A High Level Introduction to

Digital Personalisation

An Internet all about you

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When most people think of the Tom Cruise

movie Minority Report, the thing that sticks in their minds

most is usually the cool hand-waving interface he uses.

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But it was this scene that really stood out to me.

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Where ads were talking directly to the character.

Asking him how he enjoyed his previous purchase, or ifhe’d like to see other products catered for him.

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Yet, just 12 years later and this ‘imaginary’ sci-fi

movie technology is the norm of today.

Smart businesses are finding a way of merging both

online and offline environments, and focusing their

efforts not only the platform, but on the individual.

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“Which three digital-

related areas are the

top priorities for your

organisation in 2015?”

Adobe Quarterly Digital Intelligence Briefing 2015

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“Over the next five years,

what is the primary way

your organisation will

seek to differentiate

itself from competitors?”

Adobe Quarterly Digital Intelligence Briefing 2015

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The days of a one-size fits all solution

being enough are over.

Digital today is about creating a customer

experience that caters to an individuals

needs.

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So who are the ones leading the way as far as

online personalisation goes?

Amazon

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Amazon are amazing at creating a personalised online

Experience for their customers. Every visit provides

recommendations based on your interactions.

Logged in users are reminded about specials and items that

they have shown interest in previously directly to their inbox.

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of consumers in the U.K. said that no company offers the same levels of web-personalisation as Amazon

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Digital Personalisation Study 2014 - BloomReach

Facebook

Facebook’s Graph Search has made it easier for users (and

marketers) to personalise the Facebook experience .

The ability to search Facebook’s social graph has essentially

turned Facebook into a search engine for – and based on -

your life.

Of course with such a personalised experience, comes the

possibility of doing some super creepy stuff…

…and sometimes the data

required for such

personalisation can have

unintended consequences.

Particularly for people who are

unaware of security/privacy

settings, who often unwittingly

open up otherwise private data

to a very public forum.

In this particular test we were able to find out personal details for over 1000 members of the

Australian Military, 400 members of Victoria police, 250 of the Australian Air Force amongst others.

All this information is publically available via Graph Search in any Facebook account

And now with Facebook Atlas, marketers can personalise the

‘off-Facebook’ experience based on Facebook information.

Making Facebook one of the most powerful personalisation

and targeted marketing tools online today

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Amazon may be perceived as being number 1 for

personalised web experience…

… and Facebook is clearly customising their platform

experience for the individual too.

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But the title of ‘most personalised web experience’ is

definitely held by another company…

Google

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Google have perfected the

art of capturing data.

And they are capturing

A LOT of it!

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They use data you provide to customise the experience you

have with their products & services.

And you may be unaware that you are giving it to them.

Here are a few examples as to how…

Google search

The center-piece of the Google ecosystem.

Catering answers to all your questions. This data builds

a profile of how and what you do online.

YouTube

The world’s biggest search engine for video.

Similar to Google search data collection, but based around

the types of, and how you consume video content

Chrome

For what isn’t captured about your web interactions via

Google search, Chrome gets the rest. All the stuff you do

using Chrome is linked to your Google account (when

logged in to Google services)

Gmail

Everyone’s favorite email service, and Google’s robots are

reading all of them. Your emails, interactions and contacts are

linked to your account. Content & services from Google are

catered to you based on information in your emails.

Android

The mobile platform linked to your Google profile. A data

goldmine for Google! Services such as Google Now and

native Android apps cater information to you based on

elements such as location, habits, interactions and more.

Google Plus

Some see this as a failed attempt to take on Facebook, but in

reality Google Plus is the glue that pulls together your Google

profile. This is the pretty face you add to your data that Google

has on you. It allows you some autonomy as to how you want

Google to structure information about you.

Google Display Network

The GDN contributes to a very large amount of the ads you see

displayed on websites you visit. When you do see these ads,

Google assigns this data to your profile. This data helps to

cater demographic information about you.(You can see this in action via Demographics reports in Google Analytics)

Google Fiber

Google’s very popular, ultra-fast ISP offering. Essentially

closing the loop on data capture. What isn’t captured via your

account or device is now captured at the source. They not only

point you to the information – they can now provide it.

Google Drive

Storage for all things that you’d like in the cloud, but not

necessarily for public consumption. This information is also

scraped and assigned against who and how you interact

throughout the Google ecosystem.

Car O.S.

GM, Honda and Audi have partnered with Google to make

Android the operating system in their upcoming models of cars.

It’s all the data captured via Maps, navigation and more – in

your car.

Google Fit

Google’s foray into the health space. Capturing data on all

sorts of fun stuff like your weight, activity, heart rate and even

sleeping patterns.

Nest

The Wi-Fi enabled in-home thermostat business Google

purchased for $3.2billion.

Still very early, but the Nest purchase is believed to be the next

major step to a Google connected house.

Loon

The Google-X project to take connectivity world-wide and

without cables.

Loon is the Google moonshot project to send up massive

balloons that provide internet anywhere, at anytime.

Google pretty much have – or are about to have – data for

every moment of your life. Home or at work. Awake or asleep.

Interacting with a device or not.

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“The destiny of Google’s search engine is to become that Star Trek computer, and that’s

what we are building”Amit Singhal, Head of Google’s search rankings team

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But what

about me?

“Yeah sure, personalisation is all

good if you’re a multi-billion dollar

business…”

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Fortunately there are some pretty great

platforms available for businesses today that

are focusing on the entire personalised web

experience.

Sitecore’s powerful DMS (Digital Marketing Suite) is at

the core of their enterprise level CMS.

It allows users to set cards (profiles) of users and cater

the experience the platform offers based on pre-defined

rules, events or actions.

https://www.sitecore.net/platform.aspx

Part of the Adobe Marketing Cloud, Abode Target allows

for intuitive A/B tests that learn and optimise themselves

based on user behaviors.

Allowing your site to be able to alter and customise the

user experience in real-time.

http://www.adobe.com/au/solutions/testing-targeting.html

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And if your budget doesn’t permit a CMS/web solution

with baked-in personalisation capabilities, there are a

number of providers that can get you up and testing

asap for cheaper.

http://optimizely.com/

http://unbounce.com/

https://vwo.com/

The customers perception is

your business’s reality.

Be sure you are giving them

an experience that is

awesome!

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Thank you

Daylan PearceDigital Experience Manager – Next Digital

@DaylanDoes