Advanced personalization

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  1. 1. Advanced Personalization Magnolia Conference 2015, May 7th, Silicon Valley
  2. 2. 2 About me Dirk Arend Senior IT Manager Software-engineering background Joined Aperto in 2011 Now leading a technology team for Aperto PYCO Experienced in complex Magnolia projects for clients in the U.S. and Europe Always interested in new technologies for realizing web solutions
  3. 3. Some facts about Aperto PYCO 3
  4. 4. Aperto PYCO Is a joint venture of Aperto and the PYCO Group after a partnership of many years Provides creative, strategic and technical skills to bring clients to the next level Has a growing team which is specialized for the most complex Magnolia projects: State-of-the-art services for Magnolia development Java engineers Frontend developers System architects Business analysts Quality managers IT project managers 4
  5. 5. BERLIN MIAMI DUBAI BEIJING HO CHI MINH CITY Continents covered BASEL The Right Partners for the Digital Age 20 Years servicing digital agencies and Fortune 500 companies 700+ Employees World-wide PARIS BRUSSELS HONG KONG SEATTLE NEW YORK NAIROBI JOHANNESBURG 4 13 Development centers in Ho Chi Minh City and Berlin Aperto Group PYCO GroupAperto PYCO Offices around the globe 5
  6. 6. Why is personalizing your website important 6
  7. 7. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. Source: 2013 Online Personal Experience Study, by Janrain 7
  8. 8. Typical reasons for low user engagement Static audience group for all visitors Individual user interests are not considered One site behavior for various contexts Less relevant content is delivered 8
  9. 9. How to create a dynamic web experience that speaks to the audience 9
  10. 10. Advanced personalization with Magnolia CMS by Aperto PYCO 10
  11. 11. Objectives for advanced personalization Deliver the right message at the right time to the right audience. Providing best matching content Analyzing user context and user behavior Using a variety of external data sources Optimizing content in real time 11
  12. 12. Proof of concept for advanced personalization Optimizing user segmentation with custom traits Managing personalized content on component level Previewing dynamic content in Admin Central Understanding user interests with social login Using customer behavior for automated recommendations Improved retargeting with connected CRM Efficient toolset for enhancing Magnolia CMS 12
  13. 13. Proof of concept applied for news website Use case Providing most relevant news to individual users Business goals Higher customer engagement Increase revenue generation Implementation Various enhancements for content personalization with Magnolia 5.3 13 Custom messages Individual recommendations Localized content
  14. 14. Optimizing user segmentation with custom traits 14
  15. 15. User segmentation with custom traits Magnolia CMS already provides a set of traits to target a website visitor Segmentation results are optimized with additional custom traits Achieving a more personal website experience 15 location user agent User context browsing history User behavior age gender interests Social media account type date of account creation CRM
  16. 16. Managing personalized content on component level 16
  17. 17. Standard personalization on page level Content variants are created on page level Traits and segments are assigned to an entire page One page copy must be edited for each audience group Functional scope of Magnolia CMS 5.3 17
  18. 18. Advanced personalization on component level Creating duplicate content is no longer necessary One content page can be used for diverse audience groups Well known editing process for personalization of components Enhancements for Magnolia CMS 18 4 component variants for several IP locations
  19. 19. Assigning traits to components New component box is introduced All component variants are easily managed in a tabbed box Each tab provides content for one audience group Traits and segments are directly assigned to a tab Efficient process for editing personalized content 19
  20. 20. Implementation of personalized components Steps during rendering process: 1. Collecting assigned traits of all variants in a component box 2. Comparing traits with context of incoming page request 3. The first matching component variant is displayed 4. If no match is found, a component variant without assigned trait is displayed Code changes are limited to rendering model of component box: No changes in CMS core Magnolia CMS can be updated without limitations 20
  21. 21. Previewing dynamic content in Admin Central 21
  22. 22. Preview of personalized components Setting up personas with all available (custom) traits Previewing pages by selecting personas and traits Only matching component variants are displayed Using Magnolia CMS for valuable tests before publishing content 22
  23. 23. Understanding user interests with social login 23
  24. 24. Advantages of integrating a social login Customer gets easy access to member areas 24 Magnolia CMS retrieves latest social profile each time the user signs in Value of customer profile increases significantly with social interests Users content consumption can be predicted with increased accuracy
  25. 25. Understanding user interests with Facebook RESTful webservice of Facebook Graph API provides profile information: These custom traits are used for delivering personalized content Customers are retargeted with unique ID of Facebook profile 25 Location Interests Gender Age
  26. 26. Using customer behavior for automated recommendations 26
  27. 27. Increasing content consumption with automated recommendations Teaser carousel is automatically filled with personalized content Recommendations are determined by applying browsing behavior of user No manual efforts for selecting content 27 Recommendations based on custom trait News Interests
  28. 28. Real-time recommendations with behavioral targeting 28 Magnolia CMS updates user statistic about news interests Magnolia CMS determines content pages which fit to current user interests Page is delivered with most relevant recommendations 4 3 User requests a webpage which is tagged with news categories 1 2
  29. 29. Improved retargeting with connected CRM 29
  30. 30. Building a unified view of customer data Segmentation is more successful with combined user data of various sources Magnolia CMS is connected via REST service to CRM OpenCRX 30 Customer data is enhanced with additional targeting criteria Returning users are recognized by existing account in OpenCRX All targeting information is stored in a single database
  31. 31. Connecting Magnolia CMS to OpenCRX Social identity is linked with account in OpenCRX Accounts are automatically created Each account contains targeting criteria of various sources 31 Customer management Social network Browsing behavior
  32. 32. Overview of advanced personalization Social media profile Unified view of customer information 32 User context and browsing behavior Data sources for user targeting Personalized website Logic for aggregating most relevant content Combined data for user segmentation Latest user information
  33. 33. Contact Dirk Arend Senior IT Manager Aperto PYCO 33