IT’S 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
(Today’s Topic)
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
BUT FIRST, SOME NUMBERS Everyone loves numbers.
Average number of times the online activity of an average internet user is tracked daily Source: Acxiom Corp
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
What a “relatively inactive” female user is worth to Facebook per year (inactive males are worth $9.09) Source: Acxiom Corp
ALL OF THESE NUMBERS HAVE SOMETHING TO DO WITH THE VALUE OF USER TARGETING Feeling small?
WHAT IS TARGETING? AND WHY DO I CARE. Glad you asked.
WHAT IS HYPER-TARGETED CONTENT? NOTHING NEW. • • The Classic Example: Amazon has targeted users based on data for years.
TARGETED = CUSTOMIZED BASED ON DATA
FOR GOOD…
FOR NOT SO GOOD… Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/
ALSO KNOWN AS STALKER ADS As in upon seeing one, you might feel a bit like this…
Source: Overly Attached Girlfriend
Source: Overly Attached Boyfriend
TARGETING THAT LEAVES A BAD TASTE
AS OF JUNE… TWITTER USES YOUR APPS TO TARGET ADS • • • • 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: ANYONE GETTING IN ON THIS? LINKEDIN TO PAY OUT $13M IN CLASS ACTION SUIT FOR HIJACKING YOUR IDENTITY VIA EMAIL Source: Fortune Magazine, October 5, 2015 http://fortune.com/2015/10/05/linkedin-class-action/
YAHOO’S HOMEPAGE IS JUST PRETY MUCH ALL TARGETING (NOT THAT YOU GO THERE ANYWAY) Source: AdThis.com
WHAT ABOUT FACEBOOK TARGETING? DO YOU TRUST THEM?
BELGIUM DOESN’T…
BACKLASH: COOKIES ARE CLOSELY REGULATED IN THE E.U.
BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES • • • • Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432 823496404570
BACKLASH: GHOSTERY CAN BLOCK OVER 1900 TRACKERS
PRIVACY FIX AP • • • http://adage.com/article/digital/worth-facebook-google/293042/
BUT ITS HARD TO RUN… Via CBS News December 29, 2014, 12:09 PM
EVEN WORSE.
“INADVERTANT ALGORITHMIC CRUELTY”
WITH POWER COMES RESPONSIBILITY.
AND YET DESPITE ALL THAT…
IF YOU ASK TEN MARKETERS…
9/10 MARKETERS CAN AGREE!
HOWEVER IF YOU LOOK AT SPEND …
MARKETING $$ IS HIGHLY SKEWED $92 $1
MARKETING $$ IS HIGHLY SKEWED * TODAY WE $92 ARE TALKING ABOUT THIS EMPTY WHITE SPACE HERE
THERE ARE PLENTY OF TALKS YOU CAN ATTEND ON ONLINE BEHAVIORAL ADVERSITING. MOST OF THEM MAKE ME SAD. THIS IS NOT ONE OF THEM.
THIS TALK IS ABOUT INTELLIGENTLY DESIGNING PERSONALIZED UX ON YOUR OWN WEBSITE
OK, GREAT. WHAT DOES THAT MEAN.
WHAT’S CHANGED FOR UX PEROPLE: ENTER THE “EXPERIENCE MANAGEMENT SYSTEM” • •
LET YOU CREATE TARGETED VERSIONS OF YOUR OWN SITE
JUST A FEW GLOBAL BRANDS USING SOME KIND OF “EMS” TODAY
OPEN SOURCE TOO, PEOPLE!
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.
YOU WILL HAVE A CHOICE.
WHAT WE’LL LOOK AT NEXT
STEP 1 | DO WE EVEN NEED TARGETING? TARGETING STRATEGY Does the pool have water in it?
WHAT TO ASK YOURSELF BEFORE YOU START GOOD REASONS TO TARGET • • • BAD REASONS TO TARGET • •
REMEMBER! TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE TOOL BOX.
EXAMPLE: CONTENT GUIDING PRINCIPLES
STEP 2 | WHO ARE WE TALKING TO? AUDIENCE SEGMENTS Once you have your mission, you can begin segmenting your audience.
WHAT’S A SEGMENT?
SEGMENTS ARE DETERMINED BY DATA BEHAVIORAL TRAITS DEMOGRAPHIC TRAITS
USER DATA: TWO TYPES TO KNOW ABOUT
SOME DATA IS BETTER THAN OTHERS • • • • • • •
SOME IS BETTER THAN OTHERS. DARK ARTS HAPPY PLACE • • • • • • •
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
BIG BROKER IS WATCHING YOU. • •
RACE GENDER AGE OCCUPATION MARITAL STATUS POLITICAL AFFILIATION HOME OWNERSHIP VEHICLE OWNERSHIP HOUSEHOLD INCOME
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
Not to mention… RETARGETING TARGETING ON CRACK! • • • Source: Mashable. http://mashable.com/2011/08/04/ad-targeting-stalking/
LESSONS! • • • • • • *Source: HEC, Carlson Wagonlit
THIS IS ALL GETTING A BIT ABSTRACT, SO LET’S PRETEND…
SO WE DO SOME RESEARCH… *Source: HEC, Carlson Wagonlit
WHAT CONTENT SHOULD WE CREATE?
IDENTIFYING SEGMENTS FOR PILOT • • • • • • • • • • • •
EXAMPLE: SETTING UP A SEGMENT IN ADOBE Credit: Adobe
EXAMPLE: SEGMENTS & CAMPAIGN WORKSHEET Credit: ICF Interactive
EXAMPLE: TARGETING USE CASE Credit: ICF Interactive
STEP 3 | WHAT ARE WE GOING TO SAY? RULES & CAMPAIGNS We know who we want to talk to. Now how and when do we say it?
OUR PILOT CAMPAIGN: IDEAS TO SHOW SR EXECS If we knew they were visiting our site, what would we say?
OUR SITE: DETERMINING TARGETABLE ZONES
TARGETED CONTENT MODEL: FOUR KEY TYPES Task at Hand Big Picture Credit: ICF Interactive
APPLYING THE MODEL: WHAT TO SHOW SR EXECS If Sr Exec, Then Show: Credit: ICF Interactive
DEFAULT STATE: WE DON’T KNOW WHO USER IS
IF SR. EXEC FEMALE: TARGETING CAMPAIGN SHOWS THIS:
IF SR. EXEC MALE: TARGETING CAMPAIGN SHOWS THIS:
EXAMPLE: TARGETING ZONE CHART Credit: ICF Interactive
AND NOW LET’S PAUSE FOR A BRIEF WORD ON CONTENT MODELING How does the system “know” what content to show someone?
TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT • • •
EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL • • • • Credit: Sara Wachter Boettcher
A BIT MORE COMPLEX… Credit: ICF Interactive
STEP 4 | HOW DO WE KNOW IT WORKS? TESTING & ANALYTICS The “so what.”
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.
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
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
WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY READY TO START? Just a few things to consider before you hurt yourself…
YOU MAY STILL NEED SOME WORK IF… • • • • • BEST PRACTICES FOR WHEN YOU’RE READY • •
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