Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.
Specifically, this talk will cover:
1) Recent developments in the CMS landscape that make personalizing content much more readily achievable — from soup-to-nuts “experience management platforms” to more modestly-priced targeting plugins.
2) A framework to help your clients or internal stakeholders determine how (or if) personalized content can complement an existing content strategy, including audience segmentation, component-level “zoning,” and the people / processes required to support it all.
3) Hands-on examples from the presenter’s own experience implementing personalization CS this past year at two Fortune 50 companies—from concept to implementation to testing.