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Enhancing the site visit experience

Personalization…

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Our visitors expect sites to start behaving intelligently and adapt

to their needs - without threatening their privacy.

Personalization is the solution…

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What's in this presentation• Improving the visit experience with

personalization:– How geolocation can improve the visit – technology

and successful business cases– How recommendation engines can improve the visit –

technology and business cases

• Cookies – uses and benefits• Recommendation to grow our digital business

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Improving the visit experience• Personalization improves the visit:

– A deodorant company may prefer to advertise male deodorant to males and female deodorant to females.

– A news site may choose to feature articles about mobile phones for people who are interested in this technology, or articles about business for people who are interested in business

– A book seller wants to recommend similar titles

• Personalization is delivered through two technologies: Geolocation and Recommendation engines

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Improving the visit - geolocation• Geolocation improves the visit by:

– Offer services and products only in areas where the are available and/or legal

– Connect local weather conditions to product promotions

– Associate news and articles with reader location– Display in local currencies, prices and taxes– Use location to tailor ads (ad engines)– Create different versions of your landing pages

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Two Technologies for Geolocation• Active, where a user announces their location.

These are iPhone or Android applications and require activity by the user. Examples are Foursquare and Gowilla.

• Passive, where the user may not be mobile at all or does not announce their location. Examples are NetAcquity and Quova.

• The approaches are both described here with some examples how they have been used in various types of businesses

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Mobile vs Desktop

• Current Geolocation business cases only work for mobile

• HTML5 browsers will extend this to the desktop

• Only on Safari, Firefox 4 or Chrome

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Passive Geolocation - NetAcuity• Using Geolocation without checkin -NetAcuity:• Edmonds.com maps website visitors to

Designated Market Areas (DMAs), providing placements for its national and local advertising partners at more familiar levels.

• Using IP Intelligence, ClickFox was able to show its client why customers were not able to complete their online transactions and achieved over $4 million in cost savings for the client

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Passive Geolocation - Media• Geolocation with NetAcuity was used to

implement relevant digital content management for site visitors to Guardian Unlimited (UK)– Comprised of topical sites, much like industry, practice

and Special Interest Groups ( SIG ) subsites– Goal was to demonstrate geographic reach by topic in

addition to existing site metrics to boost advertising rates

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Passive Geolocation - Limitations

• Without check in you can find out:– DMA 501– City – Montvale

• Quality varies - only Quova correctly identified the city

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Active Geolocation

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Sports Business – Gowalla• Sports organizations practice many forms of

geo-targeting in their marketing campaigns:– Delivering web advertisements only to visitors from

within your DMA (designated market area) – Sending direct mail pieces to certain towns and zip

codes within your DMA on check in– Purchasing prospect lists based on a combination of

zip and area code – A live event (especially a sporting event) can utilize

geolocation to move consumers to a venue

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Sports Business – Foursquare• Check in at the

ballpark and geolocation shows:– Seat upgrade offers– Food discounts– Team apparel and

souvenirs– People you know at

the game

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Fashion Business – Foursquare

• Tracked gender by location (zip code)

• Used multiple Check-ins during Fashion’s Night Out

• 65% of check-ins came from girls, 36% boys

• Volume by zip code

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Food&Beverage – Foursquare

• Pepsi Loot iPhone Ap• Map and directions• Cross markets food

products per location (TacoBell, Pizza Hut)

• Time of day sensitive

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Retail/Gasoline – Walmart

• Rewards program geolocated at the pump

• Marketed non-gasoline products at point of purchase

• 44% of check-ins were new customers

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Passive Geolocation

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Location specific offers

• Present location relevant promotions

• Continental saw a 200 percent increase in click through

• Combine with premium content to create campaigns

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Enforce Export Restrictions/DRM

• Music sites like Pandora and Spotify restrict access to their sites to users from the countries they are able to distribute in

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SharePoint geo-relevant content • Implement content tagging

where a geographic element is present :– Using SAAS to get

state/province/region from IP source address

– Build a custom Relevant Document Web Part

• Does not require user be logged in.

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Three Key Takeaway Points:1.Geolocation will not accurately show the right content

because visitor interest in can not be predicted entirely by ZIP code, or any other geographic element, and will not ,by itself, provide relevant content.

2.You need to understand this visitor’s needs. What they have already viewed is the most powerful indicator of what they are interested in, and cookies are required next step to do that for an anonymous visitor.

3.To fully meet their needs, you need to remember what they did on the previous visits. Combining cookies with a database enable this level of personalization.

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Cookies – The next step in personalization

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Cookies are enabling technology• Cookie Are:

– A text file stored by a Web site on an individual’s personal computer that allows a site to remember them

– Information collected can be log-on times, the length of stay at the site, the site previously visited and the site visited next

– Does not interact with other information stored on the customer system

– Can only be read by the host that sets them on a person’s computer

– An alternative to requiring site registration

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Cookies: Benefits and Negatives• Benefits

– Record passwords for returning visitors– Keep track of shopping-cart materials – Register preferences– Assist companies in address target markets with

greater accuracy

• Negatives– Customer privacy issues both perceived and real– Can be misleading when different people may use the

same computer to surf the Web

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Two types of cookies• Session cookie-Also called a transient cookie, it

is erased when you close the Web browser. The session cookie is stored in temporary memory and is not retained after the browser is closed – the shopping cart is a common use.

• Persistent cookie -Stored on your hard drive until it expires, they are used to collect information about the user, such as user preferences for a specific site. Also called tracking cookie. Used in association with a database.

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What is in a cookie?• Cookies have six parameters that can be passed

to them:– The name of the cookie– The value of the cookie. – The expiration date of the cookie– The URL path the cookie us valid in. Web pages

outside of that path cannot use the cookie. – The domain the cookie is valid for. – The need for a secure connection - SSL.

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What a cookie can do:• A cookie consists of one or more

name-value pairs containing bits of information, typical uses are:– Storing login credentials to eliminate repeat logins– Provide customized landing pages and results– Store favorite Client site(s) on my home page– Enable unique visitor user metrics, critical for effective

use of site metrics (NetInsight)

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Session Cookies

• Session Cookies can:– Associate relevant

content using information in the session

– Cookies do not give you any information about what did read last time, etc.

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Targeted Content

• Using just session cookies we can present relevant content today

• Based what the visitor just read we can provide related content and recommendations

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Targeted Content

• We can present relevant content based on:– Individual's past behavior– Behavior of groups of similar

individuals– Attributes of the content

viewed (Industry/Practice)– Content type: events articles,

seminars, ets.– Combine with subscriptions

for registered users

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Classifing our content• Detailed understanding of preferences means

detail classification of content:– IFRS 2.0 GP taxonomy is flexible and useful for

financial reporting– The Cyc General Financial Taxonomy Suite contains

over 1,200 terms about financial activities– WAND's Banking, Finance, and Investment Taxonomy

is designed to help financial companies organize information and improve the quality of enterprise search results

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Product Development Recommendations

• Personalize the user experience - start with geolocation, add session cookies, combine cookies with a database for the fully personalized experience. User can opt out.

• Integrate geolocation with trade shows and events with social media– use integrated campaign management to achieve synergy

• Coordinate with risk management to insure global compliance – laws vary.

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Product Development Recommendations

• Investigate use of surveys to connect with visitors and get beyond just numbers

• Engage a Customer Experience Management (CEM) usability vendor to support our strategy

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Site Management Recommendations

• Find out which Industries and services are attracting and retaining visitors – our best in class

• Develop SEO and Web Metric tools and see which members can best utilize our help to increase their traffic and visit length

• Training on proper use of keywords for members and how they affect site ranking and visibility

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Summary• Geolocation provides some personalization• Session cookies take the next step and

personalize one visit• Persistent cookies extend personalization

between visits• Add a database that remembers past visits and

preferences and you have business intelligence• This is future of the visit experience

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Presenter’s contact details

Doug Smith

DEAK Enterprises

+01 (201 ) 747-9083

marketing@deakweb.mobi

www.deakweb.mobi