Content Modelling for Personalisation
Transcript of Content Modelling for Personalisation
The future of digital marketing. London . Poznań, New York
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Content Modelling:For PersonalisationCleve Gibbon @cleveg / Kate Kenyon @kate-kenyonConfab Intensive, Sep 2015
The future of digital marketing. London . Poznań, New York
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Introduction
The future of digital marketing. London . Poznań, New York
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IntroductionContent
Modelling 101
Content ModellingExercise Caffeine
break
Personalisation101
PersonalisationExercise
Discussion
15 mins30 mins
30 mins15 mins
30 mins30 mins
30 mins
Thank you Shutterstock
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Workshop Description
Today, personalised experiences are cursed by the digital three wise monkeys.
• We hear this: personalisation helps us win and retain customers.• We see this: poor, inconsistent and non-personalised customer experiences.• We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience.
How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved? What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content modelling for personalisation brings.
• Learn how to approach personalisation conversations around content.• Understand how to evaluate and critique content models for personalisation.• Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences.• Work with your industry peers to self-organise and work in cross-disciplinary teams.
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To better understand how to approach to designing structured contentfor personalisation.
The future of digital marketing. London . Poznań, New York
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Who am I?
• ‘70s – hyperactive child to nightshift nurses• ‘80s – designer, come gamer, and console hacker• ‘90s – student, lecturer, modeler and UI developer• ‘00s – platform developer / architect building trading &
platforms • ‘10s – consultant in content, platforms, experience
management to operationalise client promises
I work equally across the business, content and technology to create engaging platforms to better serve our customers
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Who am I?
• ‘80s – bookish child of an IT dev and a PM• ‘90s – linguist, magazine writer • ‘00s – marketer, journalist, CMS wrangler,
technologist, content strategist
Today, I work across content and technology to help businesses make content a genuine asset.
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Sayhello!
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Why did you choose our workshop?
Get more strategic We have personalisation
tools but not the strategies.
We do personalisation but need to ramp up.
What CMS tools are being used to achieve this?
I have a project that needs it.
We’ve done this before but how are others doing it?
Personalisation is a hot topic and I want to advise on the content strategy activities.
To learn more
How do I get to the requirements?
Great topic very different from the rest.
We create content models but with personalisation what changes and why?
I’m deeply suspicious of personalisation but trust Cleve implicitly – I AM INTRIGUED.
How do you do this for small to medium installs?
What are the best practices?
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What issues or challenges have you had with personalised content or content modelling?
No one owns it
Selling the merits of personalisation to clients.
Brands can’t even get content out to the general public.
Getting everyone onboard
Organisational structure doesn’t support content governance
Stakeholder plans don’t account for content planning
and resourcing to support personalisation goals.
Lack of process
Keeping things relevant not creepy.
How granular do you go?
Clients don’t have the resources to personalise
content at scale.Getting buy-in to
specify audiences, adapt the CMS and
access to SMEs.
Unclear goals for personalisation.
We don’t have a concept of
personalised content.
Pushback as a solution looking for a problem.
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What is the one thing you want to take away from our workshop?
Something actionable. Writing tips to provide
writing for every possibility.
Different ways to think about personalisation.
Insights into different
approaches.
War stories and opinions.
Understanding other content strategists ideas and tactics.
Understand how to make personalisation a
better part of my content strategy approach.
Confidence
Tools and frameworks.
Case studies of organisations doing it well.
Strategies for using personalisation to drive
sales.How so model content for personalisation.
Link the conceptual with the technical reality.
Key metadata necessary for
personalisation.
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Content Modelling 101
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Why content model?
enhanceauthor experience
sharedlanguage
contentmodellingbuild
x-discipline teams
APIsfor access
definestructure
addmeaning
AlignThinking
http://www.slideshare.net/cleveg/why-content-model
better managecontent(CMS)
…
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Content Architecture
MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE
Information Architecture
ContentArchitecture
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Deliver Content-Driven Experiences
Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner
to deliver contextually relevant, personalised experiences.
WhatHow
Why
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Context
Personalised Experience
Content Services
Content PersonalisedExperience
ContentEngine
Intelligent Content
Plan, manage, publish and
optimise content in a predictable, repeatable and scalable manner
Please Model Your Content
Here!
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http://www.markboulton.co.uk/journal/structure-first-content-always
You can create good experiences without knowing the content.
What you can’t do is create good experiences,without knowing your content structure.
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Content Modelling Benefits: A few
1. Adaptive Content – to enhance the “flow” of content.2. Responsive Design – to display content across multiple devices. 3. Author Experience – to create smart, author friendly, interfaces.
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Adaptive contentDon't get set into one form.Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water.
Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot.
Now water can flow or it can crash.
Be water, my friend.
Bruce Lee: A Warrior’s Journey (2000)
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Raw SelfDescribing Modular
Content modelling enables adaptive content to transform and transport everywhere it needs to be.
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Responsive Design
http://mediaqueri.es/
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Content modelling is critical to continuously communicating the structure and meaning of content to and from designers.
ContentModel
WebDeveloper
ContentModeller
VisualDesigner
CMSEngineer
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Author Experience
Give authors rich experiences for producing content.
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Content modelling provides early and continuous access to content structure to define and design
the best experience for authors to create great content.
StructuredContent
ContentModel
Authoring Interfaces
understands creates
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26
©2014 All rights reserved.
Author Experience
Experiences that enforce and make taxonomy accessible.
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©2014 All rights reserved.
Author Experience
Experiences that facilitate search and the reuse of structured content.
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Summary of benefits
• Adaptive content uses the model to make content flow like water.• Responsive design uses it to best display within multiple devices.• Author enhanced interfaces use it to produce intelligent content.• All these benefit Personalisation too.
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Discussion
How does this fit within your part of the world?
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The Content Model
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A content model is a formal representation of structured content as a collection of content types
and their inter-relationships.
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Chart Song
Album Page
Artist Profile
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The future of digital marketing. London . Poznań, New York
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The future of digital marketing. London . Poznań, New York
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The future of digital marketing. London . Poznań, New York
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Design-Time: Type, Attributes and Relationships
A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is.
A relationship defines how one content type relates to another. There are many different types of relationship, e.g. whole-part, inheritance, association, depending on the level of detail.
Event
Venue
namelogodescription
addresscapacitycost
namelogosummary
organiserstart dateend date
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Run-Time: Content Items
Event
namelogoorganiserstart dateend date
Content ItemContent Type
Instantiate
Event
namelogoorganiserstart dateend date
CopyStructure
Event
namelogoorganiserstart dateend date
TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016
AssignValues
Event: Summer Olympics
namelogoorganiserstart dateend date
TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016
AssignName
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Content Packages
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Summary
• Content models are formal representations of structured content.• Content models should be simple, clear and relevant.• Content models are the result of content modelling.
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Content ModellingBy Example
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Content modelling is the process of creating a content model to add structure and meaning to information.
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Content Modelling: 3 Simple Steps
1 2 3Define each content type and their attributes.
Refine how content types relate to one another.
Mine all the different types of content.
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Remember to…
…value content modelling over the
content model.
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Group Content Modelling Session 30Mins
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MemberReview
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
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Movie Series
Episode MemberReviewtitledurationsynopsis
castdirectorstarringgenresmoodskeywordslongDescription
audiosubtitlesmovieReviewsmemberRatingnetflixProductionminutesWatched
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes
audiosubtitlesseriesReviewsmemberRatingnetflixProductionminutesWatched
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
seasonsequenceimageTeaser
ratingdescription
reviewAssetfeedback
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Our ‘Netflix’ Content Model
• Mined out the content types.• Defined attributes for content types.• Refined relationships between content types.
MemberReview
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
Now think…• Author Experience• Adaptive Content• Responsive Design• Content APIs• Personalisation
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And remember……No model survives first contact with real content.
http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
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Personalisation 101
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Mutually beneficial connections
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Personalisation: an invitation to connect, not a demand
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Personalisation isn’t about abuse of information
(Not a strictly accurate headline, but you get the point…)
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Reasons to do personalisation
There is a clear, identified need amongst users for it
• Diverse audiences with distinct content needs• Large number of similar products/content elements• Repeat customers who need to see their history• When recognition and loyalty is a clear part of the customer
experience
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Clues to identify those needs
• Persona approachWhere two or more audience personas are accessing the same piece of content, looking for difference elements of information
• Top Tasks approachWhere a key customer task has an outcome that is subject to their own personal taste or preference
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Personalisation How much can you do?
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How much personalisation can you do?
received data
collected data
given data
ANYONE
JUST YOU
CO
NTE
XT
PE
RS
ON
ALI
SAT
ION
GENERAL
SPECIFIC TO YOU
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Received data
http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
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Collected data
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Given Data
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Personalisation How much can you do: Netflix
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Netflix Top Task – the personalisation rationale
“I want to find a film or TV show
that I will enjoy watching right now”
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Netflix Received Data
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Netflix Collected Data
• Personal details: name, address, billing details• Account details:
– length of membership– frequency of use– what you watched– what day and time you watched– how much of it you watched – device(s) used
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Netflix Given Data
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Netflix Given Data
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Netflix Given Data
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Netflix personalisation results
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Netflix personalisation results
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Netflix personalisation results
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…but not everywhere
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…but not everywhere
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Exercise!
Use the data sets to extend the content model, so that users can more confidently choose a film
they like.
Work as a table group, and report back
30Mins
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Wrap Up
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Parting Thoughts
• Content modelling enables you to do as much personalization as your users need
• Content modelling and personalization are continuous activities, not ‘fire and forget’
• Content strategists are the best people to design content with personal data. If not you, then who?
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The Parking Lot
Did we miss anything?
5Mins
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The future of digital marketing. London . Poznań, New York
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Resources
• http://www.clevegibbon.com/content-modeling• http://www.slideshare.net/cleveg/why-content-model • http://www.slideshare.net/cleveg/content-modelling-2013-lite
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Advise. Deliver. [email protected] | [email protected]