alaba Osifade (Al), Brightfind
Personalization, Targeting &
the Content Provider Model

2
• We are a Specialized Digital
Design And Development
Agency.
• Web Strategy
• Information
Architecture
• Visual Design
• Usability
• CMS
Implementation
• AMS/CRM
Integration
• Experience Insight
• Our Focus…
• More than 25 years providing award winning
services to not-for-profit organizations
nationwide

33
• In accordance with our
mission…
• We make great websites
for organizations that
require expansive,
complex content
• What is great about our
websites is how they
actively engage and
inform visitors and how
you get the visitors to
come back
• We create websites that
are informed by a
continuous
improvement model –
this allows clients to
keep up with their
customers online
behavior
• We also really love
our work
• We are committed to
improving the long-
term outcomes of
websites for our
customers

44
Agenda
• CMS implementations
• Personalization and targeting
• Content Provider Model
• Personalization/targeting and the Content
Provider Model

66
Personalization and Targeting
• Method of Individualizing content displayed to online
visitors
• Individual visitor or a segment of visitors – Visitor Groups
• Using visitor groups – first time site visitors or visitors from a
specific region could be targeted
• Automatic content recommendations can be applied
• Based on individual or group site behavior
• Use Case
• Shopping/browsing online
• Personalization vs re-marketing Ads

1010
Content Provider Model
• Personify360 as the source of truth for constituent data
• Demographic, Membership, Meeting Information
• Website is powered by a CMS
• DNN, Ektron, Episerver, Sitecore
• External data source: Data/content within the CMS from
Personify360 or any other 3rd party integration

1111
What is the Content Provider Model?
• Connects an Episerver CMS site to an external data source
• Data will appear to be a part of the CMS even though the data
resides somewhere else
• Multiple custom content providers can be built
• Consolidate data into one CMS
• Provide users with an integrated user experience
• Content Provider Model vs Conventional Data Pulls
• Storing data in the CMS database – This may not be a new
concept
• Ektron – Smart Forms
• Storing data in memory
• Cache expiration
• Improved load performance

13
PERSONALIZATION,
TARGETING & THE
CONTENT PROVIDER
MODEL

1414
Individualizi
ng Content
Displayed to
Online
Visitors
+
Connect your
CMS to an
external data
source
Personalization, Targeting & Content
Provider Model
• How to take advantage of these 2 awesome concepts in
your CMS

18
Thank You!
Alaba Osifade
aosifade@brightfind.com

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Personalization, Targeting & the Content Provider Model

1. 1 April 9, 2018 at 11:15am Alaba Osifade (Al), Brightfind Personalization, Targeting & the Content Provider Model

2. 2 • We are a Specialized Digital Design And Development Agency. • Web Strategy • Information Architecture • Visual Design • Usability • CMS Implementation • AMS/CRM Integration • Experience Insight • Our Focus… • More than 25 years providing award winning services to not-for-profit organizations nationwide

3. 33 • In accordance with our mission… • We make great websites for organizations that require expansive, complex content • What is great about our websites is how they actively engage and inform visitors and how you get the visitors to come back • We create websites that are informed by a continuous improvement model – this allows clients to keep up with their customers online behavior • We also really love our work • We are committed to improving the long- term outcomes of websites for our customers

4. 44 Agenda • CMS implementations • Personalization and targeting • Content Provider Model • Personalization/targeting and the Content Provider Model

5. 5 PERSONALIZATION & TARGETING

6. 66 Personalization and Targeting • Method of Individualizing content displayed to online visitors • Individual visitor or a segment of visitors – Visitor Groups • Using visitor groups – first time site visitors or visitors from a specific region could be targeted • Automatic content recommendations can be applied • Based on individual or group site behavior • Use Case • Shopping/browsing online • Personalization vs re-marketing Ads

7. 7

8. 8 8

9. 9 CONTENT PROVIDER MODEL

10. 1010 Content Provider Model • Personify360 as the source of truth for constituent data • Demographic, Membership, Meeting Information • Website is powered by a CMS • DNN, Ektron, Episerver, Sitecore • External data source: Data/content within the CMS from Personify360 or any other 3rd party integration

11. 1111 What is the Content Provider Model? • Connects an Episerver CMS site to an external data source • Data will appear to be a part of the CMS even though the data resides somewhere else • Multiple custom content providers can be built • Consolidate data into one CMS • Provide users with an integrated user experience • Content Provider Model vs Conventional Data Pulls • Storing data in the CMS database – This may not be a new concept • Ektron – Smart Forms • Storing data in memory • Cache expiration • Improved load performance

12. 1212

13. 13 PERSONALIZATION, TARGETING & THE CONTENT PROVIDER MODEL

14. 1414 Individualizi ng Content Displayed to Online Visitors + Connect your CMS to an external data source Personalization, Targeting & Content Provider Model • How to take advantage of these 2 awesome concepts in your CMS

15. 1515

16. 1616

17. 1717 Questions?

18. 18 Thank You! Alaba Osifade aosifade@brightfind.com

Personalization, Targeting & the Content Provider Model

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