Web Content Personalization: Three Case Studies

The Anatomy of a Personalization System:

Derek Olson, Vice President, Foraker Design

Three Case Studies

Is your website acting like it’s on a first date instead of an anniversary dinner?

1 2 3

Improving Health Care Decision Making

Custom Web to Print

Snakes on a Plane

Case Studies:

personalization? What is

“The combination of a ‘person’ and a bunch of ‘alization’”.

“…involves using technology to accommodate the differences between individuals.”

“Delivering the right information, to the right people, at the right time, in the right format and language.”

Person alization (Machinery that measures, analyzes, and eventually partially or fully automates content delivery)

(Business or website owners, content writers and editors, UX folk. NOT the end user.)

When not to personalize

  When you have a crappy website

  When you don’t have a

UCD program in place

  When you have a great website (but there’s no value add)

When you might consider personalization:

To surface relevant content that a user would otherwise not know to look for

To identify high profit customers and then make them more profitable

To partially or fully automate more effective marketing to users or audience segments

Key: add value above and beyond an already high-performing site or app

Key Steps of Personalization

Measure! Traffic, user feedback, customer inquiries,

sales data, user demographics—anything

that will help you make measurable improvements.

Develop and Test Develop and test these improvements. Start

simple. Collect data on what works. Refine.



Automate Find ways to automate delivery of personalized

content or application functionality to users—when

it makes sense.

Breastcancer.org

Case Study 1

The “Person” -

Breastcancer.org editorial and medical advisory staff.

Breastcancer.org

Case Study 1

The “alization” -

  Custom Ruby on Rails

  PostgreSQL database

  SDL Tridion CMS

  Google Analytics

Breastcancer.org

Case Study 1

“You have breast cancer...”

Breastcancer.org

Case Study 1

Breastcancer.org

Case Study 1

?

Subtrac(onProbeTechnology ChromogenicInSituHybridiza(on

Breastcancer.org

Case Study 1

Colloid

OncogeneOverexpression


Thermography

CA15.3

Cribriform

Mucinous

Breastcancer.org

Case Study 1

Colloid

ProgesteroneReceptors

ER/PR+

Her2/neuOncogeneOverexpression

DigitalTomosynthesis


Thermography

CA15.3

CA125

CA27.29

Comedo

Cribriform

Ki‐67Mucinous

Papillary

Breastcancer.org

Case Study 1

Colloid

Posi(vemargins

ER/PR+

Her2/neu

FluorescenceInSituHybridiza(on

ImmunoHistoChemistry

DigitalTomosynthesis

DuctalLavage


Thermography

CA15.3

CA125Cribriform

DuctalCarcinomaInSitu

Ki‐67Mucinous

Papillary

Comedo

ProgesteroneReceptors

OncogeneOverexpression

CA27.29

Breastcancer.org

Case Study 1

Breastcancer.org

Case Study 1

And then, if you’re like an awful lot of folks, you’ll click on the first organic result, which is breastcancer.org…

Breastcancer.org

Case Study 1

Lessons from User Research… Clear navigation and powerful search were not enough

But, oh, the risks of personalization…

Breastcancer.org

Case Study 1

Risks of Personalization…

Breastcancer.org

Case Study 1

Overly negative and/or poorly targeted research articles

Too much info about advanced new treatments that they were “missing out on”

Users unable to report their own diagnosis information accurately

Five vocabularies were developed to assign metadata to content.

Breastcancer.org

Case Study 1

Audience Situa(onClinical

Characteris(csPerspec(ve Topic

Breastcancer.org

Case Study 1

  Patients

  Family & Friends

  Press & Public

  Clinicians & Providers

  Worried Well

Audience

Breastcancer.org

Case Study 1

Situation   Just Diagnosed

  Waiting for Test Results

  Undergoing Treatment

  Recovery & Renewal

  Metastatic Cancer

  End of Life

Breastcancer.org

Case Study 1

Clinical Characteristics   Lobular Carcinoma In Situ

  Ductal Carcinoma In Situ

  Inflammatory Breast Cancer

  Recurrent Cancer

  Metastatic

  Lymph Node Involvement

  Male Breast Cancer

  Post-menopausal

*This is a partial list

Breastcancer.org

Case Study 1

Perspective   Clinical

  Emotional

  Practical

  Press / Public

Breastcancer.org

Case Study 1

Topic   Environmental Risk Factors

  Genetic Risk Factors

  Symptoms, Self-Detection & Breast Self-Examination

  Medical Screening and Testing

  Dealing with Cancer Fear

  Surgery

  Chemotherapy

  Radiation Therapy

  Hormonal Therapy *This is a partial list

Breastcancer.org

Case Study 1

Audience

Situa,on

ClinicalCharacteris,cs

Patients

Lymph Nodes Removed: 20+

Undergoing Treatment

Breastcancer.org

Case Study 1

Audience

Situa,on


Patients

Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal


Audience

Breastcancer.org

Case Study 1

Audience

Situa,on


Patients

Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal


Breastcancer.org

Case Study 1

Metadata for personal profiles was made possible by adding structure to already in-use signature information

How it works

Push personalized content to users based on profile info:   Email   Website content   RSS (in funding)

Breastcancer.org staff create rules for content metadata and personal metadata overlap “fingerprints” that add value

Breastcancer.org

Case Study 1

Why Personalization is Important

 Allows breast cancer patients to fully understand their diagnosis—making them more likely to question their doctors.

 Provides extra information that users would not necessarily know to look for via search or navigation.

Breastcancer.org

Case Study 1

Data Warehouse Client

Case Study 2

Formulary data (drug coverage across states, health plans, and tiers) is populated by a team of pharmacists that keep the database up-to-date daily via another piece of the application.


Case Study 2

Why Personalize?   Pharmaceutical corporations do

their marketing everywhere.

  To convince doctors that a drug

is cheaper than an alternative.

  Pharmaceutical sales reps can

tailor printed marketing materials

to individual doctors.


Case Study 2

The “Person”

  Pharmaceutical corporation sales staff


Case Study 2

The “alization”

  Custom ColdFusion application


  iText Java Library PDF rendering tool


Case Study 2

How it works

Sales reps start by selecting:

  Drug Class

  Drug

  State

  Health Plan


Case Study 2

How it works

Sales Reps may then select

options such as:

  Whether to display co-pays

  The order in which results

appear

  Bolding of results


Case Study 2

How it works

  Sales reps may add “personal

touches”, and then generate a print-

ready PDF file.

  Automatically sent to approved print

vendors for production.


Case Study 2


  Allows sales staff to quickly turn up-to-date, national database of formulary information into glossy, personalized marketing materials.

  Fine control over data presentation, geographic coverage, and formatting add to effectiveness of marketing materials.

ShipYourReptiles.com

Case Study 3

(Snakes on a Plane)

Why Personalize?

  To target customer service

resources, volume-based

discounts, and value-add features

towards certain purchasing profiles.

  Convenience = increased profits

  Preferred status = repeat business

and collection of valuable feedback


Case Study 3

The “Person”

ShipYourReptiles customer

service and sales staff:

  Reptile shipping experts

  Thorough understanding of

UPS rate structure

  Capable of making account

upgrades


Case Study 3

The “alization”

  Custom Ruby on Rails

application


  Google Analytics


Case Study 3

How it works

Due to unique requirements of UPS

shipping label purchase, all users must

create accounts to buy labels.

Users may personalize their own accounts:

  Stored payment methods

  Address book for ship-from and ship-to

addresses


Case Study 3

How it works

Account managers may

review order activity, and

upgrade accounts for high-

volume customers.


Case Study 3


In eCommerce, every fraction of a percentage point counts

when multiplied across thousands of orders and customers,

day in and day out.


Case Study 3

Conclusion:

Measure!

Develop and Test

Automate

Review of Key Steps of Personalization:

Derek Olson VP, Foraker Design [email protected] (303) 449-0202

Questions?

Questions?

Web Content Personalization: Three Case Studies

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