dear firstname lastname: personalization & content targeting
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D E A R F I R S T N A M E L A S T N A M E : P E R S O N A L I Z AT I O N & C O N T E N T TA R G E T I N G
W O R D C A M P N E W YO R K 2 0 1 7
@jeckman | #wcnyc
https://2017.nyc.wordcamp.org/
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P E R S O N A L I Z AT I O N
@jeckman | #wcnyc
https://alex.blog/2012/05/21/wordpress-license-plates/
Delivering a unique experience to each individual user (or segment of users)
Adapting portions of the experience on the basis of explicit user choice or implicit user
behavior
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C O N T E N T TA R G E T I N G
@jeckman | #wcnyc
Delivering content designed to address a specific market niche or interest
Designing an experience to maximize delivery of content relevant to specific interests
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I M P L I C I T / E X P L I C I T
@jeckman | #wcnyc
• Implicit User Behavior:
• Geolocation
• Referrer
• Device / user-agent
• Previous requests
• Explicit User Choice:
• “Areas of interest”
• Newsletter signups
• Registration & login
• Previous requests?
https://michaeltorbert.wordpress.com/2010/09/10/wordpress-audi-spotted/
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E X A M P L E S
@jeckman | #wcnyc
• Referred by newsletter - update CTA
• Referred by social, highlight channel
• Update imagery / content target based on paid campaign
• Targeted landing pages for audiences
• Content surfacing (related, recommended)
https://www.flickr.com/photos/seo2/3356755986
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E X A M P L E S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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https://www.ondeck.com/
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O T H E R P L AT F O R M S
@jeckman | #wcnyc
https://www.sketchport.com/drawing/5062455570989056/luke-skywalker
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@jeckman | #wcnyc
http
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AC Q U I A L I F T
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W O R D P R E S S O P T I O N S
@jeckman | #wcnyc
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https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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W O R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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W O R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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W O R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc
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C O D E YO U R O W N
@jeckman | #wcnyc
• Access contents of http request
• Set/check for presence of cookie
• Custom business rules based on implicit and explicit data
• Dynamic logic for alternative displays
• Be aware of performance impact
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C A U T I O N S
@jeckman | #wcnyc
• Start small and enhance slowly
• Don’t exceed your data / over-reach
• Avoid the uncanny valley
• Beware assumptions about intent
• Don’t break the web
https://www.pexels.com/photo/caution-danger-information-safety-258063/