Dave Wieneke: The people part of personalization comes first
Transcript of Dave Wieneke: The people part of personalization comes first
Today’s agenda:
Level set
Higher Ed Personalization
Putting Names to Faces
Financial Service Workshop
Discussion How are you personalizing?
Humanize
Current• Many initial options
• Organized by dept.
• Lack of hierarchy
• Leading to relatively
‘stovepiped’ content
• And a non-measured
or attributed result
Proposed• Simplified options based on
user flows
• Presenting relevant choices
• Linking to supporting and
related information
• Specific calls to action
• Increasingly measurable
outcomes
AB Testing Personalization
Implicit Explicit Authenticated
Higher EdPersonalizing is just adjusting settings, right?
Narrow the choices
+ Simplify the design and messaging on the homepage —
and subsequent pages, for that matter. Too many choices
for this audience can result in losing them, rather than informing
them. And force the user to make choices about where they go
to next. We want to send them on a journey, why not
make it an adventure?
OrganizationalAlignment
Primary Research
Persona & Journey
Experience Values
Use Cases & Components
MeasurementPlan
Staffing & Technology
Change
IA & VisualDesign
Taxonomy &
Content Plan
CMS & ODB Established
ExtensiveQ&A
GoLive
Clark University:My Journey and Component Library
My Journey
What is it
My Journey is a site-wide utility to help
key Clark audiences find the important
tasks and content that matter most to their
journey.
Why is it important
Each visit to the website is part of a larger
journey Clarkies (and future Clarkies)
have. My Journey helps guide users
along this journey, connecting them to the
right content.
My Journey: Identifying the moments that matter
The My Journey utility will
organize and prioritize content
based on the journey maps
created for undergraduate and
graduate students.
My Journey: Audiences
My Journey will be focused on future Clark undergraduate and graduate students as the
primary audiences, and also have some utility for current students and alumni.
Prospective Undergraduate
Prospective Graduate Student
Prospective Undergraduate Parent
Additional Audiences in My Journey
• Current Student• Alumni
Extending My Journey with Acquia Lift
Acquia Lift can use the information gathered from My Journey to contextually target content across the entire site. These personalization scenarios will be developed in specific areas of the site to drive better conversions and present more relevant outcomes.
Using Acquia Lift’s “contexts” Clark will use the attributes from my Journey and create “segments” in Lift. Content can then be personalized site-wide at the block/module level.
A modern web experience for visitors
Intelligent
attributes
Structurally rich
Semantically categorized
Automatically discoverable
Reusable
Reconfigurable
Adaptable
Intelligent
capabilities
Contextual
Portable
Targeted
Accessible
Manageable
Sustainable
Benefits to
visitors
Seamless
Relevant
Personal
Easy
Timely
Simple
Technology is just one of
seven prerequisites needed
for systemic change.
Personalizedby sender
Proprietary and confidential. Do not distribute.KELLOGG SCHOOL OF MANAGEMENT | BRAND STRATEGY 34
Maximized learning by using a control group. (just the impact of one photo!)
PersonalizationPERSON
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Seeing the person who sent the
message matters.
Name Photo
4.2%
6.0% 9.8%
6.2% 48%
63%
Clicker Rate
Total Click Rate
Month #1 #2 #3 #4 #5 Goal
Deliverability
Open rate
Click rate
Unsub rate
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89% 93% 95% 97% 98% 93%
25.1% 28.5% 37% 36% 35% 30%
6.2% 7.8% 9% 13% 13% 7%
0.31% 0.27% 0.25% 0.23% 0.22% below .3%
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If You’re Going to Do This
• Men and Women View the Use of Personal Image in Marketing Very Differently.
• Respect Individual Right of Publicity.
• Insist on Professional Photos.
• Don’t Let Marketing Glitz Interrupt Personal Relationships. (text personalized emails rock!)
• Simplicity is the Good Manners of our Age.
WorkshopFinancial services personalization
Toyota FinanceComplex transactional website integrated with
Sitecore supports account management, bill
payment, end of lease, etc.
PCI compliance
Complex transactions
Complex integration
Payment processing
Responsive design
This is a B2B service which independent
dealers select to extend to their customers.