it's getting personal: the rise of hyper-targeted user experiences - colin eagan

IT’S GETTING PERSONAL // THE RISE OF

USER EXPERIENCESHYPER-TARGETED

BY COLIN EAGAN, M.S.

COLIN EAGANPLEASED TO MEET YOU.

EXPERIENCE DESIGNER | WASHINGTON, D.C.

@colineags #uxpa2015

(Today’s Topic)

TODAY WE WILL:

EXPLORE AN EXCITING NEW UX POWER: TARGETED USER CONTENT

LEARN HOW TO USE IT FOR GOOD OR FOR EVIL

LEAVE YOU WITH A CHOICE

BUT FIRST, SOME

NUMBERSEveryone loves numbers.

Average number of times the online activity of an average internet user is tracked daily

Source: Acxiom Corp

Yearly value to Facebook of a female user who is “very active” on the site (males are worth $22.09).

Facebook has 1.44 Billion Users as of Q1 2015.

Source: Acxiom Corp

What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09)

Source: Acxiom Corp

ALL OF THESE NUMBERS HAVESOMETHING TO DO WITH THE VALUE OF

USER TARGETINGFeeling small?

WHAT IS TARGETING?

AND WHY DO I CARE.Glad you asked.

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The Classic Example: Amazon has targeted users based on

data for years.

WHAT IS HYPER-TARGETED CONTENT?

NOTHING NEW.

TARGETED = CUSTOMIZED BASED ON DATA

FOR GOOD…

Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/

FOR NOT SO GOOD…

ALSO KNOWN AS

STALKER ADSAs in upon seeing one, you might feel a bit like this…

So

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ver

ly A

tta

ched

Gir

lfri

end

So

urc

e: O

ver

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Bo

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TARGETING THAT LEAVES A BAD TASTE

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Source: Motley Fool, June 18, 2015

http://www.fool.com/investing/general/2015/06/18/twitter-

starts-using-your-apps-to-target-ads.aspx

AS OF LAST WEEK…

TWITTER USES YOUR APPS TO TARGET ADS

YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY)

Source: AdThis.com

WHAT ABOUT FACEBOOK TARGETING?DO YOU TRUST THEM?

BELGIUM DOESN’T…

BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U.

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Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432823496404570

BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES

BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS

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PRIVACY FIX AP

http://adage.com/article/digital/worth-facebook-google/293042/

BUT ITS HARD TO RUN…

Via CBS News December 29, 2014, 12:09 PM

EVEN WORSE.

“INADVERTANT ALGORITHMIC CRUELTY”

WITH POWER COMES

RESPONSIBILITY.

AND YET DESPITE ALL THAT…

IF YOU ASK TEN MARKETERS…

9/10 MARKETERS CAN AGREE!

HOWEVER IF YOU LOOK AT SPEND…

MARKETING $$ IS HIGHLY SCEWED

$92

$1

MARKETING $$ IS HIGHLY SCEWED

$92*TODAY WE

ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE

THERE ARE PLENTY OF TALKS YOU CAN ATTEND ON ONLINE BEHAVIORAL ADVERSITING. MOST OF THEM MAKE ME SAD.

THIS IS NOT ONE OF THEM.

THIS TALK IS ABOUT

PERSONALIZED UXON YOUR OWN WEBSITE

INTELLIGENTLY DESIGNING

OK, GREAT.WHAT DOES THAT MEAN.

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WHAT’S CHANGED FOR UX PEROPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM”

LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE

JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY

OPEN SOURCE TOO, PEOPLE!

IF YOU’RE NOT USING TARGETING YET, OR YOUR CLIENTS AREN’T YET, CHANCES ARE THAT WILL CHANGE QUICKLY. AND YOU NEED TO BE PREPARED.

YOU WILL HAVE

A CHOICE.

WHAT WE’LL LOOK AT NEXT

TARGETING STRATEGYSTEP 1 | DO WE EVEN NEED TARGETING?

Does the pool have water in it?

GOOD REASONS TO TARGET•

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WHAT TO ASK YOURSELF BEFORE YOU START

BAD REASONS TO TARGET

REMEMBER!

TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE TOOL BOX.

EXAMPLE: CONTENT GUIDING PRINCIPLES

AUDIENCE SEGMENTSSTEP 2 | WHO ARE WE TALKING TO?

Once you have your mission, you can begin segmenting your audience.

WHAT’S A SEGMENT?

SEGMENTS ARE DETERMINED BY DATA

BEHAVIORAL TRAITS

DEMOGRAPHIC TRAITS

USER DATA: TWO TYPES TO KNOW ABOUT

SOME DATA IS BETTER THAN OTHERS

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SOME IS BETTER THAN OTHERS.

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DARK ARTS HAPPY PLACE

BIG BROKER IS WATCHING YOU.

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Source: https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf

BIG BROKER IS WATCHING YOU.

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RACEGENDER

AGEOCCUPATION

MARITAL STATUSPOLITICAL AFFILIATION

HOME OWNERSHIPVEHICLE OWNERSHIPHOUSEHOLD INCOME

GAMBLERSMOKER

GUN PURCHASER“BIBLE LIFESTYLE”

SPORTY LIVINGBIKER / HELL’S ANGELS

ALLERGY SUFFERER“LEANS LEFT”

FINANCIALLY CHALLENGEDPLUS-SIZE APPAREL

“DIABETES INTEREST” WORKING CLASS MOM

RETARGETINGTARGETING ON CRACK!

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Source: Mashable. http://mashable.com/2011/08/04/ad-targeting-stalking/

Not to mention…

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*Source: HEC, Carlson Wagonlit

LESSONS!

LET’S PRETEND…THIS IS ALL GETTING A BIT ABSTRACT, SO

*Source: HEC, Carlson Wagonlit

SO WE DO SOME RESEARCH…

WHAT CONTENT SHOULD WE CREATE?

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IDENTIFYING SEGMENTS FOR PILOT

EXAMPLE: SETTING UP A SEGMENT IN ADOBE

Credit: Adobe

EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET

Credit: ICF Interactive

Credit: ICF Interactive

EXAMPLE: TARGETING USE CASE

RULES & CAMPAIGNSSTEP 3 | WHAT ARE WE GOING TO SAY?

We know who we want to talk to.Now how and when do we say it?

OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS

If we knew they were visiting our site, what would we say?

OUR SITE: DETERMINING TARGETABLE ZONES

Credit: ICF Interactive

TARGETED CONTENT MODEL: FOUR KEY TYPES

Task at Hand

Big Picture

Credit: ICF Interactive

APPLYING THE MODEL: WHAT TO SHOW SR EXECS

If Sr Exec, Then Show:

DEFAULT STATE: WE DON’T KNOW WHO USER IS

IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS:

IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS:

Credit: ICF Interactive

EXAMPLE: TARGETING ZONE CHART

CONTENT MODELINGAND NOW LET’S PAUSE FOR A BRIEF WORD ON

How does the system “know” what content to show someone?

TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT

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Credit: Sara Wachter Boettcher

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EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL

A BIT MORE COMPLEX…

Credit: ICF Interactive

TESTING & ANALYTICSSTEP 4 | HOW DO WE KNOW IT WORKS?

The “so what.”

DOES IT WORK?

Personalization ability is only as good as your ability to measure it. KPIs are key to proving that targeting is improving your business goals. Examples:

Agency TBG now estimates that their clients who implement personalized content can see a 10-20% lift in key performance indicators, such as sales.1

By adding personalized recommendations to it’s online store, shoemaker Rockport reported an increase in average order value by 32% and conversion rate by 10%. 2

On the B2B side, the data backup firm Iron Mountain was able to increase their referrals for health care clients by an impressive 123% when they showed a personalized message on their homepage, according to partner Demandbase.3

1 Berndt, John. “Personalization Mechanics: Targeted Content for Web Teams of All Sizes.” March 10, 2015.2 “Predictions 2015: Invest in Customer Insights To Activate Contextual Marketing.” Forrester Research. November 10, 2014.3 Demandbase also reported a 115% increase in the small to medium business segment using a similar approach. Source: Strohmeyer, Robert. “Driving Conversion Through B2B Personalization.” March 5, 2015.

EXAMPLE: CHILDREN’S NATIONAL REDESIGN BY TBG

1 TBG reported 15% increase in page views, and a 161.45% increase in session duration. The new site also increased site-based donations by 54%. You can read the complete case study at http://www.berndtgroup.net/projects/portfolio/childrens-national-website-redesign-and-cms-implementation

BUT WILL IT WORK FOR ME?

JUST A FEW NON-TECH BRANDS THAT TARGET

Source: Forrester Research. November 10, 2014. Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing

READY TO START?WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY

Just a few things to consider before you hurt yourself…

YOU MAY STILL NEED SOME WORK IF…

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BEST PRACTICES FOR WHEN YOU’RE READY

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REMEMBER: IT DOESN’T HAVE TO BE COMPLEX.

QUESTION

ANSWER

Source: http://digitalmarketingmagazine.co.uk/articles/one-to-one-personalisation-will-boost-conversion-rates/646

AND YOU TOO

CAN TAKE BACK

TARGETED

CONTENT

FOR GOOD.

THANK

YOU

DESIGNING EXPERIENCES FOR

EMERGENT SITUATIONS

CRISIS UX

BY COLIN EAGAN, M.S.

If you enjoyed this segment, please join us again Thursday at 9:00 for:

!