Dear Firstname Lastname: Personalization & Content Targeting in WordPress

Slide 1

Slide 1 text

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/

Slide 2

Slide 2 text

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

Slide 3

Slide 3 text

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

Slide 4

Slide 4 text

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/

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

No content

Slide 7

Slide 7 text

No content

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

No content

Slide 10

Slide 10 text

https://www.ondeck.com/

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

AC Q U I A L I F T

Slide 14

Slide 14 text

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

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

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

Slide 17

Slide 17 text

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

Slide 18

Slide 18 text

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

Slide 19

Slide 19 text

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

Slide 20

Slide 20 text

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

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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/

Slide 23

Slide 23 text

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