 Let's start with some introduction so we can go to the next slide please guys. So this is me. So we've got three of us on this call here today on this webinar. So some of you may know of me already from the other webinars that we brought and I'll just do a recap on that in a moment. So I work with Sitecore as a digital marketing consultant helping organizations understand the art of the possible in terms of what digital marketing can do in terms of the higher education market and to make those possibilities a reality. And also I am an associate lecturer at Oxford Brookshire University teaching master's students on, would you believe, digital marketing. In fact I've done five lectures in the last few weeks so mainly around marketing analytics and stuff. So that's what I do. Adam, would you like to introduce yourself? Yes, sure. So I'm a university graduate myself and since I graduated I joined as a server. I've been here for nine years now and during those nine years I've been a cycle developer and led on a number of large projects and worked with a number of different universities with Sitecore. That's a cool picture of you Adam. Where are you? Where's that picture taken? That's the Airs Rock in Australia, yes. That's not today. Well, this is not where you're going from, yes. And this is a live picture from Steve I can see having a cup of tea. This is him. That's right, yes. So Glamrs, this is me in Cheddar. In a tea room. So it's not... A few years ago I was a little bit younger, more fresh-faced, but yeah, I'm Steve Newstime. I'm a student architect at EdgeServe. I have also been working for a cycle for about five years now, led on some projects, a recent one for the Leicester University, for example, so I've got some good experience in higher education. And that's me, yes. All right. So if we can just go on to the next slide, and then I'll hand over to Adam. So this webinar is due to last about 45 minutes to an hour, and you get an opportunity to ask, please do ask questions, and we'll stop at various points if we get lots of questions in an endeavor to answer some of them as we go through, but if the ones that we don't answer as we go through the webinar today, we will definitely answer at the end of the webinar, and of course you've got an opportunity to continue to have that dialogue with EdgeServe and myself asking us questions via email or phone call or whatever channel you prefer to use. And this is the last in a series of webinars that we've been running. So the first three, actually it's been me and it's been doing all the hard work, I have to say, but it will be me today, it's mainly Adam who will be doing the demo. And you may recall those who've been participating in previous webinars that we've been talking really about how digital marketing communications can help drive the performance and productivity of the higher education market, specifically universities. So we picked on particular topics like how you can use digital marketing during that very intense period of acquiring students during that clearing process because you've got a short window to really perform really well, and having an agile digital marketing platform that personalizes content to individuals is a great way of capturing those students and stop them going off elsewhere. And then the second one was clearly about focusing on maintaining a high level of engagement with post graduates and attracting those students. And then the third one, as it says there, was principally around attracting perhaps those higher values students and engaging with people according to their cultures and their languages and their particular areas of study that they're interested in. So having gone through from one to three, we're now on the fourth webinar, which is clearly showing you an example of a student experience platform and how it actually works. So at this point, please do feel free to ask questions, type them in, we will answer them at various points. But at this point now I shall hand you over to the illustrious, Adam. Thank you very much, Paul. Okay. So today we're going to take a look at Cycor and detail and get some hands on with the platform. So we're going to do a demo of the personalization capabilities of the Cycor Experience Platform. And really it's to give some examples of the opportunities this could provide to universities to deliver digitally relevant content to the users to really improve their experience and really encourage them to achieve goals or convert and sign up for various things on your website. Okay. So very quickly, before we jump into the demonstration, do you want to talk about what we can actually learn about the users using the Cycor Experience Platform? So there's actually things we do know about people, so really their digital footprint, so the information they bring with them when they come to the site. So that's all about their location, their referring site, their device, campaigns, etc. And with that, within the Cycor platform we can use the rules-based personalization. So this is kind of explicit personalization based on their digital footprint and the information they bring along when they first visit the site. We also then, we can actually listen to the people and engage when they engage with us. So when they're actually going through the site, they'll then be exhibiting sort of behaviors. They'll be viewing particular types of content. They'll be triggering various goals and things like that across the site. And we start to build up a profile of that particular person as their journey and free will are our website. And then what we can actually use in the Cycor platform is what's called predictive personalization. It's kind of the explicit, I'm sorry, the implicit information we can build up about the person as they go through the site and we can then personalize based on that. And then on top of that, we can actually capture information they specifically tell us. So you may have a form on your website that you build with Cycor Web Forms for marketers. And then you could create forms with various fields like name, age, etc. All that information that they submit into that form, you can then store that into the XDB within Cycor. And then once you've got that information, really you can do personalization based on that. You can maybe call up that data to maybe present it in a particular page or actually you could do personalization again on a particular page and then show people particular content based on the information they've given you. So today we're going to look at and focus on implicit personalization. So it's going to be based on the behaviors of the visitor on the website and then we'll then show you actually how as a marketer you can configure the personalization rules on your content pages, on key pages, actually the visitor comes to your site. So yeah, just very quickly, this is what we're going to demo. So it's all about delivering digitally relevant content to users to ultimately give them useful information, also help them to maybe convert, sign up. If it's postgraduate, you may want them to sign up or download a perspective. So we're going to give you an overview of what we thought is a university demonstrator website. So we've built a website in Cycle to demonstrate to universities and to yourselves today. We're going to actually look at a journey. So we've got an example journey of a prospective student. So we're going to run through that journey in Cycle and see how personalization can help them on that journey. Then we'll look at the how marketers can actually personalize the content on that journey and then we'll move on to how you can actually test those personalization rules. So you can personalize across your site, but really how do you test or impersonate someone so you can test what the page will actually look like for them. And then we'll then show you sort of lower level how you create those profiles and sort of tag content so that you're building up that picture of the person that's going for the website. So right now, we're going to jump straight into the demonstration and hopefully we're going to have some luck on our side today because we're doing a live demonstration. So we're going to jump on to our demo site. What I'm going to do is I'm just going to check, clear all the cookies. So I'm a completely unique visitor to the website. So this is the edge of the university demonstrate to websites. So our team here, we built this in like a one week sprint. So we've put this together very quickly in about five days. And it's actually been built using a framework called Cycle Habitat. So this is a framework that's been driven by the community and is open source. You can download it from GitHub. We were actually building our own framework. And we actually then came across Habitat fairly recently because I think it was launched in December, January. And we just thought it's a great framework. So we're going to move to using this framework now and start contributing into the development of this. And it's just really flexible and gives you a great foundation to build a website on. And we find that as we're building this demonstrator, it's really quick to build a good demonstration site. So we very quickly put together what is an example university website. So as I was saying, we're actually going to be demonstrating a journey for prospective university student. So at the moment, I'm a unique visitor coming to the website. So I can see this home rotator. I've got a few bits of information around qualifications, exploring faculties and study options, et cetera. And then I've got a few other various components at the bottom. So as this visitor to the site, I can see here I've got this call to action to explore the courses. So what I'm actually going to do as the visitor is a prospective student, I'm going to actually go and check out the latest courses. So on the search page, I've got all the courses we've got within the website. And then what I'm really interested in is I'm interested in computer science. So I'm going to narrow down my search results based on this facet here, computer science. What I'm then going to do, I think actually I'm quite interested in games design and development. And then I'm going to click on that course. So I'm just going to come free to the course page. We've got all the key facts and information on the right-hand side around that course to deal with the study duration, whether it's remote course and the particular subject or school it's related to. We've got all the information about the course, the course details, the years, et cetera, entry requirements, fees. Again, this is just all Laurie Mibbson content, but this will be configurable in this platform. I just think, oh, that's not quite right for me, that one. Maybe I'm interested in computer coding and application development. Again, so I take a look at that course. And again, this looks quite good. But actually, I was on the bus, or I haven't actually got that much time. I'm actually going to end my session. So I'm going to go back and come back another day. So what we can actually do in this demonstrated website, and again, this is a tool that's available in the Cyclohabitat platform. So I can actually simulate the ending of that current visit. I click this, but what it actually does is it ends the journey and then flushes all that data that you've captured for that person in that session out to the XDB. So what I can actually do is I can actually close my browser, and I can start a new visit to the website. So can I jump back in? So this is effectively someone coming on another day or another visit, I suppose? Yeah, that's right. So it could be another day, yeah. Sadly, that. So I come back to the website again on another day, and I look around the homepage, and actually what we've done here is we've personalized the content based on the types of courses that the individual was looking at. So we've kind of got this call to action here, and it's information about the computer sciences school. So we can actually, as the user, I think actually, I was interested in that. I'm going to go and find out about that particular school, or faculty. I come into that page, and I've got information on maybe we could have a list of the courses here. Again, we could build that in and show the courses within the school. I've then got maybe some information on the particular lecturers, so people of interest who will actually be teaching the course. All of that, I think it's great stuff. I'm really interested in that. And then I've actually, this has caught my eye on the right-hand side, so I'm actually quite interested in the study options within this particular school. So I decide to look at the study options. Again, on this page, we could add lots more content around this, but we've got these two key study options available. So we've got full-time courses and sandwich courses. And I actually think, well, just from this piece of text here, I think a sandwich course could be of interest to me, so I'm actually going to read some more about that. So then I come through to a course page, or sorry, a page that explains what sandwich courses are, why they're valuable to students who actually take these courses, and how it can help them take that step or that first step in their career. So I'll read all that information. And I guess at this point, I'm interested in a computer science degree, and maybe I'm feeling a sandwich course could be right for me. So maybe then I go back to the homepage, and as soon as we come back to the homepage, it might be a bit cheesy, this message. But yeah, we've got this call to action here about sandwich courses, so it says sandwiches, and then we can actually got a link here, which maybe takes you through to a search page which lists all the sandwich courses. If I actually, and what I can do here is, again, I could end this session and flush all the data out, and I did that actually. I'll do that. So I could, I decided I'm interested in sandwich courses, and I got a computer science, and then I come back to the homepage. So yeah, I could explore the sandwich courses, but actually we've got this call to action here now on the right-hand side. So we've got a rule here that, because I'm interested in computer science and the sandwich course, I can actually say, hey, would this person be interested in a computer for real-time systems degree with a sandwich option? I can actually go, all right, I'm going to check this out and see if this is right for me. So then I can actually come onto the course page, read all the information and the introduction about that. And this actually was a course that I did at UWE University, so yeah, it's particularly relevant to me and very interesting. So yeah, I read all the course information as this visitor, and I think, right, OK, this looks great. I'm actually going to maybe apply or express my interest, and we've got this call to action on the right-hand side. Again, I think in a future webinar we're planning to maybe run a series of webinars. So I think we might, in a follow-up, talk about these sort of AV and multivariate testing and how you can use that to really test the content and make sure you're optimizing the content on your site. But really, we've got this call to action. So I've decided to apply or register my interest. So we come to the Apply page where you can put in your details. Might be at this point, actually, I might be interested in fees. So maybe you've got this information here on the right just to make sure that at this point here, so I don't go off somewhere else and get distracted. I'm actually finding out. So we've got some key questions and answers there. So then I decide, OK, right, I'm going to register my interest in this. So I'm going to complete the form. And then I submit the form. OK, so then that's been submitted off. Again, we could make this a bit more user-friendly. This is a thank you message, but we've confirmed that that form's been submitted. So I submit the form, register my interest. And now I think, right, I'm going to go off and look right in the site a bit more, and that's more information. And what we've actually done, because I've actually submitted the form, we've then triggered a goal. And that goal is now personalizing the content on the home page, and we can actually say, OK, have you applied for a course? Right, we've got some information that's going to help you on your next steps after expressing your interests. And we've got this prospective students guide. And then we've got this page where we can really help them on their journey to becoming a student maybe at your university. So that's a journey where we've gone through. We didn't know anything about the user. We kind of learned about the courses they were interested in, that they were interested maybe in the soundways. We've personalized the content. We've drawn them into a particular relevant degree or course based on using a call to action. And then we've actually got them to complete a form on the website and trigger a goal on the site. So we're actually now going to jump into the back end and show how we've actually been able to construct that journey and that profiling in the back end. So I'm just going to jump into Cycorr here. So this is the Cycorr login screen. So I'm just going to log in as administrator. So I can jump in between all the various features that your marketers might use. And this is the new Cycorr experience platform dashboard. So this was released with Cycorr version 8. We're now currently on Cycorr 8.1. As you can see on the stats board, it's very friendly for the users or your marketers or your content editors, and allows people to jump in fairly quickly into the features they need to use. And what you can actually do is you can maybe restrict the access or only provide them access to the features they need. So if you're a marketer, maybe we only give them access to the marketing control panel, path on analyzer, all these things on the left-hand side here. Whereas if it was maybe just a content editor or an offer, maybe you only give them access to the content editor and the experience editor or the work box features. So what we're actually going to do is we're going to go in as a marketer, and we're going to go into what's called the experience editor. So we're going to click on that. And what we should see, OK, so this is the Cycorr experience editor view. And this allows us to edit the content as it looks on the page. So in the past, you may have used the content editor view or the field view, fairly similar with many other CMSs. Really, this is why Cycorr is a leading platform or a leading experience platform, is you're essentially editing in line within the page. And also, you can do all of your personalization here. And something we definitely advise, when you're implementing your site within Cycorr, you entirely componentize the whole of your site. So you can see, as I'm moving around and clicking on various areas, all of these things are components. And each component, you can then customize the content within that. Again, here, this is a component. These are all components within the page. Again, here, all components, the whole page is componentizing. You really need to ensure that whenever you're implementing a site, you're componentizing it and making it flexible as well. So we can actually add in a different layer. So I might do that now very quickly if I can show you. So I click Component and Add Component here. So I can add in a section. So if I add a section, we can then pick, say, different columns and layouts. So then I can actually say right on a three-column layout, and it's going to be this six-by-three-by-three layout. So then it drops that in. And then you've got these flexible areas where you can actually then start to drop components into the page. So we could then maybe put a teaser in, et cetera. So fairly, we could drop these types of components in that we have here below. I'm just going to reset the changes that I've made and then show you actually how we configure the personalization within these components on the page. So these components here, these have been personalized. So first of all, this is the first spot that was personalized. So when I was going on the journey or going through the journey, I went to look at some courses. And it jumped from explore facilities to the computer science or at schools called to action to take me through to find out more information about that. So whenever you click on a component, you get this pop up that appears. And this gives you the ability to then personalize that component. So if I jump into the configuration for the personalization, we can see here we've got all of these personalization rules or conditions set up. So the one that was triggered when I first went through the website and looked at the computer science degrees was this computer science condition. What this actually did was we added in a condition here. So again, within Cyclo, if you click Edit, you've got all of these personalization rules. I just used one today. There's many, many rules here. I think there's about 100 rules or so here. And you use these, as I was saying in the slide, you've got sort of explicit, so the information people bring when they come to the site. So like GOIP, so you can personalize based on someone's location, maybe if they're an international student. And what I've actually done is I picked out a rule here to do implicit based on the behaviors. So what I've actually done here is I picked the conditions to where the current visit matches the computer science pattern card in the subject profile. So that's what actually triggers this condition. And then we've got this content here for computer science, which is then personalizing that part of the journey. So I can actually then test that condition. So what's really good and really helpful here is you can actually toggle all the various conditions. So then I can toggle to see how that content actually looks within the page. And then again, what's really good is this content is pulled from the computer science page. OK. And then I can change the content. So that's the computer science and how that was configured. And then what we actually did is the next part of the journey was then we actually then showed them a call to action. So I can then look at the rule for that. So we actually put a call to action to draw and prove the computer for real time systems course. Again, there we've got that content. We can then change that content. And then we can actually very quickly just look at that rule. So that condition we set is based in here. And again, it's this rule here. So the condition we configured was that whether the visitor matches the computer science pattern card and then they're actually interested in a full time sandwich course. So we then configured that. OK. So this is really the tool for the marketer where they can add components in and drop them into various spots and then set the personalization based on these conditions or pattern cards that get matched. What we're actually going to do now is we're going to quickly jump in and show how those are actually configured in the back end. So if I go into the marketing control panel, so this is where we build up all of these profiles. So this is the marketing control panel. Again, there's lots of features within here. We'd like to cover these in some follow up webinars. And we hope they'll be useful for you. So that personalization that we were showing just now, it's all based on conditions and matching of pattern cards. So we've got these profile cards here. And we've got profiles for various different types of characteristics or behaviors someone might exhibit on the site based on the content they view. So the key ones we were looking at and personalizing on on the front end website was to do with subject. So we can see in here we created the subject profile. And then we've got this profile key for computer science. And then what we can actually do is build profile cards. So profile cards are what we personalize or add to the content. So these get applied to the content throughout the site. So you then apply the profile card for computer science to a computer science degree. And then these are the pattern cards. So these are things that you then use in the conditions or roles on the front end as a marketer to match. So we then match on a pattern card called computer science. And then it matches on that. So this is how you build up your profiles and the characteristics you want to track as a person's journey through your website. And then what you actually do is once you've created those profile cards and pattern cards, you then tag that onto your content through the site. So if we go into the content editor view, we can go in and browse the courses that we've created. So these are all the example courses we created in the site. If we go down and look at the Computing for Real-Time Systems course, we can actually see and look at the profile cards that have actually been assigned to this so we can see here this is how we've assigned the profile card for computer science. And these are added by going in and selecting so we could, for another course, we could go in and pick the particular profile card that is applied to this. Also, we matched on the full-time sandwich course options. So this is a particular study method, so we've also tagged this as sandwich. So when someone's navigating around the site and viewing these pages, we start to build up a profile based on these profile cards that are assigned to the content that we have here. And then marketers can then create personalization rules based on the pattern cards, which then matches these profile cards or information that's added to this content. Very quickly, so that's how we personalized the journey and we then had a form which the person then completed. And what we can actually do, and we'll show you very quickly, but we'll go into more detail in a future webinar, is that when that person at the end of their journey completed the form, we can actually enroll them into an engagement plan. So this is how you can begin to have a conversation with your visitor to your website. And you can automate and add various actions as they take that journey through the site. So it might be the beginning of this plan. We want to, this engagement plan, we want to put them into the applied state. And then we can kind of nurture them through a journey so we might offer them a place and once they've been offered a place, and that's been issued, maybe then we can check if they've accepted their offer. And once they've accepted their offer, we can move them to this final state. And depending on what state that person is in, we can then maybe serve up different content to them or actually send out targeted emails to those people. So what we should be able to do, so when I was going through the site, I completed the form. And hopefully, if it's all where it does expected and planned, we should see, and now, maybe I didn't end the session, we should have seen that contact in the final state. I wonder if it was because I didn't trigger the final step. Let me try and do it one more time. It's always a way in these demonstrations. You try it just before, and then it doesn't quite work in a demonstration, OK? So I'm going to do it this easy. Adam, there's a question that came up. I think it's been answered on text anyway about ending sessions. I think somebody's got the wrong perception that they're thinking that the actual user has to physically end their own sessions. You're just doing this by having to close it down on a demonstration, isn't that right? Yeah, that's completely right. So yeah, the user doesn't have to end their session. That just happens naturally as they close their browser. What I'm actually doing is just clearing out the session and getting that data written into the database immediately for the purposes of the demonstration. The user wouldn't have to do that at all. That's all handled by the experienced platform. It's just saving a few seconds, really, in the demonstrator while the data all gets written away to the database to sort of save, is there, for all time, on that user? Exactly that. And hopefully I can trigger here and just simulate that here on just sending that visit in that particular session, which writes that data back to the experienced database and fingers crossed. Once you're doing that, we've got another question which I know you're going to want to answer later, which is about how's all this data stored and how do we get this profile of these visitors about? I know you'd be coming on to that in your slides in a moment, so perhaps we just hold fire on that if you can wait for the person who just asked that question. Was that the person from Cravenfield? No, no, not to worry. But you're coming to that. You're coming to that. Yeah, so maybe I can very quickly share that profile of that person. This wasn't something I planned to show in a demonstration, but we should. That profile, again, this is something we'll cover in a later demonstration, but you can go into what's called the experienced profile. And you can then actually see a profile for that particular person that's been on that journey. So what we can actually see, and we should see here, is those profile cards being matched. So we can actually see the person. So this was my journey that had, actually that was earlier this morning, when I was testing and it worked first time. But we can actually see the profile card for that person, so how we built that information and how that's stored in the experienced database. So this is the X file or experienced profile view within Cycle. And we can actually see the pattern matches here. So we can see the subject again here. We can see that that person has matched the computer science course. That's the best fit we've found for them. If they did happen to look at other courses on that journey, these would be scored much higher, and they might match on a particular pattern card. And then because we've got this card or pattern card that's been matched for that, we can personalize content, not only for the session where they view that content, but cross-sessions as we go through. And there's another question that's coming around personalization. And it's kind of how much more work do you think it would be, because you want to add that extra content and components and the personalization, how much more work is it to personalize them, create them more flat to that site? So how difficult is it? I think how difficult is it and how much more effort up to runs does it take? Yeah, so I will come onto some slides in a second as we wrap up the demonstration. But you kind of need to have a plan. So you could jump in and start playing with this, but really need to have a strategy around it. So as I was showing you actually very quickly before I jump on, we can see now that that person after they completed the form has now been enrolled into this engagement plan. Yeah, we can see there we go, Steve. We can see that contact in there. And then what you can then do, you can do segmentation on that person, so you can pull this person out into a list and do a targeted mail shot. But again, we'll cover that stuff on another day. But yeah, just jumping back. So all of this, so we've built up these profiles. So these are the various characteristics you want to be able to track so you can personalize content on your site. So you need to kind of have a plan and to develop these. Once you've got those, you can then start to tag that onto the content as you're going through the site. Something, an idea I've come up with, and something I think I'm going to build and mock up should be fairly quick. And I might push this back to the site called Marketplace, so it'd be open and free and maybe even back to Sitecore. But let's just check how I'm doing for time. Yeah, I think we're OK. So what we can actually see is when we've built up courses in Sitecore, a lot of the times you're going to be using taxonomies to tag your courses. So if we look at the computer science, sorry, computer all-time systems course, we're actually tagging that content in here. And then you can then pick in various different tags. And those tags are then shared across your content. What I've actually done in here is I've added those tags, and really those tags are a one to one with the profiles. But there's no reason why we can't actually apply these profile cards to the tags. And then just pick the tags on the content and then automatically apply the profiles based on the tags. So really your taxonomies really are really important. And because they're important, you want to really probably profile your content based on those taxonomies. So if we can get that to be done by tags, I think that'd be a really useful feature and something that's going to be really, I think, easy to build into Sitecore as a customization and really help the editor or the marketer. So I think that really wraps up the demo. I'm going to just quickly jump back to the slides that we have and it will kind of carry on. OK, so let's jump back into the slides. So that's a demonstration. So yeah, as that question that just came up, where do you start with all of this? So you've got all of these great capabilities within this platform, and you have this with many other platforms. So just to cover some of these, today we've only really talked about implicit personalization. You've then got explicit. You've then got sort of connected or information they've given to you. Maybe if they connected through a social channel, you can personalize based on that. You've got engagement automation, federated experience manager. That's another great feature where you can deliver content out to other sites. And content testing, again, that's a really valuable feature. Yeah, where do you start with that? Really, you need to kind of have a plan for using those capabilities and leveraging them to their fullest. So really, what we would recommend, especially maybe around the personalization, and this is really how I started to put the demonstration together with our team here, is you really need to start with understanding your users and the people you expect to be visiting to your site. Because really, ultimately, you want to build a user centered design. So you want to deliver this digitally relevant content to the people on your site. But also, you need to maybe understand who your users are if you're maybe providing a service or a journey, or you're trying to get them to convert or sign up for something on your site. So really, the user should be at the heart of everything for what you plan, research, design, adapt to measure, and maybe optimize on your website. And really, who might our users be? So just very quickly, we've been working on this. And we've looked at all of the different types of users that a university might expect to have. You may have different users that you expect. You may have a subset of these. But really, there's lots of different types of users. You may get perspective, clearing students, mature. You may even get staff, press, family. They probably come and want to find out where their child or grandson is what university they're going to and what their university life is going to be like. And you might want to deliver relevant content to those types of people. So really, what you need to do is it's very hard to target all of those people and deliver content. And you really need to want to start simple. And you want to focus on the key users to your site and maybe tie this into what your key objectives are for your university. So that might be attracting perspective students, or I don't know, filling clearing places that you have available. So what you want to do is really develop personas for your key users. And we've got an example here which you might develop yourselves within your digital team. Or this might be you develop this with your agency. Quite often, a design agency might help you to develop these personas. But really, these are developed through research and really understanding the people who will be visiting your site. And these personas kind of build up a picture of the behaviors and attitudes, maybe the needs and challenges of the people. And ultimately, the goals that you want those people might have when they come to your site. So you kind of need these in everything you do across your university to understand how you're going to build these websites and how you're going to use the capabilities in the platform to really target these people. So following on from that, what we actually did for the demonstrations, we looked at a few key personas and really the characteristics within those personas to understand what behaviors we wanted to track through the site. So we were actually interested in the qualifications that people were interested in. Subjects, study method, and maybe the study duration. So moving on from that, within those characteristics, we've got subjects that the subjects people are interested in, the study method, whether they're interested in their full-time, part-time course. So these are kind of the things that relate to the persona, and then we can actually then build up the profile of those people. And this is ultimately what I just walked through in Cycle. We showed you how we built up those profiles in the experience platform. OK. Paul, I think over to you. Yeah, thanks, Adam. That was an excellent dash through the art of the possible, really, in terms of what a digital experience platform can do in terms of mapping out those journeys, getting personalized content in the moment, personalized content, or personalized content based upon people's previous behavior, and having the opportunity to test what personalized content is working and what isn't working so you can optimize it. And then, of course, when you apply these techniques and practices to your digital properties, you do get improvements in performance. In other words, you get more conversions. You provide your students or prospective students with a much better experience with content which is explicit to their particular needs and what you know about them according to their demographics and their psychographics, which means that they are able to self-serve that much better and make decisions that much better, particularly through times such as periods such as clearing, where there's a lot of pressure on you guys to be able to respond to people's questions quickly, if they can self-serve, then you'll get more conversions and there's less burden on your help desks and support desks in the process of doing that. And then, of course, Adam was able to show this ongoing engagement plan because the conversation doesn't stop there, does it, when somebody comes to your website or your mobile site, it's about then triggering off this iterative ongoing conversation which is relevant to their specific interests and the courses that they want to attend and other topics, perhaps about finance and accommodation, all these sort of things. So you can trigger this off to make sure you've got this dialogue going because people are applying for a master's degree, it's not a decision they make in a moment. It's a considered decision, isn't it? So therefore, you want to give them the information over a period of time to support them and nurture them and convert them and to provide them with a great, great experience and this actually follows on when they do join up and sign up with your university as well. And the long point, and I'll come to the slide in a moment, the other point I'd make is that we had a question about how much time is involved in doing things like personalization and getting the right content there. When you've got a company like EduServe available for you who are really experienced in doing this, they've done this a number of times and you can see they've put that muck up website together in a matter of days. They can set this up for you. We focus on quick wins, focus on a particular audience, a particular persona, a particular target market. And the thing is that once you get to grips with it, it's very easy to personalize your content and to have lots of personalization journeys created on an ongoing basis over the year. This previously was difficult to do, it was technically difficult to do. You needed to go into an HTML and really start doing some programming to personalize any content, so it was almost technically impossible and certainly not very financially feasible. But of course with technology that you've just seen and presented, it is technically feasible and it is financially viable. So the amount of time is minimal once you've got this thing set up with EduServe and the profiles and patterns are set up and you've mapped out customer journeys. And therefore, you don't need legions of staff, you don't need to employ lots of more people to be able to do this. You can do it yourself. It's very intuitive. And the question really, if I may turn the question around from how much time does it take, the other question is how much return on investment am I going to get from doing this? And so working with higher education establishments around the world, we've seen just by people doing simple personalization for a particular persona or a particular journey or a particular market segment, maybe attracting international students from a particular geography, the conversion rate goes up by doing simple personalization for maybe only 10 or 15% of your content. Conversion rate goes up by about 12%. So if you've got hundreds of thousands of people coming to your digital properties, then you can increase a conversion, whatever that conversion may be, by 6%, 12%. That has a direct correlation to income to your university. And actually we've got an ROI calculator that we use to do that, which is based upon research done by external analysts like Forrester and Gartner. So I'm very happy with EdgyServe to work with you on this return on investment about if you apply these principles, such as testing and personalization and mapping out these journeys, what the return on investment is likely to be. So I do this all the time, the organization is now because attribution is something which is now not an elusive discipline with digital because everybody's got a digital fingerprint. You can track trace, monitor it, and therefore you can measure it. So how much time is a good question about how much money can we make, how much money can we save as well, are also good questions to ask. So looking at the slide, just by wrapping up, and we're in good time actually. So why is the plan important? Well we know if you don't have a plan to succeed, you're going to plan to fail. And I think Adam's already alluded to what the plan would be, is setting out a specific goal that you want to achieve, which may be might as target on this particular, these particular courses that you want to attract students to, maybe you've got new courses that you want to promote, and maybe this particular caliber of students that you want to attract, maybe high performing students or students from underprivileged backgrounds, whatever it may be, but you need that sort of simple high level plan about who you want to attract and then map out that usage journey and that's what we're going to be doing, and you several will be doing with you in terms of mapping out those journeys and how you then correlate the CRM information, the transactional hard data in your CRM systems with the unstructured data or digital data so you start to get up that single view of your students and taking on additional channels, taking this content you've got and personalizing it across your social channels as well, so social integration, very simple to do with Psycho and so on and so forth. So we've got those other things in there as well. So by way of an offer to take this forward, and this kind of works really well, we're very happy to offer you an opportunity to do a simple workshop which is to have a conversation or maybe sometimes a full-blown workshop is really up to you as to how far you want to take this but initially you need to think about what are the possibilities of what you've just seen and more, how does it apply to your particular establishment, your institution and where would the return investment be and where do you focus on first and what would the plan look like. So it's about making the possibility, what are the possibilities and then how do we make the possibilities a reality, what's involved in implementing it, what's the return on investment and what's the next step, where are the quick wins. So those are the kind of workshops that we offer to you guys and they seem to work really well and now I throw down the gauntlet and say guys please do get back in touch with us Steve and myself and other people in edu serve and take us up on this offer because this is the way to go and we are doing it with other universities and we've got some great success stories that you would have seen from the other webinars that I've run, people like Roman University and so on and so forth around the world, I'm trying to remember the names of other, what's the name of that university, higher education establishments here in the UK as well started to apply this and started to get some real results and also what we can do by just running this off now is to give you an opportunity to learn from other sectors who really are further down the line in terms of applying these disciplines and people like the fast moving consumer goods of the tourist industry, there's some correlations in terms of what the tourist industry does to your industry as well and so you know it's not just about learning from what other higher education establishment is already doing, it's also about learning from best practices and market leaders in other industries, so we do that with you as well. So that's me, I finished up, I have no more to say Adam, anything else to round up with or are you done? I think just before, because there's one or two questions, just to add to that Paul, I think yes, we're planning to run some future webinars and so we've got a list there that we've had in the car, go through, like user journey insight, optimization, that's all about engagement automation, again CRM integration that's always, you know, that always comes up whenever speaking to universities, that's quite key and it might be that it's not just one system that they want to integrate with and also we need to provide bi-directional flow data as well and also there's some other technologies we've been working with here, particularly CAVEO, which is a really good complement cycle and works very well with it, so we didn't quite have time to fit in for a demonstration today and we like to follow up again, but you can boost results based on the profile that you built for that particular person on a visit to the site, so what I could have actually done is maybe boosted the computer science degrees when I went to the listing page because I built up that profile. Again we're looking at intelligence, so I'm sure community is very important, you know, to create communities for your students to attend and intelligent again is another good technology which integrates very well with Sitecore and something that we feel is really important as well is the architecture of government, so really making sure that you've got a good plan for all of the technologies you want to use and it's really aligned with the business. On occasions we do find, you know, some organizations we work with, they might have a fragmented or maybe a frank and sign architecture where there's lots of different systems that have jumped up and people are trying to integrate and that really comes from having different silos with no control over the technologies that are interested in for maybe some tactical pieces of work when really you need to kind of have some kind of governance control over that and quite often IT teams will see these issues but maybe they don't have, maybe the, I don't know, the authority to maybe control and maybe review and give feedback on that, so that's quite important we are thinking about maybe a session on that as well but I think maybe we can move on to questions now. Yeah, I think one question has come in, I think Paul you might be best placed to answer this, it's around how can non-technical staff work with technical staff, is there any kind of template that they can work through to collaborate on to get this process moving I suppose. Yeah, that's a great question because you know to get this process moving really you need to get consensus, you need your different teams, technical teams and your marketing teams to collaborate together and the technology IT team people need to understand what the market is trying to do and the market is need to understand what's involved with the technology as Adam's already referred to in terms of you know integration to CRM as an example but my answer to that question what works really well is to run one of these workshops is to get the IT team together with the marketing team and any other stakeholders who may be interested in this who have a you know responsibility for making this happen and to work out what your plan is and what you're trying to do so your IT team really understand the value and the return on investment you're going to get from doing things like personalization and mapping out these customer journeys so they get the right context in terms of what you're trying to do and then they can work with you and people like EdgyServe to knit together the right technology to be able to deliver against the plan but you start off with the plan and get consensus between the various people involved in delivering it technical people and marketing people and that works and I have it I do have a template but I do have a high level overview of how you can correlate the technology to marketing goals and overall operational objectives so yeah this is something we do all the time great question thank you for that were there any other questions I think oh I went there there are a few I think there was a good question around opting out things like GOIP and other things how who's in control of that I suppose can you stop things happening can you stop people who don't want to be I guess who don't want to be tracked to be tracked I think part of that's around yeah so I think that's maybe a like a privacy thing where I guess where people don't want you know they're worried about you know people's privacy and you know people they want to be targeted and you know Fed ads so like maybe if you go to Amazon you've got you know a toy car for a friend or you know a daughter or something like that and then you go back in a new pension same thing and it's very forced but really it's not forced personalization you're really trying to deliver relevant things that are really going to help you know people on those journeys I think yeah a lot of stuff controlled from from universities if you don't want to see you want to have the ability to opt out stuff we want to say cookies and stuff that's up to and it's always down to what you want to do is normalization with the data that's available to you what you do collect what you don't collect and what you're comfortable with is normalization yeah I mean this question always comes up with personalization doesn't it is it called or scary in fact you know we've got a whole presentation on the topic and at the opt-in you know if it's open and transparent and people know what you're doing then I don't believe that to be an issue and we've seen many examples from other organizations in different industries where they're open and transparent about people opting in and giving people that optional ways so there's nothing divisive about it and at the end of the day you know they the customers the consumers the students in your case stand to benefit from getting a better experience from getting personalized content some of the words it's a win-win situation it's not it's not covert operation in terms of harvesting information about people just so you get to target them with kind of subversive information that's not what this is about this is about giving them a better experience and giving them the opportunity to self-serve and understand what you're offering in a quicker real-time dynamic way so yeah it's called or scary I think on balance it's definitely definitely cool but you need to get over that quite interesting question a bit more bit more on that you've been more context around that so this kind of example that someone's asking is so around g.o.i.p. for example that could be US nationals living in the middle east and so they wouldn't necessarily wanted to be personalized on some g.o.i.p. and I think you could probably use a combination of g.o.i.p. and other kind of patent cards to identify who they are and what they're looking at and you wouldn't have to just rely on where they're coming from you rely on a mixture of a mixture of a few things to get a build up that big picture of who they are. Yes absolutely and remember you know people are coming in from you know them on that one nationality but they're coming in from the Middle East they're American but they're actually logging in from a place in the Middle East. Whilst we don't know who they are therefore what we do know is what their behavior is in the moment so it's that in the moment personalization rather than historical personalization based upon historical transactions and interactions so it's that implied implicit personalization that still works in that context. So any more questions? Last question there is stuff that people might like to see the great season functionality of the experience profile in more detail with regard to automation and for the more any possibility of having cross-device data helping with cross-device data. Yeah so I think that's definitely a good webinar that we could pair and definitely deliver if there's interest in that and that's something we were hoping to do at some point so yeah I think that would be a good one to cover I think and I think you know maybe the last one was around any good examples of universal sites or industries that are using personalization that might be helpful. I wouldn't have that be useful for us to send out. Yeah definitely I can do that and I'm sure I can do as you said I've got some examples as well. You know I've just been dealing with this is a bit of a curveball but I've just been dealing with the automotive dealership market a lot and so you know what they were really keen on learning was not necessarily how other dealerships were working and how they were using personalization and what best practices were working because if they all they do is look at what their competitors are doing all they can do or hope to achieve is do is good as their competitors what they wanted to do was to learn from other industries who are further down the line in terms of the adoption of these practices. So we've got some great examples and one example I gave to an auto dealership company every day called Lookers as it happens and I presented to 400 of their after-sales team and I gave them an example of proper omnichannel marketing example of digital interaction across that whole journey with a company called Nutritia, Dino Nutritia and it was baby milk powder and it's a full omnichannel personalized experience offline and online multi-device and the whole story was it takes 10 minutes to explain and that's what they wanted to learn from to apply those those approaches other organizations and other industries have already proven out and to learn from rather than learn from their competitors because that doesn't differentiate however of course those people who have attended previous webinars would have seen me present examples of other education establishments who already adopted this approach. So yeah universities and colleges are already doing this to some extent and rushing at it now because they can see the value of it. Any more questions? I think that was a thing I was in actually that was most of the ones that we've covered hopefully everything sorry if I've missed it I think I think I've tried to pick out everything. Yeah I think that's it. Great well thank you should I just wrap up by saying thank you very much and everybody for participating in this and let's the let's the engagement continue that's what I can say carry on having that dialogue with us thank you very much indeed and that's bye for me cheerio. Thank you very much guys thanks bye then thank you.