Using data to target content appropriately — Nick Allport
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Nick Allport of South Wales Police shows how their intranet delivers the right news to the right people.
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Using data to target content appropriately — Nick Allport
- 1. Using Data to Target Content Appropriately Nick Allport #IntranetNow
- 2. #IntranetNow 10000 Users 24/7 2 Orgs Who? What? Where? Nick Allport
- 6. Has it worked? Good Stuff • 60% appropriate readership • 70% reduction in outstanding BWV evidence • Virtually no corporate email! • Further projects Lessons and Next Time… • Hard to get people to understand what we were doing • Be prepared for the exceptions • Think about metrics – get a baseline! • Go further with access control #IntranetNow Nick Allport
Editor's Notes
- The Challenge… -24/7 emergency service with 10000 staff geographically dispersed undertaking many different roles with an ever changing establishment -Information overload through email, intranet, briefings -Hundreds of applications with no control over who has access to what -People not able to find anything – no search, no taxonomy, no structure -Developed by enthusiastic amateurs with no brand or guidelines and no CMS The Impact… -Officers and staff acting on incorrect information -Lack of engagement -Inefficiencies through not using available tools -No way of measuring if the messages are getting across -Duplication of effort
- Approach Understand what we know about people and put some structure to it – Rank, Location, Department, Officer/Staff Understand where we store that data and how it is updated Identify owners for each business tool; is it relevant; who is it useful for?; is it mandatory? Create channels for Comms Empower local publishers who understand users needs Introduce a Taxonomy and Central Storage with Accountability
- The Solution Publishers can target content to any combination of groups they choose This related to news, tools, widgets, documents, announcements – basically anything our intranet supports The groups are refreshed throughout the day to reflect movements in the establishment We also then push the data out to other systems to ensure consistency across them all
- The Solution continued… We can target content of all types to a user depending on what their role/location/department/rank demands We use analytics to identify what people are searching for and then pro-actively push tools to them based on groupings We can tell if people have read the documents they need to for their role We can improve compliance because we are surfacing data to users and supervisors We can more appropriately target content so it doesn’t get lost between shifts The Implementation The data that feeds the groups is automated via SQL scripts There are also a number of other bespoke bits of code that we have written to process the data that run on regular schedules We’ve spent quite a bit of effort educating publishers and policing targeting It’s really important that there is one source for the data not pockets of stuff here, there and everywhere
- Impact and Success Of the top 100 articles published in May 2019, the average readership was 60% of targeted users reading it Far less throughput of information per individual despite massive increase in content production Helping operational compliance Significant projects off the back of the role based approach to presenting information Lessons Have good analytics in place so you can show take up of targeted content. It’s far more interesting to know how many of a targeted group saw/used something compared to just from everyone. The edge cases caused a lot of complexity for us. Think about those and how you will handle them. For example, we had staff with multiple accounts with varying degrees of completeness which made mapping them very difficult. Spend time understanding what you are trying to achieve which will help you explain to others. It was very difficult to put this across as a concept before people could see it. Therefore it was hard to get people to engage with mapping our data.