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IT’S GETTING PERSONAL // THE RISE OF
USER EXPERIENCESHYPER-TARGETED
BY COLIN EAGAN, M.S.
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COLIN EAGANPLEASED TO MEET YOU.
EXPERIENCE DESIGNER | WASHINGTON, D.C.
@colineags #uxpa2015
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(Today’s Topic)
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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
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BUT FIRST, SOME
NUMBERSEveryone loves numbers.
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Average number of times the online activity of an average internet user is tracked daily
Source: Acxiom Corp
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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
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What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09)
Source: Acxiom Corp
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ALL OF THESE NUMBERS HAVESOMETHING TO DO WITH THE VALUE OF
USER TARGETINGFeeling small?
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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.
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TARGETED = CUSTOMIZED BASED ON DATA
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FOR GOOD…
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Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/
FOR NOT SO GOOD…
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ALSO KNOWN AS
STALKER ADSAs in upon seeing one, you might feel a bit like this…
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So
urc
e: O
ver
ly A
tta
ched
Gir
lfri
end
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So
urc
e: O
ver
ly A
tta
ched
Bo
yfr
ien
d
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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
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YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY)
Source: AdThis.com
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WHAT ABOUT FACEBOOK TARGETING?DO YOU TRUST THEM?
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BELGIUM DOESN’T…
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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
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BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
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PRIVACY FIX AP
http://adage.com/article/digital/worth-facebook-google/293042/
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BUT ITS HARD TO RUN…
Via CBS News December 29, 2014, 12:09 PM
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EVEN WORSE.
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“INADVERTANT ALGORITHMIC CRUELTY”
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WITH POWER COMES
RESPONSIBILITY.
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AND YET DESPITE ALL THAT…
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IF YOU ASK TEN MARKETERS…
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9/10 MARKETERS CAN AGREE!
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HOWEVER IF YOU LOOK AT SPEND…
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MARKETING $$ IS HIGHLY SCEWED
$92
$1
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MARKETING $$ IS HIGHLY SCEWED
$92*TODAY WE
ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE
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THERE ARE PLENTY OF TALKS YOU CAN ATTEND ON ONLINE BEHAVIORAL ADVERSITING. MOST OF THEM MAKE ME SAD.
THIS IS NOT ONE OF THEM.
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THIS TALK IS ABOUT
PERSONALIZED UXON YOUR OWN WEBSITE
INTELLIGENTLY DESIGNING
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OK, GREAT.WHAT DOES THAT MEAN.
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WHAT’S CHANGED FOR UX PEROPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM”
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LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE
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JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY
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OPEN SOURCE TOO, PEOPLE!
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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.
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YOU WILL HAVE
A CHOICE.
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WHAT WE’LL LOOK AT NEXT
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TARGETING STRATEGYSTEP 1 | DO WE EVEN NEED TARGETING?
Does the pool have water in it?
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GOOD REASONS TO TARGET•
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WHAT TO ASK YOURSELF BEFORE YOU START
BAD REASONS TO TARGET
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REMEMBER!
TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE TOOL BOX.
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EXAMPLE: CONTENT GUIDING PRINCIPLES
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AUDIENCE SEGMENTSSTEP 2 | WHO ARE WE TALKING TO?
Once you have your mission, you can begin segmenting your audience.
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WHAT’S A SEGMENT?
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SEGMENTS ARE DETERMINED BY DATA
BEHAVIORAL TRAITS
DEMOGRAPHIC TRAITS
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USER DATA: TWO TYPES TO KNOW ABOUT
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SOME DATA IS BETTER THAN OTHERS
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SOME IS BETTER THAN OTHERS.
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DARK ARTS HAPPY PLACE
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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
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BIG BROKER IS WATCHING YOU.
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RACEGENDER
AGEOCCUPATION
MARITAL STATUSPOLITICAL AFFILIATION
HOME OWNERSHIPVEHICLE OWNERSHIPHOUSEHOLD INCOME
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GAMBLERSMOKER
GUN PURCHASER“BIBLE LIFESTYLE”
SPORTY LIVINGBIKER / HELL’S ANGELS
ALLERGY SUFFERER“LEANS LEFT”
FINANCIALLY CHALLENGEDPLUS-SIZE APPAREL
“DIABETES INTEREST” WORKING CLASS MOM
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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!
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LET’S PRETEND…THIS IS ALL GETTING A BIT ABSTRACT, SO
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*Source: HEC, Carlson Wagonlit
SO WE DO SOME RESEARCH…
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WHAT CONTENT SHOULD WE CREATE?
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IDENTIFYING SEGMENTS FOR PILOT
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EXAMPLE: SETTING UP A SEGMENT IN ADOBE
Credit: Adobe
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EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET
Credit: ICF Interactive
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Credit: ICF Interactive
EXAMPLE: TARGETING USE CASE
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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?
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OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS
If we knew they were visiting our site, what would we say?
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OUR SITE: DETERMINING TARGETABLE ZONES
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Credit: ICF Interactive
TARGETED CONTENT MODEL: FOUR KEY TYPES
Task at Hand
Big Picture
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Credit: ICF Interactive
APPLYING THE MODEL: WHAT TO SHOW SR EXECS
If Sr Exec, Then Show:
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DEFAULT STATE: WE DON’T KNOW WHO USER IS
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IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS:
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IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS:
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Credit: ICF Interactive
EXAMPLE: TARGETING ZONE CHART
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CONTENT MODELINGAND NOW LET’S PAUSE FOR A BRIEF WORD ON
How does the system “know” what content to show someone?
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TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT
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Credit: Sara Wachter Boettcher
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EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
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A BIT MORE COMPLEX…
Credit: ICF Interactive
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TESTING & ANALYTICSSTEP 4 | HOW DO WE KNOW IT WORKS?
The “so what.”
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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.
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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
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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
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READY TO START?WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY
Just a few things to consider before you hurt yourself…
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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
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AND YOU TOO
CAN TAKE BACK
TARGETED
CONTENT
FOR GOOD.
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THANK
YOU
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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:
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