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How do you “do” personalized experiences?

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

facing crowd

Personalization is hard, and not getting it right isn’t an option — we’ve all experienced what that can look like. Colin Eagan provides a road map — what an “experience designer” needs to do throughout the process from technology selection through to iterative improvement. 

B104. Designing Personalized Experiences 

It’s now estimated that some 45% of organizations have attempted to personalize their own homepage in some way — but fewer than a third think it’s actually “working.” If that scares you, you’re not alone: As personalization technology races from niche to mainstream, the design community is racing to catch up. It’s time for a UX intervention. This highly practical talk focuses on the role of experience designer in influencing user-centered personalization design, including technology selection, user data models, and, of course, wireframes. Specifically, it covers what the well-versed designer should know about the latest personalization technology; what to do when you get a request to “do personalization” (either at your organization or your clients’); how to fit personalized user content into a larger information design system; how to use your role in UX to influence technical product selection; grow to translate actual user needs into a real-time user data model (“living personas”); wireframe-level guidelines for introducing personalized components in web and email; and creating a measurement framework based on “quick-wins” and iterative improvement.

Monday, April 29: 2:15 p.m. – 3:00 p.m.


Colin Eagan

Colin Eagan
Principal, User Experience Design, ICF NEXT

 

 

Learn more & register with code FG19 for best available price

 

Diamond sponsors

Google Cloud
Gridspace
twilio
ZOHO

Platinum sponsors

SAP digital experience
Shufflr
 

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

Learn how to use data to navigate personalization vs brand marketing

Gilbane Boston 2017 bannerContent management, marketing, and digital experience

Featured session:
Customer Experience, Data, Personalization, and Brand Marketing

Marketers have a lot to figure out these days. They need to navigate between decisions about how much to focus on personalization versus brand marketing, determine what data they need for each, and how it will be acquired, analyzed, and utilized, and decide which marketing technology components they need to choreograph to support their goals. And all the while they need to ensure they will be improving the customer experience. This session includes two presentations looking at the role of data in overall marketing strategy and customer experience.

Wednesday, November 29: 10:30 a.m. – 11:30 a.m.

*Register today to save your seat and use priority code 100FG17 for an extra discount*

Phil Kemelor at Gilbane Conference
Moderator:
Phil Kemelor, Partner, VP-Client Services, MaassMedia

Aaron Kechley at Gilbane Conference
Aaron Kechley, SVP, Product Management, Marketing & Technical Solutions, DataXu
The Marketer’s Dilemma: Data Activation

Mark Smith at Gilbane Conference
Mark Smith, President, Kitewheel
Supporting Today’s Connected Consumer with the End-to-End Customer Journey

Gilbane Digital Content Conference
Renaissance Boston Waterfront Hotel, November 28 – 29, 2017

Is your personalization strategy up-to-date?

At last year’s conference the topic of personalization was hot, but much of the attention was on how hard it is and how easily it can go terribly wrong. As @jeffcram tweeted during the analyst panel, “I think the analysts at #Gilbane just stuck a fork in Personalization. So, what’s the next shiny object?”. In cooler moments there was much agreement that when personalization is done right it can work well — the resource/risk/reward calculation can be difficult and will differ between applications and audiences. In any case, personalization is not going away even as, or if, tracking and data collection is moderated by the increased use of ad/content/javascript etc. blockers, so marketers need to dig in and keep up. Personalization will certainly be discussed in many conference sessions this year, but especially in those below.

C6. Personalization: The Advanced Crash Course

Digital teams are often frustrated with the difficulty of getting their personalization practice beyond adding a few targeted components in their digital ecosystem. This is partially because it seems that inroads to the more advanced aspects of the personalization practice have been closely held secrets. Many organizations have had to reinvent the wheel, for lack of access to best practices. In this panel presentation, we will address that gap directly, with three personalization experts discussing what they consider to be the most hard-won aspects of their practice. For digital teams trying to enhance their game, this session will give unusual visibility into the challenges — and successes — of running more serious personalization programs within their organizations. Attendees of this session will receive an overview of topics for the “advanced course” in personalization and to get inspiration to move personalization activities forward.

Thursday, December, 3: 11:40 a.m. – 12:40 p.m.
Moderator: John Berndt, CEO, TBG (The Berndt Group)
Speakers:
Amanda Shiga, Vice President, Digital, Nonlinear Creations
Dave Ingram, Product Manager, Acquia

T2. Brain Science for Marketing to Digital Brains

In the battle for attention and engagement marketers need all the help they can get. Personalization is where the biggest hope lies but getting it to work is problematic, mainly because of the difficulty piecing together and making sense of the various customer data sources. This can be especially off-putting with real-time programmatic ads. Understanding a customer’s state of mind and emotions in real-time can help avoid or recover from a negative experience. There is already commercial technology that provides emotional state information using facial recognition software (Affectiva, for example), and marketers are already using it in campaigns.

Our brains are also changing to better adapt to the over-stimulating digital world we live in. Will our brains learn to fight back? Send fake emotional signals to discourage ads? Brain science is progressing rapidly and for better or worse, marketers should understand what’s possible, what might be soon, and what your peers are already doing. This session will get you started, and should be fun.

Wednesday, December, 2: 2:40 p.m. – 3:50 p.m.
Moderator: Barb Mosher Zinck, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
Kevin Lindsay, Director of Product Marketing, Adobe Target, Adobe
How Decision Science Guides Digital Marketing
Jesse Kalfel, Senior Director, Creative Services and Consulting, SAP Global Marketing, SAP
Are Customers ADD? Blame it on the Digital Brain

Workshop A. Developing a Personalization Strategy: One Size Doesn’t Fit All

In this workshop, we will discuss the thinking necessary to build a strong personalization strategy for any organization. Illuminating a range of different types of strategy and effective scenarios for different organization types, we will pull back the details to understand the commonalities, decision paths, and frameworks for organizing these strategies.

The session will also ground the discussion in some operational complexity associated with personalization strategy, including:

  • Assessing existing user behavior as a prerequisite of personalization strategy
  • Audience segmentation and CRM
  • The interaction between personalization strategy and UX planning

For attendees, the workshop will provide both an overview of this complex subject, and the chance to discuss their own challenges and align them with strategies that can work.

Tuesday, December, 1: 9:00 a.m. – 12:00 p.m.
Instructor: John Berndt, CEO, TBG (The Berndt Group)

Subscribers save $200 on conference registration – use priority code 200BB

 

Gilbane pre-conference workshops announced

It’s only June but we’re already working hard on the 2015 conference program and want to share a bit of what you can look forward to.

We’ve got a great lineup of pre-conference workshops that will be held Tuesday, December 1, the day before the main conference, December 2 – 3.

Pre-conference workshops:

Developing a personalization strategy: one size doesn’t fit all
Instructor: John Berndt, CEO, The Berndt Group (TBG)

An anatomy of a digital audit
Instructor: Tim Bourgeois, Partner at East Coast Catalyst and Founder, ChiefDigitalOfficer.net

Insider’s guide to selecting the right WCM
Instructor: Tony Byrne, Founder, Real Story Group

Foundations for best-fit WCM service provider selections
Instructor: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group

Great ideas need the right metrics to flourish – building the analytics you need to monetize your innovation
Instructor: Jaime Fitzgerald, Founder and Managing Partner, Fitzgerald Analytics Inc.

Digital is global in nature, not by default: leveraging digital globalization to increase global customer experience
Instructor: Bruno Herrmann , Director of Globalization, Nielsen

Find out more and get detailed descriptions for these workshops.

Hotel now accepting reservations

The Fairmont Copley Plaza is the official conference hotel for Gilbane Conference 2015. Discounted room rates have been arranged for attendees and are available starting today. Find out more.

Percussion Adds Personalization to Percussion 2.0 Solution Series

Percussion Software introduced its Personalization Solution, the latest in its Percussion 2.0 Solution Series. Personalization is one of Percussion’s pre-packaged solutions to help organizations to create a more effective multi-channel web presence. With the Personalization Solution, organizations can create a “personal” messaging experience for their online audiences by tracking visitor behaviors and optimizing site presentation. The new Personalization Solution is meant to help enable organizations to deliver more effective online messaging and a more dynamic Web presence, with the stronger, richer personalization that encourages site visitors to be more engaged online, and more likely to become repeat visitors. Percussion’s approach to Personalization gives business users the ability to rapidly change both content and personalization without IT intervention. http://www.percussion.com

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