IT’S GETTING PERSONAL // THE RISE OF
USER EXPERIENCESHYPER-TARGETED
BY COLIN EAGAN, M.S.
COLIN EAGANPLEASED TO MEET YOU.
EXPERIENCE DESIGNER | WASHINGTON, D.C.
@colineags #uxpa2015
(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
NUMBERSEveryone 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 HAVESOMETHING TO DO WITH THE VALUE OF
USER TARGETINGFeeling small?
WHAT IS TARGETING?
AND WHY DO I CARE.Glad you asked.
•
•
The Classic Example: Amazon has targeted users based on
data for years.
WHAT IS HYPER-TARGETED CONTENT?
NOTHING NEW.
TARGETED = CUSTOMIZED BASED ON DATA
FOR GOOD…
Source: Flashtalking Online Advertising. http://www.flashtalking.com/us/targeted-ads/
FOR NOT SO GOOD…
ALSO KNOWN AS
STALKER ADSAs in upon seeing one, you might feel a bit like this…
So
urc
e: O
ver
ly A
tta
ched
Gir
lfri
end
So
urc
e: O
ver
ly A
tta
ched
Bo
yfr
ien
d
TARGETING THAT LEAVES A BAD TASTE
•
•
•
•
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…
TWITTER USES YOUR APPS TO TARGET ADS
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.
•
•
•
•
Source: Wall Street Journal. http://online.wsj.com/news/articles/SB10001424052702304704504579432823496404570
BACKLASH: MORE AND MORE USERS ARE BLOCKING COOKIES
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 $$ IS HIGHLY SCEWED
$92
$1
MARKETING $$ IS HIGHLY SCEWED
$92*TODAY WE
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
PERSONALIZED UXON YOUR OWN WEBSITE
INTELLIGENTLY DESIGNING
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
TARGETING STRATEGYSTEP 1 | DO WE EVEN NEED TARGETING?
Does the pool have water in it?
GOOD REASONS TO TARGET•
•
•
•
•
WHAT TO ASK YOURSELF BEFORE YOU START
BAD REASONS TO TARGET
REMEMBER!
TARGETING ITSELF IS NOT A GOAL. IT’S JUST ANOTHER TOOL IN THE TOOL BOX.
EXAMPLE: CONTENT GUIDING PRINCIPLES
AUDIENCE SEGMENTSSTEP 2 | WHO ARE WE TALKING TO?
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.
•
•
RACEGENDER
AGEOCCUPATION
MARITAL STATUSPOLITICAL AFFILIATION
HOME OWNERSHIPVEHICLE OWNERSHIPHOUSEHOLD INCOME
GAMBLERSMOKER
GUN PURCHASER“BIBLE LIFESTYLE”
SPORTY LIVINGBIKER / HELL’S ANGELS
ALLERGY SUFFERER“LEANS LEFT”
FINANCIALLY CHALLENGEDPLUS-SIZE APPAREL
“DIABETES INTEREST” WORKING CLASS MOM
RETARGETINGTARGETING ON CRACK!
•
•
•
Source: Mashable. http://mashable.com/2011/08/04/ad-targeting-stalking/
Not to mention…
•
•
•
•
•
•
*Source: HEC, Carlson Wagonlit
LESSONS!
LET’S PRETEND…THIS IS ALL GETTING A BIT ABSTRACT, SO
*Source: HEC, Carlson Wagonlit
SO WE DO SOME RESEARCH…
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
Credit: ICF Interactive
EXAMPLE: TARGETING USE CASE
RULES & CAMPAIGNSSTEP 3 | WHAT ARE WE GOING TO SAY?
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
Credit: ICF Interactive
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:
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:
Credit: ICF Interactive
EXAMPLE: TARGETING ZONE CHART
CONTENT MODELINGAND NOW LET’S PAUSE FOR A BRIEF WORD ON
How does the system “know” what content to show someone?
TAGGING & TAXONOMIES: CREATING SEMANTICALLY RICH CONTENT
•
•
•
Credit: Sara Wachter Boettcher
•
•
•
•
EXAMPLE: BASIC HIGH-LEVEL CONTENT MODEL
A BIT MORE COMPLEX…
Credit: ICF Interactive
TESTING & ANALYTICSSTEP 4 | HOW DO WE KNOW IT WORKS?
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
READY TO START?WHAT’S THAT? YOU’RE CONVINCED AND TOTALLY
Just a few things to consider before you hurt yourself…
YOU MAY STILL NEED SOME WORK IF…
•
•
•
•
•
BEST PRACTICES FOR WHEN YOU’RE READY
•
•
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
AND YOU TOO
CAN TAKE BACK
TARGETED
CONTENT
FOR GOOD.
THANK
YOU
DESIGNING EXPERIENCES FOR
EMERGENT SITUATIONS
CRISIS UX
BY COLIN EAGAN, M.S.
If you enjoyed this segment, please join us again Thursday at 9:00 for:
!
Recommended
