Now more than ever as organisations we need to accelerate our digital engagement and use our content intelligently, sensitively and helpfully. One of the only ways to connect with customers is digitally, and so the challenge for us as brands is how do we deliver a relevant and engaging experience at scale? And, within that, how do we make sure that we're tailoring the right content, to reach our audiences in the right ways, at the right time? In this webinar, we'll discuss the importance of personalisation in delivering an outstanding customer experience and the challenges marketers face when it comes to delivering true one-to-one personalised journeys. We will then look how Episerver's new Content Intelligence and Content Recommendations can, through the power of AI, help marketers gain deep content insights and automate true one-to-one, personalised marketing at scale.

1. Creating Intelligent Content
How to automate one to one marketing at
scale in 2020
D I G I TA L & E X P E RI E NC E D E S I G N

2. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Agenda
Introduction
Let’s talk personalisation
What content should you invest in?
How do you recommend the right content, at scale?
So how do you get started?
Q&A

3. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Introductions
K E V I N M I L L E R
Head of Digital and Experience
Design
D A R R E N S T A H L H U T
Technical Director
R O B W E AV E R
CX Strategy & Design

4. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
The COVID normal
1 2 : 3 0 T U E S D AY L U N C H T I M E
W H E R E I S E V E R Y O N E ? ! !

5. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
~30%
They’re going online
25% Uplift
32% Uplift
51% Uplift
Increased
digital traffic
by around
YoY comparisons

6. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Let’s talk personalisation
Why, what and the challengesmarketersface
S E C T I O N 1
D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t

7. Lots of people talk about
personalisation, but what is it?

8. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
If we have 4.5 million
customers, we shouldn’t have
one store……
We should have 4.5 million
stores.
Jeff Bezos, 1998
CEO Amazon

9. Personalization is a process that creates a relevant,
individualized interaction between two parties
designed to enhance the experience of the recipient.
It uses insight based on the recipient’s personal data, as
well as behavioural data about the actions of similar
individuals to deliver an experience to meet specific
needs and preferences.
Gartner
“
“

10. Personalization is a process that creates a relevant,
individualized interaction between two parties designed
to enhance the experience of the recipient. It uses insight
based on the recipient’s personal data, as well as
behavioural data about the actions of similar individuals
to deliver an experience to meet specific needs and
preferences.
Gartner
“
“

11. Same But Different
Born in 1948.
Married to second wife.
Love dogs and holidaying in the Alps.

12. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
So what should personalisation be?
Data-Driven
Omnichannel
Dynamic
Targeted
Contextual
Built on data you
know about your
customers.
Should be uniquely
targeted to the
individuals needs,
goals & their intent.
Adapt content &
experience to
changing behaviour
and attributes.
Combined
across all your
customer
touchpoints.
Appropriateto the
customer’s stagein
their journey and
such things as time,
location, family
status for example.

13. That’s great buy why
should we do it?

14. “In a crowded marketplace, fitting in is a
failure. In a busy marketplace, not standing
out is the same as being invisible”
S e t h G o d i n , P u r p l e C o w : T r a n s f o r m Yo u r B u s i n e s s b y B e i n g R e m a r k a b l e
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t

15. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
There’s
too much
choice
We’re
time poor
Too much
noise
We are
easily
frustrated

16. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Improved
customer
experience
Increase in
revenue
Increases
customer
retention
Increases
brand
loyalty
https://www.pncdigital.com/personalization-in-all-aspects-of-marketing/
https://www.barilliance.com/impact-website-personalization-conversion-rates

17. What challenges are
we facing?

18. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What is one of the key challenges?
88%
per cent of
buyers/customerssay online
content impactstheir
purchasingdecision
12%
of marketers believe their
content marketing programs
target the right audiences
with relevant and persuasive
content.
https://www.cmo.com.au/article/671940/why-content-marketing-can-make-difference-vendors-amidst-covid-19-closures/

19. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
COVID-19 has also had some major impacts
https://insights.newscred.com/impact-of-coronavirus-on-marketing-teams/
2 56% of marketers indicated that managing shifting priorities or strategies as the top challenge.
4 42% of marketers lacked the bandwidth to quickly create new content.
5 40%+ of marketers indicated that managing realignment of budget & people resources is problematic.
3 70%+ of marketers expect notable increase in the creation of web content& virtual events.
1 87% of companies’ marketing teams are all working remotely.

20. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How to understand your content and
what to invest in?
How can the machine help you make these decisions.
S E C T I O N 2
D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t

21. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Everyone is striving for 1:1 personalised experiences
1:1 Journeys
Content differs by individual
e.g. Recommended for you
Managed by AI
One size fits all
Everyone sees the same content
e.g. Related blogs,
most recent news
Managed by developers
Rules based
Segmentation
Content differs by segment
e.g. By category
Managed by editors

22. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How can Episerver
Content Intelligence help?
E P I S E R V E R C O N T E N T I N T E L L I G E N C E

23. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Episerver Content Intelligence and Content Recommendations

24. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Tags all your content
automatically using NLP
Track goals and
interactions
Industry-leading NLP based
on 25M topics to
understand your content
Get answers via easy-to-
use dashboards
US treasury
bonds
fixed income
asset allocation
dollar
GDP growth ESG
retirement
401(k)
Interest rates
emerging markets
supply chain inventory
sensors
data center
robotics
warehousing
IoT
AI automation
3d printing
manufacturing
hiking
outdoors
GPS thermal insulation
hiking boots
tent
Grand Canyon
winter
seasonality

25. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Visitor
Journey
Interest
Profile
Tag all your content
automatically using NLP
Track goals and
interactions
Get answers via easy-to-
use dashboards
Interaction 1
Technology
Microsoft Dynamics
Digital Transformation
Artificial Intelligence
Interaction 2
Artificial Intelligence
Managed Services
Microsoft Dynamics
Digital Transformation
Goal Conversion
Form
Submit

26. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What you get: automated content audits
Tag all your content
automatically using NLP
Track goals and
interactions
Get answers via easy-to-
use dashboards
Know what your content is aboutautomaticallywithoutmanualtagging

27. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What you get: topic-level guidance on content strategy
Tag all your content
automatically using NLP
Track goals and
interactions
Get answers via easy-to-
use dashboards
Content strategydashboard:know your topic gapsvs. saturation points

28. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
So let’s dive in and
take a look at Episerver
Content Intelligence
E P I S E R V E R C O N T E N T I N T E L L I G E N C E

29. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How do you recommend the right
content at scale?
How can the machine help you deliver1 to 1 personalisation?
S E C T I O N 4
D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t

30. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Your challenge: how to decide who gets what
Visitors:
different needs
changing over time
Items:
hundreds of messages
updated frequently
Success probability
without intelligence:
less than 0.1%
Who
gets
what?

31. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
The manual rules-based approach can’t scale
One size fits all Manual Segmentation 1:1 JourneysTime&Effort
Decisions required
to stay relevant
Marketing team capacity
The decision gap

32. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How can you meet each customer’s individual needs?
Customer
Experience
& CRM
Microsoft
Dynamics &
Azure
What to show?
What if interests change?
What to show?
What if interests change?

33. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Our solution: Episerver Content Recommendations
Visitors:
dozens of needs
changing over time
Items:
hundreds of messages
updated frequently
Episerver Content Recommendations delivers
individual recommendations based on her unique
interests at that moment
1:1
Decision

34. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Customer
Experience
& CRM
Microsoft
Dynamics &
Azure
Content about
Microsoft Dynamics &
Azure
Content about
Customer Experience
& CRM
Automated
recommendations
basedonvisitor
interest
Automated
recommendations
basedonvisitor
interest
Understand each
visitor’s intent
Recommendbest content
based on relevance
Understand your
contentusing NLP

35. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Let’s see Episerver Content
Recommendations in action
E P I S E R V E R C O N T E N T R E C O M M E ND AT I O N S

36. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What tangible benefits can we help deliver for marketers today?
Increaseengagement at
a 1:1 level
Drive incremental
conversions
Save hundreds of hours
with no manual rules

37. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Pure Storage
Background
Pure Storage is a leading provider of
enterprise, all-flash data storage
solutions. With over 4,000 content
items published on their site, Pure
Storage needed a more scalable
approach to personalizing content for
target personas on their homepage
and across the site.
158%
Increase in CTRfor
repeat visitors
289%
Increase in gated
asset engagement
(form-fills)
0.25
# of FTE required to
fullyautomate 1:1
personalization
Solution
Episerver Content Recommendations
automated the delivery of relevant
content across the website - using a
mixture of content types including:
900+ blog posts, 200+ case studies,
and 100+ other assets.

38. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
S E C T I O N 6
How to get started?
D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t

39. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Why not dip your toe in the water with an
Episerver Content Diagnostics Trial
https://www.episerver.com/come-back-stronger/content-diagnostic-come-back-stronger/
Content Intelligence is a new package Episerver is launching
in response to COVID-19. This is a freeversion of the
Episerver Content Intelligence product and provides
content/marketingteams with the following benefits:
• Real-time content audit: what am I publishing across the
organization and what topics am I covering?
• Real-time engagement analysis: what are my digital
visitors interested in and how does that change over
time?
• Prescriptivecontent guidance: what topics should I focus
on via increased content production?

40. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How to get started?
Before we start defining a full personalisation program, we recommend a few key things.

41. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Four Pitfalls Prevent Personalisation Success
2
4
3
1 Lack of understandingof your customer
Fail to link personalisation objectives to a clear business
outcome
Don’t operationalize personalization through roles,
process, and governance
Assume one technology will solve all personalization goals

42. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Q&A
S E C T I O N 6
D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t

43. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Contact…
Australia:
Kevin Miller
Head of Digital & Experience Design
kevin.miller@empired.com
New Zealand:
Jo Healey
General Manager – Client Success
Jo.healey@intergen.co.nz

44. Thank you!
For more information please follow contact us here:
Linkedin.com/company/empired-ltd
Facebook.com/empiredltd
Twitter.com/empiredltd
Linkedin.com/company/intergen
Facebook.com/teamintergen
Twitter.com/teamintergen