Dave Wieneke: The people part of personalization comes first

42

Transcript of Dave Wieneke: The people part of personalization comes first

Page 1: Dave Wieneke: The people part of personalization comes first
Page 2: Dave Wieneke: The people part of personalization comes first

Today’s agenda:

Level set

Higher Ed Personalization

Putting Names to Faces

Financial Service Workshop

Page 3: Dave Wieneke: The people part of personalization comes first

Discussion How are you personalizing?

Page 4: Dave Wieneke: The people part of personalization comes first

Humanize

Page 5: Dave Wieneke: The people part of personalization comes first
Page 6: Dave Wieneke: The people part of personalization comes first

Current• Many initial options

• Organized by dept.

• Lack of hierarchy

• Leading to relatively

‘stovepiped’ content

• And a non-measured

or attributed result

Proposed• Simplified options based on

user flows

• Presenting relevant choices

• Linking to supporting and

related information

• Specific calls to action

• Increasingly measurable

outcomes

Page 7: Dave Wieneke: The people part of personalization comes first
Page 8: Dave Wieneke: The people part of personalization comes first

AB Testing Personalization

Page 9: Dave Wieneke: The people part of personalization comes first

Implicit Explicit Authenticated

Page 10: Dave Wieneke: The people part of personalization comes first

Higher EdPersonalizing is just adjusting settings, right?

Page 11: Dave Wieneke: The people part of personalization comes first
Page 12: Dave Wieneke: The people part of personalization comes first

Narrow the choices

+ Simplify the design and messaging on the homepage —

and subsequent pages, for that matter. Too many choices

for this audience can result in losing them, rather than informing

them. And force the user to make choices about where they go

to next. We want to send them on a journey, why not

make it an adventure?

Page 13: Dave Wieneke: The people part of personalization comes first
Page 14: Dave Wieneke: The people part of personalization comes first

OrganizationalAlignment

Primary Research

Persona & Journey

Experience Values

Use Cases & Components

MeasurementPlan

Staffing & Technology

Change

IA & VisualDesign

Taxonomy &

Content Plan

CMS & ODB Established

ExtensiveQ&A

GoLive

Page 15: Dave Wieneke: The people part of personalization comes first
Page 16: Dave Wieneke: The people part of personalization comes first

Clark University:My Journey and Component Library

Page 17: Dave Wieneke: The people part of personalization comes first

My Journey

What is it

My Journey is a site-wide utility to help

key Clark audiences find the important

tasks and content that matter most to their

journey.

Why is it important

Each visit to the website is part of a larger

journey Clarkies (and future Clarkies)

have. My Journey helps guide users

along this journey, connecting them to the

right content.

Page 18: Dave Wieneke: The people part of personalization comes first

My Journey: Identifying the moments that matter

The My Journey utility will

organize and prioritize content

based on the journey maps

created for undergraduate and

graduate students.

Page 19: Dave Wieneke: The people part of personalization comes first

My Journey: Audiences

My Journey will be focused on future Clark undergraduate and graduate students as the

primary audiences, and also have some utility for current students and alumni.

Prospective Undergraduate

Prospective Graduate Student

Prospective Undergraduate Parent

Additional Audiences in My Journey

• Current Student• Alumni

Page 20: Dave Wieneke: The people part of personalization comes first

Extending My Journey with Acquia Lift

Acquia Lift can use the information gathered from My Journey to contextually target content across the entire site. These personalization scenarios will be developed in specific areas of the site to drive better conversions and present more relevant outcomes.

Using Acquia Lift’s “contexts” Clark will use the attributes from my Journey and create “segments” in Lift. Content can then be personalized site-wide at the block/module level.

Page 21: Dave Wieneke: The people part of personalization comes first
Page 22: Dave Wieneke: The people part of personalization comes first
Page 23: Dave Wieneke: The people part of personalization comes first
Page 24: Dave Wieneke: The people part of personalization comes first
Page 25: Dave Wieneke: The people part of personalization comes first
Page 26: Dave Wieneke: The people part of personalization comes first
Page 27: Dave Wieneke: The people part of personalization comes first
Page 28: Dave Wieneke: The people part of personalization comes first
Page 29: Dave Wieneke: The people part of personalization comes first
Page 30: Dave Wieneke: The people part of personalization comes first

A modern web experience for visitors

Intelligent

attributes

Structurally rich

Semantically categorized

Automatically discoverable

Reusable

Reconfigurable

Adaptable

Intelligent

capabilities

Contextual

Portable

Targeted

Accessible

Manageable

Sustainable

Benefits to

visitors

Seamless

Relevant

Personal

Easy

Timely

Simple

Page 31: Dave Wieneke: The people part of personalization comes first

Technology is just one of

seven prerequisites needed

for systemic change.

Page 32: Dave Wieneke: The people part of personalization comes first

Personalizedby sender

Page 33: Dave Wieneke: The people part of personalization comes first
Page 34: Dave Wieneke: The people part of personalization comes first

Proprietary and confidential. Do not distribute.KELLOGG SCHOOL OF MANAGEMENT | BRAND STRATEGY 34

Page 35: Dave Wieneke: The people part of personalization comes first

Maximized learning by using a control group. (just the impact of one photo!)

PersonalizationPERSON

Page 36: Dave Wieneke: The people part of personalization comes first

36

Seeing the person who sent the

message matters.

Name Photo

4.2%

6.0% 9.8%

6.2% 48%

63%

Clicker Rate

Total Click Rate

Page 37: Dave Wieneke: The people part of personalization comes first

Month #1 #2 #3 #4 #5 Goal

Deliverability

Open rate

Click rate

Unsub rate

37

89% 93% 95% 97% 98% 93%

25.1% 28.5% 37% 36% 35% 30%

6.2% 7.8% 9% 13% 13% 7%

0.31% 0.27% 0.25% 0.23% 0.22% below .3%

Page 38: Dave Wieneke: The people part of personalization comes first

38

If You’re Going to Do This

• Men and Women View the Use of Personal Image in Marketing Very Differently.

• Respect Individual Right of Publicity.

• Insist on Professional Photos.

• Don’t Let Marketing Glitz Interrupt Personal Relationships. (text personalized emails rock!)

• Simplicity is the Good Manners of our Age.

Page 39: Dave Wieneke: The people part of personalization comes first

WorkshopFinancial services personalization

Page 40: Dave Wieneke: The people part of personalization comes first

Toyota FinanceComplex transactional website integrated with

Sitecore supports account management, bill

payment, end of lease, etc.

PCI compliance

Complex transactions

Complex integration

Payment processing

Responsive design

This is a B2B service which independent

dealers select to extend to their customers.

Page 41: Dave Wieneke: The people part of personalization comes first
Page 42: Dave Wieneke: The people part of personalization comes first