SQUIZ SUMMIT. Architecting a content personalisation and optimisation solution

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1 SQUIZ SUMMIT 2018 Architecting a content personalisation and optimisation solution

2 Chris Grist Head of Solution Architecture

3 Introduction Different organisations have different needs when it comes to personalisation and optimisation Squiz works with multiple personalisation solutions including our own - and can help you solve the right problem

4 Takeaways See why the problems people are solving with personalisation are quite different See why personalisation solutions are quite different Using that information - better understand how you might choose the right approach for your organisation See how you can use simple tools to get started quickly - experiment, learn and improve

5 Focus Personalisation Contextualisation Customisation The individual Their context Their preferences Apps Web Social Remarketing Content

6 Personalisation is different for different organisations

7 Personalisation Strategy Content strategy Personalisation strategy Content marketing Marketing strategy

8 Who is involved Marketing strategy Information architecture Analytics Design Web development Digital strategy Content strategy SEO User testing and usability CMS Administration Marketing automation Content strategy Data Integration SEM Platforms

9 Marketing led Marketing IT Marketing strategy Digital strategy SEM Content writing Information architecture Analytics Content strategy Marketing automation SEO Design User testing and usability Data Web development CMS administration Integration Platforms

10 Technology led Marketing IT Marketing strategy Digital strategy Integration CMS administration Analytics Platforms Web development Data SEM Design Information architecture Content strategy SEO User testing and usability Content writing Marketing automation

11 Capabilities lost in the divide Marketing??? IT Marketing strategy Information architecture Web development Digital strategy Marketing automation Content strategy User testing and usability CMS administration Integration SEM Content writing SEO Design Analytics Data Platforms

12 Smaller scale Marketing Web Distributed IT Marketing strategy Web development Content writing CMS administration SEM Content management Platforms Digital strategy SEO User testing and usability Integrations Marketing automation Information architecture Analytics Content strategy Design Data

13 Comparing industry sectors Retail Services Transportation Media Healthcare Manufacturing and natural resources Communication Education Others Banking Wholesale trade Government Energy and utilities Insurance

14 ecommerce ecommerce has driven personalisation for 20 years Recommendations Machine Learning / AI Better understanding the individual

15 Media Recommendations Testing focus: A/B test of every change Quality of user experience

16 Optimisation Optimisation driven by sales Fast optimisation feedback loop Recommend: More or better Invest more in optimisation Sell more products Validate: Attribute to personalisation

17 Early adopters Complex organisations Focus Product based Focus Service based Optimisation Based on consumption - sell more stuff Optimisation Simplifying the user experience - service delivery Lifecycle Fast Lifecycle Slower Time Evolving for 20 years Time Recent focus ROI Easy to demonstrate ROI Hard to quantify Content Narrow Content Broad and deep

18 Narrow deep IA (ecommerce, media) Home page Product database

19 Larger IA Home page

20 Deep and Broad IA Home page

21 Government

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23 Higher education Prospective students Everyone else International Domestic Current students Staff Industry Under graduate Post graduate Under graduate Post graduate Study areas Study areas

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27 How to apply How to apply

28 Optimisation for complex organisations Optimisation driven by user experience Simplify the user experience More conversions or better service delivery (harder to attribute) Validate with user testing Invest more in optimisation?

29 Personalisation solutions

30 Personalisation solutions 1. SaaS plugins 2. Marketing Automation systems 3. CMS based

31 SaaS plugins 1. Google Optimise 2. Optimizely 3. many others

32 SaaS plugin Your website CMS User < /> SaaS Personalisation service Content Editor User profile Targeting logic A/B testing

33 Marketing automation 1. Marketo RTP 2. Other Marketing Automation platforms

34 Marketing automation Your website CMS User < /> Marketing automation service Other campaign content Marketer User profile Targeting logic

35 CMS based 1. Custom build 2. CMS tools

36 CMS based Your website CMS User User profile All web content Enterprise Search Content Editor Marketing automation service Targeting logic Testing tool User data hub

37 An updated Squiz approach for CMS based personalisation

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49 Personalisation Extension 1. Make simple personalisation simple 2. Personalise your content, where your content lives 3. Will launch in the Squiz Marketplace

50 Questions?

51 Thank You