personalization with magnolia: create relevant customer experiences
DESCRIPTION
How can you make your website more relevant to your audience? Magnolia CTO, Phillip Bäfuss answers this question by introducing personalization in Magnolia 5.3.TRANSCRIPT
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PERSONALIZATION
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PHILIPP BAERFUSSMAGNOLIA CTO
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CATCH UP
NEW FEATURES
STABALIZE
5.35.25.15.0
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WE NEED PERSONALIZATION!
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JOURNEY
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UNDERSTANDING
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Brochure
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Brochure Targeting
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Brochure Targeting Individual
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Personalization
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Personalization
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
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Personalization
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
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Personalization
ImplicitBased on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
Behavior AnalysisBased on a visitor‘s journey so far:- tag content with „interests“- track pages a visitor goes to- create implicit profile from histograms- adapt content on pages accordingly- use data from ad networks to know more
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http://postitartists.com/wp-content/uploads/2013/12/postitwall.jpg
ESENCE
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Magnolia combines flexibility, efficiency and simplicity in a unique way.
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SIMPLICITY“Simplicity before understanding is simplistic; simplicity after understanding is simple.”
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TAKING THE TRAIN
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THE 4 TOOLS
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1) TRAITS
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age
Yên is an 18-year-old Vietnamese speaker.
languagetraits:
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Traits
Personas
Segments
Content Variants
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Traits
Magnolia (Out of the Box)
Traits
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Traits
Magnolia (Out of the Box)
CustomTraits
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Traits
Magnolia (Out of the Box)
Personalization Engine
CustomTraits
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Traits
Implicit
Based on what we can see in a visit:- new or recurring visitor- geo location of visitor- languages set in browser- date and time of visit- device type and its capabilities
Explicit
Based on an actual user profile given to us:- user registers a profile with us- user allows us to access a social profile- user profile is stored in an external system- profile reveals explicit, personal data
&
Magnolia (Out of the Box)
Personalization Engine
CustomTraits
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2) CONTENT VARIANTS
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DEMO
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Traits
Personas
Segments
Content Variants
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ORGANIZE!
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3) SEGMENTS
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7%
8%
10%
11%
29%
35%
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traits
rules
age >= 18interest incl. movieslocation of visit = China
segment
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DEMO
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Traits
Personas
Segments
Content Variants
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4) PERSONAS
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Age = 37
Sex = male
Technical Philipp
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DEMO
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+
Date
Location
DevicePhilipp
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DEMO
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Traits
Personas
Segments
Content Variants
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LEVERAGE WHAT WE HAVE
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Content Apps
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Content Apps
Categorization
++
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Content Apps
Categorization
++
Dynamic Components
++
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USE THE TRAITS IN YOUR TEMPLATES
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MARKETING TAGS
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<script type="text/javascript"> var google_conversion_id = 123;</script>
123<head>
<body>
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DEMO
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ON PERFORMANCE
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OPTIMIZE THE CACHECache KeyCache PolicyCache Filter
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WHAT IS SLOW?
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POST CACHING
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CACHE RENDERING
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EDGE SIDE INCLUDES (ESI)
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PERSONALIZATIONARCHITECTURE
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+ +
4 TOOLS LEVERAGE MARKETINGTAGS
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4 Tools
Preview
Marketing Tags
Caching
More Traits
Content Pools
OUTLOOK
Multivariate Testing
Content Inheritance
Behavior Analysis
NEXTDONE
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FEEDBACK
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THANKYOU!