An overview of introduction to, and overview of, personalisation and measurement.

1. Personalisation &
Measurement:
An Introduction
Farooq Ansari
Reading Room Manchester

2. A Tangled Web
WEB DATA INSIGHTS EFFICIENCY

3. Personalisation
A means of enhancing the visitor experience to a
website by elevating certain functionalities

4. Personalisation: It’s Important
52% of digital
marketers agree
that the “ability to
41% are
committed to
personalise
providing a
content is
personalised web
fundamental to
experience
their online
strategy”

5. Personalisation: It’s Important
32% 27%
50% 33% 6% 42%

6. Personalisation: Factors
contributing to its rise
• Fall in the cost of
deployment
• More crowded market
• More content

7. Personalisation: What sets a
personalised site apart?
STANDARD SITE: PERSONALISED SITE:
PRESENTS THE SAME THE USER EXPERIENCE IS
CONTENT TO ALL USERS CHANGED TO BE
– REGARDLESS OF DIFFERENT TO EACH
PROFILE, PREFERENCES USER BASED ON PRE-
AND BEHAVIOUR DEFINED FACTORS

8. Personalisation: the different types
PERSONALISATION
PRESCRIPTIVE ADAPTIVE
EXPLICIT
EXPLICIT &
IMPLICIT
IMPLICIT

9. 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

10. Personalisation: EXPLICIT
PASSIVE SEGMENTED
User able to customise/tailor or otherwise set
up features User given a profile which determines what
content will be shown
“Passive” in the sense that they may or may
not choose to set up accordingly
Often used by marketers to create specific
E.g. Early Yahoo! groups
A good way of creating an extranet environment
+ Easy to set up + Great for sites with a lot of content
- Too many log-ins - More onerous from an admin perspective

11. Personalisation: IMPLICIT
“BEHAVIOURAL TRACKING”
The clicking activity of a website visitor is tracked and monitored
Every 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

12. 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

13. Personalisation: ADAPTIVE
“THE SYSTEM CREATES THE PROCESS”
Where the system itself creates the logic that determines what content to display
Incremental behaviour of website users is analysed to model a 'user' or 'user type' and
the system uses this knowledge gained to personalise content displayed automatically
Predicts 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

14. Personalisation: Trends
THE RISE OF MOBILE
BEHAVIOURAL
CLOUD/SaaS TARGETING
BIG DATA

15. 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

16. Measurement
QUANTITATIVE:
THE “WHAT”
YOU
NEED
BOTH
QUALITATIVE:
THE “WHY”

17. Measurement: Analytics
...is the measurement, collection, analysis and reporting
of internet data for purposes of understanding and
optimizing web usage.
-Official DAA definition

18. Measurement: Analytics:
The Key Questions
WHO
WHERE
A BETTER
EXPERIENCE
WHAT
FOR USERS
HOW

19. Measurement: What You Need To
Remember
THERE ARE NO
ANYTHING CAN
INDEPENDENTLY THE TRUTH LIES
BE A SOURCE OF
MEANINGFUL IN THE CONTEXT
DATA
METRICS

20. Measurement: The Need For
Context
Metrics are only meaningful when
interconnected...

21. Measurement: The Latest Trends
BIG DATA
MORE MORE DATA
PLATFORMS SOURCES
SOCIAL MEDIA

22. 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

23. Measurement: The qualitative tools
The most important data point: how
customers/visitors interact with your web
presence
An ongoing process...

24. Measurement: Measurement &
Personalisation
REAL-
GOOD ANALYSIS OF CLARITY &
TIME, INSTANTANEOUS PERSONALISATION
DATA UNDRSTANDING
ANALYTICS CAPABILITY

25. Measurement: Overview
MORE
CONTEXT ADVANCED
ANALYTICS
SOPHISTICATION FRAGMENTATION INTEGRATION

26. Conclusion
#1
There are increasingly sophisticated approaches
to both web personalisation and web
measurement

27. Conclusion
#2
This is necessary as we live in increasingly
complex times: more data, more devices, more
users, more content

28. Conclusion
#3
This complexity has an upside, as it will allow us
to derive greater value and understanding,
increasing ROI whilst delivering a far better user
proposition

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