3 Flavours of Personalisation with Umbraco
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The document presents an overview of a personalization strategy involving three key approaches: analytics-based segments, CMS-based segments, and Azure machine learning recommendations. It highlights the advantages of personalization such as improved conversion rates and user experience, along with a case study demonstrating a 30% performance increase for a client implementing personalized content. Additionally, it emphasizes the collaborative development of a digital experience suite (DXS) for integrated user analytics and personalized marketing solutions.
3 Flavours of Personalisation with Umbraco
- 1. VANILLA, STRAWBERRY, CHOCOLATE 3 FLAVOURS OF PERSONALISATION
- 2. Halo zusammen! Theo Paraskevopoulos CEO, GrowCreate @theotron Kasper Koslowski Head of Development, GrowCreate @bigkthx 2 #Umbraco Gold Partners #Oxford #Cologne #Pipeline CRM #Personalisation
- 3. Sweet course • Personalisation why & how? • Pipeline story • Vanilla - Analytics-based Segments • Strawberry - CMS-based Segments • Chocolate - Azure ML Recommendations 3
- 4. Why use personalisation? • Improve conversion rates • Prioritise content by relevance • Better UX - reduce clutter • Prioritise, don’t hide • Be transparent, not creepy 4 Personalised product list performed 30% better GrowCreate Client
- 5. How is it done? 1. Define Segments 2. Add visitors to Segments 3. Capture content Variants 4. Map Variants to Segments 5. Dynamically adjust templates 5 Personalised content performs 42% better HubSpot
- 6. The Pipeline story • Started life as experiment • Open-source CRM package • Platform for R&D and learning • Pipeline Digital eXperience Suite (DXS) 6 github.com/theotron/PipelineCRM
- 7. Pipeline DXS • Commercial proposition • Integrated CRM • User analytics and profiling • Campaigns and automation • Reporting • Segmentation / Personalisation 7
- 8. Analytics-based Segments • Integrated O2MC Big Data platform • DiMML = Declarative ‘in motion’ Machine Language • Collaboration with Marvellous.NL • Segment based on browsing history • Content variants with Nested Content • Demo 8
- 9. Analytics-based Segments 9 User Dimml NoSQL DbUmbraco Visits SLOC Record Persistence
- 10. Analytics-based Segments 10 User Dimml NoSQL DbUmbraco Visits SLOC Record Persistence History Find Segment Personalised content Match Variant Request history
- 11. DiMML .NET wrapper 11 KUDOS: JEROEN WIJDEVEN MARVELOUS.NL
- 12. CRM-Profile Segments • Post-conversion technique • Segmentation based on user profile • More targeted, more powerful • Use for very small groups / “Segment of One” • Ideal on high-value scenarios, B2B • Demo 12
- 13. CRM-Profile Segments 13 User Pipeline DXS DatabaseUmbraco Converts Forms integration Create Contact Persistence
- 14. CRM-Profile Segments 14 User Pipeline DXS DatabaseUmbraco Converts Forms integration Create Contact Persistence Visits Search Contacts Personalised content Match Variant Find Segment
- 15. Pipeline DXS - Find content variant 15
- 16. Azure ML Recommendations • Content recommendation engine • Azure Machine Learning model • Fully-automated • Ideal for catalogs and large data sets 16
- 17. Azure ML concepts • Azure ML Studio • Bayesian Networks • Training Models • Predictive Experiments • RESTful API data I/O 17
- 18. Bayesian networks 18 User 1 User 2 User 3 User 4
- 19. Azure ML Recommendations 19 User Azure ML DocumentDBUmbraco Visits Track visitor Persistence Train Model
- 20. Azure ML Recommendations 20 User Azure ML DocumentDBUmbraco Visits Track visitor Persistence Find recommendation Personalised content Render content Get recommendation
- 21. Pipeline DXS - Order by Recommendation 21
- 22. How sweet was that? • Personalisation overview • Pipeline open-source / DXS • Analytics-based Segments • CMS-based Segments • Azure ML Recommendation engine 22
- 23. Get involved • Contribute to Pipeline CRM • Use personalisation • Pipeline DXS Partner program • Pipeline DXS Developer program • Talk to us! 23
- 24. Keep in touch @theotron @bigkthx Cologne growcreate.de Oxford growcreate.co.uk 24 #We are hiring #Pipeline DXS Partners #New projects