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The Path to Personalization
Tom Bennett
Experience Strategist, Connective DX
@tom_bennett
Derek Phillips
Director of Content Strategy, Connective DX
@digistrategist
@tom_bennett | @digistrategist
Connective DX
Tom Bennett Derek Phillips
@tom_bennett | @digistrategist
Storytelling is Relationship
• Expected vs. Unexpected• Callback, engagement, empathy• Creative Tension• Story Arc
@tom_bennett | @digistrategistSource: Forrester
Acquisition
Connection
Loyalty
Function
Value
MeaningNeed
Compare
Discover
ResearchPurchase
Decide
Use
Get Help
Share
Personalize
PartnerEvangelize
Tribe
Search
Customer
Experience
Journey
@tom_bennett | @digistrategist
Story arc
The story really ties the room together, man
@tom_bennett | @digistrategist
What is…amnesia?
Call back, engagement, empathy
@tom_bennett | @digistrategist
The Familiar vs Surprise and Delight
Expected vs. unexpected
McGuffin
@tom_bennett | @digistrategist
Context Matters
It’s your lucky day, friend-o
@tom_bennett | @digistrategist
The Personalization Index
@tom_bennett | @digistrategist
Personalization IndexClassic
2014
Anonymous Browsing Logged in User
Implicit Personalization Self Identification Positively Identified Logged in User
Detected without
user’s input
User provides info
through navigation
paths or choices
User identified &
remembered
Implicit Explicit
Information
tailored to user
@tom_bennett | @digistrategist
It’s all around us
@tom_bennett | @digistrategist
Firmographic lookupIdentify company’s vertical and other characteristics
@tom_bennett | @digistrategist
Browsing behaviorProvide opportunity for customers to provide bits of important demographic data through navigation choices and other onsite behaviors.
@tom_bennett | @digistrategist
Geo-location
Offer products or services that correspond to customer’s location.
@tom_bennett | @digistrategist
Logged-in user
Provide a complete, unified view using the customer’s own data.
@tom_bennett | @digistrategist
Account/Order history• Offer Suggest complementary products and services to previously purchased items.• Change personal data and preferences• Transaction history• Usage/purchase trends
@tom_bennett | @digistrategist
Here come the devices...
@tom_bennett | @digistrategist
This is where it hits
the fan…
Implicit Explicit
Ambient2015
@tom_bennett | @digistrategist
Or becomes a goat
rodeo…
Implicit Explicit
Ambient2015
@tom_bennett | @digistrategist
Personalization Index
Implicit
Personalization
Self
Identification
Positively
IdentifiedLogged in User
Correlation Observation Account
Relationship
Implicit Explicit
Data +
Profile
ConnectedNetwork
Citizenship
Ambient
Behavior Preferences
and
Participation
@tom_bennett | @digistrategist
Personalization Index
Implicit
Personalization
Self
Identification
Positively
IdentifiedLogged in User
Correlation Observation Account
Relationship
Implicit Explicit
Data +
Profile
ConnectedNetwork
Citizenship
Ambient
Behavior Preferences
and
Participation
@tom_bennett | @digistrategist
A cloud of conversation on the
customer’s behalf
Nodes
Connections
Connections
themselves
are content
@tom_bennett | @digistrategist
Complexity
ConnectedNetwork
Citizenship
Ambient
1+1+1=3 (2n x Y) =X
@tom_bennett | @digistrategist
MIND BLOWN!
@tom_bennett | @digistrategist
Quantified vs Qualified
Counting clicks/bits Creating meaning
Data Data + User-centric intent
@tom_bennett | @digistrategist
Quantified vs Qualified
Preferences Behaviors
Persona People
@tom_bennett | @digistrategist
New content types
User Preferences
User-based KPIs
Location
User-context
History
User-defined intent
User glide-path*
@tom_bennett | @digistrategist
Relationship of device, user, content
Content + GovernanceWHERE’S THE ROLE for CONTENT STRATEGY HERE?
@tom_bennett | @digistrategist
Customer participation creates the story
@tom_bennett | @digistrategist
New voices, new complexity
Brand Voice Consumer Voice Object Voice
Broadcast Model Dialog Model Connectivity Model
One-way communications from brand to consumer
Two-way communications between consumer-brand and consumer-
consumer
Multiway communications between object and brand, object and consumer, object and object
Brand ExpressionTraditional
Self ExpressionSocial and Digital
Experience Expression Contextual
Source: Altimeter Group
@tom_bennett | @digistrategist
Experience Mapping to phases creates
content guidance
@tom_bennett | @digistrategist
It’s still about the business though
@tom_bennett | @digistrategist
Topics
Risks
Roles
Collaborations
Opportunities for your business
@tom_bennett | @digistrategist
Risks
@tom_bennett | @digistrategist
Remember, Comrades: Content Strategy Provides Governance
Thanks!Derek PhillipsDirector of Content Strategy
Connective DX
@digistrategist
Tom BennettExperience Strategist
Connective DX
@tom_bennett
