KEYS TO PREPARING, PLANNING AND LAUNCHING EFFECTIVE DIGITAL CONTENT

PERSONALIZATION EZ WEBINAR | FRIDAY SEPT 9 2016

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TODAY‘S SPEAKERS

Kevin NicholsExecutive Director, ExperienceAvenueCX

Author of Enterprise Content Strategy and co-author of UX For Dummies

Michael FriedmannVP Personalization Products & ServiceseZ Systems

Founder and CEO of YOOCHOOSE, holds several patents for recommender systems and machine learning

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Personalization: Any contextual content targeted to a user do to

who, what, where, why, when, how

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WHY PERSONALIZE?

Personalized emails deliver 6x higher transaction rates.Source: https://www.experianplc.com/media/news

40% of consumers buy more from retailers who personalize the shopping experience across channels.Source: http://blog.hubspot.com/marketing/data-personalize-marketing-li#sm.0001nndm37fl3eepwf62m5to529qn

Emarketer reports: 46% of customers would purchase more if experiences were personalized.Source: http://www.emarketer.com/Article.aspx?R=1008852&ecid=a6506033675d47f881651943c21c5ed4

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FIVE KEY TAKEAWAYS

1. Have a roadmap2. Be organizationally ready3. Be prepared for content

requirements4. Leverage governance5. Tie editorial strategy to

performance

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1. START WITH A ROADMAP

Launch [foundation]

1. Identify initial personas and segments to target per channel.2. Establish the content needed to support each group (what do you

want to serve up to each segment and persona and to what degree?)3. Establish the rules for serving up content (if User X indicated he or

she is Y in user profile then serve up this content...) per channel per user task.

4. Account for taxonomy and controlled vocabularies to enable the experience.

Evolution [9-12 months post launch]

1. Test existing content by running ongoing metrics and audits to see how consumers interact with the content experience.

2. Identify additional content areas, such as enhanced cross-sell, up-sell.

3. Test assumed customer journeys across channels to verify accuracy and optimize content performance.

4. Rollout enhanced personalization per channel.

Enrichment [18+ months post launch]

1. Integrate approach across all channels.2. Continue to create immersive content.3. Leverage new or emerging technologies and techniques.4. Optimize per business needs, analytics and consumer trends.

Think short, mid and long-term

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MAKE STRATEGY OBJECTIVE BASED

FoundationBehavioral and Transactional

Launch

EvolutionProfile and Predictive

9 – 12 Months

EnrichmentMultichannel18 months

ObjectivesIncrease engagementIncrease product detail page viewsConvert to purchaseIncrease profile sign upTarget segments

ObjectivesIncrease loyaltyIncrease retention of customersIncrease repeat customers

ObjectivesWill be determined 6 months post launch

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START SMALL AND SCALE

๏ POC it with lower risk focus๏ Start with one or two lines of

business๏ Target one or two personas๏ 3 – 4 key objectives

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2: BE ORGANIZATIONALLY READY

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ORGANIZATIONAL READINESS

๏ Data / Analytics๏ User personas, segments,

profiles๏ Technology setup

(Componetized CMS)๏ Cross-channel integration๏ Content-readiness๏ Operational model

Do we have the necessary inputs and structure to support it?

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3. BE PREPARED FOR CONTENT REQUIREMENTS

๏ Identify which content to personalize

๏ Identify content calendar based on cadence

๏ Understand investment in new content creation as critical

Content Weekly Monthly

Home page hero space updates

X

Product promotional content update

X

Trend stories X

Aspirational stories X

Customer testimonials X

New product content X

Emails X

Event-based content X

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MAP CONTENT TO USER JOURNEY

Persona User State User Journey Channel Content

Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google

Website (Desktop)Mobile (App)

Product information in home page carousel

Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail

Website (Desktop)Mobile (App)

Product detail page

Soccer Mom Anonymous But a Product – Step Three: Add to cart

Website (Desktop)Mobile (App)

Shopping cart

Consider all relevant channels and segments

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BUILD PERSONALIZATION INTO CONTENT CREATION

Short, medium, long promotional content and assets for all new content that surfaces in personalization (Hero space, cross-sale products, email or banners)

Tags to support it:๏ Product category๏ Segment / Persona๏ Customer journey phase๏ Theme or topic

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4. LEVERAGE GOVERNANCE

Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com

AnonymousGovernance Team

Working Groups

Social Analytics Legal Content TechnologyBrand

Operations Technology Marketing Publishing TaxonomyStrategy

Executive Sponsor

Product

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GOVERNANCE TOOL: CONTENT CALENDAR

1. Don’t start personalization without a content calendar & governance structure in place to support it

2. Plan for content at least a year out

3. Use a cadence-approach to ensure you have ongoing content creation

๏Provides central area for content planning and production๏Should align with other calendars (technical implementations, marketing campaigns, product releases, etc.)๏Include go-live dates, dependencies, responsible party

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5. TIE EDITORIAL STRATEGY TO PERFORMANCE

Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com

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REVIEW PERFORMANCE MONTHLY AND QUARTERLY

๏ Review against objectives๏ Ensure you closely look at browse path and customer journey๏ Look at high performing objectives and content for future investment๏ Build a nimble model to support quick changes if necessary๏ Have a dashboard in place prior to launch for analytics and metrics

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EVALUATING PERSONALIZATION TECHNOLOGY

Some key considerations you should make before selecting a personalization service include:

๏ Method of personalization (ie. Individual user behavior, persona-based, etc.)๏ Ability to customize๏ Pricing model (flat fee vs performance-based)๏ Integration with ecommerce platforms๏ Impact on website performance

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EZ PERSONALIZATION

๏ Offers recommendations and personalized search๏ Supports multiple object types like products, articles, images, videos๏ Based on individual user’s on-site behavior๏ A Software as a Service (SaaS) solution๏ Several plugins for shops available๏ Integration with eZ Platform and eZ Enterprise

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1. Import poduct catalog or content

2. Setup web tracking to collect user events

3. Create statistic models and use it in machine learning

4. Filter and fine tune the results and provide it to the API

5. Place the recommendations and search results on the web page, newsletters or any other channel

HOW IT WORKS

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Machine Learning

Collaborative models

Stereotype models

Content- basedmodels

User

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TIPS FOR YOUR HOME PAGE

๏ Using personalized banner messages

๏ If user has a profile, show matching products according to his purchase or click history

๏ Show Top-Seller / Hottest News

๏ Provide the user personalized promotions

๏ Remind him of his last action using his click history

๏ If new or unknown users arrive to the page, show editorial recommendations

๏ Don‘t show the history at all if empty

Personalized dynamic banner

Recommended for you: Special offersjust for you: Personalized special

offerPersonalized product

recommendations

Trend-setter/ Topseller

Last considered:

Most bought/ Most seen:

Click history

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๏ Banners based on customer segments

๏ Topsellers from the last 72h

Show Top-Seller

Personalized recommendations based on last purchases or clicks

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HOW IT LOOKS FOR THE USER

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๏ Using personalized banner meassages

๏ If no personalization is possible, automatically display editorial list e.g. special offers

๏ Using best sellers from this category

๏ Show click history to allow fast navigation between already visited content

Recommendations for you in this category:Product

recommendations based on category filter

Personalized product recommendations out

of this category

Last seen products of this category:Intelligent click history

Discover this category:

Personalized dynamic banner based on preferences of customers and

bestsellers of this category

TIPS FOR YOUR CATEGORY PAGES

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๏ Personalized recommendations based on user profile

๏ Topsellers from this category

Top articles from category

Top image galleries from category

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HOW IT LOOKS FOR THE USER

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๏ Using personalized banner messages

๏ If no personalization is possible, automatically display editorial list e.g. special offers

๏ Using best sellers from this category

๏ Show click history to allow fast navigation between already visited content

Other customers also bought:

Popular recommendations of the same category or

brand

Product XY: To shopping basket

Popular products of the same brand:

Recommended equipment:

“Customers who bought this, also bought that“

Additional equipment

TIPS FOR YOUR PRODUCT OR ARTICLE PAGES

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๏ Similar products bought by other customers who also purchased the featured product

Complementary products which are bought together with the current product

A matching bundle that has the current product included

Other customer also interested in these products

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HOW IT LOOKS FOR THE USER

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WHEN CAN I USE PERSONALIZATION TECHNOLOGY?

As a rule of thumb:๏ There should be recent content that is updated frequently๏ The number of content (objects) should by higher than 1,000๏ The number of distinct visitors should be more than 100 per day

Otherwise the user can either discover the content easily by browsing it or the algorithms are just not working due to a lack of data points.

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Q&A

sales@ez.no

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@ezsystems

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