dave wieneke: the people part of personalization comes first

Today’s agenda:

Level set

Higher Ed Personalization

Putting Names to Faces

Financial Service Workshop

Discussion How are you personalizing?

Humanize

Current• Many initial options

• Organized by dept.

• Lack of hierarchy

• Leading to relatively

‘stovepiped’ content

• And a non-measured

or attributed result

Proposed• Simplified options based on

user flows

• Presenting relevant choices

• Linking to supporting and

related information

• Specific calls to action

• Increasingly measurable

outcomes

AB Testing Personalization

Implicit Explicit Authenticated

Higher EdPersonalizing is just adjusting settings, right?

Narrow the choices

+ Simplify the design and messaging on the homepage —

and subsequent pages, for that matter. Too many choices

for this audience can result in losing them, rather than informing

them. And force the user to make choices about where they go

to next. We want to send them on a journey, why not

make it an adventure?

OrganizationalAlignment

Primary Research

Persona & Journey

Experience Values

Use Cases & Components

MeasurementPlan

Staffing & Technology

Change

IA & VisualDesign

Taxonomy &

Content Plan

CMS & ODB Established

ExtensiveQ&A

GoLive

Clark University:My Journey and Component Library

My Journey

What is it

My Journey is a site-wide utility to help

key Clark audiences find the important

tasks and content that matter most to their

journey.

Why is it important

Each visit to the website is part of a larger

journey Clarkies (and future Clarkies)

have. My Journey helps guide users

along this journey, connecting them to the

right content.

My Journey: Identifying the moments that matter

The My Journey utility will

organize and prioritize content

based on the journey maps

created for undergraduate and

graduate students.

My Journey: Audiences

My Journey will be focused on future Clark undergraduate and graduate students as the

primary audiences, and also have some utility for current students and alumni.

Prospective Undergraduate

Prospective Graduate Student

Prospective Undergraduate Parent

Additional Audiences in My Journey

• Current Student• Alumni

Extending My Journey with Acquia Lift

Acquia Lift can use the information gathered from My Journey to contextually target content across the entire site. These personalization scenarios will be developed in specific areas of the site to drive better conversions and present more relevant outcomes.

Using Acquia Lift’s “contexts” Clark will use the attributes from my Journey and create “segments” in Lift. Content can then be personalized site-wide at the block/module level.

A modern web experience for visitors

Intelligent

attributes

Structurally rich

Semantically categorized

Automatically discoverable

Reusable

Reconfigurable

Adaptable

Intelligent

capabilities

Contextual

Portable

Targeted

Accessible

Manageable

Sustainable

Benefits to

visitors

Seamless

Relevant

Personal

Easy

Timely

Simple

Technology is just one of

seven prerequisites needed

for systemic change.

Personalizedby sender

Proprietary and confidential. Do not distribute.KELLOGG SCHOOL OF MANAGEMENT | BRAND STRATEGY 34

Maximized learning by using a control group. (just the impact of one photo!)

PersonalizationPERSON

36

Seeing the person who sent the

message matters.

Name Photo

4.2%

6.0% 9.8%

6.2% 48%

63%

Clicker Rate

Total Click Rate

Month #1 #2 #3 #4 #5 Goal

Deliverability

Open rate

Click rate

Unsub rate

37

89% 93% 95% 97% 98% 93%

25.1% 28.5% 37% 36% 35% 30%

6.2% 7.8% 9% 13% 13% 7%

0.31% 0.27% 0.25% 0.23% 0.22% below .3%

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If You’re Going to Do This

• Men and Women View the Use of Personal Image in Marketing Very Differently.

• Respect Individual Right of Publicity.

• Insist on Professional Photos.

• Don’t Let Marketing Glitz Interrupt Personal Relationships. (text personalized emails rock!)

• Simplicity is the Good Manners of our Age.

WorkshopFinancial services personalization

Toyota FinanceComplex transactional website integrated with

Sitecore supports account management, bill

payment, end of lease, etc.

PCI compliance

Complex transactions

Complex integration

Payment processing

Responsive design

This is a B2B service which independent

dealers select to extend to their customers.