Dear Firstname Lastname: Personalization & Content Targeting in WordPress

6f63f4d34302710d781d9c2a5f2f454b?s=47 John Eckman
October 21, 2017

Dear Firstname Lastname: Personalization & Content Targeting in WordPress

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.

6f63f4d34302710d781d9c2a5f2f454b?s=128

John Eckman

October 21, 2017
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Transcript

  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
  6. None
  7. None
  8. E X A M P L E S https://en.wikipedia.org/wiki/Headless_Horseman @jeckman

    | #wcnyc
  9. None
  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