WordPress is the dominant CMS of the web, but still struggles to find acceptance in many Enterprises. One reason is the lack of clear paths for personalization and content targeting – features which are heavily promoted in platforms like Adobe Experience Manager and (especially) Sitecore’s Experience Platform. This talk covers what personalization and content targeting are and multiple ways of achieving both using WordPress as the underlying CMS, as well as of the dangers of personalization projects and ways they can go wrong.

1. D E A R F I R S T N A M E L AS T N A M E :
P E R S O N A L I Z AT I O N & C O N T E N T TA R G E T I N G
WO R D C A M P N E W YO R K 2 0 1 7
@jeckman | #wcnyc
https://2017.nyc.wordcamp.org/

2. P E R S O N A L I Z AT I O N
@jeckman | #wcnyc
https://alex.blog/2012/05/21/wordpress-license-plates/
Delivering a unique experience to each
individual user (or segment of users)
Adapting portions of the experience on the
basis of explicit user choice or implicit user
behavior

3. C O N T E N T TA R G E T I N G
@jeckman | #wcnyc
Delivering content designed to address a
specific market niche or interest
Designing an experience to maximize delivery
of content relevant to specific interests

4. I M P L I C I T / E X P L I C I T
@jeckman | #wcnyc
• Implicit User Behavior:
• Geolocation
• Referrer
• Device / user-agent
• Previous requests
• Explicit User Choice:
• “Areas of interest”
• Newsletter signups
• Registration & login
• Previous requests?
https://michaeltorbert.wordpress.com/2010/09/10/wordpress-audi-spotted/

5. E X A M P L E S
@jeckman | #wcnyc
• Referred by newsletter - update CTA
• Referred by social, highlight channel
• Update imagery / content target based on paid campaign
• Targeted landing pages for audiences
• Content surfacing (related, recommended)
https://www.flickr.com/photos/seo2/3356755986

8. E X A M P L E S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

10. https://www.ondeck.com/

11. OT H E R P L AT F O R M S
@jeckman | #wcnyc
https://www.sketchport.com/drawing/5062455570989056/luke-skywalker

12. @jeckman | #wcnyc
https://www.sitecore.net/solutions/personalization-segmentation

13. AC Q U I A L I F T

14. WO R D P R E S S O P T I O N S
@jeckman | #wcnyc

15. https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

16. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

17. https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

18. https://en.wikipedia.org/wiki/Headless_Horseman

19. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

20. WO R D P R E S S O P T I O N S
https://en.wikipedia.org/wiki/Headless_Horseman
@jeckman | #wcnyc

21. C O D E YO U R OW N
@jeckman | #wcnyc
• Access contents of http request
• Set/check for presence of cookie
• Custom business rules based on implicit and explicit data
• Dynamic logic for alternative displays
• Be aware of performance impact

22. C AU T I O N S
@jeckman | #wcnyc
• Start small and enhance slowly
• Don’t exceed your data / over-reach
• Avoid the uncanny valley
• Beware assumptions about intent
• Don’t break the web
https://www.pexels.com/photo/caution-danger-information-safety-258063/

23. T H A N K S !
@jeckman | #wcnyc
john@10up.com