Path to Personalization Webinar

#path2personalizationization


The Path to Personalization Briefing | June 10, 2014

Intros

Derek Phillips

Content Strategy Lead

@digistrategist

Amanda Bernard

Director Digital Marketing

@amandabernard

Barbara Holmes

Director User Experience

@volleyballbarb

#personalization

• 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

Agenda

What is personalization?

What is the value?

Personalization themes and detection

Getting ready

Planning your path

#personalization

6/11/2014 #path2personalizationization

≈

Where are you on your

path to personalization?

Question #personalization


WHAT IS PERSONALIZATION?

The Path to Personalization

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

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


WHAT IS THE VALUE?


What is the Value to a Brand?

Brand affinity

Customer insights

Revenue

Support

Service design

#personalization

What is the Value to

your Customer?

#personalization

≈

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

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

http://www.musictank.co.uk/blog/billy-bragg-on-streaming-debate










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

http://blog.hubspot.com/blog/tabid/6307/bid/34146/7-Excellent-Examples-of-Email-Personalization-in-Action.aspx
















≈

What is the potential value

of personalization to your

customers?



PERSONALIZATION THEMES &

METHODS OF DETECTION


≈

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

BROWSING BEHAVIOR Provide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.

Implicit Personalization

Browsing Behavior

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

http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/






























GEO-LOCATION Offer

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

Geo-location Implicit Personalization

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

http://www.getsmartcontent.com/wp-content/uploads/2013/06/Case-Study-Harlem-Globetrotters-Increase-Ticket-Referrals-2X.pdf

















Firmographic Lookup

Identify company’s vertical and other characteristics


FIRMOGRAPHIC LOOKUP Identify

LOGGED-IN USER Provide

Logged-In User Provide a complete, unified view using the customer’s own data


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


Case Study

Account History #personalization

WHAT HAPPENS WHEN

IT GOES WRONG?


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

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 Gone Wrong

#personalization

http://blog.fluencymedia.com/b2c-email-marketing-fail/sthash.gqCpEcNi.dpuf









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 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/

Personalization Gone Wrong

The recipient’s mother, Ann

(who is named in the email),

died six months previously.

#personalization

http://multichannelmerchant.com/marketing/proflowers-personalization-fail-20112013/









ARE YOU READY TO PERSONALIZE?


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

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

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

PERSONAS & AUDIENCE SEGMENTS Personas, audience segments, marketing and sales funnels, and the current state customer journey are documented (or at least known).

Self Identification

TECHNOLOGY Technology is in place or ready to be purchased.

Self Identification


PLANNING YOUR PATH


PLANNING YOUR PATH



What problem(s) could

personalization help solve

in your organization?


Identify the Opportunities #personalization

Classic

2014

Anonymous Browsing Logged in User


Detected without

user’s input User identified &

remembered


Detected without

user’s input

User provides info

through navigation

paths or choices

User identified &

remembered

Implicit Explicit

Information

tailored to user

Strategic Planning #personalization

Detected without

user’s input

Content Strategy User Experience Measurement Optimization

Content Strategy Planning #personalization

Detected without

user’s input

• Understanding of content creation,

process, and governance

• How content maps to personas and/or

campaigns

• Tagging

• Resources


Content Development Implications #personalization

Content Audience

LOW BROAD

HIGH NARROW


Numbers Add Up! #personalization

4 verticals x 3 roles = 12 personalized + 1 baseline =

13 variants for each content object targeted

IF your strategy identifies

10 personalization components per user flow =

130 variants for each content object targeted

User Experience Planning #personalization

Detected without

user’s input

• Understanding key customer segments

• Emotions/motivations/tasks

• Channels and touch points

• Customer journey mapping

• Be transparent

• Limit audience segments

Measurement Planning #personalization

Detected without

user’s input

• Business objectives, digital goals, KPIs,

desired outcomes

• Engagement valuation by content type or

persona type

• Marketing funnels and user flows

• Audience segment identification

Optimization Planning #personalization

Detected without

user’s input

• Align to engagement, lead generation

and acquisition initiatives

• Optimization testing and data analysis

• Performance reporting

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

Ethics, legal issues

Legacy systems not communicating

Gaps in marketing technology ecosystem

Also need to plan for: #personalization

Also need to plan for:


What are the challenges

you are currently facing or

will face?



STARTING YOUR JOURNEY


STARTING YOUR JOURNEY



Our Proven Framework

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

Remember… #personalization

Remember…

• 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.


Q&A




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


THANK YOU!



Path to Personalization Webinar

Technology

Transcript of Path to Personalization Webinar