advertisement

Privacy Friendly Personalization

50 %
50 %
advertisement
Information about Privacy Friendly Personalization
Technology

Published on February 27, 2014

Author: numbakrrunch

Source: slideshare.net

Description

Thoughts on how to personalize your site to improve your experience for users while being respectful of their privacy expectations
advertisement

Privacy-Friendly Personalization Charlie Reverte VP Engineering @numbakrrunch

Personalized Don't judge me...

Personalized Personalized

Personalized

Why Personalize? ● Funnel optimization ○ Shorten the path between a person and something they want ● Increased conversion through higher relevance ● Super-serve individual audience segments ● Streamline your site to focus users on your content, products and ads

The Next Phase of the Web ● In the beginning there were directories.. ○ Navigate a hierarchy to find content ● Then came search ○ Skip the hierarchy, just tell us what you want ● Now the web is personalizing ○ We already know what you want, here’s a great experience

Good Data for Personalization ● Infer intent from behavior ○ Demographics are a poor proxy ● Observed vs. Declarative ○ What I do vs. what I say or "like" ● Context ○ Show me something related ○ Match my mood

User-Defined Segmentation Declarative Inputs Data Output Behavioral Inputs

Personalization Pitfall: Boxing ● Boxing - is where a consumer’s vision and choices are limited by .. analytics that make judgments based on their digital history ○ Martin Abrams - Boxing and Concepts of Harm ● Already a self-selecting behavior ● Don't reinforce, however users don't want to be contradicted either

Think Discovery ● Don't spend all of your inventory on reinforcement ● Diversify user interests to broaden conversion

Cold Start: Use 3rd-Party Data ● Cold-start problem ○ Bootstrap with 3rd-party data ● Maximize yield on your earned and owned user acquisition ○ The widest part of your funnel ● Treat first time visitors as well as your loyal customers

3rd-Party Data Landscape ● Cookie-based behavioral data ○ Will be fragmented but not dead if 3rd-party cookies are limited ● Contextual extraction ○ Scrape, classify, referer, geo, time of day ● Hybrid: Contextualized based on observed behavior ○ Classify sites based on behavior + context ○ Apply to cold start

Context and Surprise What's the difference? 1st- vs. 3rd-party context? Creepy? Useful?

Minimizing the Creep Factor Privacy isn't just about PII vs. non-PII and 3rd-party cookies ● Take a user-centric approach ● Base your application of data on user sensitivities and expectations of privacy ● Avoid surprising users ● Clarify whether they're anonymous or not ● Leverage real-world paradigms ○ Users know how their "street identity" works

Transparency and Control Empower your users..

Summary ● Privacy-friendly personalization is a valueadd to users ● Take a user-centric approach to privacy ● Build trust through transparency and control ● Apply 3rd-party data to unlock your site's full potential

Questions? Charlie Reverte VP Engineering @numbakrrunch charlie@addthis.com

Add a comment

Related presentations

Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...

In this presentation we will describe our experience developing with a highly dyna...

Presentation to the LITA Forum 7th November 2014 Albuquerque, NM

Un recorrido por los cambios que nos generará el wearabletech en el futuro

Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...

Microsoft finally joins the smartwatch and fitness tracker game by introducing the...

Related pages

Special Section: Personalization vs. Privacy - CRM Magazine

Special Section: Personalization vs. Privacy. ... Personalization vs. Privacy. ... "The best personalization is done in a privacy-friendly manner where all ...
Read more

Personalization Privacy - scribd.com

Personalization Privacy - Download as PDF File (.pdf), Text File (.txt) or read online. Scribd is the world's largest social reading and publishing site.
Read more

E-personalization and online privacy features: the case ...

Journal of Management and Marketing Research E-personalization and online, Page 1 E-personalization and online privacy features: the case with
Read more

Let’s Do It at My Place Instead? Attitudinal and ...

Let’s Do It at My Place Instead? Attitudinal and Behavioral ... as yet whether users also perceive CSP as more privacy-friendly than remote personalization.
Read more

Privacy Guidelines For Designing Personalization ...

What are the guidelines when using data to personalize digital experiences, and how can we help people feel comfortable with personalization services?
Read more

Personalization vs. Privacy: Drawing the Line on Customer ...

Personalization vs. Privacy: Drawing the Line on Customer Information. Privacy advocates struggle to protect consumers and data collection ...
Read more

PRIVACY-ENHANCED PERSONALIZATION (PEP2005) Proceedings

PRIVACY-ENHANCED PERSONALIZATION (PEP2005) Proceedings Edited by: ... when it comes to requirements specification for privacy in UC, user-friendly
Read more

The!Effect!of!Personalization!Provider!Characteristics ...

Accepted for publication in the Journal of the Association for Information Science and Technology (JASIST) !!! The!Effect!of!Personalization!Provider ...
Read more

User Modeling and Personalization 12: Personalization and ...

User Modeling and Personalization 12: Personalization and Privacy Eelco Herder L3S Research Center / Leibniz University of Hanover Hannover, Germany
Read more