Personalisation & Measurement:An IntroductionFarooq Ansari

Reading Room Manchester

A Tangled Web

WEB DATA INSIGHTS EFFICIENCY

Personalisation

A means of enhancing the visitor experience to awebsite by elevating certain functionalities

Personalisation: It’s Important

52% of digital marketers agree that the

“ability to personalise content is fundamental to

their online strategy”

41% are committed to providing a personalised

web experience

Personalisation: It’s Important

50%

32%

33%

27%

6% 42%

Personalisation: Factors contributing to its rise

• Fall in the cost of deployment

• More crowded market

• More content

Personalisation: What sets a personalised site apart?

STANDARD SITE:PRESENTS THE SAME

CONTENT TO ALL USERS – REGARDLESS OF

PROFILE, PREFERENCES AND BEHAVIOUR

PERSONALISED SITE:THE USER EXPERIENCE IS

CHANGED TO BE DIFFERENT TO EACH USER BASED ON PRE-

DEFINED FACTORS

Personalisation: the different types

PERSONALISATION

PRESCRIPTIVE

EXPLICIT

IMPLICIT

EXPLICIT & IMPLICIT

ADAPTIVE

Personalisation: General characteristics

• Rule-based & triggered by interactions with a user

• Insight into a user can come from various factors

• A business logic is integrated into a website and, when triggered by a user’s activity, it changes the static display of content to match the visitor

Personalisation: EXPLICIT

PASSIVE

User able to customise/tailor or otherwise set up features

“Passive” in the sense that they may or may not choose to set up accordingly

E.g. Early Yahoo!

+ Easy to set up- Too many log-ins

SEGMENTED

User given a profile which determines what content will be

shown

Often used by marketers to create specific groups

A good way of creating an extranet environment

+ Great for sites with a lot of content- More onerous from an admin

perspective

Personalisation: IMPLICIT

“BEHAVIOURAL TRACKING”

The clicking activity of a website visitor is tracked and monitoredEvery incremental click is then used to determine the content

received by the visitor

e.g. Amazon

+ No log-in or other details necessary- In maintenance terms, this is the most labour-intensive to maintain

& th most involved

Personalisation: HYBRID

“THE BEST OF BOTH WORLDS”

Where a visitor on a passive or segmented site could have implicit tracking applied at a particular stage of their journey

Alternatively, an implicitly tracked user could be asked to register for an “explicit experience”

e.g. ebay

Pros and cons: A combination of explicit and implicit

Personalisation: ADAPTIVE

“THE SYSTEM CREATES THE PROCESS”

Where the system itself creates the logic that determines what content to displayIncremental behaviour of website users is analysed to model a 'user' or 'user type' and the

system uses this knowledge gained to personalise content displayed automaticallyPredicts the content that a visitor is looking for based on incremental behaviour

e.g. Baynote, Google, Amazon

+ Does not require setting up, and a great choice for organisations who could benefit from personalisation but lack the in-house resources to effect it

- Complex tech underpins its operation; still in its infancy

Personalisation: Trends

THE RISE OF MOBILE

BEHAVIOURAL

TARGETING

BIG DATA

CLOUD/SaaS

Personalisation: Overview

• Here to stay

• Those already using it will improve their systems

• The rise in personalisation part of a broader paradigm shift in tech landscape

Measurement

QUANTITATIVE:

THE “WHAT”

QUALITATIVE:

THE “WHY”

YOU NEED BOTH

Measurement: Analytics

...is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web

usage.

- Official DAA definition

Measurement: Analytics: The Key Questions

WHO

WHERE

WHAT

HOW

A BETTER EXPERIENCE FOR USERS

Measurement: What You Need To Remember

THERE ARE NO

INDEPENDENTLY

MEANINGFUL

METRICS

ANYTHING CAN

BE A SOURCE OF DATA

THE TRUTH LIES IN

THE CONTEXT

Measurement: The Need For Context

Metrics are only meaningful when interconnected...

Measurement: The Latest Trends

BIG DATA

MORE DATA

SOURCES

SOCIAL MEDIA

MORE PLATFOR

MS

Measurement: What We Can Expect

• Universal analytics• Attribution Modelling Tool• Cost Data Import• Customer Lifetime Value• Recency, Frequency and Monetary Value• Custom Dimensions/Metrics• Mobile

Measurement: The qualitative tools

The most important data point: how customers/visitors interact with your web presence

An ongoing process...

Measurement: Measurement & Personalisation

REAL-TIME, INSTANTANEOUS ANALYTICS CAPABILIT

Y

PERSONALISATION

GOOD

ANALYSIS OF DAT

A

CLARITY

& UNDRSTANDIN

G

Measurement: Overview

CONTEXT

Conclusion

#1There are increasingly sophisticated approachesto both web personalisation and webmeasurement

Conclusion

#2This is necessary as we live in increasinglycomplex times: more data, more devices, moreusers, more content

Conclusion

#3This complexity has an upside, as it will allow usto derive greater value and understanding,increasing ROI whilst delivering a far better userproposition

Conclusion

#4A “win-win” scenario for site owners and users –it’s not just about a better site; it’s about abetter business