Meghan Walsh: Reality Check: What needs to be in place before you can actually personalize...

Reality CheckBefore you personalize Meg Walsh

Senior Director

Content Strategy

Hilton Worldwide

@megwalsh05

@HiltonWorldwide

I’m a discerning customer

I’m a passionate content strategist

I’m a proud Team Member @ Hilton Worldwide

I’m Meg.

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

I am not talking about…

• Why you should personalize

• What to personalize

• How to personalize

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

I am talking about…

• Data

• Metadata

• Content

and the conversations about them you need

to make happen.

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

J Boye Philadelphia 2016© 2016 Hilton Worldwide

The problem

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

Building the experience

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Data

Content

Metadata

Experience+ Rules

Strategy

@megwalsh05

Data

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

The Rules

Data needs to be

• Available

• Accessible

• Actionable

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

Data IS personal

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Identity Self Declared Inferred

You. What you choose

to share.

Assumptions we’re

making about you.

Observed

Behaviors we’ve

noticed

(in a not creepy way).

@megwalsh05

The data reality

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Data Readiness

Pe

rso

nali

za

tio

n R

ead

ine

ss

I know what data I need

We have the data

I can access & use

the data

I know what data I need, and

we have (some of) the data,

BUT

I can’t use it ‘cause

[Adjective] [Adjective] [Noun]

I don’t know what data I need

I know what data I need, but don’t

know if it exists or is actionable

Cautious

Optimism

MISERY

NIRVANA

@megwalsh05

Conversations about data

J Boye Philadelphia 2016© 2016 Hilton Worldwide

STRATEGY

with

Stakeholders

USER STORIES

with

Business

Analysts

DATA REALITY

with

Architects

@megwalsh05

Metadata

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Jason Scott Proprietor TEXTFILES.COM @textfiles

Metadata is a love note

to the future.

@megwalsh05

Metadata enables personalization

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

Structured

A vocabulary organized

into logical categories to

drive findability of and

connectivity between

content elements

Shared

Used consistently

across content

systems

Understandable

The terms are

meaningful to creators,

contributors, and

consumers of the

content

A consistent list of terms & attributes used to describe an asset, content, or product that is:

Metadata is hard

• To understand

• To sell

• To maximize

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Conversations about metadata

J Boye Philadelphia 2016© 2016 Hilton Worldwide

VOCABULARY

with

Stakeholders

APIs

with

Architects

TAGGING

with

Content

Managers

@megwalsh05

Content

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Sara Wachter-Boettcher Content Strategist Author, Content Everywhere @sara_ann_marie

We don’t need more content.

We need content that does more.

@megwalsh05

Content can be personal-ish

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Content has to exist,

Which means it has to be written,

Which means someone needs to know to write it,

Which means someone needs to articulate the goals,

Which means…

@megwalsh05

Your content challenge…

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

Creation Storage Distribution

Conversations about content

J Boye Philadelphia 2016© 2016 Hilton Worldwide

WHAT & WHY

with

Content

Strategist

APPLICATIONS

With

Architects

HOW

with

Stakeholders

@megwalsh05

Wrapping it up

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

Remember

• You can’t “just” do it but you can do it

• Don’t underestimate defining data requirements

• Plan for content from the beginning. FROM THE BEGINNING!

J Boye Philadelphia 2016© 2016 Hilton Worldwide @megwalsh05

J Boye Philadelphia 2016© 2016 Hilton Worldwide

Thank you.

Meg Walsh

Senior Director, Content Strategy

Hilton Worldwide

meghan.walsh@hilton.com

@megwalsh05

@HiltonWorldwide

@megwalsh05