I had the honour of doing a talk at Codegarden this year (2016) on the hot topic of Personalisation, an area that we're working heavily within at present. Personalisation being one facet of what we like to call Experience Management - a process of defining and delivering the most appropriate, relevant and contextually aware content to our users, across multiple channels (both online and offline) to encourage and nurture conversion and engagement. Again, Personalisation being a single piece of the Experience Management puzzle, complemented by A/B testing, email marketing, marketing automation and behavioural profiling.
The benefits of an effectively managed and successful Experience Management (XM) project also being the problem or cause of many failed projects. If unplanned and if implemented without the proper strategy in place, XM can considerably decrease the things we are trying to increase. In trying to create a more personalised experience it's very easy to create a confused experience through the implementation of too many, complex conditions which dictate when and how content is delivered to the user (creating filter bubbles).
In my talk I cover why we need Experience Management, the problems that we can run into if we don't plan properly and thereafter how we should plan an XM project from start to finish to ensure that we are able to measure success (or failure) and nurture our users beyond the release of the project.
You can see my talk online below though (annoyingly) the first 2 minutes have been missed by the production company. It's therefore worth mentioning that the intro into the first slide being 'why do we need personalisation in the first place'. You can also find the slides from my talk on Slideshare: Personalisation - Small steps for big gains.
Our experience in this area being originally derived from the Sitecore Experience Platform which includes Personalisation, A/B testing, Engagement Analytics, Email Marketing and Marketing Automation tools in house (within the CMS). Through the use of third party tools, plugins and SAAS based applications like Marketo we're able to leverage such tools and deliver effective and successful XM projects through Umbraco.
I'll be following up with a more detailed blog to detail the content of the talk, describing the process and strategy that we use to execute an XM project; watch this space.