Isite Design Path To Personalization

#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?

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

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

≈
What is the potential value
of personalization to your
customers?
Question
#personalization

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.

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

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
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

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
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

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
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/
The recipient’s mother, Ann
(who is named in the email),
died six months previously.
#personalization

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

What problem(s) could
personalization help solve
in your organization?
Question
#personalization

Identify the Opportunities
#personalization
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

Strategic Planning
#personalization
Content Strategy User Experience Measurement Optimization

Content Strategy Planning
#personalization
• 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 =
13variants for each content object targeted
IF your strategy identifies
10personalization components per user flow =
130 variants for each content object targeted

User Experience Planning
#personalization
• Understanding key customer segments
• Emotions/motivations/tasks
• Channels and touch points
• Customer journey mapping
• Be transparent
• Limit audience segments

Measurement Planning
#personalization
• 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
• 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

What are the challenges
you are currently facing or
will face?
Question
#personalization

STARTING YOUR JOURNEY

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
• 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!

Isite Design Path To Personalization

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