Presenter: Dirk Arend, Senior IT Manager, Aperto Providing visitors with a tailored experience is important and crucial for the success of many types of B2C and B2B sites. In this presentation, Dirk will show how Magnolia's personalization tools can be extended to dynamically deliver content to different visitor segments. Furthermore, he will showcase an integration of external data sources for rendering user specific variations of components. Using this method, Dirk will show it is not necessary to create variations of pages, thus streamlining content editing and management.

1. Advanced
Personalization
Magnolia Conference 2015, May 7th, Silicon Valley

2. 2
About me
Dirk Arend
Senior IT Manager
§ Software-engineering background
§ Joined Aperto in 2011
§ Now leading a technology team for Aperto PYCO
§ Experienced in complex Magnolia projects for
clients in the U.S. and Europe
§ Always interested in new technologies for realizing
web solutions

3. Some facts about
Aperto PYCO
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4. Aperto PYCO
Is a joint venture of Aperto and the PYCO Group after a partnership of many years
Provides creative, strategic and technical skills to bring clients to the next level
Has a growing team which is specialized for the most complex Magnolia projects:
State-of-the-art services for Magnolia development
§ Java engineers
§ Frontend developers
§ System architects
§ Business analysts
§ Quality managers
§ IT project managers
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5. BERLIN
MIAMI
DUBAI
BEIJING
HO CHI MINH CITY
Continents covered
BASEL
The Right Partners for the Digital Age
20
Years servicing digital
agencies and
Fortune 500 companies
700+ Employees
World-wide
PARIS
BRUSSELS
HONG KONG
SEATTLE
NEW YORK
NAIROBI
JOHANNESBURG
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Development centers in Ho Chi Minh City and Berlin
Aperto Group PYCO GroupAperto PYCO
Offices around the globe
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6. Why is personalizing
your website
important
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7. „„74% of online consumers
get frustrated with
websites when content
appears that has nothing to
do with their interests.
Source: 2013 Online Personal Experience Study, by Janrain
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8. Typical reasons for low user engagement
Static audience
group for all
visitors
Individual user
interests are not
considered
One site
behavior for
various contexts
Less relevant
content is
delivered
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9. How to create a
dynamic web
experience that
speaks to the
audience
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10. Advanced
personalization
with Magnolia CMS
by Aperto PYCO
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11. Objectives for advanced personalization
Deliver the right message
at the right time to the
right audience.
Providing best matching
content
Analyzing user context and
user behavior
Using a variety of external
data sources
Optimizing content in real time
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12. Proof of concept for advanced personalization
Optimizing user
segmentation with
custom traits
Managing
personalized content
on component level
Previewing dynamic
content in Admin
Central
Understanding user
interests with
social login
Using customer
behavior for
automated
recommendations
Improved
retargeting with
connected CRM
Efficient toolset for enhancing Magnolia CMS
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13. Proof of concept applied for news website
Use case
§ Providing most relevant news
to individual users
Business goals
§ Higher customer engagement
§ Increase revenue generation
Implementation
§ Various enhancements for
content personalization with
Magnolia 5.3
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Custom
messages
Individual
recommendations
Localized
content

14. Optimizing user
segmentation with
custom traits
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15. User segmentation with custom traits
Magnolia CMS already provides a set of traits to target a website visitor
Segmentation results are optimized with additional custom traits
Achieving a more personal website experience
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location
user agent
User
context browsing
history
User
behavior
age
gender
interests
Social
media
account type
date of account
creation
CRM

16. Managing personalized
content on component level
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17. Standard personalization on page level
Content variants are created on
page level
Traits and segments are
assigned to an entire page
One page copy must be edited
for each audience group
Functional scope of Magnolia CMS 5.3
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18. Advanced personalization on component level
Creating duplicate content is no
longer necessary
One content page can be used
for diverse audience groups
Well known editing process for
personalization of components
Enhancements for Magnolia CMS
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4 component variants
for several IP locations

19. Assigning traits to components
New “component box” is
introduced
All component variants are easily
managed in a tabbed box
Each tab provides content for
one audience group
Traits and segments are directly
assigned to a tab
Efficient process for editing personalized content
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20. Implementation of personalized components
Steps during rendering process:
1. Collecting assigned traits of all variants in a component box
2. Comparing traits with context of incoming page request
3. The first matching component variant is displayed
4. If no match is found, a component variant without assigned trait
is displayed
Code changes are limited to rendering model of component box:
§ No changes in CMS core
§ Magnolia CMS can be updated without limitations
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21. Previewing dynamic
content in Admin Central
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22. Preview of personalized components
Setting up personas with all
available (custom) traits
Previewing pages by selecting
personas and traits
Only matching component
variants are displayed
Using Magnolia CMS for valuable tests before publishing content
22

23. Understanding user
interests with
social login
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24. Advantages of integrating a social login
Customer gets easy access to member areas
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Magnolia CMS retrieves latest social profile each time the user signs in
Value of customer profile increases significantly with social interests
Users’ content consumption can be predicted with increased accuracy

25. Understanding user interests with Facebook
RESTful webservice of Facebook
Graph API provides profile
information:
These custom traits are used for
delivering personalized content
Customers are retargeted with
unique ID of Facebook profile
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§ Location
§ Interests
§ Gender
§ Age

26. Using customer
behavior for automated
recommendations
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27. Increasing content consumption with
automated recommendations
Teaser carousel is automatically
filled with personalized content
Recommendations are
determined by applying
browsing behavior of user
No manual efforts for selecting
content
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Recommendations
based on custom trait
“News Interests”

28. Real-time recommendations with
behavioral targeting
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Magnolia CMS
updates user
statistic about news
interests
Magnolia CMS
determines content
pages which fit to
current user interests
Page is delivered
with most relevant
recommendations
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3
User requests a
webpage which is
tagged with news
categories
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29. Improved retargeting
with connected CRM
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30. Building a unified view of customer data
Segmentation is more successful with combined user data of various sources
Magnolia CMS is connected via REST service to CRM OpenCRX
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Customer data is enhanced with additional targeting criteria
Returning users are recognized by existing account in OpenCRX
All targeting information is stored in a single database

31. Connecting Magnolia CMS to OpenCRX
Social identity is linked with
account in OpenCRX
Accounts are automatically
created
Each account contains targeting
criteria of various sources
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Customer
management
Social
network
Browsing
behavior

32. Overview of advanced personalization
Social media
profile
Unified view of
customer information
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User context
and browsing
behavior
Data sources for
user targeting
Personalized
website
Logic for aggregating
most relevant content
Combined data for
user segmentation
Latest user
information

33. Contact
Dirk Arend
Senior IT Manager
dirk.arend@aperto-pyco.com
Aperto PYCO
www.aperto-pyco.com
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