The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
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Content Modelling for Personalisation

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Introductory workshop to content modelling and personalisation. Learn how to design content for deliver contextually relevant, personalised experiences.

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Content Modelling for Personalisation

  1. 1. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling: For Personalisation Cleve Gibbon @cleveg / Kate Kenyon @kate-kenyon Confab Intensive, Sep 2015
  2. 2. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Introduction
  3. 3. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Introduction Content Modelling 101 Content Modelling Exercise Caffeine break Personalisation 101 Personalisation Exercise Discussion 15 mins 30 mins 30 mins 15 mins 30 mins 30 mins 30 mins Thank you Shutterstock
  4. 4. 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
  5. 5. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Workshop Description Today, personalised experiences are cursed by the digital three wise monkeys. • We hear this: personalisation helps us win and retain customers. • We see this: poor, inconsistent and non-personalised customer experiences. • We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience. How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved? What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content modelling for personalisation brings. • Learn how to approach personalisation conversations around content. • Understand how to evaluate and critique content models for personalisation. • Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences. • Work with your industry peers to self-organise and work in cross-disciplinary teams.
  6. 6. 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 to designing structured content for personalisation.
  7. 7. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Who am I? • ‘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
  8. 8. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Who am I? • ‘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.
  9. 9. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Say hello!
  10. 10. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Why did you choose our workshop?
  11. 11. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 What issues or challenges have you had with personalised content or content modelling?
  12. 12. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 What is the one thing you want to take away from our workshop?
  13. 13. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling 101
  14. 14. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Why content model? enhance author experience shared language content modelling build x-discipline teams APIs for access define structure add meaning Align Thinking http://www.slideshare.net/cleveg/why-content-model better manage content (CMS) …
  15. 15. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 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
  16. 16. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Deliver Content-Driven Experiences Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner to deliver contextually relevant, personalised experiences. WhatHow Why
  17. 17. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Context Personalised Experience Content Services Content Personalised Experience Content Engine Intelligent Content Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner Please Model Your Content Here!
  18. 18. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 http://www.markboulton.co.uk/journal/structure-first-content-always You can create good experiences without knowing the content. What you can’t do is create good experiences, without knowing your content structure.
  19. 19. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling Benefits: A few 1. Adaptive Content – to enhance the “flow” of content. 2. Responsive Design – to display content across multiple devices. 3. Author Experience – to create smart, author friendly, interfaces.
  20. 20. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Adaptive 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)
  21. 21. 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 adaptive content to transform and transport everywhere it needs to be.
  22. 22. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Responsive Design http://mediaqueri.es/
  23. 23. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 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
  24. 24. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Author Experience Give authors rich experiences for producing content.
  25. 25. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content modelling provides early and continuous access to content structure to define and design the best experience for authors to create great content. Structured Content Content Model Authoring Interfaces understands creates
  26. 26. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 26 ©2014 All rights reserved. Author Experience Experiences that enforce and make taxonomy accessible.
  27. 27. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 27 ©2014 All rights reserved. Author Experience Experiences that facilitate search and the reuse of structured content.
  28. 28. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Summary of benefits • Adaptive 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 intelligent content. • All these benefit Personalisation too.
  29. 29. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Discussion How does this fit within your part of the world?
  30. 30. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 The Content Model
  31. 31. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 A content model is a formal representation of structured content as a collection of content types and their inter-relationships.
  32. 32. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Chart Song Album Page Artist Profile
  33. 33. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  34. 34. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  35. 35. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  36. 36. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Design-Time: Type, Attributes and 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, inheritance, association, depending on the level of detail. Event Venue name logo description address capacity cost name logo summary organiser start date end date
  37. 37. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Run-Time: Content Items Event name logo organiser start date end date Content ItemContent Type Instantiate Event name logo organiser start date end date Copy Structure Event name logo organiser start date end date TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Values Event: Summer Olympics name logo organiser start date end date TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Name
  38. 38. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Packages
  39. 39. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 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.
  40. 40. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling By Example
  41. 41. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content modelling is the process of creating a content model to add structure and meaning to information.
  42. 42. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling: 3 Simple Steps 1 2 3 Define each content type and their attributes. Refine how content types relate to one another. Mine all the different types of content.
  43. 43. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Remember to… …value content modelling over the content model.
  44. 44. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Group Content Modelling Session 30 Mins
  45. 45. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Member Review EpisodeSeriesMovie * * ** * movieReviews related seriesEpisodes seriesReviews
  46. 46. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie Series Episode MemberReview title duration synopsis cast director starring genres moods keywords longDescription audio subtitles movieReviews memberRating netflixProduction minutesWatched title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription seriesEpisodes audio subtitles seriesReviews memberRating netflixProduction minutesWatched title year duration synopsis imageTeaser maturityRating memberRating season sequence imageTeaser rating description reviewAsset feedback
  47. 47. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Our ‘Netflix’ Content Model • Mined out the content types. • Defined attributes for content types. • Refined relationships between content types. Member Review EpisodeSeriesMovie * * ** * movieReviews related seriesEpisodes seriesReviews Now think… • Author Experience • Adaptive Content • Responsive Design • Content APIs • Personalisation
  48. 48. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 And remember… …No model survives first contact with real content. http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
  49. 49. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation 101
  50. 50. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Mutually beneficial connections
  51. 51. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation: an invitation to connect, not a demand
  52. 52. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation isn’t about abuse of information (Not a strictly accurate headline, but you get the point…)
  53. 53. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Reasons 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
  54. 54. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Clues to identify those needs • Persona approach Where two or more audience personas are accessing the same piece of content, looking for difference elements of information • Top Tasks approach Where a key customer task has an outcome that is subject to their own personal taste or preference
  55. 55. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation How much can you do?
  56. 56. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 How much personalisation can you do? received data collected data given data ANYONE JUST YOU CONTEXT PERSONALISATION GENERAL SPECIFIC TO YOU
  57. 57. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Received data http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
  58. 58. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Collected data
  59. 59. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Given Data
  60. 60. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation How much can you do: Netflix
  61. 61. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Top Task – the personalisation rationale “I want to find a film or TV show that I will enjoy watching right now”
  62. 62. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Received Data
  63. 63. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 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
  64. 64. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  65. 65. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  66. 66. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  67. 67. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results
  68. 68. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results
  69. 69. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results    
  70. 70. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 …but not everywhere
  71. 71. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 …but not everywhere
  72. 72. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Exercise! Use the data sets to extend the content model, so that users can more confidently choose a film they like. Work as a table group, and report back 30 Mins
  73. 73. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Wrap Up
  74. 74. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Parting Thoughts • Content modelling enables you to do as much personalization as your users need • Content modelling and personalization are continuous activities, not ‘fire and forget’ • Content strategists are the best people to design content with personal data. If not you, then who?
  75. 75. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 The Parking Lot Did we miss anything? 5 Mins
  76. 76. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  77. 77. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Resources • http://www.clevegibbon.com/content-modeling • http://www.slideshare.net/cleveg/why-content-model • http://www.slideshare.net/cleveg/content-modelling-2013-lite
  78. 78. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Advise. Deliver. Support. cleve.gibbon@cognifide.com | kate.kenyon@cognifide.com

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