keynote: magnolia debuts personalization
DESCRIPTION
This presentation was given at Amplify Miami 2014 by Philipp Bärfuss, Head of Product Development at Magnolia International, and Bill Beardslee, General Manager Magnolia Americas. How can you make your site speak with more relevance to your audience? Explore the topic of personalization with real world examples. See how Magnolia will support personalization in the upcoming release of 5.3. According to Wikipedia, “Personalization involves using technology to accommodate the differences between individuals.” Our speakers will take us beyond wishful thinking to pragmatic quick wins that improve customer experience and the value of content. That value is why Magnolia is making it possible to communicate with each segment of your audience with more relevant content.TRANSCRIPT
Magnolia is a registered trademark owned by Magnolia International Ltd.Version 1.1
Bill Beardslee, GMPhilipp Bärfuss, Head of Product Development
February 19, 2014 at Amplify/Miami
Keynote - Personalization
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We need personalization!http://www.petswelcome.com/wp/wp-content/uploads/2010/09/puppy_eyes-2.jpg
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Brochure One To OneTargeting
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Behavior AnalysisBased on a visitor‘s journey so far:- tag content with „interests“- track pages a visitor goes to- create implicit profile from histograms- adapt content on pages accordingly- use data from ad networks to know more
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
Personalization
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Magnolia is a registered trademark owned by Magnolia International Ltd.Version 1.1
What is the essence?
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http://postitartists.com/wp-content/uploads/2013/12/postitwall.jpg
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We should leverage what we have!
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Content Apps
Categorization
Dynamic Page Components
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Your Basic BA Grunt Developer Extraordinaire
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My Phone, Inc.
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Criteria
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Date
Location
Device
Mag
ic
Yes
No
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Traits
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Age
Sex
InterestYes
No
Maybe
LikelyMag
ic
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Content Variants
Criteria
Traits
Magnolia (Out of the Box)
Personalization Engine
Custom
Version 1.1 Magnolia is a registered trademark owned by Magnolia International Ltd.12
Content Variants
Criteria
Traits
Magnolia (Out of the Box)
Personalization Engine
Custom
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
&
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Criteria
Traits
Home Page Variants
Promotion
For Women
For Men
Date = Feb 14
Sex = Female
Sex = Male
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Magnolia is a registered trademark owned by Magnolia International Ltd.Version 1.115
Productivity Info Technical Info
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Segments
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Other
Business
Technical
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Criteria
Traits Segments
Content Variants
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http://www.flickr.com/photos/surroundsound5000/4603946826/sizes/o/
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Personas
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Age = 37
Sex = male
Technical Philipp
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Criteria
Traits
Personas
Segments
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Preview
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Philipp
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Date
Location
Device
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Magnolia combines flexibility, efficiency and simplicity in a unique way.
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Authoring
Preview
OrganizationFoundation
Criteria
Traits
Personas
Segments
Content Variants
➡ Personalization Tools
➡ Preview
➡ Multivariate Testing
➡ Content Inheritance
➡ Behavior Analysis
➡ Snippet Caching
Outlook
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Personas
Segments
Content Variants
Criteria
Traits
Magnolia 5.3(May 2014)
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