The document appears to be a slide deck presentation about personalization in higher education. Some of the key points discussed include: defining different types of personalization like geo-targeting, lifecycle personalization, and call-to-action targeting; testing personalization hypotheses with small experiments; measuring success through analytics segmentation; and thinking about how to connect personalization strategies to the student journey and lifecycle management initiatives. The presentation emphasizes starting small with testing before expanding personalization efforts.
17. a
“Amazon is so confident of its
ability to personalize the site for
each user that the company
hardly ever creates classic
customer-segment personas,
such as ‘soccer moms’ or
‘gearheads.’ Such marketing
standbys are too imprecise for
Team Bezos.”
- Forbes, April 2012
25. a
Personalization starts
with a hypothesis
If we can deliver this
[content] to this [segment]
at this [touchpoint], then we
can improve the experience
by measuring this [metric].
@jeffcram | @ISITE_Design | #eduweb14
35. a
What to Personalize?
Theme What is it? Key Dimensions
Geo targeting / location
Display specific content (text, images, downloads, apps,
etc.) based on the user’s geographic location.
Geo-location, Referring domain,
User preferences, Company,
Campaign
Campaign .& landing
experiences
Content is customized based on exposure to or
engagement with a campaign, often on a landing page.
Campaign, Inbound channel,
Recency, Lifecycle
Recommended content
Similar content is shown to the user based on content
already viewed during that visit or a previous visit.
User preferences, Lifecycle,
Referring domain, Campaign,
Company, Industry
Lifecycle
Content and calls to action are served up based on where
a user is in the journey or buying cycle.
Lifecycle, User preferences,
Recency
Account/industry
Display industry-specific content, company-specific
content, or competitor-specific content after identifying the
company and/or industry of the user.
Industry, Company, Referring
domain
Call to action
Messaging, tag lines, and calls to action on the site are
customized and change based on user behavior,
preferences, and response rate.
Geo-location, Industry, Company,
Campaign, Inbound channel,
Engagement score, Referring
domain, Lifecycle, User
preferences, Recency
@jeffcram | @ISITE_Design | #eduweb14
36. a
International students require different
experiences
http://chronicle.com/blogs/planet/2012/04/08/new-twists-in-online-recruiting-of-international-students/
“International students are often in an online
wilderness as they search for universities to apply
to…they run into confusing websites…and contact
us pages that may not effectively connect them with
admissions counselors.”
@jeffcram | @ISITE_Design | #eduweb14
37. a
Personalization in the Wild
Source: Non Linear case study presented at Digital Pulse 2013
http://www.cmsmyth.com/2013/10/customer-experience-management-is-getting-real
@jeffcram | @ISITE_Design | #eduweb14
38. a
Segmentation and geo-targeting
SolarWorld Americas increased conversion by 200%
with audience segmentation and geo-targeted landing
pages
@jeffcram | @ISITE_Design | #eduweb14
42. a
Connected to the
student journey
Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-community
@jeffcram | @ISITE_Design | #eduweb14
46. a
Group exercise
If we can deliver this
[content] to this [segment]
at this [touchpoint], then we
can improve the experience
by measuring this [metric].
48. a
If we connect and extend
our pre-launch customer-
insight thinking to post-
launch management, then
we can significantly
improve the performance of
our digital programs and
value to our users.
The hypothesis
55. a
Documenting the journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
receives
statement
in mail
throws
statement
on desk &
ignores
sees
charge
that looks
wrong
logs in
to website
tries to get
details
about
charge
calls
customer
service
talks
to CSR
tweets
in
frustration
paper
statement
envelope
mobile
phone
IVR
Twitter
@jeffcram | @ISITE_Design | #eduweb14
59. a
Aligning with Student Lifecycle
Management initiatives
“Supporting learners during every
stage of the student lifecycle is a “must
have” competence, required of any
successful higher education institution
in today’s demanding environment.
Providing a valuable experience at
every stage of the student lifecycle
allows institutions to advance their
mission and achieve strategic goals in
the areas of growth, intelligence,
quality, and efficiency.”
http://www.hobsons.com/blog/blog-detail/the-importance-of-student-lifecycle-management
@jeffcram | @ISITE_Design | #eduweb14
60. a
Student Lifecycle Management
“Known as “Student Lifecycle Management” (SLM),
this initiative now involves 10 different committees of
faculty and professional staff working to instill a new
approach focused on building relationships with
students that start years before they come to Drexel
and continue through and after graduation.”
http://www.drexel.edu/now/features/archive/2014/January/Student-Lifecycle-Management/
@jeffcram | @ISITE_Design | #eduweb14
61. a
“A tool used for experience design is
now an important input to strategy.”
~ Christine Chastain, R/GA
@jeffcram | @ISITE_Design | #eduweb14