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- 1. Content Modelling for Personalization Cleve Gibbon Kate Kenyon Confab Intensive 2016
- 2. Hello, we’re pleased to meet you
- 3. Cleve Gibbon ‘70s – hyperactive child to nightshift nurses ‘80s – designer, come gamer, and console hacker ‘90s – student, lecturer, modeler and UI developer ‘00s – platform developer / architect building trading & platforms ‘10s – consultant in content, platforms, experience management to operationalise client promises I work equally across the business, content and technology to create engaging platforms to better serve our customers
- 4. Kate Kenyon ‘80s – bookish child of an IT dev and a PM ‘90s – linguist, magazine writer ‘00s – marketer, journalist, CMS wrangler, technologist, content strategist Today, I work across content and technology to help businesses make content a genuine asset.
- 5. Here’s the plan for today
- 6. What we will cover • Content modeling: what is it, why do it, and what you’ll get out it • How to define and draw up a model • How to approach personalization • How to use a content model to plan and manage personalization
- 7. A timeline Introduction & Content Modeling overview How to model content Content models & Relationships Coffee! Personalization Modeling & Personalization 15 mins 30 mins 45 mins 15mins 30 mins 30 mins Q&A 15 mins Thank you to Shutterstock
- 8. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Use the Parking Lot
- 9. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 To better understand how to approach structured content and personalisation.
- 10. Content Modeling: what and why
- 11. Content Modeling: it’s part of better content This is where content modeling fits within your overall content ecosystem
- 12. The goal: deliver content-centered experiences Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner to deliver contextually relevant, personalised experiences. WhatHow Why
- 13. What do you get from model content? enhance author experience shared language content modelling build x-discipline teams APIs for access define structure add meaning Align Thinking better manage content (CMS) … http://www.slideshare.net/cleveg/why-content-model
- 14. Content architecture Content Context Users Content Wireframes, Blueprints Metadata, Taxonomy, Thesauri Labelling, Navigation, Search Content Inventories & Mapping Content Models, Author Experience, Workflow Structured, Reusable & Personalised Content Content Administration, Asset Organisation Role-Based Content, Permissions Content Scale, Storage, Analytics MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE Information Architecture Content Architecture
- 15. What can you do with modular content?
- 16. Single Souce, Multi Channel Content Don't get set into one form. Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water. Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot. Now water can flow or it can crash. Be water, my friend. Bruce Lee: A Warrior’s Journey (2000)
- 17. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Raw Self Describing Modular Content modelling enables content to be transformed and transported to everywhere it needs to be.
- 19. Content modelling is critical to continuously communicating the structure and meaning of content to and from designers. Content Model Web Developer Content Modeller Visual Designer CMS Engineer
- 21. Content modelling provides early and continuous access to content structure to define and design the best experience for effective production of great content. Structured Content Content Model Authoring Interfaces understands creates
- 23. Content modeling is critical to creating scaleable content that is personalized for individual audience Content Model User group 1 User group 4 User group 2 User group 3
- 24. Summary of benefits • Single source Multi Channel content uses the model to make content flow like water. • Responsive design uses it to best display within multiple devices. • Author enhanced interfaces use it to produce content efffectively. • Personalization uses it to make a direct connection to customers.
- 25. Let’s take a look at a content model
- 26. A content model is a formal representation of content as a collection of content types and their inter- relationships.
- 27. Chart Song Album Page Artist Profile
- 31. A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content. An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is. Event name logo summary organiser startDate endDate Content types and attributes
- 32. Content items Event name logo organiser startDate endDate Content ItemContent Type Instantiate Event name logo organiser startDate endDate Copy Structure Event name logo organiser startDate endDate TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Values Event: Summer Olympics name logo organiser startDate endDate TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Name
- 33. Model summary • Content models are formal representations of structured content. • Content models should be simple, clear and relevant. • Content models are the result of content modelling.
- 34. Making the model
- 35. Making the model
- 36. Mine and define! Content Types
- 38. Our ‘Netflix’ Content Types Mined out the content types. Defined attributes for content types. Now before we think… • Author Experience • Adaptive Content • Responsive Design • Content APIs • Personalization SeriesMovie Episode MemberReview Let’s talk Relationships
- 40. A content model is a formal representation of structured content as a collection of content types and their inter-relationships.
- 41. Design time: relationships A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content. An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is. A relationship defines how one content type relates to another. There are many different types of relationship (e.g. whole-part) depending on the level of detail. Event Venue name logo description address capacity cost name logo summary organiser startDate endDate
- 42. Event name logo summary organiser startDate endDate name logo description address capacity cost Venue What is my relationship to Venue? What is my relationship to Event? Let’s figure it out. We’re both adults here.
- 43. Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Dependency Relationship • Express a connection • Weak Semantics
- 44. Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Dependency Relationship • Express a connection • Weak Semantics • Name it eventVenue
- 45. Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Whole / Part Relationship • Strong semantics • A declaration of ownership • Binds together lifecycle eventVenue Whole • Owns the part • Venue is a part of Event • When the Event is destroyed, so too is the Venue Part • Owned by the Whole • Venue does not make sense without an Event • No Event. No Venue.
- 46. Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Aggregation Relationship • Strong semantics • A declaration of shared access • Lifecycle is not bound eventVenue Composite • Accesses the part • Venue is a part of Event • When the Event is destroyed, the Venue lives on Part • Accessed by the Composite • Venue makes sense outside of an Event • Venue can be part of multiple Events
- 47. Cardinality Event Venue 1 * For every event, there are zero or more venues Expresses the number of content items that can participate in a relationship between content types
- 48. Cardinality Examples Cardinality Alternative Description 0..0 0 Zero content items 0..1 Zero or one content items 1..1 1 Exactly one content item 0..* * Zero or more content items 1..* At least one content item 5..5 5 Exactly 5 content items m..n At least m but no more than n instances
- 49. Cardinality Examples Event Venue 1 0..1 Event Venue 1 * Event Venue1 5 Event Venue 0..1 * An event can have an unlimited number of venues Every event has exactly five venues An event can have unlimited venues, And an venue is linked to at most one event An event may or may not have a venue, but at most one
- 50. More Cardinality Examples Event Venue 1 1 Event Venue1 1..7 Every event has exactly one venue An event can have between 1 and 7 venues
- 51. Content relationships summary We have three relationships: • Dependency • Whole/Part • Aggregation Each relationship: • Give it a name, if required • Add cardinality, if required
- 52. Content models and relationships
- 54. Strengthen relationships Where appropriate, turn dependency relationships into either: 1. Whole/Part Relationships 2. Aggregation Relationships Content Type A Content Type B Whole/Part Relationship Content Type A Content Type B Aggregation Relationship
- 56. Cardinality Add cardinality to the relationships Content Type A Content Type B 1 Whole Many Parts *
- 57. Member Review EpisodeSeriesMovie * * ** * movieReviews related seriesEpisodes seriesReviews
- 58. Our ‘Netflix’ Content model 1) Mined out the content types 2) Defined attributes for content types 3) Refined relationships between content types Now think… • Author Experience • Adaptive Content • Responsive Design • Personalisation
- 59. And remember… …No model survives first contact with real content. http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
- 61. Personalisation
- 63. Personalisation: an invitation to connect, not a demand
- 64. Personalisation isn’t about abuse of information
- 65. When to do personalisation There is a clear, identified need amongst users for it • Diverse audiences with distinct content needs • Large number of similar products/content elements • Repeat customers who need to see their history • When recognition and loyalty is a clear part of the customer experience
- 66. Identifying customers Persona-based approach Where two or more audience personas are accessing the same piece of content, looking for difference elements of information Tasks-based approach Where a key customer task has an outcome that is subject to their own personal taste or preference
- 68. How much can you do?
- 70. Collected data
- 71. Given data
- 72. Building a data model in Netflix
- 74. Netflix: collected data Personal details: name, address, billing details Account details: • length of membership • frequency of use • what you watched • what day and time you watched • how much of it you watched • device(s) used
- 78. Using personal data in the Netflix model
- 79. How do we use that data? ME
- 80. Me, expressed as data Netflix member name address billingDetails membershipStartDate membershipFrequency membershipDevices genresPreferences moodPreferences memberWatched Collected data Received data Given data
- 81. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 memberReviews * Member reviews EpisodeSeriesMovie * * * * related seriesEpisodes memberReviews Member * * memberWatched memberReviews memberWatched
- 82. Personalizing the Netflix content model: results
- 85.
- 86. …but it’s not perfect
- 87. Netflix: you already know what I watched!
- 88. And what if I want to choose by actor?
- 89. Using a model for personalisation
- 90. Netflix User Task – the personalisation rationale “I want to find a film or TV show that I will enjoy that I haven’t seen before”
- 92. If memberComplete = yes, then DON’T SHOW IN FEED!
- 93. Netflix User Task – the personalisation rationale “I want to find a new film or TV show based on my favourite actors”
- 94. Search by actor
- 95. An Actor content type Actor name image bio isinMovies isinSeries isinEpisodes
- 97. ! Stop, think – where are you going to get the data? Don’t model with data you don’t have
- 99. A formula for fans IF Movies OR Series where (memberCompleted = yes AND starring = actor name X) >=3 instances THEN show Movies OR Series where (memberCompleted = no AND starring = actor name)
- 101. What would you do to make Netflix more personal to you?
- 102. Steps to take 1. Define a user goal – why use personalization? 2. Consider your model – what have data and content have you got? 3. Consider your options: – Use the existing model? – Extend the existing model? – Add to the existing model?
- 103. Use the data sets and the content model to extend Netflix’s content personalization. Work with your neighbours to help users improve their Netflix experience 30 Mins An exercise
- 104. How did you do?
- 105. That’s a wrap