Interact16 Crystal Olig: Web Architecture to Fuel Customized, Human Experiences

DESTINATIONDIGITAL

EXPLORE THE FUTURE OF MARKETING

Web Architecture to Fuel Customized, Human Experiences

CRYSTAL OLIGUPWARD BRAND INTERACTIONS

USER EXPERIENCE

LET’S ACT LIKE A WEBSITE FOR A SECOND…

PERSONALIZING WEB EXPERIENCES

• Why this is a “Next Big Thing” for Web Marketers

• What Does it Look Like

• What Can a Site Know?

• Getting Started

• Tools + Teams

WHY PERSONALIZE?

marketing

product/service line managers

human resources

executive leadership

customer care

IT

legal

WHY PERSONALIZE?

• Your website is the house your whole organization has to live in

• But your audiences expect to be spoken to with an understanding of who they are and what they want

• With personalization, your website can adapt to go from serving everyone and therefore no one, to serving users on a 1:1 human basis

WHY PERSONALIZE?

• Personalized experiences result in– higher engagement rates

– increased brand preference and loyalty

– improved conversion rates

– uplift in sales

The Definitive Guide to Web Personalization // Marketo, 2015

Hero imagery

Video feature

Default to correct tab

with related message &

imageContextual media stream

Industry photo gallery

82% of visitors find content made for their specific industries more valuable, and

67%also value content created for their specific positions // Marketing Sherpa

BUT, IS IT CREEPY?

“ In fact, a recent report by VB Insight found that 87% of companies see a lift in key metrics (such as conversion rates, engagement rates, and lead generation or average order value) when they employ personalization…

Venture Beat Report // December 16, 2015

WHY PERSONALIZE?

…Within that group, 40% see an uplift of more than 20% in their key metrics. Missing the opportunity to truly connect with your buyer ultimately means lost revenue, yet fewer than 20% take advantage of web personalization to improve their results.”


WHY PERSONALIZE?

• 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

Approaching Content Strategy for Personalized Websites// Colin Eagan for Alistapart.com, May 19, 2015

CHALLENGES OF PERSONALIZATION

WHAT CAN A SITE KNOW?

EXPLICT VS. IMPLICIT DATA

• Explicit: What users tell you about themselves– Name

– Industry

– Company size

– Revenue

– Market Cap

– Interests


• Implicit: What we can observe, detect or infer– Geolocation

– IP address

– Browser

– Device

– Behavior

– Referral


Unknown Visitorunique record

created by using IP address

Known Visitorpre-conversion

activity matched to post-conversion

data

1st

visit convert

What users are doing on your site

BEHAVIORAL DATA – Pages per visit– Number of visits

(new vs. returning)– Specific pages

viewed– Downloads– Search terms– Referrals– Product interest– Purchase history– Customer journey

GETTING STARTED

STEP 1: USER DATA & PROFILES

• Consider what you already know and how your lists are segmented• Can you group around areas you have existing site content or assets?

– Product Catalog– Blog Categories– Industries or Applications pages– Service Lines

• Amplify with

– Personas– Demographics– Need States/Challenges– Decision Making Stage– Targeted Accounts

• Determine what you’d like to learn about your customers• Map user segmentation to your content segmentation plan


• Jordan James

• Known:

– Female

–Mother

– Age: 25-35

– E-news: Healthy living, cancer


• Jordan James• Unknown:

– Ethnicity– Geography living within– Ages of children– Cancer interest–Who she cares for

First Visit Second Visit

First Name

Last Name

Email

E-News of interest v

Are you a parent? v

Male/female v

Jordan

James

[email protected]

Mother X

How old are your kids v

Do you care for a parent or other senior v


STEP 2: CONTENT INVENTORIES + CONTENT MODELING

• A content model is a representation of the types of content and their inter-relationships.

• Consider any existing tagging or categorization systems are present on your site already

• Sitecore suggests a “relevancy map” where each Persona maps to a decision stage and a type of content

What is Content Modeling // CleveGibbon.com


– Decision path signifier• Early: Awareness, thought leadership, pain points

• Mid-Stage: Very valuable content; offers, analyst reports, premium content

• Late: Remove barriers to conversion. Why buy, answer questions, big offers, best values


Tags

User Profile Content


• Asset & Content Types

– HTML Pages – Site or Blog

– Ads, banners, testimonial blocks, inline links

– Documents

– Videos

– Press Releases & News


Press Releases

Ads Documents Videos

Industry(Healthcare,

Education, B2B)

X X

Size of company

X X X

Geography X


DocumentsForecasts &

TrendsCase Studies

& ReportsOverviews/

SpecsHow to Buy

Industry X X

Size of company

X X X

Geography X

Early X

Mid X X

Late X X X


• Do a content audit – pages, documents, the works• Inventory the content and assign to profiles, doing gap analysis

as necessary• Group as many consistent types of content together as you can• Apply a taxonomy, metadata or categorization system

– Industry– Application– Challenge– Organization size– Product category

STEP 3: TARGET SITE REAL ESTATE

• Effective places to place targeted content:

– Name or greeting

– Homepage hero graphics

– Promotional areas like ads or call-outs

– “You may also be interested in”

– “Related to this item”

– Redirect to microsite

– Targeted phone number or conversion form


The Definitive Guide to Web Personalization // Marketo, 2015

STEP 4: CREATE ENGAGEMENT MATRIX, PROFILES OR SCORING• Match what you know about a user based on:

– Explicit criteria

– Observed behavior• Map the right content to where the person is in a decision-

making path

Profile Profile Keys Scale

Car type

Urban

1 to 5Two seats

Rural

Economical

Family

Persona

Practical

1 to 5Precautious

Environmental Conscious

Boaster

Stage in Buying Cycle

Search

1 to 5Evaluate

Decide

Engage

Support

Profiling Predictive Personalization with Sitecore Customer Engagement Platform

STEP 4: CREATE ENGAGEMENT MATRIX, PROFILES OR SCORING

Car types Personas Stages in Buying Cycle

Content Comfort Car Hybrid Minivan Small car Sport Truck

Adrian (Mr. Safe)

Al (Mr. Eco)

Axel (Mr. Show off)

Lynn (Mrs. Hockey Mom)

Searchers Evaluators Deciders Engagers Supporters

Home

Vechicles X

Cars X X X X X

Trucks X X X

SUVs X X

Minivan X X X

Model A X X X X

Model B X X X X

Model X X X X X X

Crossovers X X X X

Sport X X X

Hybrids X X X

Build your car X X

Accessories X

Find your Dealer X X X

For Owners X

Safety X X X X

Financial X

About



Car type (Profile) Persona (Profile) Stage in Buying Cycle (Profile)

Profile Cards Urban Two seats Rural Economical Family Practical Precautious Environmental Conscious Boaster Search Evaluate Decide Engage Support

Comfort Car 4 0 1 1 1

Hybrid 4 0 0 3 2

Minivan 3 0 0 2 5

Small car 4 1 1 5 2

Sport 4 5 0 0 0

Truck 1 5 3 0 0

Adrian (Mr. Safe) 2 5 1 0

Al (Mr. Environmental) 2 1 5 2

Axel (Mr. Show off) 1 0 0 5

Lynnette (Mrs. Hockey Mom) 5 3 2 0

Searchers 5 2 0 0 0

Evaluators 2 5 2 0 0

Deciders 0 2 5 2 0

Engagers 0 0 2 5 2

Supporters 0 0 0 2 5



Car types Personas Stages in Buying Cycle

Content Comfort Car Hybrid Minivan Small car Sport Truck

Adrian (Mr. Safe)

Al (Mr. Eco)

Axel (Mr. Show off)

Lynn (Mrs. Hockey Mom)

Searchers Evaluators Deciders Engagers Supporters

Home

Vechicles X

Cars X X X X X

Trucks X X X

SUVs X X

Minivan X X X

Model A X X X X

Model B X X X X

Model X X X X X X

Crossovers X X X X

Sport X X X

Hybrids X X X

Build your car X X

Accessories X

Find your Dealer X X X

For Owners X

Safety X X X X

Financial X

About


STEP 5: MEASURE & ANALYZE

• Campaign basis for changes and updates• Early stage

– Time on site– Visitor frequency– Content consumed/pages visited– Volume of known vs. unknown visitors– New vs. returning visitors– Time on page


• Mid stage - Conversion

– Actions taken

– Contact quality

– Lift in digital advertising ROI (conversions on pages featured in display/remarketing/programmatic)


• Late stage - results

– ROI

–Opportunities

– Revenue attribution

TOOLS + TEAMS

TOOLS TO TRY

• Web CMS Systems

– Well-structured content – no blobs or chunks!• “User Experience Engines” & Marketing Automation platforms

– Pardot

– Marketo – Marketo Predictive Content

– Hubspot

– Evergage

– Optimizely

– Segmint

TOOLS TO TRY

• 40 Nuggets• Adobe• Apptus• Avari• Barilliance• Baynote• Bloom Reach• BlueConic• BlueShift• BoomTrain• Bunting• Canopy Labs• Certona• Commerce Sciences• Demandbase• Dynamic Yield

• Evergage• Futurelytics• GetSmartContent• Granify• Gravity• Hubspot• Kentico• LivePerson (Amadesa)• Maketizator• Montetate• Movable Ink• MyBuys• Needly• Optimizely• Personyze• Pleisty

• Qubit• Reflektion• RichRelevance• Sailthru• Salesforce• SAP Hybris• SDL• Segmint• Site Apps• Sitecore• Sitefinity• SmartFocus• SRVD• Thunderhed• Zaius


ON TEAMS

• Content Strategist

• Information Architect

• Creative

• Developer or Technical Lead

• Analyst

THANK YOU

Crystal Olig

Interactive Director, Upward

[email protected]

Linkedin.com/in/crystalaolig

LINKS + STUFF

• The Definitive Guide to Web Personalization // Marketo, 2015 https://www.marketo.com/definitive-guides/the-definitive-guide-to-web-personalization

• Approaching Content Strategy for Personalized Websites // Colin Eagan for Alistapart.com, May 19, 2015www.clevegibbon.com/content-modeling/what-is-content-modeling/

• Web personalization: How big (and small) companies are increasing conversions and boosting rententionhttp://alistapart.com/article/approaching-content-strategy-for-personalized-websites

• Venture Beat Report, December 16, 2015 insight.venturebeat.com/report/website-personalization-increasing-conversions-and-retention-right-technology-partner

• What is Content Modeling // CleveGibbon.comhttp://www.clevegibbon.com/content-modeling/what-is-content-modeling/#sthash.gVqkotO5.dpuf

• Your Digital Experience Technology Strategy Starts With A Customer Journey Map // Forrester, 2016https://www.forrester.com/report/Your+Digital+Experience+Technology+Strategy+Starts+With+A+Customer+Journey+Map/-/E-RES130482

• Profiling Predictive Personalization with Sitecore Customer Engagement Platform {worksheets} http://mediacontent.sitecore.net/Media/Predictive Personalization worksheets.xlsx

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Interact16 Crystal Olig: Web Architecture to Fuel Customized, Human Experiences

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Transcript of Interact16 Crystal Olig: Web Architecture to Fuel Customized, Human Experiences