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Content Science ReviewA Case Study in Engineering
Personalization
Presented By Darin Wonn01/01/15
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Agenda• About Content Science and Me
• Why is Personalization Important?
• 3 Lessons Learned When Implementing
• Next Steps to Get Started
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Content Science has advised Fortune 50 companies, niche brands, learning institutions, nonprofits, and government agencies since 2010.
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Our Focus Areas
Content Analysis + Evaluation
Understanding your content
situation
Content Strategy
Envisioning the future of your
content
Content Experience
Planning the right content for the
right users across touchpoints
Content Systems + Leadership
Aligning people, process, +
technology to sustain your
content
+ + +
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Executive Director of Operations
Product Manager Role for Content Science Review
15+ Years in UX + Product Management
MS in Human-Computer Interaction from CMU ‘04
About Me
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Why is Personalization Important?
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What is Personalization?
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serving unique content to a user based on something we know about him or her
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Example – Doggyloot
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serving unique content to a user based on something we know about him or her
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Not just a priority for content teams• Personalization is a top 3 priority for 80% of companies
(Accenture Business Trends, 2015)• #1 priority for 40% of companies
And its paying off• 60% report positive results from personalization
investments (Accenture Business Trends, 2015)• Businesses that personalize web experiences see an
average 19% increase in sales.(Monetate, 2014)
Personalization is a Top Business Priority
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A new focus on customer experience• 90% companies believe customer experience will be
their primary basis for competition by 2016 (Gartner, 2014)
• Up from 40% of companies in 2012
IF YOU’RE NOT FOCUSED ON PERSONALIZATION TODAY YOU WILL NOT COMPETE TOMORROW
Why Now?
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Changing user expectations for personalization• User Expectations - 1 in 3 users express frustration
when retailers don’t factor in purchase behavior (MyBuys, 2015)
• Changing Attitudes to Privacy - 3 out of 4 users are willing to allow retailers to use store purchase data for personalization purposes
WHY NOW?
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CMS improvements make it reasonable – even if you’re not Amazon
WHY NOW?
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Pennsylvania Tourism Board – California User
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Pennsylvania Tourism Board – Pennsylvania User
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Case Study: Content Science Review
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Content Science Review
Where insights about content + business intersect
9,000 page views per month and growing
3+ page views / session
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Goals for Personalization
Have users read and watch more content• Great user experience if they receive valuable content
• Convert to premium content paid subscribers
• Increase in ad-based revenue
• Measurement• Avg Page Views / Session
• Returning Visitors
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Reality: Personalization is Challenging
3 Big Lessons We’ve Learned 1. Build features that capture explicit customer data
2. Start with rules-based logic
3. Gather more customer data
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#1: Build Features to Capture Data
A personalized library allowed us to gather valuable first party data about users• Explicit preference settings
o Favorite topics
o Saved and shared articles
• Passive tracking of user behavioro Browsing activity and searches
• Great user experience
• Supports selling advertisements
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My LibrarySave articles, follow favorite topics and subscribe to newsletters.
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#1: Build Features to Capture Data
UI needs lots of areas for users to set preferences• NOT just part of initial account setup
• Opportunity to merchandise registration
• Complex to maintain all of the state logic and interactive pieces
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Examples of Embedded Preferences
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Recommendations at end of every article
Article Header
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Examples of Embedded Preferences
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Recommendations at end of every article
Article Listing
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#1: Build Features to Capture Data
Registration must be marketed• Registration is necessary for one-to-one
personalization
• Registration and conversion rates are an important metric
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Opt-In Window on Exit
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#2: Start With Rules-Based Logic
Rules-based logic for recommendations are manage-able, understandable and testable• The Amazons and Netflixes of the world use an
algorithm-based engineo Data scientists required to understand and tweak algorithms
o Require large amounts of traffic
• Cost-effectiveo Third-parties charge for ‘secret sauce’ algorithms
• Accurate tagging of content is critical
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Recommended ArticlesRecommendations are based on previous activity and preferences.
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#2: Start With Rules-Based Logic
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• Followed topics, saved articles + other activity is considered• Rules incorporate a structured taxonomy of related topics• Account for missing user data• We can tweak and adjust based on usage
Recommendations are driven by rules-based logic
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#3: Gather More Customer Data
Opportunities to gather more customer data for better recommendations• First party data
o Geo-targeting
o Referral source
• Third party datao Social authentication
o Data brokers
• More data means changing from rules-based approach to algorithm-based approach
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AirBnB Social LoginFilters listings that have been reviewed by Friends
or are mutual Friends with the host.29
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Next Steps
Get Started NOW• Your competition is already working on it
• It’s complicated and will take time to mature
• Personalized library is a great place to start to capture customer data
• Crawl with rules-based logic
• A limited number of data sources will make rule-based personalization easier
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To Help You Get Started
1. Read Taking the First Steps on the Path to Personalization by Sue Klumpp on Content Science Review
2. Register for free to Content Science Review to check out the personalization
3. Subscribe to Content Science Review
25% Discount: CSFriends
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