personalization with magnolia: create relevant customer experiences
DESCRIPTION
How can you make your website more relevant to your audience? Magnolia CTO, Phillip Bäfuss answers this question by introducing personalization in Magnolia 5.3.TRANSCRIPT
PERSONALIZATION
PHILIPP BAERFUSSMAGNOLIA CTO
CATCH UP
NEW FEATURES
STABALIZE
5.35.25.15.0
WE NEED PERSONALIZATION!
JOURNEY
UNDERSTANDING
Brochure
Brochure Targeting
Brochure Targeting Individual
Personalization
Personalization
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
Personalization
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
Personalization
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
Behavior AnalysisBased on a visitor‘s journey so far:- tag content with „interests“- track pages a visitor goes to- create implicit profile from histograms- adapt content on pages accordingly- use data from ad networks to know more
http://postitartists.com/wp-content/uploads/2013/12/postitwall.jpg
ESENCE
Magnolia combines flexibility, efficiency and simplicity in a unique way.
SIMPLICITY“Simplicity before understanding is simplistic; simplicity after understanding is simple.”
TAKING THE TRAIN
THE 4 TOOLS
1) TRAITS
age
Yên is an 18-year-old Vietnamese speaker.
languagetraits:
Traits
Personas
Segments
Content Variants
Traits
Magnolia (Out of the Box)
Traits
Traits
Magnolia (Out of the Box)
CustomTraits
Traits
Magnolia (Out of the Box)
Personalization Engine
CustomTraits
Traits
Implicit
Based on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit
Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
&
Magnolia (Out of the Box)
Personalization Engine
CustomTraits
2) CONTENT VARIANTS
DEMO
Traits
Personas
Segments
Content Variants
ORGANIZE!
3) SEGMENTS
7%
8%
10%
11%
29%
35%
traits
rules
age >= 18interest incl. movieslocation of visit = China
segment
DEMO
Traits
Personas
Segments
Content Variants
4) PERSONAS
Age = 37
Sex = male
Technical Philipp
DEMO
+
Date
Location
DevicePhilipp
DEMO
Traits
Personas
Segments
Content Variants
LEVERAGE WHAT WE HAVE
Content Apps
Content Apps
Categorization
++
Content Apps
Categorization
++
Dynamic Components
++
USE THE TRAITS IN YOUR TEMPLATES
MARKETING TAGS
<script type="text/javascript"> var google_conversion_id = 123;</script>
123<head>
<body>
DEMO
ON PERFORMANCE
OPTIMIZE THE CACHECache KeyCache PolicyCache Filter
WHAT IS SLOW?
POST CACHING
CACHE RENDERING
EDGE SIDE INCLUDES (ESI)
PERSONALIZATIONARCHITECTURE
+ +
4 TOOLS LEVERAGE MARKETINGTAGS
4 Tools
Preview
Marketing Tags
Caching
More Traits
Content Pools
OUTLOOK
Multivariate Testing
Content Inheritance
Behavior Analysis
NEXTDONE
FEEDBACK
THANKYOU!