Personalization for Publishers

TAILORINGCONTENT

JASON JEANALGORITHM ARCHITECTJJEAN@FORBES.COM

ABOUT FORBES & I

Forbes Business Magazine

Website>90M GA Users

Me First Year as Algorithm Architect5 Diverse Years at Forbes

PERSONALIZATION IS

Tailoring an experience to

a specific audience

WHY PERSONALIZE?

Supply Demand

HOW TO PERSONALIZE?

InteractionContent

“”

CONTENTIS KING

Personalizationis his Steed

Bill Gates - 1996

ORGANIZING YOUR LIBRARY

Categories

Author

Length

Media

PROFILE YOUR AUDIENCE

Nobody is a Nobody

Actions speak louder than Words

IDENTIFY JANE DOE

• Location• Time• Device

Demographic

• Social Networks• Organic Search• Direct Visitors

Referrer

• Content• Home/Category• Stream

Landing

Content Consum

edComme

nts Likes

Stars Subscribes

Social Shares

INTERACTIONSARE

INFORMATION

MAKE THE CONNECTION Desired

Content

Published Content

Content

Audience

IDENTIFY A PATTERN

Analytics

Organize

Question

Visualize

ADDRESSINGTHE PATTERN

Identify Data

Organize

SortTest

Improve

MACHINE LEARNING

POTENTIAL APPLICATIONS

Learning from FeedbackClassifyingFinding Similarities

Predicting

PLACEMENTSPROS & CONS

KEYPERFORMANCE

INDICATORS

DEDICATEDPAGE / APPPros

• Guaranteed User Intent

• Loyal Users

• RevenueCons• Need

Traffic• Most

Work

KEYPERFORMANCEINDICATORS

Return Visits

Click Through Rate

Time on Page

Bounce/ Exit Rate

MODULE

Pros• Can be placed on

any or multiple pages

Cons• Limit Real Estate

for Items

KEYPERFORMANCEINDICATORS

Click Through Rate

Pageviews / Session

ADJACENT TO CONTENTPros• Reuse Content

Traffic• Heavy ContextCons

• Valuable Real Estate

• Not Primary User Intent

KEYPERFORMANCEINDICATORS

Click Through Rate

Pageviews / Session

INLINE THE CONTENT

Pros• Natural

Attention• Heavy

ContextCons• Distract

from Content

• Valuable Real Estate

INLINE THE CONTENT

Click Through Rate

Pageviews / Session

NEWSLETTERS /PUSH NOTIFICATIONS

Pros• Direct

Notification• Constant

Interaction• Builds Brand

Awareness

Cons• More Complex• Less flexibility

KEYPERFORMANCEINDICATORS

Click Through Rate

Open Rate

Unsubscription Rate

CLOSING REMARKS

Learn from your users’ interactions to tailor their experience for maximizing delivery of meaningful content

What• Tailoring an

experience

Who• Your

Audience

Why• Satisfy

User's Demand

How• Learn from

Interactions