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Principles for Personalisation

Maria Wasing, VP of Marketing Europe, EPiServer

Web Personalisation

Web Personalisation

Real-world principles for delivering Engaged Web experiences

Web Personalisation

We hear this from the market. Marketers want to target content to specific audiences.On any site its quite easy to identify the different audiences. Potential customers, press, job-seekers, competitors and so on.What if you could identify who is on your site and push specific content to them?

Maybe a guy from Sweden has browsed a lot of your products Why not help him with a contact form to the local sales office.

Or maybe somebody googled your company name together with investor and should be helped with links to investor relations, or a list of the current investors if the google link takes them to the front page.

In EPiServer CMS 6 R2 we will provide an easy an intutive way for site owners to manage the visitor groups that visits their site and set up rules and scores to help group incoming visitors. Well also help them target content to the groups and measure group usage.

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WikipediaUsing technology to accommodate the differences between individuals

Web Personalisation

This is not about being tracked and harassed. This is about being served

JIM STERNE ON ECONSULTANCY.COM

Web Personalisation

Ads on Facebook targeted to age (44), gender (male) and location (Stockholm)?

Well, eye laser surgery, winter tires (to be used in Stockholm!) and health related ads must mean something

Web Personalisation

Example from Facebook,

Ads targeted to my Age, gender and location?

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Web Personalisation

The extreme combination of personally defined work space and automated personalization example from Igoogle.

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Web Personalisation

FromTwitter (user in USA)I looked at Episerver that you recommended but it was all about e-commerce, Im looking for a CMS!

Web Personalisation

Web Personalisation

Simple idea:

instead of delivering the same web experience to every visitor, why not give each visitor the most relevant, targeted experience possible?

Web Personalisation

Its a deceptively simple idea: instead of delivering the same web experience to every visitor, why not give each visitor the most relevant, targeted experience possible?

Show a known winter holiday enthusiast your video on new Charmonix ski video instead of that Turkish package holiday sun seeker.

In B2B, if you know a visitor is from a chemical company, show them your chemical industry case studies.

If a visitor comes to you through a Google search for camera batteries, greet them with your Camera Battery Buying Guide on the landing page.

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Sources of insight:

Their profile and preferenceTheir history with youThe way they found youTheir immediate behaviorsThe contextThe dynamic environment

Web Personalisation

This includes any or all of the following sources of insight:

Their profile and preferences every- thing theyve told you about themselves (if you already know them).

Their history with you what theyve done on your site, in your community, in response to your emails, etc.

The way they found you including the search terms or pay-per-click ads that delivered them, or a tagged url that they clicked on.

Their immediate behaviors what theyre doing in the current session (clickstreams, site searches, etc).

The context including time of day, day ofthe week, geography and your own strategic agenda (targeted offers, surveys...).

The dynamic environment real-time factors like the weather and commodity pric- ing. When the rain falls, you can show ads for umbrellas or raincoats, and when the snow lands, skis and goggles.your own personalization efforts can use asmuch or as little of this kind of insight as you need to drive the content you choose to present in each session.

The point is not to make every session perfectly targeted from day one just to improve the relevance of each session so the visit is more compelling. As the project proves itself, you can grow your ambitionand sophistication.

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Segmenting interest into groups based on information gathered from activity and search data... can increase conversion rates by up to 500%.

ANDY BETTS ON ECONSULTANCY.COM

Web Personalisation

It just makes sense. The more relevant you make your website for each visitor (and each visit), the longer theyll stay around, the more theyll do and the more likely theyll be to do the things you need them to do.

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Ads on Danish DSB (National railways) based on location and profile information increase conversions.

Web Personalisation

A visitor coming through a Google search for Overlook Hotel conference is presented with conference options.while a returning golf guest is greeted with golf content.

Overlook Hotel an EPiServer demo site

Web Personalisation

The Challenge

Web Personalisation

Lack of experienceUnclear ownershipNo clear metricsIT bottlenecksMultiple systemsLimited data

and it takes a Champion like you!

Web Personalisation

Lack of experience - most marketers have never tried to personalize their content before.

Unclear ownership - No one knows who should drive the personalization effort and who should own it day to day.

No clear metrics - Its hard to get support for a program when the Key Performance Indicators (KPIs) are fuzzy.

IT bottlenecks - If you have to get in the six-month line outside of the IT department to get some code changed, its not going to happen.

Multiple systems - Early personalization was driven from standalone software platforms, forcing web strategists and editors to jump from one system to another.

Limited data - A poorly segmented database has been an obstacle for many companies (today, it neednt be).

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The Principles

Web Personalisation

Start with clear goals and metrics

Establish these, write them down and get buy-in and involvement from everyone that mattersThings like:Boost conversion rate by 40%Return on investment (ROI) of 50% within six monthsIncrease monthly new lead supply by 30%

Web Personalisation

This one seems too obvious to state but its amazing how often companies try to personalize their web experiences before theyve nailed the why and the how will we know weve arrived.

The best goals are quantifiableuse your web analytics to set benchmarks and targets for the metrics you most want to move.

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Assemble the right team

Web personalisation should be owned by the overall website owner often marketing but youll also need the involvement of the people who own each important section of the site.People like:The web editors, Community owners, Product management, Sales, Customer service, Technical support, Human resources

Web Personalisation

The web editors will have day-to-day control of the content and should also contribute to the personalization strategy and execution.

The developers will have to know whats going on at every stage.

Community owners if you run a forum or social feature,the people who run the community are valuable assets.

Product management will have a view on how to personalize the product pages.

Sales may want to personalize the key stages of the web funnel.

Customer service may want to personalize the experiencefor vIP customers.

Technical support will want to make the help pages as relevant and immediate as possible.

Human resources may want to personalize the talent-magnet pages.

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Use as few software systems as possible

The Content management System is the logical place for driving personalisation (at least for us and for a growing number of web-heads) Since:Its where content lives.Its where the day-to-day web editors work.It controls where your content meets your customers.Its already delivering dynamic pages.It integrates easily with CRM and other data sources.

Web Personalisation

Early web personalization efforts stalled because they forced people to use a disconnected series of software platforms, including analytics, CRM, data warehousing, digital asset management, web recommendations engines and content management systems.

The result: no one wanted to even try to knit the systems together.

Today, web marketers understand that the fewer systems you need to use, the better.

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Make the workflow simple

The whole idea behind personalisation is to be responsive to your market. So start simple, learn and refine over time.Like this:Think about your segmentsIdentify opportunities to personalizeCreate a ruleTest itGo liveAnalyse the results, Tweak and repeat

Web Personalisation

The whole idea behind personalization is to be responsive to your market. To do that you need to keep learning and implementing what youve learned quickly.So it makes no sense to build processes that mean you spend months of back and forth just to make a simple change to your personalization strategy or tactics.

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Web Personalisation

All this needs to take place in days instead of weeks, so you need to get your people, processes and technology in sync.

Ideally, one person should be able to do the strategy, create the rules and analyse the results.

But that can only happen if the software youre using is friendly to non-techies.

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Start Small