An overview of introduction to, and overview of, personalisation and measurement.

1. Personalisation &
Measurement:
An Introduction
Farooq Ansari
Reading Room Manchester

2. A Tangled Web
WEB DATA INSIGHTS EFFICIENCY

3. Personalisation
A means of enhancing the visitor experience to a
website by elevating certain functionalities

4. Personalisation: It’s Important
52% of digital
marketers agree
that the “ability to
personalise
content is
fundamental to
their online
strategy”
41% are
committed to
providing a
personalised web
experience

5. Personalisation: It’s Important
50%
32%
33%
27%
6% 42%

6. Personalisation: Factors
contributing to its rise
• Fall in the cost of
deployment
• More crowded market
• More content

7. Personalisation: What sets a
personalised site apart?
STANDARD SITE:
PRESENTS THE SAME
CONTENT TO ALL USERS
– REGARDLESS OF
PROFILE, PREFERENCES
AND BEHAVIOUR
PERSONALISED SITE:
THE USER EXPERIENCE IS
CHANGED TO BE
DIFFERENT TO EACH
USER BASED ON PRE-
DEFINED FACTORS

8. Personalisation: the different types
PERSONALISATION
PRESCRIPTIVE
EXPLICIT
IMPLICIT
EXPLICIT &
IMPLICIT
ADAPTIVE

9. Personalisation: General
characteristics
• Rule-based & triggered by interactions with a
user
• Insight into a user can come from various
factors
• A business logic is integrated into a website
and, when triggered by a user’s activity, it
changes the static display of content to match
the visitor

10. Personalisation: EXPLICIT
PASSIVE
User able to customise/tailor or otherwise set
up features
“Passive” in the sense that they may or may
not choose to set up accordingly
E.g. Early Yahoo!
+ Easy to set up
- Too many log-ins
SEGMENTED
User given a profile which determines what
content will be shown
Often used by marketers to create specific
groups
A good way of creating an extranet environment
+ Great for sites with a lot of content
- More onerous from an admin perspective

11. Personalisation: IMPLICIT
“BEHAVIOURAL TRACKING”
The clicking activity of a website visitor is tracked and monitored
Every incremental click is then used to determine the content
received by the visitor
e.g. Amazon
+ No log-in or other details necessary
- In maintenance terms, this is the most labour-intensive to
maintain & th most involved

12. Personalisation: HYBRID
“THE BEST OF BOTH WORLDS”
Where a visitor on a passive or segmented site could have
implicit tracking applied at a particular stage of their journey
Alternatively, an implicitly tracked user could be asked to
register for an “explicit experience”
e.g. ebay
Pros and cons: A combination of explicit and implicit

13. Personalisation: ADAPTIVE
“THE SYSTEM CREATES THE PROCESS”
Where the system itself creates the logic that determines what content to display
Incremental behaviour of website users is analysed to model a 'user' or 'user type' and
the system uses this knowledge gained to personalise content displayed automatically
Predicts the content that a visitor is looking for based on incremental behaviour
e.g. Baynote, Google, Amazon
+ Does not require setting up, and a great choice for organisations who could benefit
from personalisation but lack the in-house resources to effect it
- Complex tech underpins its operation; still in its infancy

14. Personalisation: Trends
THE RISE OF MOBILE
BEHAVIOURAL
TARGETING
BIG DATA
CLOUD/SaaS

15. Personalisation: Overview
• Here to stay
• Those already using it
will improve their
systems
• The rise in
personalisation part of
a broader paradigm
shift in tech landscape

16. Measurement
QUANTITATIVE:
THE “WHAT”
QUALITATIVE:
THE “WHY”
YOU
NEED
BOTH

17. Measurement: Analytics
...is the measurement, collection, analysis and reporting
of internet data for purposes of understanding and
optimizing web usage.
-Official DAA definition

18. Measurement: Analytics:
The Key Questions
WHO
WHERE
WHAT
HOW
A BETTER
EXPERIENCE
FOR USERS

19. Measurement: What You Need To
Remember
THERE ARE NO
INDEPENDENTLY
MEANINGFUL
METRICS
ANYTHING CAN
BE A SOURCE OF
DATA
THE TRUTH LIES
IN THE CONTEXT

20. Measurement: The Need For
Context
Metrics are only meaningful when
interconnected...

21. Measurement: The Latest Trends
BIG DATA
MORE DATA
SOURCES
SOCIAL MEDIA
MORE
PLATFORMS

22. Measurement: What We Can
Expect
• Universal analytics
• Attribution Modelling Tool
• Cost Data Import
• Customer Lifetime Value
• Recency, Frequency and Monetary Value
• Custom Dimensions/Metrics
• Mobile

23. Measurement: The qualitative tools
The most important data point: how
customers/visitors interact with your web
presence
An ongoing process...

24. Measurement: Measurement &
Personalisation
REAL-TIME,
INSTANTANEOUS
ANALYTICS
CAPABILITY
PERSONALISATION
GOOD ANALYSIS
OF DATA
CLARITY &
UNDRSTANDING

25. Measurement: Overview
CONTEXT
SOPHISTICATION FRAGMENTATION INTEGRATION
MORE
ADVANCED
ANALYTICS

26. Conclusion
#1
There are increasingly sophisticated approaches
to both web personalisation and web
measurement

27. Conclusion
#2
This is necessary as we live in increasingly
complex times: more data, more devices, more
users, more content

28. Conclusion
#3
This complexity has an upside, as it will allow us
to derive greater value and understanding,
increasing ROI whilst delivering a far better user
proposition

29. Conclusion
#4
A “win-win” scenario for site owners and users –
it’s not just about a better site; it’s about a
better business