content modelling for personalization

Content Modelling for PersonalizationCleve GibbonKate Kenyon

Confab Intensive 2016

Hello, we’re pleased to meet you

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.

Here’s the plan for today

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

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Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200

Use the Parking Lot



To better understand how to approach structured contentand personalisation.

Content Modeling: what and why

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

What can you do with modular content?

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)



Raw SelfDescribing Modular

Content modelling enables content to be transformed and transported to everywhere it needs to be.

Responsive Design

http://mediaqueri.es/

http://mediaqueri.es/

Content modelling is critical to continuously communicating the structure and meaning of content to and from designers.

ContentModel

WebDeveloper

ContentModeller

VisualDesigner

CMSEngineer

Effective Production

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.

Let’s take a look at a content model

A content model is a formal representation of content as a collection of content types and their inter-

relationships.

Chart Song

Album Page

Artist Profile

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


CopyStructure

Event


TheOlympicsJPEGIOC5th Aug, 201621st Aug, 2016

AssignValues

Event: Summer Olympics


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.

Making the model

Mine and define!

Content Types

Movie Series

Episode MemberReviewtitledurationsynopsis

castdirectorstarringgenresmoodskeywordslongDescription

audiosubtitlesmovieReviewsnetflixProduction

titleyeardurationsynopsisimageTeasermaturityRatingmemberRating

castdirectorstarringgenresmoodskeywordslongDescriptionseriesEpisodes

audiosubtitlesseriesReviewsnetflixProduction


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

Content relationships

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


This is a BIG DEAL

Event

namelogosummary


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


namelogodescription

addresscapacitycost

Venue

DependencyRelationship

• Express a connection

• Weak Semantics

Event

namelogosummary


namelogodescription

addresscapacitycost

Venue

DependencyRelationship

• Express a connection

• Weak Semantics

• Name it

eventVenue

Event

namelogosummary


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


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

Content models and relationships

MemberReview

EpisodeSeriesMovie

movieReviews

related seriesEpisodes

seriesReviews

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

MemberReview

EpisodeSeriesMovie*

movieReviews


seriesReviews

Cardinality

Add cardinality to the relationships

Content Type A

Content Type B

1 Whole Many Parts*

MemberReview

EpisodeSeriesMovie

* *

** *

movieReviews


seriesReviews

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/

Coffee!

Coffee break time!

Personalisation

Mutually beneficial connections

Personalisation: an invitation to connect, not a demand

Personalisation isn’t about abuse of information

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

Personalisation: data mining

How much can you do?

Received data

http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/

Collected data

Given data

Building a data model in Netflix

Netflix: received data

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

Netflix: given data

Using personal data in the Netflix model

How do we use that data?

ME

Me, expressed as data

Netflix member

nameaddressbillingDetails

membershipStartDatemembershipFrequencymembershipDevices

genresPreferencesmoodPreferencesmemberWatched

Collected data

Receiveddata

Givendata



memberReviews

* Memberreviews

EpisodeSeriesMovie

*

*

* *related seriesEpisodes

memberReviews

Member

*

*

memberWatched

memberReviews

memberWatched

Personalizing the Netflix content model: results

…but it’s not perfect

Netflix: you already know what I watched!

And what if I want to choose by actor?

Using a model for personalisation

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






Episodetitledurationsynopsis


MemberReviewratingdescription

reviewAssetfeedback

Netflix membernameaddressbillingDetails


genresPreferencesmoodPreferencesmemberWatchedmemberComplete

If memberComplete = yes, then DON’T SHOW IN FEED!

Netflix User Task – the personalisation rationale

“I want to find a new film or TV show based on my favourite

actors”

Search by actor

An Actor content type

Actornameimagebio

isinMoviesisinSeriesisinEpisodes










reviewAssetfeedback



actorPreferencesgenresPreferencesmoodPreferencesmemberWatchedmemberComplete

! Stop, think – where are you going to get the data?

Don’t model with data you

don’t have










reviewAssetfeedback



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)

Personalisation: your turn!

What would you do to make Netflix more personal to you?

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

How did you do?

That’s a wrap

[email protected]@cognifide.com

Content Modelling for Personalisation