Content Personalization for Web Teams of All Sizes (SXSW 2015 talk)
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Transcript of Content Personalization for Web Teams of All Sizes (SXSW 2015 talk)
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Designing Experiences Under Pressure:
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CMS/WCM/Experience Management Platforms:
3rd Party Optimizers:
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1. Freedom from bothering programmers! Non-technical management.
2. Richness of data model; depth and fit-for-purpose.
3. Interface usability, high integration with other tasks/analytics.
4. Appropriateness of architecture to scale of activity, operational efficiencies.
5. Breadth of capabilities, special features like machine learning.
Evaluating Personalization Platforms
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CMS/WCM Architecture:
3rd Party Optimizer Architecture:
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1. Better interfaces to help organize personalization efforts—like a file system. Difficult to survey and organize complex activity.
Multi-part Personalization Programs with numerous rules, components, etc. Some systems have an idea of campaigns.
Reusable components—rules, content sets, etc.
2. Tracking at the level of the performance of the individual personalized component. Campaigns, segments, etc. are usually the focus of tracking.
What’s Missing From Current Platforms?
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Where to start. So much possibility.
Necessary Content. Bet you don’t have it.
How to proof. The site no longer looks the same to all users.
Who owns this. Personalization needs a home in Web operations.
Organizing the effort. The need to keep track of personalization.
Technical challenges. Performance / storage can be significant issues.
What Are The Operational Challenges?
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The Basic Flow of All PersonalizationActivity:
Four FrameworksTo Organize Activity:
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Aligning with UX and Content Strategy
Documenting programs, campaigns, components, rules and audience segments
User state simulation and Collision Detection
QA and QA history
Tracking outcomes and tracking history
Staying Organized
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Choosing a methodology
Dangers of getting it wrong
Continuous evolution of segments
Machine generated segmentation
3rd Party Data
Profiling Users
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Beyond “Optimization”
UX, User Researchers, Content Strategists
Marketing Managers, Analytics Pros
Making the case
The need for Personalization Architects
Building The Team
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The promise, the reality
Multichannel engagement automation
Theoretical and practical difficulties
Fragmented platforms, user repositories
The real best case scenario
Multichannel, Lifetime Love of Your Brand
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Hey! I wrote a 250-page substantive book on this topic!
On Amazon:bit.ly/tbgpersonalizationebook
Me on twitter: @rjohnberndt@berndtgroup#one2oneweb