1

Website Personalization 101

Welcome

Five things to consider before targeting your CMS content

2

> 5 mins – Introductions

> 35-40 mins – Presentation

> 10-15 mins –Live Q&A (you!)

Submit your questions!> Use the Q&A module at the bottom left of the browser

>The colorful widgets at the bottom of your browser have additional resources, including any technical ON24 support.

Agenda

3

Don’t forget about the free offer!> One attendee staying until the end of the webinar has the chance to win a Main Conference pass to CMSWire's DX Summit 2016, November 14 - 16, in Chicago (a value of $1295).

> Find out more at http://www.dxsummit.com

Give-Away

4

CMSWire> Founded in 2003

> 400+ editorial contributors

> Key Services:- 200+ articles per month- Monthly editorial themes - Monthly tweet jams, hangouts, webinars

> Three Primary Topic Areas:- Customer Experience, Digital Marketing- Social Business, Enterprise Collaboration- Enterprise Information Management

5

ICF Olson

ICF Olson is a full-service marketing services agency purpose built for the new realities facing clients. With more than 800 employees across 14 offices in the U.S., Canada and India, ICF Olson is one of the world’s top 50 agency companies.

> Learn more at www.icfolson.com

6

Dom NicastroStaff Reporter at CMSWire

Speakers

Moderator

Presenter Colin EaganUser Experience Principal at ICF Olson

Website Personalization 101Five 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

Hi, I’m Colin EaganPrincipal, User Experience Design at ICF

Olson in Washington, D.C.

What’s ICF Olson?—

A customer experience agency purpose-built to help you through digital

transformation

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!)

Today, we will look at how to think like people when it comes to something new and shiny…

Personalized CMS Content (User Targeting)

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

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:

Speaking of jargon…

What is “Targeted Content”?

Nothing New.

Your Facebook feed.Amazon recommendations.

Netflix.

Sources Clockwise: Techive.com, webdesignerdepot.com, AdThis.com

$$$

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

What’s changed for CMS people?

You can now do this on your own site.

The EMS is the new CMSThe “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 usersA big rise in easily assessable APIs from data providers, covering

IP lookup, geolocation, segmentation of users, etc.

Big Change #1 Big Change #2

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

Document Shredder Iron Mountain +123% engagementDifferent 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…

Trust

Data ValuePermission

Technology.What’s Changed?

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.

NODOUBT

ABOUT ITAGREED

YEP

DUH

OF COURSE FOR SURE

IT’S TRUE

EXACTLY!

OH YEAH

GEE, I DON”TKNOW GUYS…

AGREE?

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

$92Before people get to your site

$1After 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

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% annuallyJAVA 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.

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

“His and Hers”

Personalization(Example from

Adobe of what you can do OOTB)

Options for Every BudgetCan 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

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

CMSPERSONALIZED

CONTENT

PLUGIN WITH DATA SOURCES

THE THIRD PARTY PLUGIN MODEL

API

Processing Occurs Offsite

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.

The Essentials —

Five steps to assembling a targeted design using an experience management platform

Goals & ObjectivesThe why?

Audiences & SegmentsThe who?

Rules & CampaignsThe what?

Content ModelingThe how?

Testing & AnalyticsThe watcha' done?

1

2

3

4

5

1. Goals & Objectives

Thinking like people…Do We Even Need Targeting?

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

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

Cre

dit:

ICF

Inte

ract

ive

Create a set of content guiding principles

Cre

dit:

ICF

Inte

ract

ive

Perform a content inventory to get a lay of the land

Hint: An experienced

content strategist can help with this!

2. Audiences & Segments

Who are we talking to?

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)

Segments are Determined by Data

Behavioral traits

Pages Visited

Duration of Visit

Frequency of Visit

Search Terms Used

Site Referred From

Interest on other sites

Demographic traits

Age

Income

Family size

Marital status

Gender

Location

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”

_

Implicit Data Explicit Data

“Technology Advertising company with 500-1,000 employees.”

Getting too Abstract?

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

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

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

Example: Setting up Segments in Adobe

Credit: Adobe

Example: Segments & campaign worksheet

Credit: ICF Olson

Example: Targeting Use Case

Credit: ICF Olson

3. Rules & Campaigns

What are we going to say?

Pilot Campaign IdeasIf 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

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

Introducing the Targeted Content Model

Four flavors of personalizing content by “Thinking Like People.”

Targeted Content Model: Four Ways To Add Value

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

Applying The 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

Non-Targeted Version Personalized for Execs

MESSAGE BAR

BANNER

GENERIC ARTICLE

GENERIC ADGENERIC

LINKS

HiGH AiRLiNES

MESSAGE BAR

BANNER

BUSY CEO ARTICLE

BUSINESS CLASS AD

PRIORITY SHORTCUTS

HiGH AiRLiNES

Targeting Zone Chart

Credit: ICF Olson

4. Content Modeling

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

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.”

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

ExampleBasic 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

High Level More Complex

5. Testing & Analytics

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

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.

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.”

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.”

You’re convinced and totally ready to start?

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…

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

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

@ColinEags | @ICFOlson

76

Questions

We want to hear from you!> Use the Q&A module at the bottom left of the browser at any time to submit a question

> @CMSWire

> @ICFOlson

Be sure to check out the Resources widget to the right for more info.

77

The Winner

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

78

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

79

This webinar has been recorded. The on-demand video will be emailed to you in a few business days. We’ll also have a recap article on the CMSWire.com homepage.

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

If your company is interested in sponsoring a webinar, please email us at webinars@cmswire.com

Thank You