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Website Personalization 101
Welcome
Five things to consider before targeting your CMS content
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Agenda
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Dom NicastroStaff Reporter at CMSWire
Speakers
Moderator
Presenter Colin EaganUser Experience Principal at ICF Olson
Website Personalization 101Five things to consider before targeting your CMS content
S E M I N A R S E R I E S
by Colin Eagan, M.S. | September 8, 2016 @ 2 p.m. EST / 11 a.m. PST
Hi, I’m Colin EaganPrincipal, User Experience Design at ICF
Olson in Washington, D.C.
What’s ICF Olson?—
A customer experience agency purpose-built to help you through digital
transformation
What’s that mean?
Well, at ICF Olson we really just have one rule:Think like people.
We help you solve problems for real people (your customers) in a world of 1s and 0s. (That’s tough!)
Today, we will look at how to think like people when it comes to something new and shiny…
Personalized CMS Content (User Targeting)
Good reasons to be here!—
Maybe you…
Have a CMS and are considering personalizing your content
Attended a conference where everyone was talking about it
You’re not sure what it is but the marketing people keep asking about it
Have already started targeting content and want to learn a bit more
You just like free stuff.
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Talk like an actual person.
I am not a sales person. I don’t work for a
particular platform.
My focus is achieving the best user experience
possible for people.
Dumb jargon, abstractions or useless theory.
“Market disruption”
“Maximizing omni-channel”
“Breaking down silos”
“The New Normal”
Blah blah blah
My promise to you today: Things I’ll try not to say:
Speaking of jargon…
What is “Targeted Content”?
Nothing New.
Your Facebook feed.Amazon recommendations.
Netflix.
Sources Clockwise: Techive.com, webdesignerdepot.com, AdThis.com
$$$
Targeting is UX Customization Based on Data
Experience A
User A
Experience B
User B
User A Data Profile User B Data Profile
What’s changed for CMS people?
You can now do this on your own site.
The EMS is the new CMSThe “experience management system” let’s you target content
on your own site. Don’t have one? Third party plugins are alternative
New data sources on your usersA big rise in easily assessable APIs from data providers, covering
IP lookup, geolocation, segmentation of users, etc.
Big Change #1 Big Change #2
A few global brands using some kind of “EMS” today(note: intentionally non-tech brands!)
Document Shredder Iron Mountain +123% engagementDifferent industries had different needs
Partnered with Demandbase and Optimizely to target users based on IP
Created personalized ads for Healthcare businesses, Banking, etc.
+219% increase in Healthcare conversions
+78% lift in page views GENERIC VERSION HEALTHCARE VERSION
“Iron Mountain Boosts Target Account Engagement and Conversions with Demandbase” © 2014
The upside? A “boring” example…
Trust
Data ValuePermission
Technology.What’s Changed?
9/10 Marketers agree “personalization is the way
of the future.”
Data based on a survey of 1,506 marketing /communications executives worldwide, representing all major industries. The survey was conducted in the fall of 2014, and follows a similar survey conducted in 2013.
NODOUBT
ABOUT ITAGREED
YEP
DUH
OF COURSE FOR SURE
IT’S TRUE
EXACTLY!
OH YEAH
GEE, I DON”TKNOW GUYS…
AGREE?
However, Marketing Spending is Highly Skewed
For every 92 marketing dollars spent trying to lure users to their sites, companies spent only one dollar trying to keep them there
$92Before people get to your site
$1After people get to your site
*We will talk about this half*
Source: AddThis: “Website Personalization: What It Is and How It Can Help Increase Conversions on Your Site.” Published May 2015
Enter the “Experience Management System”Puts targeting power in the hands of CMS people, not just marketers buying ads.
All of the major CMS players are now touting some form of personalization capability (or promising one coming soon!)
Adobe Experience Manager
$140k – $1.2m + 20% annuallyJAVA based
Sitecore Experience Platform$40k – $500k + 20% annually
ASP.NET, C#
Episerver$40k – $300k + 20% annually
ASP.NET, C#
*Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015.
Experience Management System
Benefits• Processing occurs in your CMS• Gives you better control; seamless
integration with your content• Can be helpful if you have lots of on-
site customer data
Drawbacks• Can be expensive• Can take longer to standup• Need many onsite people to support
CMS PERSONALIZED CONTENTTHIRD PARTY DATA
Processing Occurs in CMS
THE “EMS” MODEL
“His and Hers”
Personalization(Example from
Adobe of what you can do OOTB)
Options for Every BudgetCan be “plugged in” to any existing site by inserting some JavaScript
Segmentation and content management handled in external tool, not your CMS
“All-inclusive” pricing w/ hosting can be better for higher-traffic sites
$895/mo to +$3k/mo
*Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015. Marketo data from “Marketing Automation Insider.”
Third Party Plugins
Third-Party Plugins
Benefits• Can be quicker to standup• Can be cheaper to get into
Drawbacks• Can give you less overall control• You have to “outsource” some
content blocks on your site
CMSPERSONALIZED
CONTENT
PLUGIN WITH DATA SOURCES
THE THIRD PARTY PLUGIN MODEL
API
Processing Occurs Offsite
If you’re not using targeting yet, or your clients aren’t yet, chances are that will change quickly.
And you need to be prepared.
The Essentials —
Five steps to assembling a targeted design using an experience management platform
Goals & ObjectivesThe why?
Audiences & SegmentsThe who?
Rules & CampaignsThe what?
Content ModelingThe how?
Testing & AnalyticsThe watcha' done?
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1. Goals & Objectives
Thinking like people…Do We Even Need Targeting?
Good reasons to target
Your audience can be segmented in ways that are meaningful
Narrowing your message provides incremental value
You have differentiated content (or capacity to make some)
Targeting is tied to specific business KPIs or objectives
Bad reasons to target
Just bought a fancy new CMS
Marketing team really wants to
CEO keeps casually mentioning it
Everyone else is doing it
Because we can
(Some variation there of)
What to ask yourself before you start
Targeting itself is not a goal. It’s just another tool in the content tool box.Like any other content project, begin with intent
You still need to determine your core principles and goals
The question is how (or if) targeted content can further those goals
Remember, People
Cre
dit:
ICF
Inte
ract
ive
Create a set of content guiding principles
Cre
dit:
ICF
Inte
ract
ive
Perform a content inventory to get a lay of the land
Hint: An experienced
content strategist can help with this!
2. Audiences & Segments
Who are we talking to?
What’s a Segment?
Similar to personas: a group of users with some distinguishing trait, like age, interest, location
Generally speaking, targeting can be either segment based or behavior (algorithm) based.
For our purposes, we’ll look at how to set up segment-based targeting, since this is how many EMSs are set up.
Segment Based_
(all males 50+)
Behavior Based _
(previous purchases, clickstream, etc)
Segments are Determined by Data
Behavioral traits
Pages Visited
Duration of Visit
Frequency of Visit
Search Terms Used
Site Referred From
Interest on other sites
Demographic traits
Age
Income
Family size
Marital status
Gender
Location
How Do We Get Data?
Explicit data is based on something the user tells us directly, such as via profile information. Implicit data if something we infer, such as via IP lookup
“Explicit Data”
_
Logged in; My Profile
“Implicit Data”
_
Implicit Data Explicit Data
“Technology Advertising company with 500-1,000 employees.”
Getting too Abstract?
Let’s Pretend We are Starting our own Airline
Our new company, High Wire Airlines, wants to target busy professionals who travel regularly
HiGH
AiRLiNES
That’s a lot of people!How do we know where to start?
Tip: Begin with your high-potential segments
Let’s limit our focus to Male and Female Senior Execs who have a profile on our
HireWire Airlines site.
*Note for research people: don’t freak out this is just an example. We would absolutely want to research the “why” behind this data.
MANAGER FEMALE
SENIOR EXEC MALE
VP MALE
DIRECTOR MALE
MANAGER MALE
SENIOR EXEC FEMALE
DIRECTOR FEMALE
VP FEMALE
ASSOCIATE STAFF MALE
ASSOCIATE STAFF FEMALE
SUPPORT STAFF MALE
SUPPORT STAFF FEMALE
Example: Setting up Segments in Adobe
Credit: Adobe
Example: Segments & campaign worksheet
Credit: ICF Olson
Example: Targeting Use Case
Credit: ICF Olson
3. Rules & Campaigns
What are we going to say?
Pilot Campaign IdeasIf we knew senior execs were visiting our
site, what would we say?
Alerts for this
user in real time
Ad for Business
Class Service
Links to priority
web content
Travel tips to
reduce stress
Targeting can happen at the component level!
EMS can configure each zone differently depending on who is visiting
Rules are “if then” statements, typically applied at the component level
Campaign is set of rules that work together to create an experience
MESSAGE BAR
BANNER
ARTICLEPROMOSHORTCUTS
HiGH AiRLiNES
Introducing the Targeted Content Model
Four flavors of personalizing content by “Thinking Like People.”
Targeted Content Model: Four Ways To Add Value
Show this user time-sensitive information
E.g. A delay or cancelation impacting
this user
Promote site functions that would be useful to this user
E.g. Navigation options helpful to this user
Notify this user of relevant products or
services
E.g. Ad for a product or service we think user
will like
Notify this user of related interesting
content
E.g. A helpful blog, article or video
Applying The Model: What to Show Execs
A list of flight cancelations in real
time
Some shortcuts to Priority web content
An ad for new Business Class
Service
Article on how a busy CEO reduced
travel stress
Non-Targeted Version Personalized for Execs
MESSAGE BAR
BANNER
GENERIC ARTICLE
GENERIC ADGENERIC
LINKS
HiGH AiRLiNES
MESSAGE BAR
BANNER
BUSY CEO ARTICLE
BUSINESS CLASS AD
PRIORITY SHORTCUTS
HiGH AiRLiNES
Targeting Zone Chart
Credit: ICF Olson
4. Content Modeling
How does the system “know” what content to show someone?
Creating Semantically Rich Content
Tags help the system know what content to show which audience
Tags can be organized into taxonomies
For example, you could have a taxonomy for “audiences” that has a tag for “senior executives.”
Example of a Component Level Query:
“If the current user is a Priority Business user, then go get content tagged with ‘Priority Business’ AND ‘Advertisement.’”
MESSAGE BAR
BANNER
TIPS FOR POST-TRIP
BUSINESS CLASS AD
PRIORITY SHORTCUTS
HiGH AiRLiNES
ExampleBasic High-level Content Model
Helps define relationships between content
Informs how you set up content types in CMS
Helps create your taxonomy and metadata schema
Can also help with things like search results
High Level More Complex
5. Testing & Analytics
How do we know it works?Be intentional about what you measure.
Setting KPIs—
Personalization only as good as ability to measure it, and KPIs are key to proving
that targeting works
Rockport
_
+32% order value, +10% conversion with personalized recs
Iron Mountain
_
+123% referral rates for targeting healthcare-specific message
Source: “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014; Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.
Fortune 50 Home Improvement Brand
Personalized E-Commerce
Homepage information dynamically changed to present interest areas based
on products users previously viewed.
Data: Session Cookies + Commerce
“Increase conversion by tracking user
interests.”
Large Food Services Brand
Targeting Menus, Messaging to Employee Intranet Users
Driving personalization through segments built from data from logged in users at
the page and component level
Data: PeopleSoft
!
!
“Improve employee
experience via targeted Intranet.”
You’re convinced and totally ready to start?
You may still need some work if…
You don’t have enough content to make targeting useful
You don’t have enough staff to maintain targeted content
Your content is not semantically rich – you need a taxonomy, metadata, etc.
You don’t have a CMS that supports it
You don’t have analytics and tracking in place to gain insights and adjust
Best practices for when you’re ready
Start segmenting traffic on your CURRENT site.
Role out campaigns iteratively. Avoid “big bang” approaches. Tune your business approach and technical infrastructure over time
Never stop testing. Audiences change over time as consumers learn more about your products, make purchases, read reviews,
etc.
Before you jump into the deep end…
Remember: It doesn’t have to be complex
Even if your organization doesn’t have a fancy targeting platform, you can start
thinking in that mindset
Question
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What’s the number one method of customer personalization used today?
In a survey of digital marketing managers, 92% of respondents claimed to offer a level of personalization in their email communications.
Answer
Now you know the basics of CMS targeting and personalization!Thanks for listening, and let’s get ready for questions.
@ColinEags | @ICFOlson
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The Winner
And the winner of today’s webinar give-away is …
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Join us for DX Summit 2016!
November 14-16 in Chicago, at the Radisson Blu Aqua.
ICF Olson is a Silver Sponsor of #DXS16! Be sure to visit them in the Experience Showcase.
Find out more at http://www.dxsummit.com
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This webinar has been recorded. The on-demand video will be emailed to you in a few business days. We’ll also have a recap article on the CMSWire.com homepage.
Thanks to Colin Eagan of ICF Olson for the valuable insights and to OCF Olson for sponsoring today’s event.
If your company is interested in sponsoring a webinar, please email us at [email protected]
Thank You