content modelling for personalization
TRANSCRIPT
Cleve Gibbon
‘70s – hyperactive child to nightshift nurses‘80s – designer, come gamer, and console hacker‘90s – student, lecturer, modeler and UI developer‘00s – platform developer / architect building trading & platforms ‘10s – consultant in content, platforms, experience management to operationalise client promises
I work equally across the business, content and technology to create engaging platforms to better serve our customers
Kate Kenyon
‘80s – bookish child of an IT dev and a PM‘90s – linguist, magazine writer ‘00s – marketer, journalist, CMS wrangler, technologist, content strategist
Today, I work across content and technology to help businesses make content a genuine asset.
What we will cover
• Content modeling: what is it, why do it, and what you’ll get out it• How to define and draw up a model• How to approach personalization• How to use a content model to plan and manage personalization
A timeline
Introduction &Content
Modeling overview
How to model content
Content models & Relationships Coffee!
PersonalizationModeling &
Personalization
15 mins30 mins
45 mins15mins
30 mins30 mins Q&A
15 mins
Thank you to Shutterstock
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Use the Parking Lot
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
To better understand how to approach structured contentand personalisation.
Content Modeling: it’s part of better content
This is where content
modeling fits within your
overall content ecosystem
The goal: deliver content-centered experiences
Plan, manage, publish and optimise content
in a predictable, repeatable and scalable manner
to deliver contextually relevant, personalised experiences.
WhatHow
Why
What do you get from model content?
enhanceauthor experience
sharedlanguage
contentmodellingbuild
x-discipline teams
APIsfor access
definestructure
addmeaning
AlignThinking
better managecontent(CMS)
…
http://www.slideshare.net/cleveg/why-content-model
Content architecture
MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE
Information Architecture
ContentArchitecture
Single Souce, Multi Channel Content
Don't get set into one form.Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water.
Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot.
Now water can flow or it can crash.
Be water, my friend.
Bruce Lee: A Warrior’s Journey (2000)
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Raw SelfDescribing Modular
Content modelling enables content to be transformed and transported to everywhere it needs to be.
Content modelling is critical to continuously communicating the structure and meaning of content to and from designers.
ContentModel
WebDeveloper
ContentModeller
VisualDesigner
CMSEngineer
Content modelling provides early and continuous access to content structure to define and design
the best experience for effective production of great content.
StructuredContent
ContentModel
Authoring Interfaces
understands creates
Personalization
http://www.point6.co.uk/2015/01/22/packaging-design-trends-2015-part-3-personalisation/
Content modeling is critical to creating scaleable content that is personalized for individual audience
ContentModel
User group 1
User group 4
User group 2
User group 3
Summary of benefits
• Single source Multi Channel content uses the model to make content flow like water.
• Responsive design uses it to best display within multiple devices.• Author enhanced interfaces use it to produce content efffectively.• Personalization uses it to make a direct connection to customers.
A content model is a formal representation of content as a collection of content types and their inter-
relationships.
A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is.
Event
namelogosummary
organiserstartDateendDate
Content types and attributes
Content items
Event
namelogoorganiserstartDateendDate
Content ItemContent Type
Instantiate
Event
namelogoorganiserstartDateendDate
CopyStructure
Event
namelogoorganiserstartDateendDate
TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016
AssignValues
Event: Summer Olympics
namelogoorganiserstartDateendDate
TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016
AssignName
Model summary
• Content models are formal representations of structured content.
• Content models should be simple, clear and relevant.• Content models are the result of content modelling.
Movie Series
Episode MemberReviewtitledurationsynopsis
castdirectorstarringgenresmoodskeywordslongDescription
audiosubtitlesmovieReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes
audiosubtitlesseriesReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
seasonsequenceimageTeaser
ratingdescription
reviewAssetfeedback
Our ‘Netflix’ Content Types
Mined out the content types.Defined attributes for content types.
Now before we think…• Author Experience• Adaptive Content• Responsive Design• Content APIs• Personalization
SeriesMovie
Episode
MemberReview
Let’s talkRelationships
A content model is a formal representation of structured content as a collection of content types
and their inter-relationships.
Design time: relationshipsA content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is.
A relationship defines how one content type relates to another. There are many different types of relationship (e.g. whole-part) depending on the level of detail.
Event
Venue
namelogodescription
addresscapacitycost
namelogosummary
organiserstartDateendDate
This is a BIG DEAL
Event
namelogosummary
organiserstartDateendDate
namelogodescription
addresscapacitycost
VenueWhat is my
relationship to Venue?
What is my relationship to
Event?
Let’s figure it out.We’re both adults
here.
Event
namelogosummary
organiserstartDateendDate
namelogodescription
addresscapacitycost
Venue
DependencyRelationship
• Express a connection
• Weak Semantics
Event
namelogosummary
organiserstartDateendDate
namelogodescription
addresscapacitycost
Venue
DependencyRelationship
• Express a connection
• Weak Semantics
• Name it
eventVenue
Event
namelogosummary
organiserstartDateendDate
namelogodescription
addresscapacitycost
Venue
Whole / PartRelationship
• Strong semantics
• A declaration of ownership
• Binds together lifecycle
eventVenue
Whole
• Owns the part
• Venue is a part of Event
• When the Event is destroyed, so too is the Venue
Part
• Owned by the Whole
• Venue does not make sense without an Event
• No Event. No Venue.
Event
namelogosummary
organiserstartDateendDate
namelogodescription
addresscapacitycost
Venue
AggregationRelationship
• Strong semantics
• A declaration of shared access
• Lifecycle is not bound
eventVenue
Composite
• Accesses the part
• Venue is a part of Event
• When the Event is destroyed, the Venue lives on
Part
• Accessed by the Composite
• Venue makes sense outside of an Event
• Venue can be part of multiple Events
Cardinality
Event Venue1 *
For every event,there are zero or more
venues
Expresses the number of content items that can
participate in a relationship between
content types
Cardinality Examples
Cardinality Alternative Description0..0 0 Zero content items
0..1 Zero or one content items
1..1 1 Exactly one content item
0..* * Zero or more content items
1..* At least one content item
5..5 5 Exactly 5 content items
m..n At least m but no more than n instances
Cardinality Examples
Event Venue1 0..1
Event Venue1 *Event Venue1 5
Event Venue0..1 *
An event can have an unlimited number of venues Every event has exactly five venues
An event can have unlimited venues,And an venue is linked to at most one event An event may or may not have a venue,
but at most one
More Cardinality Examples
Event Venue1 1 Event Venue1 1..7
Every event has exactly one venue An event can have between 1 and 7 venues
Content relationships summary
We have three relationships:• Dependency• Whole/Part• Aggregation
Each relationship:• Give it a name, if
required• Add cardinality, if
required
Strengthen relationships
Where appropriate, turn dependency relationships into either:
1. Whole/Part Relationships2. Aggregation Relationships
Content Type A
Content Type B
Whole/PartRelationship
Content Type A
Content Type B
AggregationRelationship
Our ‘Netflix’ Content model
1) Mined out the content types
2) Defined attributes for content types
3) Refined relationships between content types
Now think…• Author Experience• Adaptive Content• Responsive Design• Personalisation
And remember……No model survives first contact with real content.
http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
When to do personalisation
There is a clear, identified need amongst users for it
• Diverse audiences with distinct content needs
• Large number of similar products/content elements
• Repeat customers who need to see their history
• When recognition and loyalty is a clear part of the customer experience
Identifying customers
Persona-based approachWhere two or more audience personas are accessing the same piece of content, looking for difference elements of information
Tasks-based approachWhere a key customer task has an outcome that is subject to their own personal taste or preference
Received data
http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
Netflix: collected data
Personal details: name, address, billing detailsAccount details: • length of membership• frequency of use
• what you watched• what day and time you watched
• how much of it you watched • device(s) used
Me, expressed as data
Netflix member
nameaddressbillingDetails
membershipStartDatemembershipFrequencymembershipDevices
genresPreferencesmoodPreferencesmemberWatched
Collected data
Receiveddata
Givendata
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
memberReviews
* Memberreviews
EpisodeSeriesMovie
*
*
* *related seriesEpisodes
memberReviews
Member
*
*
memberWatched
memberReviews
memberWatched
Netflix User Task – the personalisation rationale
“I want to find a film or TV show that I will enjoy that I haven’t
seen before”
Movie SeriescastdirectorstarringgenresmoodskeywordslongDescription
audiosubtitlesmovieReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes
audiosubtitlesseriesReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
Episodetitledurationsynopsis
seasonsequenceimageTeaser
MemberReviewratingdescription
reviewAssetfeedback
Netflix membernameaddressbillingDetails
membershipStartDatemembershipFrequencymembershipDevices
genresPreferencesmoodPreferencesmemberWatchedmemberComplete
Netflix User Task – the personalisation rationale
“I want to find a new film or TV show based on my favourite
actors”
Movie SeriescastdirectorstarringgenresmoodskeywordslongDescription
audiosubtitlesmovieReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes
audiosubtitlesseriesReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
Episodetitledurationsynopsis
seasonsequenceimageTeaser
MemberReviewratingdescription
reviewAssetfeedback
Netflix membernameaddressbillingDetails
membershipStartDatemembershipFrequencymembershipDevices
actorPreferencesgenresPreferencesmoodPreferencesmemberWatchedmemberComplete
Movie SeriescastdirectorstarringgenresmoodskeywordslongDescription
audiosubtitlesmovieReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes
audiosubtitlesseriesReviewsnetflixProduction
titleyeardurationsynopsisimageTeasermaturityRatingmemberRating
Episodetitledurationsynopsis
seasonsequenceimageTeaser
MemberReviewratingdescription
reviewAssetfeedback
Netflix membernameaddressbillingDetails
membershipStartDatemembershipFrequencymembershipDevices
genresPreferencesmoodPreferencesmemberWatchedmemberComplete
A formula for fans
IF Movies OR Series where (memberCompleted = yes AND starring = actor name X) >=3 instancesTHEN show Movies OR Series where (memberCompleted = no AND starring = actor name)
Steps to take
1. Define a user goal – why use personalization?2. Consider your model – what have data and content
have you got?3. Consider your options:
– Use the existing model?– Extend the existing model?– Add to the existing model?
Use the data sets and the content model to extend
Netflix’s content personalization.
Work with your neighbours to help users
improve their Netflix experience
30Mins
An exercise