Date post: | 21-Apr-2017 |
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Internet |
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Content personalizationThe buzzword explained
www.actumdigital.com
Petr Anderle
What is personalization in a nutshell?
Personalization is about delivering the right content to the right person in
the right form via the right channel at the right time
Personalization is advanced optimization technique for conversions and
customer experience
Personalization is a continuous process with attributes which values change.
It's not a one-time setup that lasts forever.
Non-personalized vs. personalized communication
3
Non-personalized customer experience.
It‘s up to each customer to try to fulfill his needs
without any shopping assistance.
Personalized customer experience. A
customer is presented with suitable products
addressing his individual needs.
The meaning of personalization
The relevant content removes potential obstacles on a customer
journey and thus supports goal conversions such as sales.
I don‘t know which
product is for me!
The goal of personalization is, by relevant content, to improve a user
clickstream through a customer journey leading to a certain goal.
Stop wasting my
time with products I
already have!
I don‘t understand
the information you
are giving me…
Typical obstacles on Customer Journey to purchase
Too many articles to choose
from. I don‘t have time for it, I will
check some other websites.
Too much stuff to go through.
Maybe I will rather put the
purchase off for a bit.
? ?
The customer is annoyed
and goes to another seller.
The customer is confused
and leaves without buying.
Unrelevant communication
on customer journey leads to
drop-off from a sales funnel
Typical scenario: Customer wants to buy a new computer
Relevant content is about knowing the audience
Content format
- Visual content over textual
- Light reading articles
Substance
- Popular brands
- „How to“ type of content
- Cool stuff which can be done
- APPLE, game consoles, plug&play
Content format
- Technical, fact-based articles
- Specification tables
Substance
- News in IT
- Test results
- Benchmarking studies
- Android, PC accessories
Relevancy is a relation between what a user is interested in (the needs, wants,
motivation) and what the user is provided with (solution, topic, tonality). What
might be relevant to one customer may not be relevant to another.
Very often the same product can be relevant to different types of customers
just by emphasizing the different value it offers to different customers
How to correctly labelize a user
An anonymous user
comes to the website
The user seems to prefer
highly technical articles
Display content relevant to a user
based on his website behaviour or his
past explicit actions
Campaigns targetting IT
experts (onsite /offsite)
Product recommendations
for IT experts (website, emails)
Article selection for IT
experts (website, emails)
The user is labeled
as an IT expert
An anonymous user
comes to the website
The users logs into his
account with data history
Profiling engine analyzes
the user behaviour
EXPLICIT
PROFILING
IMPLICIT
PROFILING
Removing obstacles on Customer Journey to purchase
I want the computer to have a
great design so I want to know in
what colors I can have it.
I want to see hard facts -
technical specifications, test
results. I‘m a numbers guy.
I want to see videos and images
- technical articles are too boring
for me not being an IT expert
Technical configurator is the most
important thing I‘m interested in.
The design is secondary.
IT expert
High-school
student
Personalized CJ
Personalized CJ
How to measure and evaluate personalization
The percentage of users that will start the journey and finish the journey by achieving the goal.
Step 1 Step 3 Step 4Step 2
The main metric is a user clickstream through a customer journey
leading to a certain goal.
START FINISH
Sucessful personalization means:
personalized CJ clickstream > non-personalized CJ clickstream
How to approach personalization conceptually
Personalization is based on four main pillars
1. Knowing what content is relevant for the user or the group
- Which articles, products, tone of voice
2. Recognizing who a user is or to which group (segment,…) a user belongs to
- Based on behavioral data / explicit data, technology
3. Providing a user with content relevant to the user's current context
- Channels – web, email, social media
4. Measuring how a user proceeds on customer journey to its final goal
- Analytics – track, measure & evaluate CJ and its steps
Technology to enable personalization
User management system
To manage a single view of a customer
Web content management system
To manage non-personalized content and templates
Digital Asset Management system
As a single repository for content
User profiling & Personalization engine
To predict user intent & to recommend relevant content
Web analytics & reporting system
To track and evaluate web business performance
Stores user personal
data, actions and
transactions
Stores and provides
content assets across
digital channels
Assembles template
based webpages with
provided content
Clusters users based on
rules and recommends
content variants
Measures performance
of personalized
communication
Contact
Petr Anderle
Personalisation Consultant
Actum+
City Green Court / Hvězdova 1734/2c
14000 Praha 4
Czech Republic
+420 604 210 773 /