Episode 5: Using Technology to Accelerate Your Personalization Initiative
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After performing content audits, defining customer segments, creating persona-based content strategies and adopting best practices, the final step in your personalization journey is to find a technology that can support all of these initiatives. In the final episode of our series, FFW and Acquia will discuss how to find a technology stack that works best with your current systems, and one that will be able to optimize your personalization strategy now and into the future. We will cover: Key elements to look for in a martech stack Best of breed solutions versus integrated suites Decision pitfalls to be aware of along the way How Drupal’s omni-channel capabilities can integrate with other systems, and make personalization on your digital properties simpler and easier How to define success and what to measure against
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Episode 5: Using Technology to Accelerate Your Personalization Initiative
- 1. Using Technology to Accelerate Your Personalization Initiative The final episode in a 5-part series September 28, 2017
- 2. Speakers David Hernandez FFW Agency david.hernandez@ffwagency.com Melanie Poitras Acquia melanie.poitras@acquia.com
- 3. • One of Acquia’s leading partners worldwide • More than 250 Drupal specialists and 120 Acquia Certified Developers on staff • In 2016, FFW was the recipient of the Acquia Partner Site of The Year award in the non- profit category for our work with the YMCA of Twin Cities. We create engaging digital experiences and the platforms that power them. FFWagency.com @FFWglobal
- 4. Other episodes in this webinar series Personalization Begins with Content https://www.acquia.com/resources/webinars/episode-1-personalization-begins-content Define Customer Segments Using a Data-driven Approach https://www.acquia.com/resources/webinars/episode-2-define-customer-segments-using- data-driven-approach How to Execute a Persona-based Content Strategy at Scale https://www.acquia.com/resources/webinars/episode-3-how-execute-persona-based- content-strategy-scale Personalization Best Practices https://www.acquia.com/resources/webinars/episode-4-personalization-best-practices
- 5. Personalization Begins with Content • Focus on content first • Begin with an audit • Develop a well-formed matrix of personas • Outline paths and priorities • Listen to your subject matter experts
- 6. Define Customer Segments Using a Data-driven Approach • Have defined goals • Use data to see if you are achieving your goals • Data is useless without analysis • Test early and often • Continuous improvement
- 7. How to Execute a Persona-based Content Strategy at Scale • Understand what data and content is valuable • Know your audience • Create content that is reusable across segments • Know what content is relevant and what isn’t
- 8. Personalization Best Practices • Integrate general web analytics with personalization analytics to correlate visitor session data • Enrich content with structure to make it machine understandable • Personalization begins with recognition • Be consistent with your messaging across channels • Learn from your results
- 9. Content Data Analysis Iterate
- 10. Using Technology to Accelerate Your Personalization Initiative • Personalization fundamentals • Key elements to look for in a martech stack • How Drupal’s omnichannel capabilities can integrate with other systems, and make personalization on your digital properties simpler and easier • Decision pitfalls to be aware of along the way • Best of breed solutions
- 11. How does personalization actually work?
- 12. LOGO
- 13. Experience personalization or content personalization
- 14. Have a well-structured, flexible content architecture • Take a structured content approach, regardless of whether you implement personalization • Tag well • Use a system with omnichannel capabilities • Robust APIs • Clean integration points • Reduce duplication • Keep messaging consistent
- 18. Pitfalls
- 19. Too much data • Collect early and often … but learn to filter
- 20. Too much too fast • Start simple with personas • Learn your audience • Iterate
- 21. Indicate when personalization is in play • Too much can make users uncomfortable • Good UX keeps your users in the loop • Eliminate confusion • Proper labeling
- 22. Give users some control • Allow them to affect the journey • Keep them engaged • Provide options
- 23. Experiment • Early and often • Solutions are customizable for a reason • Don’t hard-code your rules
- 24. Solutions
- 25. Understanding the solution that is right for you Enterprise Solutions • Omnichannel • Third-party, external • Associated costs • External marketing considerations Internal Solutions • Single channel • Smaller or simpler sites • Fewer costs
- 26. Evergage • Full featured • Lots of integrations • Usable for all or most of your channels • High price point
- 27. Marketo • Proven for marketing automation • Flexible reporting • Somewhat all or nothing • Limited content integration
- 28. Optimizely • Advanced testing capabilities • Leverages machine learning for recommendations • Limited content integration • Lower price point
- 29. Adobe Target • Comprehensive reporting and analytics • Advanced testing capabilities • Faster time to market • Limited integration/3rd parties for data collection • Complex suite of products
- 30. Lift • Only tool built for Drupal • Full content discovery and syndication • Progressive profiling • Requires no additional 3rd party tools • Limited to personalization
- 31. Thank You
Hinweis der Redaktion
- Brief intro of both speakers.
- Intro FFW, FFW+Acquia relationship
- Recap the Personalization series, begin discussion of the journey we are on and that now ends with the technology webinar. Recommend watching full series.
- Recap, emphasis on content first before all. Audits/discoveries/etc must be well done or personalization won’t be affective.
- Recap, emphasis on analysis, testing, and iteration. Analysis is more than seeing which numbers are biggest.
- Recap, emphasis on using the data analysis to inform relevant content. Efficiency in content production and reach.
- Recap, emphasis on consistency, learning, avoiding pitfalls.
- Our journey which progresses into implementation.
- agenda
- Begin overview of personalization concepts. The key is making sure there is enough background of how it can technically work, with replacement of content or full site/experience personlization.
- Example of a rich wireframe. Pick out components that could be personalized. Basic content, related properties list (products,) pin points on a map, etc. The personalized content can still be rich. A point about how it can track users as well.
- Full experience personalization (menu changes, full interface personalization, customizing content, sections, et al.) versus content personalization aka content customization (simply swapping page content.) Understand the difference in complexity and technology needed to implement.
- Must begin with structured content. The cms end of the stack must support a structured content approach or next steps will break down. Drupal is the superior fit for this use case (structured content.)
- Drupal 8 as content hub feeding and integrating with other systems.
- Drupal 8’s superior APIs give it the flexibility and integration capabilities to easily make personalization a part of your overall web strategy. Structured content, tracking and analysis, integration. This all becomes one big strategy beyond just one aspect of your site, or one channel in your org. You need a system that has clean end points and flexibility so that personalization just becomes another feature that slides into place, even after site development. Otherwise you end up with …
- … you end up with a mess. How do you work features like personalization into this?
- Mistakes to avoid.
- Of course we gather as much as we can, but filtering and analysis is important. We don’t want to be flooded with old data that isn’t helpful in inform decisions about current customer needs. Are product preferences from years past muddying the results? Is it relevant? This is not just about the data an automated system uses, but also the data put use to analyze and create personas.
- If you are inexperienced start simple. Rules, personas, etc, can be expanded and modified. Take the time to learn your segments and iterate.
- It’s important to use to know how their choices are affecting the system and even why the results they see are not the same as another user. Something as simple as proper labeling can eliminate this confusion. Develop and maintain a partnership with your users and they will appreciate it.
- What they like more than just being informed is being able to affect their experience in some way. This can be as simple as displaying some level of override, or presenting the user with a setting before acting on. ie weather apps that prompt you for zip code before presenting a forecast. But let them change that later.
- The site should be treated like a living thing. Nothing hard-coded, no ruleset or structure must live forever. Adapt as you see fit. Choose a system that gives you this functionality instead of a home grown solution that will be hard-coded and require dev work to change.
- Discuss some solutions. Only opinions and a means for possibly pointing people in the right direction. Solutions need to match your use case. No right answer for everyone.
- Personalization can be complex or simple. Understand your use case before investing in technology.