Website Personalization 101
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This document provides an overview and agenda for a webinar on website personalization. The webinar will cover five things to consider before targeting content on a content management system (CMS) and personalizing websites. The webinar agenda includes introductions, a presentation on website personalization, and a live question and answer session. Attendees can submit questions through the webinar platform. One attendee will win a pass to an upcoming conference if they stay until the end of the webinar.
Website Personalization 101
- 1. 1 Website Personalization 101 Welcome Five things to consider before targeting your CMS content
- 2. 2 > 5 mins – Introductions > 35-40 mins – Presentation > 10-15 mins –Live Q&A (you!) Submit your questions! > Use the Q&A module at the bottom left of the browser >The colorful widgets at the bottom of your browser have additional resources, including any technical ON24 support. Agenda
- 3. 3 Don’t forget about the free offer! > One attendee staying until the end of the webinar has the chance to win a Main Conference pass to CMSWire's DX Summit 2016, November 14 - 16, in Chicago (a value of $1295). > Find out more at http://www.dxsummit.com Give-Away
- 4. 4 CMSWire > Founded in 2003 > 400+ editorial contributors > Key Services: - 200+ articles per month - Monthly editorial themes - Monthly tweet jams, hangouts, webinars > Three Primary Topic Areas: - Customer Experience, Digital Marketing - Social Business, Enterprise Collaboration - Enterprise Information Management
- 5. 5 ICF Olson ICF Olson is a full-service marketing services agency purpose built for the new realities facing clients. With more than 800 employees across 14 offices in the U.S., Canada and India, ICF Olson is one of the world’s top 50 agency companies. > Learn more at www.icfolson.com
- 6. 6 Dom Nicastro Staff Reporter at CMSWire Speakers Moderator Presenter Colin Eagan User Experience Principal at ICF Olson
- 7. Website Personalization 101 Five things to consider before targeting your CMS content S E M I N A R S E R I E S by Colin Eagan, M.S. | September 8, 2016 @ 2 p.m. EST / 11 a.m. PST
- 8. Hi, I’m Colin Eagan Principal, User Experience Design at ICF Olson in Washington, D.C.
- 9. What’s ICF Olson? — A customer experience agency purpose- built to help you through digital transformation
- 10. What’s that mean? Well, at ICF Olson we really just have one rule:Think like people. We help you solve problems for real people (your customers) in a world of 1s and 0s. (That’s tough!)
- 11. Today, we will look at how to think like people when it comes to something new and shiny… Personalized CMS Content (UserTargeting)
- 12. Good reasons to be here! — Maybe you… Have a CMS and are considering personalizing your content Attended a conference where everyone was talking about it You’re not sure what it is but the marketing people keep asking about it Have already started targeting content and want to learn a bit more You just like free stuff. 1 2 3 4 5
- 13. Talk like an actual person. I am not a sales person. I don’t work for a particular platform. My focus is achieving the best user experience possible for people. Dumb jargon, abstractions or useless theory. “Market disruption” “Maximizing omni-channel” “Breaking down silos” “The New Normal” Blah blah blah My promise to you today: Things I’ll try not to say:
- 14. Speaking of jargon… What is “Targeted Content”?
- 15. Nothing New. Your Facebook feed. Amazon recommendations. Netflix. Sources Clockwise: Techive.com, webdesignerdepot.com, AdThis.com $$$
- 16. Targeting is UX Customization Based on Data Experience A User A Experience B User B Facebook User A Data Profile User B Data Profile Facebook
- 17. What’s changed for CMS people? You can now do this on your own site.
- 18. The EMS is the new CMS The “experience management system” let’s you target content on your own site. Don’t have one?Third party plugins are alternative New data sources on your users A big rise in easily assessable APIs from data providers, covering IP lookup, geolocation, segmentation of users, etc. Big Change #1 Big Change #2
- 19. A few global brands using some kind of “EMS” today (note: intentionally non-tech brands!)
- 20. Document Shredder Iron Mountain +123% engagement Different industries had different needs Partnered with Demandbase and Optimizely to target users based on IP Created personalized ads for Healthcare businesses, Banking, etc. +219% increase in Healthcare conversions +78% lift in page views GENERIC VERSION HEALTHCARE VERSION “Iron Mountain Boosts Target Account Engagement and Conversions with Demandbase” © 2014 The upside? A “boring” example…
- 21. Trust
- 24. 9/10 Marketers agree “personalization is the way of the future.” Data based on a survey of 1,506 marketing /communications executives worldwide, representing all major industries. The survey was conducted in the fall of 2014, and follows a similar survey conducted in 2013. NO DOUBT ABOUT IT AGREED YEP DUH OF COURSE FOR SURE IT’S TRUE EXACTLY! OH YEAH GEE, I DON”T KNOW GUYS… AGREE?
- 25. However, Marketing Spending is Highly Skewed For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there $92 Before people get to your site $1 After people get to your site *We will talk about this half* Source: AddThis: “Website Personalization: What It Is and How It Can Help Increase Conversions on Your Site.” Published May 2015
- 26. Enter the “Experience Management System” Puts targeting power in the hands of CMS people, not just marketers buying ads. All of the major CMS players are now touting some form of personalization capability (or promising one coming soon!) Adobe Experience Manager $140k – $1.2m + 20% annually JAVA based Sitecore Experience Platform $40k – $500k + 20% annually ASP.NET, C# Episerver $40k – $300k + 20% annually ASP.NET, C# *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015.
- 27. Experience Management System Benefits • Processing occurs in your CMS • Gives you better control; seamless integration with your content • Can be helpful if you have lots of on- site customer data Drawbacks • Can be expensive • Can take longer to standup • Need many onsite people to support CMS PERSONALIZED CONTENTTHIRD PARTY DATA Processing Occurs in CMS THE “EMS” MODEL
- 28. “His and Hers” Personalization (Example from Adobe of what you can do OOTB)
- 29. Options for Every Budget Can be “plugged in” to any existing site by inserting some JavaScript Segmentation and content management handled in external tool, not your CMS “All-inclusive” pricing w/ hosting can be better for higher-traffic sites $895/mo to +$3k/mo *Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. Marketo data from “Marketing Automation Insider.” Third Party Plugins
- 30. Third-Party Plugins Benefits • Can be quicker to standup • Can be cheaper to get into Drawbacks • Can give you less overall control • You have to “outsource” some content blocks on your site CMS PERSONALIZED CONTENT PLUGIN WITH DATA SOURCES THE THIRD PARTY PLUGIN MODEL API Processing Occurs Offsite
- 31. If you’re not using targeting yet, or your clients aren’t yet, chances are that will change quickly. And you need to be prepared.
- 32. The Essentials — Five steps to assembling a targeted design using an experience management platform Goals & Objectives The why? Audiences & Segments The who? Rules & Campaigns The what? Content Modeling The how? Testing & Analytics The watcha' done? 1 2 3 4 5
- 33. 1. Goals & Objectives
- 34. Thinking like people… Do We Even NeedTargeting?
- 35. Good reasons to target Your audience can be segmented in ways that are meaningful Narrowing your message provides incremental value You have differentiated content (or capacity to make some) Targeting is tied to specific business KPIs or objectives Bad reasons to target Just bought a fancy new CMS Marketing team really wants to CEO keeps casually mentioning it Everyone else is doing it Because we can (Some variation there of) What to ask yourself before you start
- 36. Targeting itself is not a goal. It’s just another tool in the content tool box. Like any other content project, begin with intent You still need to determine your core principles and goals The question is how (or if) targeted content can further those goals Remember, People
- 37. Credit:ICFInteractive Create a set of content guiding principles
- 38. Credit:ICFInteractive Perform a content inventory to get a lay of the land Hint: An experienced content strategist can help with this!
- 40. Who are we talking to?
- 41. What’s a Segment? Similar to personas: a group of users with some distinguishing trait, like age, interest, location Generally speaking, targeting can be either segment based or behavior (algorithm) based. For our purposes, we’ll look at how to set up segment-based targeting, since this is how many EMSs are set up. Segment Based _ (all males 50+) Behavior Based _ (previous purchases, clickstream, etc)
- 42. Segments are Determined by Data Behavioral traits PagesVisited Duration ofVisit Frequency ofVisit SearchTerms Used Site Referred From Interest on other sites Demographic traits Age Income Family size Marital status Gender Location
- 43. How Do We Get Data? Explicit data is based on something the user tells us directly, such as via profile information. Implicit data if something we infer, such as via IP lookup “Explicit Data” _ Logged in; My Profile “Implicit Data” _
- 44. Implicit Data Explicit Data “Technology Advertising company with 500-1,000 employees.”
- 46. Let’s Pretend We are Starting our own Airline Our new company, High Wire Airlines, wants to target busy professionals who travel regularly HiGH AiRLiNES
- 47. That’s a lot of people! How do we know where to start?
- 48. Tip: Begin with your high-potential segments Let’s limit our focus to Male and Female Senior Execs who have a profile on our HireWire Airlines site. *Note for research people: don’t freak out this is just an example. We would absolutely want to research the “why” behind this data. MANAGER FEMALE SENIOR EXEC MALE VP MALE DIRECTOR MALE MANAGER MALE SENIOR EXEC FEMALE DIRECTOR FEMALE VP FEMALE ASSOCIATE STAFF MALE ASSOCIATE STAFF FEMALE SUPPORT STAFF MALE SUPPORT STAFF FEMALE
- 49. Example: Setting up Segments in Adobe Credit: Adobe
- 50. Example: Segments & campaign worksheet Credit: ICF Olson
- 51. Example:Targeting Use Case Credit: ICF Olson
- 52. 3. Rules & Campaigns
- 53. What are we going to say?
- 54. Pilot Campaign Ideas If we knew senior execs were visiting our site, what would we say? Alerts for this user in real time Ad for Business Class Service Links to priority web content Travel tips to reduce stress
- 55. Targeting can happen at the component level! EMS can configure each zone differently depending on who is visiting Rules are “if then” statements, typically applied at the component level Campaign is set of rules that work together to create an experience MESSAGE BAR BANNER ARTICLEPROMOSHORTCUTS HiGH AiRLiNES
- 56. Introducing theTargeted Content Model Four flavors of personalizing content by “Thinking Like People.”
- 57. Targeted Content Model: Four WaysTo AddValue Show this user time-sensitive information E.g.A delay or cancelation impacting this user Promote site functions that would be useful to this user E.g. Navigation options helpful to this user Notify this user of relevant products or services E.g.Ad for a product or service we think user will like Notify this user of related interesting content E.g.A helpful blog, article or video
- 58. ApplyingThe Model:What to Show Execs A list of flight cancelations in real time Some shortcuts to Priority web content An ad for new Business Class Service Article on how a busy CEO reduced travel stress
- 59. Non-TargetedVersion Personalized for Execs MESSAGE BAR BANNER GENERIC ARTICLE GENERIC AD GENERIC LINKS HiGH AiRLiNES MESSAGE BAR BANNER BUSY CEO ARTICLE BUSINESS CLASS AD PRIORITY SHORTCUTS HiGH AiRLiNES
- 60. Targeting Zone Chart Credit: ICF Olson
- 62. How does the system “know” what content to show someone?
- 63. Creating Semantically Rich Content Tags help the system know what content to show which audience Tags can be organized into taxonomies For example, you could have a taxonomy for “audiences” that has a tag for “senior executives.”
- 64. Example of a Component Level Query: “If the current user is a Priority Business user, then go get content tagged with ‘Priority Business’AND ‘Advertisement.’” MESSAGE BAR BANNER TIPS FOR POST-TRIP BUSINESS CLASS AD PRIORITY SHORTCUTS HiGH AiRLiNES
- 65. Example Basic High-level Content Model Helps define relationships between content Informs how you set up content types in CMS Helps create your taxonomy and metadata schema Can also help with things like search results
- 66. High Level More Complex
- 68. How do we know it works? Be intentional about what you measure.
- 69. Setting KPIs — Personalization only as good as ability to measure it, and KPIs are key to proving that targeting works Rockport _ +32% order value, +10% conversion with personalized recs Iron Mountain _ +123% referral rates for targeting healthcare-specific message Source: “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014; Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.
- 70. Fortune 50 Home Improvement Brand Personalized E-Commerce Homepage information dynamically changed to present interest areas based on products users previously viewed. Data: Session Cookies + Commerce “Increase conversion by tracking user interests.”
- 71. Large Food Services Brand Targeting Menus, Messaging to Employee Intranet Users Driving personalization through segments built from data from logged in users at the page and component level Data: PeopleSoft “Improve employee experience via targeted Intranet.”
- 72. You’re convinced and totally ready to start?
- 73. You may still need some work if… You don’t have enough content to make targeting useful You don’t have enough staff to maintain targeted content Your content is not semantically rich – you need a taxonomy, metadata, etc. You don’t have a CMS that supports it You don’t have analytics and tracking in place to gain insights and adjust Best practices for when you’re ready Start segmenting traffic on your CURRENT site. Role out campaigns iteratively.Avoid “big bang” approaches.Tune your business approach and technical infrastructure over time Never stop testing.Audiences change over time as consumers learn more about your products, make purchases, read reviews, etc. Before you jump into the deep end…
- 74. Remember: It doesn’t have to be complex Even if your organization doesn’t have a fancy targeting platform, you can start thinking in that mindset Question _ What’s the number one method of customer personalization used today? In a survey of digital marketing managers, 92% of respondents claimed to offer a level of personalization in their email communications. Answer
- 75. Now you know the basics of CMS targeting and personalization! Thanks for listening, and let’s get ready for questions. @ColinEags | @ICFOlson
- 76. 76 Questions We want to hear from you! > Use the Q&A module at the bottom left of the browser at any time to submit a question > @CMSWire > @ICFOlson Be sure to check out the Resources widget to the right for more info.
- 77. 77 The Winner And the winner of today’s webinar give-away is …
- 78. 78 Join us for DX Summit 2016! November 14-16 in Chicago, at the Radisson Blu Aqua. ICF Olson is a Silver Sponsor of #DXS16! Be sure to visit them in the Experience Showcase. Find out more at http://www.dxsummit.com
- 79. 79 This webinar has been recorded. The on-demand video will be emailed to you in a few business days. We’ll also have a recap article on the CMSWire.com homepage. Thanks to Colin Eagan of ICF Olson for the valuable insights and to OCF Olson for sponsoring today’s event. If your company is interested in sponsoring a webinar, please email us at webinars@cmswire.com Thank You