Dear Firstname Lastname: Personalization & Content Targeting

D E A R F I R S T N A M E L A S T N A M E : P E R S O N A L I Z AT I O N & C O N T E N T TA R G E T I N G

W O R D C A M P N E W YO R K 2 0 1 7

@jeckman | #wcnyc

https://2017.nyc.wordcamp.org/

P E R S O N A L I Z AT I O N

@jeckman | #wcnyc

https://alex.blog/2012/05/21/wordpress-license-plates/

Delivering a unique experience to each individual user (or segment of users)

Adapting portions of the experience on the basis of explicit user choice or implicit user

behavior

C O N T E N T TA R G E T I N G

@jeckman | #wcnyc

Delivering content designed to address a specific market niche or interest

Designing an experience to maximize delivery of content relevant to specific interests

I M P L I C I T / E X P L I C I T

@jeckman | #wcnyc

• Implicit User Behavior:

• Geolocation

• Referrer

• Device / user-agent

• Previous requests

• Explicit User Choice:

• “Areas of interest”

• Newsletter signups

• Registration & login

• Previous requests?

https://michaeltorbert.wordpress.com/2010/09/10/wordpress-audi-spotted/

E X A M P L E S

@jeckman | #wcnyc

• Referred by newsletter - update CTA

• Referred by social, highlight channel

• Update imagery / content target based on paid campaign

• Targeted landing pages for audiences

• Content surfacing (related, recommended)

https://www.flickr.com/photos/seo2/3356755986

E X A M P L E S

https://en.wikipedia.org/wiki/Headless_Horseman

@jeckman | #wcnyc


https://www.ondeck.com/

O T H E R P L AT F O R M S

@jeckman | #wcnyc

https://www.sketchport.com/drawing/5062455570989056/luke-skywalker

@jeckman | #wcnyc

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AC Q U I A L I F T

W O R D P R E S S O P T I O N S

@jeckman | #wcnyc


@jeckman | #wcnyc


C O D E YO U R O W N

@jeckman | #wcnyc

• Access contents of http request

• Set/check for presence of cookie

• Custom business rules based on implicit and explicit data

• Dynamic logic for alternative displays

• Be aware of performance impact

C A U T I O N S

@jeckman | #wcnyc

• Start small and enhance slowly

• Don’t exceed your data / over-reach

• Avoid the uncanny valley

• Beware assumptions about intent

• Don’t break the web

https://www.pexels.com/photo/caution-danger-information-safety-258063/

T H A N K S !

@jeckman | #wcnyc

[email protected]

http://imgur.com/gallery/ciUf2TP

Dear Firstname Lastname: Personalization & Content Targeting

Marketing

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