ABOUT FORBES & I
Forbes Business Magazine
Website>90M GA Users
Me First Year as Algorithm Architect5 Diverse Years at Forbes
PERSONALIZATION IS
Tailoring an experience to
a specific audience
WHY PERSONALIZE?
Supply Demand
HOW TO PERSONALIZE?
InteractionContent
“”
CONTENTIS KING
Personalizationis his Steed
Bill Gates - 1996
ORGANIZING YOUR LIBRARY
Categories
Author
Length
Media
PROFILE YOUR AUDIENCE
Nobody is a Nobody
Actions speak louder than Words
IDENTIFY JANE DOE
• Location• Time• Device
Demographic
• Social Networks• Organic Search• Direct Visitors
Referrer
• Content• Home/Category• Stream
Landing
Content Consum
edComme
nts Likes
Stars Subscribes
Social Shares
INTERACTIONSARE
INFORMATION
MAKE THE CONNECTION Desired
Content
Published Content
Content
Audience
IDENTIFY A PATTERN
Analytics
Organize
Question
Visualize
ADDRESSINGTHE PATTERN
Identify Data
Organize
SortTest
Improve
MACHINE LEARNING
POTENTIAL APPLICATIONS
Learning from FeedbackClassifyingFinding Similarities
Predicting
PLACEMENTSPROS & CONS
KEYPERFORMANCE
INDICATORS
DEDICATEDPAGE / APPPros
• Guaranteed User Intent
• Loyal Users
• RevenueCons• Need
Traffic• Most
Work
KEYPERFORMANCEINDICATORS
Return Visits
Click Through Rate
Time on Page
Bounce/ Exit Rate
MODULE
Pros• Can be placed on
any or multiple pages
Cons• Limit Real Estate
for Items
KEYPERFORMANCEINDICATORS
Click Through Rate
Pageviews / Session
ADJACENT TO CONTENTPros• Reuse Content
Traffic• Heavy ContextCons
• Valuable Real Estate
• Not Primary User Intent
KEYPERFORMANCEINDICATORS
Click Through Rate
Pageviews / Session
INLINE THE CONTENT
Pros• Natural
Attention• Heavy
ContextCons• Distract
from Content
• Valuable Real Estate
INLINE THE CONTENT
Click Through Rate
Pageviews / Session
NEWSLETTERS /PUSH NOTIFICATIONS
Pros• Direct
Notification• Constant
Interaction• Builds Brand
Awareness
Cons• More Complex• Less flexibility
KEYPERFORMANCEINDICATORS
Click Through Rate
Open Rate
Unsubscription Rate
CLOSING REMARKS
Learn from your users’ interactions to tailor their experience for maximizing delivery of meaningful content
What• Tailoring an
experience
Who• Your
Audience
Why• Satisfy
User's Demand
How• Learn from
Interactions
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