Published on February 17, 2014
Delivering on the Potential of Personalization Randy Woods | Amanda Shiga non~linear creations Amsterdam Las Vegas Melbourne
What We’ll Say • • • • • Personalization capabilities in context Knowing your visitor Building your rules Real world implementation considerations Questions and answers Amsterdam Las Vegas Melbourne
Amanda Shiga Director, Websites and Digital Marketing Sitecore MVP @amandashiga ashiga@nonlinearcreations .com +16477762658 Amsterdam Las Vegas Melbourne
Randy Woods President of NLC @randywoods rwoods@nonlinecreations. com +16136910978 Amsterdam Las Vegas Melbourne
And You? Amsterdam Las Vegas Melbourne
Section one PERSONALIZATION IS EVIL Amsterdam Las Vegas Melbourne
Amsterdam Las Vegas Melbourne
Much of the Web’s future will come from delivering individualized experiences Josh Bernhoff, Forrester Analyst May, 1996 Amsterdam Las Vegas Melbourne
Amsterdam Las Vegas Melbourne
Amsterdam Las Vegas Melbourne
At its best, personalization is motivated by a desire to make human connections on a non-human scale Randy Woods Just now Amsterdam Las Vegas Melbourne
• • • • • KPIs should be viewed as positive byproducts of this intent Increased conversion rate Increased subscriptions Improved click-throughs Higher average revenue per basket Shortened sales cycle Amsterdam Las Vegas Melbourne
Why Should We Care? Amsterdam Las Vegas Melbourne
Here’s Why: A Cautionary Tale Amsterdam Las Vegas Melbourne
Six lawsuits; state investigations In 3 days DoubleClick's stock experienced a 20point loss A $1.2 billion loss Amsterdam Las Vegas Melbourne
But that can’t happen now, right? Amsterdam Las Vegas Melbourne
But We’re Not Facebook Amsterdam Las Vegas Melbourne
You need to derive personalization rules in the same way that we interact in the real world – from insight into the needs of your visitor Amsterdam Las Vegas Melbourne
KNOWING YOUR CUSTOMERS Amsterdam Las Vegas Melbourne
You are NOT your visitor Amsterdam Las Vegas Melbourne
You are not your visitors • Personas: – Archetypes who represent a group • Useful for building personalization rules but have specific limitations Amsterdam Las Vegas Melbourne
Amsterdam Las Vegas Melbourne
Personas and Types of Personalization Implicit Personalization • The visitor has not selfidentified • Rules are based on what you can observe about the visitor Explicit Personalization • Visitor has made contact and provided information • Rules are based on what visitor has told you: – “Digital finger print” – “Digital body language” – Title – Gender – Previous purchases Buying Cycle Amsterdam Las Vegas Melbourne
For implicit personalization, personas matter only in so far as they can be discriminated from each other based on the content the visitor views Amsterdam Las Vegas Melbourne
Developing and Validating Personas 1 Identify Ad Hoc Personas 2 Collect User Data Amsterdam 3 Analysis 4 Review and Prioritization Las Vegas 5 Flesh our Personas 6 Communicate to Organization Melbourne 2
Analytic Data Conceived Personas Amsterdam Las Vegas Melbourne
BUILDING AND EVALUATING YOUR RULES Amsterdam Las Vegas Melbourne
72 Dimensions Amsterdam Las Vegas Melbourne
Amsterdam Las Vegas Melbourne
The “Buying” Cycle – Personas in Time Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
Map the Buying Cycle How do these software- as- aservice (Saas) products compare to the on- premises solutions? Our HR management system is down again. There must be something better out there. Basic Information Gathering Wow. That took longer than pected. I’m glad we’re finally live Detailed Information Gathering Narrowing Scope Validating Understanding Close Negotiating Selecting a Contender Now I just need to get finance involved. Oh, and IT to decommission the old system. Amsterdam Can these three SaaS HR solutions meet our needs? What do they cost? How stable are they? Las Vegas What do the analysts think of HRXonline? What do current users think? The pricing the sales person gave me seems okay. And the special only runs until end of quarter Melbourne 3
The “Buying” Cycle: The Implicit > Explicit Transition Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
The Handoff Amsterdam Las Vegas Melbourne
Personalization Paradox Social interactions Etc. Gender Previous purchases Accuracy of Content Persona match Geography Viewed Search Term Clickstream Company Amsterdam Las Vegas Melbourne
Building Personalization Rules Analytics Persona + Buying Cycle Stage = Interest Amsterdam Las Vegas Content you believe will move cycle forward Melbourne
Evaluating Success of Personalization Rules 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Persona A Control Amsterdam Persona A Rule 1 Las Vegas Persona A Rule 2 Melbourne
Evaluating Success of Personalization Rules • Key question – does a given personalization rule increase or decrease business outcomes for a specific persona? • You need to establish a baseline for each persona • Custom queries can help you answer this question; the upcoming release of OLAP capabilities will make this simpler Amsterdam Las Vegas Melbourne
Personalization is not always the answer Amsterdam Las Vegas Melbourne
Three Times You Don’t Need Personalization You are generating lots of names for sales – but few qualified leads: • Engagement Plan and Lead Scoring Conversion rates are very low and you don’t know why: • A|B or Multivariate Testing You don’t understand your visitors or you can’t measure the success of the personalization rules you make: • Engagement Analytics Amsterdam Las Vegas Melbourne
REAL WORLD IMPLEMENTATION CONSIDERATIONS Amsterdam Las Vegas Melbourne
2 key implementation considerations • Start simple, and stay tightly focused on highest value campaigns • Be strategic as your users evolve from strangers to real people Amsterdam Las Vegas Melbourne
Keep it simple Strategic planning Rules management Content variations Content profiling Measurement mechanisms Quality assurance Impact on build Analyze & optimize Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Strategic planning Rules management Content variations Content profiling Measurement Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize Measurement mechanisms Quality assurance Impact on build Analyze & optimize mechanisms Amsterdam Las Vegas Melbourne
What’s manageable? • Personalization is complex – Needs marketing attention, time, energy and dollars • You have a good chance at early success if you: – Begin simply and target an important Amsterdam Las Vegas Melbourne objective
A simple example • Establish a baseline so you can measure success • Select a discrete, important goal and segment – Corporate priority is increased membership. – “We would like more beginner kite-flyers in Amsterdam Las Vegas Melbourne
A simple example • Identify where in the buying cycle personalization will be most effective – Inspect profiled content and your buying cycle – Start with just a few components – Document your personalization plan Amsterdam Las Vegas Melbourne
A simple example • Beginner kite flyers in Nevada: – Geo-IP lookup – Browsing behaviour focused on content targeted to beginners. • “How to fly a kite” • “Different types of kites” Amsterdam Las Vegas Melbourne
Best positioned to influence… Basic Information Gathering Narrowing Scope Validating Understanding Close Amsterdam Detailed Information Gathering Negotiating Selecting a Contender Las Vegas Melbourne
A couple of good ideas… • “Interested in learning more about kiteflying?” message in the right-hand rail, promoting membership benefits • A personalized “Join Now” call to action displayed in the header, promoting local Nevada chapters Amsterdam Las Vegas Melbourne
Analyze and optimize • Evaluate membership conversions against baseline • Use DMS goals to determine success of a rule • Eliminate rules that are not effective • Examine behaviours and clickstream of visits resulting in conversion Amsterdam Las Vegas Melbourne
Content architecture matters Be strategic • Plan for growth and multiple campaigns • Understand how components will be re-used across the site • Plan for WHO will create and maintain both the rules and variations • Consider where and how the variations will be stored • Multiple ways to approach this - do not underestimate. Amsterdam Las Vegas Melbourne
Be strategic as your users evolve from strangers to real people Amsterdam Las Vegas Melbourne
We were all strangers, once… Anonymous visitor Amsterdam Building a profile Conversion to known user Las Vegas Melbourne
One view of the customer • Implicit: beginner kite flyer from Nevada who searched for “kite flying lessons” • Explicit: association member Name Age member Gende r Amsterdam Skill level Las Vegas Groups Interests Melbourne
The opportunity • Leverage known user characteristics (by extending the user profile) and… • Actions that continue to be taken on the site – increase of engagement value or specific conversions – pattern matching to multiple personas Where user profile “skill level” field is equal to “intermediate” And where the Engagement Value Points is greater than 200 And where the current visit matches the “Mike” pattern card in the “Personas” profile Amsterdam Las Vegas Melbourne
The challenge • One user profile • (Potentially) multiple browsing sessions • Achieving “one view of the customer” can be difficult Amsterdam Las Vegas Melbourne
The challenge Amsterdam Las Vegas Melbourne
Some suggestions • Do your visitors spend significant time logged in? – Place a value on browsing behavior that occurs anonymously vs. not • Consider limiting your personalization rules to what is known within one session • Consider updating the user profile explicitly with behavioural characteristics Amsterdam Las Vegas Melbourne
Don’t be creepy Amsterdam Las Vegas Melbourne
Don’t be “that guy” • • • • Play it cool Don’t move too fast Nobody likes a stalker A two-way conversation Amsterdam Las Vegas Melbourne
Be careful of assumptions Amsterdam Las Vegas Melbourne
• • • • • ~40 Sitecore deployments 150+ CMS deployments 2 Sitecore MVPs Multiple Sitecore site of the year winners 80+ team members in offices across the US, Canada and Brazil • Our strategic services team has been helping clients execute DMS-type campaigns since 1999 Amsterdam Las Vegas Melbourne
QUESTIONS AND (IDEALLY) ANSWERS Amsterdam Las Vegas Melbourne
Feedback Appreciated! Please take a moment to provide session feedback via the mobile site. http://www.sitecore.net/SymNA Amsterdam Las Vegas Melbourne
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