Five things to consider before targeting your CMS content, by Colin Eagan M.S.

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Website Personalization 101
Welcome
Five things to consider before targeting your CMS
content

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Dom Nicastro
Staff Reporter at CMSWire
Speakers
Moderator
Presenter Colin Eagan
User Experience Principal at ICF Olson

7. Website Personalization 101
Five things to consider before targeting your CMS content
S E M I N A R S E R I E S
by Colin Eagan, M.S. | September 8, 2016 @ 2 p.m. EST / 11 a.m. PST

8. Hi, I’m Colin Eagan
Principal, User Experience Design at ICF
Olson in Washington, D.C.

9. What’s ICF Olson?
—
A customer experience agency purpose-
built to help you through digital
transformation

10. What’s that mean?
Well, at ICF Olson we really just have
one rule:Think like people.
We help you solve problems for real
people (your customers) in a world of 1s
and 0s. (That’s tough!)

11. Today, we will look at how to think like people when it comes to
something new and shiny…
Personalized CMS Content (UserTargeting)

12. Good reasons to be here!
—
Maybe you…
Have a CMS and are considering
personalizing your content
Attended a conference where everyone
was talking about it
You’re not sure what it is but the marketing
people keep asking about it
Have already started targeting content
and want to learn a bit more
You just like free stuff.
1
2
3
4
5

13. Talk like an actual person.
I am not a sales person. I don’t work for a
particular platform.
My focus is achieving the best user experience
possible for people.
Dumb jargon, abstractions or useless theory.
“Market disruption”
“Maximizing omni-channel”
“Breaking down silos”
“The New Normal”
Blah blah blah
My promise to you today: Things I’ll try not to say:

14. Speaking of jargon…
What is “Targeted Content”?

15. Nothing New.
Your Facebook feed.
Amazon recommendations.
Netflix.
Sources Clockwise: Techive.com, webdesignerdepot.com, AdThis.com
$$$

16. Targeting is UX Customization Based on Data
Experience A
User A
Experience B
User B
Facebook
User A Data Profile User B Data Profile
Facebook

17. What’s changed for CMS people?
You can now do this on your own site.

18. The EMS is the new CMS
The “experience management system” let’s you target content
on your own site. Don’t have one?Third party plugins are
alternative
New data sources on your users
A big rise in easily assessable APIs from data providers, covering
IP lookup, geolocation, segmentation of users, etc.
Big Change #1 Big Change #2

19. A few global brands using some kind of “EMS” today
(note: intentionally non-tech brands!)

20. Document Shredder Iron
Mountain +123% engagement
Different industries had different needs
Partnered with Demandbase and Optimizely to
target users based on IP
Created personalized ads for Healthcare
businesses, Banking, etc.
+219% increase in Healthcare conversions
+78% lift in page views
GENERIC VERSION HEALTHCARE VERSION
“Iron Mountain Boosts Target Account Engagement and Conversions with Demandbase” © 2014
The upside? A “boring” example…

21. Trust

22. Data ValuePermission

23. Technology.What’s Changed?

24. 9/10 Marketers agree
“personalization is the way
of the future.”
Data based on a survey of 1,506 marketing /communications executives worldwide, representing all major
industries. The survey was conducted in the fall of 2014, and follows a similar survey conducted in 2013.
NO
DOUBT
ABOUT IT
AGREED
YEP
DUH
OF COURSE FOR SURE
IT’S TRUE
EXACTLY!
OH YEAH
GEE, I DON”T
KNOW GUYS…
AGREE?

25. However, Marketing
Spending is Highly Skewed
For every 92 marketing dollars spent
trying to lure users to their sites,
companies spent only one dollar trying
to keep them there
$92
Before people get to your site
$1
After people get to your site
*We will talk about this half*
Source: AddThis: “Website Personalization: What It Is and How It Can Help Increase
Conversions on Your Site.” Published May 2015

26. Enter the “Experience
Management System”
Puts targeting power in the hands of CMS
people, not just marketers buying ads.
All of the major CMS players are now
touting some form of personalization
capability (or promising one coming soon!)
Adobe Experience
Manager
$140k – $1.2m + 20% annually
JAVA based
Sitecore Experience Platform
$40k – $500k + 20% annually
ASP.NET, C#
Episerver
$40k – $300k + 20% annually
ASP.NET, C#
*Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web
Teams of All Sizes.” March 10, 2015.

27. Experience
Management System
Benefits
• Processing occurs in your CMS
• Gives you better control; seamless
integration with your content
• Can be helpful if you have lots of on-
site customer data
Drawbacks
• Can be expensive
• Can take longer to standup
• Need many onsite people to support
CMS
PERSONALIZED
CONTENTTHIRD PARTY DATA
Processing Occurs in CMS
THE “EMS” MODEL

28. “His and
Hers”
Personalization
(Example from
Adobe of what you
can do OOTB)

29. Options for Every Budget
Can be “plugged in” to any existing site
by inserting some JavaScript
Segmentation and content management
handled in external tool, not your CMS
“All-inclusive” pricing w/ hosting can be
better for higher-traffic sites
$895/mo to +$3k/mo
*Pricing data from: Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of
All Sizes.” March 10, 2015. Marketo data from “Marketing Automation Insider.”
Third Party Plugins

30. Third-Party Plugins
Benefits
• Can be quicker to standup
• Can be cheaper to get into
Drawbacks
• Can give you less overall control
• You have to “outsource” some
content blocks on your site
CMS
PERSONALIZED
CONTENT
PLUGIN WITH DATA
SOURCES
THE THIRD PARTY PLUGIN MODEL
API
Processing Occurs Offsite

31. If you’re not using targeting yet, or your clients aren’t yet, chances
are that will change quickly.
And you need to be prepared.

32. The Essentials
—
Five steps to assembling a targeted design using an
experience management platform
Goals & Objectives
The why?
Audiences & Segments
The who?
Rules & Campaigns
The what?
Content Modeling
The how?
Testing & Analytics
The watcha' done?
1
2
3
4
5

33. 1. Goals & Objectives

34. Thinking like people…
Do We Even NeedTargeting?

35. Good reasons to target
Your audience can be segmented in
ways that are meaningful
Narrowing your message provides
incremental value
You have differentiated content (or
capacity to make some)
Targeting is tied to specific business
KPIs or objectives
Bad reasons to target
Just bought a fancy new CMS
Marketing team really wants to
CEO keeps casually mentioning it
Everyone else is doing it
Because we can
(Some variation there of)
What to ask yourself before you start

36. Targeting itself is not a goal.
It’s just another tool in the
content tool box.
Like any other content project, begin
with intent
You still need to determine your core
principles and goals
The question is how (or if) targeted
content can further those goals
Remember,
People

37. Credit:ICFInteractive
Create a set of content guiding principles

38. Credit:ICFInteractive
Perform a content inventory to get a lay of the land
Hint: An
experienced
content
strategist can
help with this!

39. 2.Audiences & Segments

40. Who are we talking to?

41. What’s a Segment?
Similar to personas: a group of users with
some distinguishing trait, like age, interest,
location
Generally speaking, targeting can be either
segment based or behavior (algorithm)
based.
For our purposes, we’ll look at how to set
up segment-based targeting, since this is
how many EMSs are set up.
Segment Based
_
(all males 50+)
Behavior Based
_
(previous purchases, clickstream, etc)

42. Segments are Determined by Data
Behavioral traits
PagesVisited
Duration ofVisit
Frequency ofVisit
SearchTerms Used
Site Referred From
Interest on other sites
Demographic traits
Age
Income
Family size
Marital status
Gender
Location

43. How Do We Get Data?
Explicit data is based on something the
user tells us directly, such as via profile
information. Implicit data if something we
infer, such as via IP lookup
“Explicit Data”
_
Logged in; My Profile
“Implicit Data”
_

44. Implicit Data Explicit Data
“Technology Advertising company
with 500-1,000 employees.”

45. Getting too Abstract?

46. Let’s Pretend We are
Starting our own Airline
Our new company, High Wire Airlines,
wants to target busy professionals who
travel regularly
HiGH
AiRLiNES

47. That’s a lot of people!
How do we know where to start?

48. Tip: Begin with your
high-potential segments
Let’s limit our focus to Male and Female
Senior Execs who have a profile on our
HireWire Airlines site.
*Note for research people: don’t freak out this is just an example. We would
absolutely want to research the “why” behind this data.
MANAGER
FEMALE
SENIOR EXEC
MALE
VP MALE
DIRECTOR
MALE
MANAGER
MALE
SENIOR EXEC
FEMALE
DIRECTOR
FEMALE
VP FEMALE
ASSOCIATE
STAFF MALE
ASSOCIATE
STAFF FEMALE
SUPPORT
STAFF MALE
SUPPORT
STAFF FEMALE

49. Example: Setting up Segments in Adobe
Credit: Adobe

50. Example: Segments & campaign worksheet
Credit: ICF Olson

51. Example:Targeting Use Case
Credit: ICF Olson

52. 3. Rules & Campaigns

53. What are we going to say?

54. Pilot Campaign Ideas
If we knew senior execs were visiting our
site, what would we say?
Alerts for this
user in real time
Ad for Business
Class Service
Links to priority
web content
Travel tips to
reduce stress

55. Targeting can happen at
the component level!
EMS can configure each zone differently
depending on who is visiting
Rules are “if then” statements, typically
applied at the component level
Campaign is set of rules that work
together to create an experience
MESSAGE BAR
BANNER
ARTICLEPROMOSHORTCUTS
HiGH
AiRLiNES

56. Introducing theTargeted
Content Model
Four flavors of personalizing content by
“Thinking Like People.”

57. Targeted Content Model: Four WaysTo AddValue
Show this user
time-sensitive
information
E.g.A delay or
cancelation impacting
this user
Promote site
functions that would
be useful to this user
E.g. Navigation options
helpful to this user
Notify this user of
relevant products or
services
E.g.Ad for a product or
service we think user
will like
Notify this user of
related interesting
content
E.g.A helpful blog,
article or video

58. ApplyingThe Model:What to Show Execs
A list of flight
cancelations in real
time
Some shortcuts to
Priority web content
An ad for new
Business Class
Service
Article on how a
busy CEO reduced
travel stress

59. Non-TargetedVersion Personalized for Execs
MESSAGE BAR
BANNER
GENERIC
ARTICLE
GENERIC AD
GENERIC
LINKS
HiGH
AiRLiNES
MESSAGE BAR
BANNER
BUSY CEO
ARTICLE
BUSINESS
CLASS AD
PRIORITY
SHORTCUTS
HiGH
AiRLiNES

60. Targeting Zone Chart
Credit: ICF Olson

61. 4. Content Modeling

62. How does the system “know” what
content to show someone?

63. Creating Semantically
Rich Content
Tags help the system know what content
to show which audience
Tags can be organized into taxonomies
For example, you could have a taxonomy
for “audiences” that has a tag for “senior
executives.”

64. Example of a Component
Level Query:
“If the current user is a Priority Business
user, then go get content tagged with
‘Priority Business’AND ‘Advertisement.’”
MESSAGE BAR
BANNER
TIPS FOR
POST-TRIP
BUSINESS
CLASS AD
PRIORITY
SHORTCUTS
HiGH
AiRLiNES

65. Example
Basic High-level Content Model
Helps define relationships
between content
Informs how you set up
content types in CMS
Helps create your taxonomy
and metadata schema
Can also help with things like
search results

66. High Level More Complex

67. 5.Testing & Analytics

68. How do we know it works?
Be intentional about what you measure.

69. Setting KPIs
—
Personalization only as good as ability to
measure it, and KPIs are key to proving
that targeting works
Rockport
_
+32% order value, +10% conversion
with personalized recs
Iron Mountain
_
+123% referral rates for targeting
healthcare-specific message
Source: “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester
Research. November 10, 2014; Strohmeyer, Robert. “Driving Conversion Through B2B
Personalization.” March 5, 2015.

70. Fortune 50 Home
Improvement Brand
Personalized E-Commerce
Homepage information dynamically
changed to present interest areas based
on products users previously viewed.
Data: Session Cookies + Commerce
“Increase
conversion by
tracking user
interests.”

71. Large Food Services Brand
Targeting Menus, Messaging to
Employee Intranet Users
Driving personalization through segments
built from data from logged in users at
the page and component level
Data: PeopleSoft
“Improve
employee
experience via
targeted
Intranet.”

72. You’re convinced and totally ready to start?

73. You may still need some work if…
You don’t have enough content to make targeting useful
You don’t have enough staff to maintain targeted content
Your content is not semantically rich – you need a taxonomy,
metadata, etc.
You don’t have a CMS that supports it
You don’t have analytics and tracking in place to gain
insights and adjust
Best practices for when you’re ready
Start segmenting traffic on your CURRENT site.
Role out campaigns iteratively.Avoid “big bang” approaches.Tune
your business approach and technical infrastructure over time
Never stop testing.Audiences change over time as consumers
learn more about your products, make purchases, read reviews,
etc.
Before you jump into the deep end…

74. Remember: It doesn’t
have to be complex
Even if your organization doesn’t have a
fancy targeting platform, you can start
thinking in that mindset
Question
_
What’s the number one method
of customer personalization used today?
In a survey of digital marketing managers, 92% of respondents claimed to offer a level of
personalization in their email communications.
Answer

75. Now you know the basics of CMS targeting and personalization!
Thanks for listening, and let’s get ready for questions.
@ColinEags | @ICFOlson

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The Winner
And the winner of today’s webinar
give-away is …

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Join us for DX Summit 2016!
November 14-16 in Chicago, at the Radisson Blu Aqua.
ICF Olson is a Silver Sponsor of #DXS16! Be sure to visit them in the
Experience Showcase.
Find out more at http://www.dxsummit.com

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Thanks to Colin Eagan of ICF Olson for the valuable insights and to OCF Olson
for sponsoring today’s event.
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