personalization edu acquia-webinar
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Personalization in Higher Education: Start Small. Think Big. October 16, 2014 Jeff Cram @jeffcram ISITE Design, Co-founder
In partnership with
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@jeffcram | @ISITE_Design
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Source: h+ps://www.threadless.com/product/2396/Math/
@jeffcram | @ISITE_Design
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h+p://www.uncg.edu/mat/sermon/2007/campusmap.jpg
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Source: h+p://xkcd.com/773/
@jeffcram | @ISITE_Design
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“Things people go to the site looking for”
peo·∙ple /ˈpēpəl/ noun Human beings in general or considered collecGvely.
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“Things people go to the site looking for”
These people?
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“Things people go to the site looking for”
Or these people?
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“Things people go to the site looking for”
Or maybe these people?
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“Things people go to the site looking for”
How about this person?
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Source: h+p://xkcd.com/773/
a Things on a University website
Parents
ProspecGve Students
Current Students
Media
Alumni
Things these “people” are looking for
@jeffcram | @ISITE_Design
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The case for personalization
@jeffcram | @ISITE_Design | #eduweb14
a “The more digital we get, the
more human we must be” Gatum Ramdurai, Google Creative Lab
@jeffcram | @ISITE_Design
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Personalization is trending (outside of EDU)
Source: Adobe Digital Roadblock Report
@jeffcram | @ISITE_Design
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“Amazon is so confident of its ability to personalize the site for each user that the company hardly ever creates classic customer-segment personas, such as ‘soccer moms’ or ‘gearheads.’ Such marketing standbys are too imprecise for Team Bezos.” - Forbes, April 2012
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The personalization myth
@jeffcram | @ISITE_Design
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@jeffcram | @ISITE_Design | #eduweb14
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@jeffcram | @ISITE_Design
Personalization becoming native to CMS and Drupal
h+ps://www.acquia.com/products-‐services/website-‐personalizaGon
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The web is made of people
@jeffcram | @ISITE_Design | #eduweb14
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Personalization’s Perfect Storm
Content Strategy
Technology Management
Analytics & Testing
Customer Insight
Connected expertise
(Unicorns: Apply within)
@jeffcram | @ISITE_Design | #eduweb14
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Start Small
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Thinking about Day 2
@jeffcram | @ISITE_Design
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Personalization starts with a hypothesis
If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric].
@jeffcram | @ISITE_Design
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@jeffcram | @ISITE_Design
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The button test
??????
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The button test
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The winner
282% form conversion increase
57% site-wide lead increase
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Cumulative lift
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The homepage battleground We’re moving the digital goal post
The homepage battleground
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Call-to-action targeting
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Types of Personalization
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What to Personalize?
Theme What is it? Key Dimensions
Geo targeting / location Display specific content (text, images, downloads, apps, etc.) based on the user’s geographic location.
Geo-location, Referring domain, User preferences, Company, Campaign
Campaign .& landing experiences
Content is customized based on exposure to or engagement with a campaign, often on a landing page.
Campaign, Inbound channel, Recency, Lifecycle
Recommended content Similar content is shown to the user based on content already viewed during that visit or a previous visit.
User preferences, Lifecycle, Referring domain, Campaign, Company, Industry
Lifecycle Content and calls to action are served up based on where a user is in the journey or buying cycle.
Lifecycle, User preferences, Recency
Account/industry Display industry-specific content, company-specific content, or competitor-specific content after identifying the company and/or industry of the user.
Industry, Company, Referring domain
Call to action Messaging, tag lines, and calls to action on the site are customized and change based on user behavior, preferences, and response rate.
Geo-location, Industry, Company, Campaign, Inbound channel, Engagement score, Referring domain, Lifecycle, User preferences, Recency
@jeffcram | @ISITE_Design | #eduweb14
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International students require different experiences
h+p://chronicle.com/blogs/planet/2012/04/08/new-‐twists-‐in-‐online-‐recruiGng-‐of-‐internaGonal-‐students/
“International students are often in an online wilderness as they search for universities to apply to…they run into confusing websites…and contact us pages that may not effectively connect them with admissions counselors.”
@jeffcram | @ISITE_Design
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Personalization in the Wild
Source: Non Linear case study presented at Digital Pulse 2013 h+p://www.cmsmyth.com/2013/10/customer-‐experience-‐management-‐is-‐geZng-‐real
@jeffcram | @ISITE_Design
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Segmentation and geo-targeting
SolarWorld Americas increased conversion by 200% with audience segmentation and geo-targeted
landing pages
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Better Experiences for Stealth Applicants
@jeffcram | @ISITE_Design | #eduweb14
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Engagement Scoring
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Personalized portals
Source: h+p://www.slideshare.net/gbegin/its-‐not-‐all-‐about-‐facebook-‐defining-‐your-‐own-‐private-‐community
@jeffcram | @ISITE_Design
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Connected to the student journey
Source: h+p://www.slideshare.net/gbegin/its-‐not-‐all-‐about-‐facebook-‐defining-‐your-‐own-‐private-‐community
@jeffcram | @ISITE_Design
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Measuring success: Our window to the world
@jeffcram | @ISITE_Design | #eduweb14
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“All data in aggregate is crap.” - Avinash Kaushik, Google
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Analytics segmentation
@jeffcram | @ISITE_Design
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How can this apply to you?
If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric].
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Think big
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If we connect and extend our pre-launch customer-insight thinking to post-launch management, then we can significantly improve the performance of our digital programs and value to our users.
The hypothesis
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Pre-launch: We love users!
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Post-launch: Argh, the technology!
@jeffcram | @ISITE_Design
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Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth
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Technology pain
Customer gain
Website launch
Bending the launch curves
@jeffcram | @ISITE_Design
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Mapping the Student Journey
Source: h+p://wagner.nyu.edu/students/journey/guide.php
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Starting with people
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Documenting the journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
Steve receives statement in mail
throws statement on desk & ignores
sees charge that looks wrong
logs in to website
tries to get details about charge
looks for customer service number
calls customer service
talks to CSR
tweets in frustration opens &
reads statement
paper statement envelope website
mobile phone IVR
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Prioritizing experiences Business Benefit
Customer Benefit User Impact Overall
Scale 1=low, 2=medium, 3=high
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Assessing feasibility
Idea Effort Status Clarity Risk
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@jeffcram | @ISITE_Design
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Aligning with Student Lifecycle Management initiatives
“Supporting learners during every stage of the student lifecycle is a “must have” competence, required of any successful higher education institution in today’s demanding environment. Providing a valuable experience at every stage of the student lifecycle allows institutions to advance their mission and achieve strategic goals in the areas of growth, intelligence, quality, and efficiency.”
h+p://www.hobsons.com/blog/blog-‐detail/the-‐importance-‐of-‐student-‐lifecycle-‐management
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Student Lifecycle Management
“Known as “Student Lifecycle Management” (SLM), this initiative now involves 10 different committees of faculty and professional staff working to instill a new approach focused on building relationships with students that start years before they come to Drexel and continue through and after graduation.”
h+p://www.drexel.edu/now/features/archive/2014/January/Student-‐Lifecycle-‐Management/
@jeffcram | @ISITE_Design
a “A tool used for experience design is now an important input to strategy.” ~ Christine Chastain, R/GA
@jeffcram | @ISITE_Design
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@jeffcram | @ISITE_Design
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Thank you
Jeff Cram ISITE Design 617-401-2295 jcram@isitedesign.com ISITE Design www.isitedesign.com CMS Myth www.cmsmyth.com For more information on Acquia Lift https://www.acquia.com
@jeffcram | @ISITE_Design
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