HYPER-TARGETED USER EXPERIENCES BY COLIN EAGAN, M.S. PLEASED TO - - PowerPoint PPT Presentation

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HYPER-TARGETED USER EXPERIENCES BY COLIN EAGAN, M.S. PLEASED TO - - PowerPoint PPT Presentation

Aug 01, 2023 531 likes •1.53k views

ITS GETTING PERSONAL // THE RISE OF HYPER-TARGETED USER EXPERIENCES BY COLIN EAGAN, M.S. PLEASED TO MEET YOU. COLIN EAGAN EXPERIENCE MANAGER | ICF INTERNATIONAL @colineags #uxdc2015 (Todays Topic) TODAY WE WILL: EXPLORE AN EXCITING

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IT’S GETTING PERSONAL // THE RISE OF

USER EXPERIENCES

HYPER-TARGETED

BY COLIN EAGAN, M.S.

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COLIN EAGAN

PLEASED TO MEET YOU.

EXPERIENCE MANAGER | ICF INTERNATIONAL

@colineags #uxdc2015

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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

NUMBERS

Everyone 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 HAVE

SOMETHING TO DO WITH THE VALUE OF

USER TARGETING

Feeling 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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SLIDE 14 Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/

FOR NOT SO GOOD…

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ALSO KNOWN AS

STALKER ADS

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

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SLIDE 16 Source: Overly Attached Girlfriend
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SLIDE 17 Source: Overly Attached Boyfriend
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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 JUNE… TWITTER USES YOUR APPS TO TARGET ADS

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AS OF LAST WEEK: ANYONE GETTING IN ON THIS?

Source: Fortune Magazine, October 5, 2015 http://fortune.com/2015/10/05/linkedin-class-action/

LINKEDIN TO PAY OUT $13M IN CLASS ACTION SUIT FOR HIJACKING YOUR IDENTITY VIA EMAIL

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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/SB10001424052702304704504579432 823496404570

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 SKEWED $92 $1

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MARKETING $$ IS HIGHLY SKEWED $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 UX

ON 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 STRATEGY

STEP 1 | DO WE EVEN NEED TARGETING?

Does the pool have water in it?

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GOOD REASONS TO TARGET

  • 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 SEGMENTS

STEP 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.

  • DARK ARTS

HAPPY PLACE

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BIG BROKER IS WATCHING YOU.

  • 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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RACE GENDER AGE OCCUPATION MARITAL STATUS POLITICAL AFFILIATION HOME OWNERSHIP VEHICLE OWNERSHIP HOUSEHOLD INCOME

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GAMBLER SMOKER GUN PURCHASER “BIBLE LIFESTYLE” SPORTY LIVING BIKER / HELL’S ANGELS ALLERGY SUFFERER “LEANS LEFT” FINANCIALLY CHALLENGED PLUS-SIZE APPAREL “DIABETES INTEREST” WORKING CLASS MOM

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RETARGETING

TARGETING ON CRACK!

  • 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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SLIDE 68 *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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SLIDE 75 Credit: ICF Interactive

EXAMPLE: TARGETING USE CASE

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RULES & CAMPAIGNS

STEP 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

  • ur site, what would we say?
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OUR SITE: DETERMINING TARGETABLE ZONES

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SLIDE 79 Credit: ICF Interactive

TARGETED CONTENT MODEL: FOUR KEY TYPES

Task at Hand Big Picture
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SLIDE 80 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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SLIDE 84 Credit: ICF Interactive

EXAMPLE: TARGETING ZONE CHART

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CONTENT MODELING

AND 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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SLIDE 87 Credit: Sara Wachter Boettcher
  • EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
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A BIT MORE COMPLEX…

Credit: ICF Interactive
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TESTING & ANALYTICS

STEP 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…

  • 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 visit UXPA International online for a repeat presentation of:

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