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.
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