…the secretto a bespoke

web experience iscrumb

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Fabian Rebeiro

…a trail of

digital crumbs

Crumbs aregreat!

Where they’re locatedWhat website they’re coming from

Keywords they’ve searched for

Their interests

Their preferences

Persona’s they match up with

Devices they use

How technology Savvy they are

Other websites they’ve visited

Pages they’ve been on

Persona’s they match up with

Their interests

Their preferences

Where they’re located

Keywords they’ve searched for

Other websites they’ve visited

Pages they’ve been on

Devices they use

How technology Savvy they are

What website they’re coming from

Progressive Profiling

Inferences

Known Inputs

Progressive Profiling

Defining a set of

dimensions based on User

Research (Eg. Personas,

Interests, Risk appetite,

Aspirations etc)

Map those dimensions to content on a web property (i.e. teach the website what each page contains)

Create patterns that define “What to look for”

Configure conditions or

triggers based on patterns

Define what elements on the screen

should be personalised (i.e. What

change creates the biggest value?)

Explained!

Page Profiles

Progressive Profiling

Explained!

Progressive Profiling

Explained!

Value

Page Profile

What does a view of this page mean to the organisationWhat this page contains

Who this page is for

Informs

platformLog all interactions of this user (Analytics)

Goals

Progressive Profiling

Explained!

Visitor understandi

ng

Time

???

Trigger personalisation

Matched a

pattern

Trigger personalisation

Persona = Josh,

Interest = home

loan

Persona = Josh,

Interest = home

loanPreference = No

frills

Matched a

pattern

UserProfiling

Anonymous Authenticated

Progressive Personalisation

Business Intelligence

“What’s the

likelihood that…”

“We know this about them…”

E-mail, Social, SEO, SEM,

Digital Comms

UserProfiling

Website, Campaigns, On-line applications, Apps, Social Media

Social, CRM, Apps, Cross-Channel

Social, Online response, Cross-

Channel

Acquire

Convert

Retain

Evangelise

Learned, Actionable data (insights???) about your

users

Progressive Profiling

Fabian.Rebeiro@@