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.

1. The Path to Personalization
Roundtable
May 21, 2014

2. Intros
Derek
Phillips
Content Strategy Lead
@digistrategist
Amanda
Bernard
Director Digital Marketing
@amandabernard
Barbara
Holmes
Director User Experience
@volleyballbarb

3. Agenda
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What is personalization?
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What is the value?
•
How do you start?
•
Group discussion
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Issues, opportunities, challenges
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Your feedback

4. WHAT IS PERSONALIZATION?
The Path to Personalization

5. •
Definition
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(adj) individualized, made for or directed or adjusted to a particular individual: "personalized luggage"; "personalized advice”; “personalized experience”
What Is Personalization?
For our purposes, as delivered via a content management system (CMS) or another 3rd party tool

6. Personalization Spectrum
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

7. Common Methods of Detection
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Geography
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Site browsing behavior
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Referring site or inbound channel
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Simple/full self-identification
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Device type
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IP lookup combined with “firmographics” data to identify prospect’s company
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Campaign funnel

8. WHAT IS THE VALUE?
The Path to Personalization

9. What Is the Value to a Brand?
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Brand affinity
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Customer insights
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Revenue
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Support
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Service design

10. What Is the Value to Your Customer?
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Relevant content
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Focused task support
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Increased ratio of “good stuff”

11. But…
Companies need to show the VALUE of sharing information to create personalized experiences.
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57% are OK with providing personal information on a website as long as it’s for their benefit and being used in responsible ways.
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77% would trust businesses more if they explained how they’re using personal information to improve their online experience.

12. Personalization in Action
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

13. Personalization in Action
Slingshot shows restraint in how and when they use personalized messaging.
Using Segmentation to Increase Relevancy
Slingshot SEO also segmented its email list to only send to those who hadn't already downloaded the calendar on their own.
Know who and what you should leave out of your email.
Source: http://litmus.com/blog/slingshot-seo-inspires-with- personalization-relevancy

14. Personalization in Action
Provide Value
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.

15. What Happens When It Goes Wrong?

16. Examples
Relevancy to the User
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

17. Examples
The recipient’s mother, Ann (who is named in the email), died six months previously.
The Dangers of Assuming
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/

18. HOW DO YOU START?
The Path to Personalization

19. The Mindset
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80% thinking and planning
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20% pulling the levers and implementing
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Always be testing, optimizing and measuring the return

20. What Is Required?
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Organizational readiness
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Content strategy
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User experience design
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Measurement & optimization
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Marketing technology

21. Organization Readiness
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Senior leaders as active stakeholders
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Access to customer data
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Have a “Team Content” (or ready to build a team)
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Technology is in place or ready to be purchased

22. Content Strategy
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Understanding of content creation process and governance
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Content mapping to personas and/or campaigns
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Content tagging
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Resources!
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Personalization requires lots of content

23. Content Development
Implications
Content Audience
Low Broad
High Narrow

24. User Experience
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Understanding of key audiences (personas and customer research)
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Understanding of most relevant content
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Determine meaningful personalization
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Mapping of customer lifecycle/journey

25. UX Guidelines
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Be transparent about the personalization to gain trust
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Limit audience segments in order to be manageable
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Be sure to have default content that’s not personalized
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Be consistent

26. Measurement & Optimization
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Business objectives, digital goals, KPIs, desired outcomes
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Engagement valuation by content type or persona type
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Marketing funnels and inbound channels
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Audience segmentation
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Engagement, lead generation and acquisition initiatives
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Optimization testing and data analysis
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Performance reporting

27. Marketing Technology
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Tools are important
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Choose the one(s) that meet your strategy and user experience vision
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Design and develop to support rapid testing
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Plan for change

28. Our Systematic Framework

29. GROUP DISCUSSION
The Path to Personalization

30. LET’S TALK ABOUT…
The Path to Personalization

31. What is the potential value of personalization to your customers?

32. What problem(s) could personalization help solve in your organization?

33. What are the challenges you are currently facing or will face?

34. Remember…
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Crawl, walk, run.
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Be strategic! Don’t just buy a tool and press play.
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Test first, then implement.
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Measure ROI and evaluate personalization based on company success metrics.
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Use a roadmap to tie together all personalization opportunities and effectively sequence the roll out.

35. Upcoming Webinar
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In June, we’re doing a webinar briefing on this topic. We hope you and your colleagues will join us!
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June 10th, 2014 at 11am PDT
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If you’d like to attend, please sign up online at http://cx.isitedesign.com/briefing/personalization

36. THANK YOU!
The Path to Personalization