personalization in higher education: start small and think big

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Personalization in Higher Education: Start Small. Think Big.

Eduweb 2014 – Baltimore

Jeff Cram @jeffcramISITE Design, Co-founder

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Source: https://www.threadless.com/product/2396/Math/

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http://www.uncg.edu/mat/sermon/2007/campusmap.jpg

The Venn diagram shared ‘round the campus

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Source: http://xkcd.com/773/

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“Things people go to the site looking for”

peo·ple /ˈpēpəl/ nounHuman beings in general or

considered collectively.

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“Things people go to the site looking for”

These people?

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“Things people go to the site looking for”

Or these people?

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“Things people go to the site looking for”

Or maybe these people?

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“Things people go to the site looking for”

How about this person?

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Source: http://xkcd.com/773/

aThings on a Universitywebsite

Parents

Prospective Students

Current Students

Media

Alumni

Things these

“people” are

looking for

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The case for personalization

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a“The more digital we get, the

more human we must be”Gatum Ramdurai, Google Creative Lab

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Personalization is trending(outside of EDU)

Source: Adobe Digital Roadblock Report

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“Amazon is so confident of its ability to personalize the site for each user that the company hardly ever creates classic customer-segment personas, such as ‘soccer moms’ or ‘gearheads.’ Such marketing standbys are too imprecise for Team Bezos.”

- Forbes, April 2012

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The personalization myth

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The web is made of people

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Personalization’s Perfect Storm

Content Strategy

Technology Management

Analytics & Testing

Customer Insight

Connected expertise

(Unicorns: Apply within)

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Start Small

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Thinking about Day 2

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Personalization starts with a hypothesis

If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric].

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The button test

??????

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The button test

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The winner

282% form conversion increase

57% site-wide lead increase

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Cumulative lift

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The homepage battlegroundWe’re moving the digital goal post

The homepage battleground

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Call-to-action targeting

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Types of Personalization

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What to Personalize?

Theme What is it? Key Dimensions

Geo targeting / location

Display specific content (text, images, downloads, apps, etc.) based on the user’s geographic location.

Geo-location, Referring domain, User preferences, Company, Campaign

Campaign .& landing experiences

Content is customized based on exposure to or engagement with a campaign, often on a landing page.

Campaign, Inbound channel, Recency, Lifecycle

Recommended content

Similar content is shown to the user based on content already viewed during that visit or a previous visit.

User preferences, Lifecycle, Referring domain, Campaign, Company, Industry

Lifecycle Content and calls to action are served up based on where a user is in the journey or buying cycle.

Lifecycle, User preferences, Recency

Account/industry Display industry-specific content, company-specific content, or competitor-specific content after identifying the company and/or industry of the user.

Industry, Company, Referring domain

Call to actionMessaging, tag lines, and calls to action on the site are customized and change based on user behavior, preferences, and response rate.

Geo-location, Industry, Company, Campaign, Inbound channel, Engagement score, Referring domain, Lifecycle, User preferences, Recency

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International students require different experiences

http://chronicle.com/blogs/planet/2012/04/08/new-twists-in-online-recruiting-of-international-students/

“International students are often in an online wilderness as they search for universities to apply to…they run into confusing websites…and contact us pages that may not effectively connect them with admissions counselors.”

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Personalization in the Wild

Source: Non Linear case study presented at Digital Pulse 2013http://www.cmsmyth.com/2013/10/customer-experience-management-is-getting-real

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Segmentation and geo-targeting

SolarWorld Americas increased conversion by 200% with audience segmentation and geo-

targeted landing pages

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Better Experiences for Stealth Applicants

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Engagement Scoring

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Personalized portals

Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-community

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Connected to the student journey

Source: http://www.slideshare.net/gbegin/its-not-all-about-facebook-defining-your-own-private-community

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Measuring success:Our window to the world

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“All data in aggregate is crap.”

- Avinash Kaushik, Google

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Analytics segmentation

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Group exercise

If we can deliver this [content] to this [segment] at this [touchpoint], then we can improve the experience by measuring this [metric].

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Think big

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If we connect and extend our pre-launch customer-insight thinking to post-launch management, then we can significantly improve the performance of our digital programs and value to our users.

The hypothesis

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Pre-launch: We love users!

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Post-launch: Argh, the technology!

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Digital Pulse - October 17, 2013

Jeff Cram @jeffcramCo-founder ISITE DesignPublisher, CMS Myth

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Technology pain

Customer gain

Website launch

Bending the launch curves

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Mapping the Student Journey

Source: http://wagner.nyu.edu/students/journey/guide.php

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Starting with people

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Documenting the journey

All of the steps the customer takes

All of the touchpoints the customer interacts with

Stevereceivesstatementin mail

throwsstatement on desk &ignores

sees chargethat lookswrong

logs into website

tries to getdetails about charge

looks forcustomerservicenumber

callscustomerservice

talksto CSR

tweetsinfrustrationopens &

reads statement

paperstatementenvelope website

mobilephone IVR

Twitter

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Prioritizing experiencesBusiness Benefit

Customer Benefit User Impact Overall

Scale 1=low, 2=medium, 3=high@jeffcram | @ISITE_Design | #eduweb14

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Assessing feasibilityIdea Effort Status Clarity Risk

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Aligning with Student Lifecycle Management initiatives

“Supporting learners during every stage of the student lifecycle is a “must have” competence, required of any successful higher education institution in today’s demanding environment. Providing a valuable experience at every stage of the student lifecycle allows institutions to advance their mission and achieve strategic goals in the areas of growth, intelligence, quality, and efficiency.”

http://www.hobsons.com/blog/blog-detail/the-importance-of-student-lifecycle-management

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Student Lifecycle Management

“Known as “Student Lifecycle Management” (SLM), this initiative now involves 10 different committees of faculty and professional staff working to instill a new approach focused on building relationships with students that start years before they come to Drexel and continue through and after graduation.”

http://www.drexel.edu/now/features/archive/2014/January/Student-Lifecycle-Management/

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a“A tool used for experience design is now an important input to strategy.”

~ Christine Chastain, R/GA

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Thank you

Jeff CramISITE Design617-401-2295jcram@isitedesign.com

ISITE Designwww.isitedesign.com

CMS Mythwww.cmsmyth.com

Delight 2014 Conferencewww.delight.us/conference

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