 Ok, so now before our next international speaker, the last speaker has changed, so Irohae is not coming today and Honto, who was in the panel a couple of minutes ago, will have the last talk today with the topic called 10 things that we all should know about data, I guess, to run the world in this country So there is going to be one change in the last week But before our first talk, we have half in the United States of America come to talk about a half of your G1 So you are talking about personalization as data So how to build a dynamic of a person that has come and sent them into our own business At least for me, this is kind of really interesting to the staff of how you actually sent them For example, different kind of people, or different people, or something like that So please welcome Dan to be on the front to speak to the staff There's coffee, there's beer, today, beautiful city So I'm excited to be here though, I'm excited to talk to you One of the things of this conference is about using WordPress to build sites, to build experiences And that's what we want to do as we're developing, as we're designing different kinds of things It's not that we want to create something cool, which we do It's that we want to create a great experience for our customers We want to build something for them that helps them in some way And then also drive some kind of business value for your clients and for yourselves And so as we talked about before, about having goals, about achieving those goals And driving it for experiences So my background is a little bit of a mix I would define myself as a developer, even though I've led development teams for We build, for example, WordPress sites for a national hotel chain I've worked with some of the world's largest companies in terms of designing marketing campaigns I define myself as a data type of person, I'm very analytical And so as we talk about these, you know, I've noticed a lot of examples of code I've noticed a lot of kind of focus on the development side This is going to be one of the principles of design on what we try to achieve And so I want to tell you, and I'll share a lot of examples about how we're doing this through what we're currently at, which is health grades And so health grades doesn't provide any services to them, so I'm not selling anything I'm just going to use it as an example And what it does, and what we try to do, is match basically health care providers to patients with prospective patients And so we all know that we can go in, we can go to the hospital, and we can see it on But what we don't necessarily know up front is, how does a doctor perform? How good are they at their job? And that's what health grades tries to provide So we try to look at more information about the physician's background, their experience And then it combines a lot of national data about how well they perform a certain surgeon So of course after you're getting a knee replacement surgery Like going on a schedule, have whatever happened down, but how do I choose the right doctor? And that's what we're trying to do The topic about principles, I'm going to go a completely different direction and talk about another project that I work on, which is GOATS I also, in my free time, I have a GOAT farm, essentially We have about 80 GOATs, and we also have one other thing This is not a GOAT, this is a LAMA And they're a lot of pre-tastic, pre-tastic GOATs That's kind of their natural role, is that they, the LAMA's bottom of the herd And then we actually rent out the herd, or we control for the basic species management It's a fun hobby, it doesn't pay well, so I'll stick with my day job But the neat thing in this is that as I talk about the different kinds of things that I do Most of it is very technically driven, very technological It has a lot of things that are, you know, kind of low like this This is my space, right? Very, very innovative But when I'm talking about things like using GOATS to manage land, using GOATS to eat weeds And using LAMA to protect the GOATs People are more likely to describe what I do here as innovative As thinking outside the box, as something new And it's funny to me because GOATS have been eating plants since millions of years And that long goes up and around, but much longer than anything else I do And so the biggest principle out of all of this is that innovation And these kinds of things about being creative, about thinking outside the box It's not really, we don't do that just for the sake of doing that What we're really trying to do is just create an elegant solution Find a good way to do something, and that's what innovation for me is It's not just like, let's make something new, let's make something new Whatever, let's create the best possible match between the problem we're trying to solve And our solution, and that always means big and fantastic It could be as simple as, let's get a GOAT to keep them on And that's what we're trying to do So talking about personalization at scale, why do we want to personalize? What's the benefit here? And it falls into three different categories So category number one is conversion We know that personalization increases conversion by on average 26% So if you're building a website for your customers and they say Hey, we're really trying to drive business There's long term value in looking at how you can, or the short term value In looking at how you can increase conversion through personalization The next one is retention Meaning that people are more likely to come back to your site If you create a reason for them to come back to their site And the last one is satisfaction Not only do they convert more and stay around longer, they like you better They're more likely to refer you to their friends They're more likely to share this or follow you They're more likely to promote this to their networks And so as we talk about personalization What personalization is, is it two things One, how can I help you now? Two, how can I help you next? That's personalization How can I help you now? How can I help you next? And so when we look at it from a design standpoint This is going to fall into three different minds And this is what I would call kind of like our full stack marketing bucket, I guess And so it falls into three different things that we're going to need for this Only how can I help you now and how can I help you next? It's the marketing aspects, the data aspects And then the design and development aspects And so let's talk about the marketing pieces first Because this is really one of the core pieces And again, I know more of a lot of developers in here I know we were making a lot of these sites But the first part about the marketing part in this Is that it's kind of like this So we don't really know more of a customer's power And so I'm going to, in about two slides Tell you a little bit about the core elements of marketing The first is, of these core elements The first is target, right? It's just who are we talking to? Who visits our site? Who do we want to visit our site? It's not visiting our site Who are we reaching out to? The next is the message It's around what are we saying Then the timing of when do we say those things And then the channel And so as we think about how we can personalize these How we can make these unique We have the option within each one of these different Core elements to personalize that We can adjust who we're talking to We can adjust what we're saying to them We can adjust when we say things Or when we trigger things And then lastly we can adjust the channel Of how we say things So I know again we're talking about a website But the website connects to a lot of different things Connects to the account and experience At user and individual And depending on the person They may prefer different kinds of channels Or different kinds of experiences For me, reason me through an app I'm never going to download your app I'm sorry, I'm just not And so try to manage me and your engagement For an app that isn't going to work But there's definitely channels That would work very effectively Same thing with timing, message and target So I'll share some examples Coming back to that healthcare model Imagine that you're a patient And you go in and you have some joint pain Maybe your knee hurts or maybe your wrist hurts What do you do? What happens next? Do you just go to your doctor And cope with your space? The reality is in a customer journey like this Is that there's a lot of steps in model This is actually one of our models For a specific patient Meaning that they go in They identify some things And they're going to talk to a quantity of people Throughout the journey They're going to go from joint pain To talking to a physician To talking to a specialist To talking to a surgeon To then rehabilitation recovery A mannequin And then caring for with a normal life And so you imagine Throughout that patient journey What kinds of... How that journey changes What would save them How on top of them What the message is What the follow-up is And when all of those things happen And so if we're thinking of something Maybe a little bit simpler Like the e-commerce website You know, it's What are you doing Somebody's coming through the first time How do you follow up When they've made a purchase How do you follow after the purchase And so we can simplify that Into a customer journey Maybe that looks a little bit more like this Where it's some kind of I think we've acquired them Or acquired information about them We have a welcome And that the healthcare model Is maybe a pre-appointment During the appointment After the appointment And then how do we retain that loyality The same kinds of things apply here Is that we'll be sending Different messages at different times And as a person moves through That entire life cycle We'll treat them differently We'll treat them as an individual At a certain time Because that's what they are And so as we talk about Personalization It's not just one thing that's firsthand So we're going to talk about The different models here Or the different framework And sort of put these into Three different categories I'm going to list them as transactional Inferred and predictive And so transactional basically Is as simple as this There's an action and a trigger And action and response Action and response Inferred is looking at Maybe a bunch of different actions And inferring a need And then predictive is And so again it's a phase of Not necessarily jumping into Straight and predictive But we're looking at How do we get there And what's relevant to To get there Again, kind of building out Our grid a little bit Starting simple is Just a single action A single action and response How can I get to What we need to what we need next And then looking across How can we do that Throughout a single session And how can we do that Across a segment For more people And then last stage We're working a little bit more advanced What we want to build up into Is how can I do this Within just a single channel How can I do this on my website And then moving forward We'll look at multi-channel How can I do that same response Now I'm following up In an email What do you need next Based on what you did on the site Where I'm following up And then the last thing That we'll get to Which is kind of the premiere Especially if you do anything In a business In a business kind of world Or even for us Is what we call household Is how do you predict Across a company What's the company's behavior What's the density To buy for a company And how do you predict That and adapt it Towards that So again Where we want to start Is very much in this simple Simple side Let's start simple Because we don't need To breathe in Everything that we don't And maybe that's good enough And so Where we'll go from here Is let's look at the transaction So transactional personalization Is the good thing here Is you're probably hard to do against We're just not calling it Personalization per se And so using the definition Of what you need And what you need next Transactional things Could be like You made a purchase That's obvious You've logged in You've added something to your cart You've maybe added Something to your wishlist You've opted in for tracking You've selected the language Basic sign up These kinds of things Very, very transactional kinds of things And now we can start saying Hey, I know a little bit where you are And I know a little bit about What you need next The new thing about this Is we're thinking like Hey, that's hard How do I know that? How do I know what they need? And we can kind of put it In an inverse And we can say I know what I don't know I know that you haven't done this I know that you haven't made a purchase Yeah In this session I know that you haven't logged in Or maybe that you don't have a cannon I know that you haven't You're using the default language setting I know that you haven't signed up I know that you haven't offered it Once you have And so these again Are very simple kinds of things You're probably already doing And we just don't call them personalizations Right You're And so I want to share one example Of the And so I think a lot of sites Have something like this Which is the newsletter sign up Right This is our default newsletter sign up And it goes on a lot of our pages And so You know Who has something like this A lot of A lot of sites do And we've all seen something like this And so one of the things we wanted to say is And I don't know anything really about the customer yet And so what we did Is we created a lot of versions of this And that And it means that If you're In a general place Maybe you see this But if you're looking For an optometrist Or if you see something There's a little bit of architecture around it And this is Not just like hard coded in It's a little bit Programmatic based off Of the data Of the page content groups And so we can say Hey you're on something That you're related to Optometry Now you did this And we have a bunch of them I think there's like 39 of them I don't know For the customer It's like We need We're here next Let's help you Let's say that We're Our show A little bit more responsive And that map Has been phenomenal Effective for us Because it's a lot more Personalized To the customer That's our needs And nothing has been More effective for us Immediately in the signups But it's been more Hiked up for us Downstreaming them When people sign up They're more likely To open that payment They're more likely To read We see a lot more Traffic Coming through that And so even that Simple step Of just providing a little bit More potentially Relevant content In the front Has seen phenomenal Conversions for us Downstreaming them And so again As we look at Who we're targeting In this case It's the general audience Versus maybe Somebody who's looking at An op-com Thrust But then also What's the message How do we segment them And how do we Control that payment In this case It was as simple as We know You haven't Hopped in yet So let's give you That offer After you view Three or four pages I don't remember Exactly what it is But it's a very Simple action and trigger One way to kind of Fool ourselves In doing this Is what I'm going to Say is 80 testing is bad Sort of Okay Don't bring out Just sort of bad So one of the Examples I want to Share within this Is What if we had done this What if we had said Hey I have an offer And I'm going to Show this offer To everybody And we're going To 80 test this I mean We're going to show Some people And let's say I had phenomenal Clicker rates Meaning 10% of people Filled out this one And 12% of people Filled out that one And in normal 80 tests I'd pick Which one would I pick? Either These Right It performs better The thing that We're fooling ourselves Around a little bit Is that We don't know What that data Actually looks like We don't know If there's Something like 8% of the people Who would have clicked Throwing either Like this Meaning that There's two Completely different audiences And so the people Who are not asking What they need to be testing Necessarily Is why Why would some people Click this one Over here Or that one And why wouldn't They click together Is there any commonalities Is there anything I'm saying That maybe Better resonates With a certain Maybe a certain group Of people Maybe by demographics Maybe by age Maybe by interest Maybe by advice And more importantly They don't address What this is Why are these people How Why am I not able To help them Or identify them And so Really 80 testing is fine But what we want to look at Is It's in the segmentation Combined with 80 testing So that we're Able to be a little bit More relevant And do things A little bit Again, we also Want to make sure That we're not 80 or 80 They were really Focused on That How can we help you As an aside I was working on A small project And I noticed Something About How well these GPR Displained them Just to see Do you see how Purifying they look It's just like Like It's like Something's wrong We're being Completely Shut down And censored So as you guys Are developing these Things Not put them in Big black And red buttons And like Alert A little bit of Grenadier But then Or maybe that's Work a little bit Of testing as well So let's look at This next group Where we Want to get to But again I feel like Probably most people Are doing Some part of this Transactional So let's talk A little bit About this And how We get there And this is Our Continuous Plan This is how We Deploy this In a Critical User So as we talk About containers I'm going to talk About containers Does anybody know When the containers Were invented? I'll tell you It was in 1958 In a Revolutionary Ship Before that Everything was Shipped And boxes Creates Barrels And more Partly They had to be Unpacked And repacked Every time We unloaded Something To create All of these things It was a Container Data Shipping And it just Has been Very easy To take this box Fill it with Whatever goods You want Put it on to a ship Take that same box Put it on to a train Then on to a truck And get it to Its final destination And so That's a lot of Benefits And that It standardizes The delivery Aspect For us It makes it These are But it's The same container Regardless It's easier to manage Performance It's easier To put where you want And you can Put anything You put Anything you want In the real world People have also been Extremely creative With these containers They've done Crazy things Like building houses Out of them Or Restaurants Or A wide variety Of Containers And deploying Your personal Aspect When One of the things That I think about That I'm going to be asking them To be able to Is create a unique site For every person For health grades For example We have 20 million Monthly viewers I'm not creating 20 million sites a month What I want to do Is create a container That I can put in That has a Detectionary Relevant Or personalized Offer for that person And the neat thing Is the data Once I've figured out The data element I can Populate that container And create it That I want I can send that out In the printed format I can send that out In an app Or definitely On the website And so again The same principles Applied here It's empty by default Meaning that If I don't know Anything about that person It just collapses flat But it's also very Precious Very timely It allows me to Personalize that Message To offer that What do you need next Element in it very And so As we work through it Let me share an example And again The execution of this Does require a little bit Of this marketing Does require A little bit of integration With data And it does require Some design And so One of the pieces About data Is how do I know What a person needs next And the best way That I've found Is pulling an example From Harry Potter And so Everybody knows Do you know what this is? This is the Sorting Hat How does the Sorting Hat Work? Sorting Hat works Basically what the Sorting Hat does In the movie Harry Potter Is that it Puts you into different Hashes Right? So from a marketing perspective We'll say It puts you into different segments It puts you into Different groups And it doesn't Just do that By who you are But also by what You want Just like in Harry Potter It's not who you are But what you want It matters And so Within this What I've done In a lot of different cases Is providing the ability For people to Stuff like that Why we don't necessarily Understand that they're Without like Explicitly asking This is on the side Of the movie bone Of tell me what you want It's Let's figure out Let's Present a few offers And see what people do And so specifically In this case What we'll do Is a content Or what a page Or a landing page And it has a main offer Just like a good page Should have And then maybe it says Would you be interested In these things And these things Could be our containers Where they're dynamically Populated Or they could be Hard coded in If we read And basically What I'm looking at is Do they Stuff in one of these Authors Are they more interested In this Than something else And when they do I start to Understand what They're interested in In the aspect of A product Or something That they're interested in So then I can understand How they're working Better From a data back And this is getting Very complicated And then Kind of keep asking Keep asking And really Replying it down To share one story Of this We'll go back here Really quick So I used to work For World's largest Mental device Company Of that product And a lot of their devices Are in hospital Capital clinic Kinds of things These years Kind of make $100,000 To a million Dollars to purchase And then They're very complex Kinds of systems And so one of the things That we wanted to Understand is As we're talking To hospitals And physicians Is what Aspect of this Are they interested In And so we Deployed the same Kind of model Where they would Go through And we would Present conference And say Hey, here's We're personalizing And messaging Towards that And what we did Is using this Same kind of Container method We personalized Aspects on the site Where we had Just those little Little boxes We integrated that Into email We integrated that Into print materials We integrated that Into a lot of Different things And what we saw Is that From 90% Conversion 89% Exaggerated 89% Conversion And we never Have an 89% Conversion And so By going through And Looking at Pretty powerful So overall Within this kind Of project In this campaign We saw Phenomenal Results Throughout the Entire model Across all of our Channels Again, we're Looking at A multi-channel Kind of experience And that Our emails Have A 40% Open range Of Content And so We're Well about Baseline We saw people Engaged with Our Viewing more content Working through Different kinds of Things And most importantly We've been A revenue goal Again, this is A million Dollars, A multi-million Dollars Business unit We did Our Business goal In six months Per se And so To be able to Kind of design Through this Is If we took a standard Technication model And just said You're A respiratory therapist Or some kind of therapist We think You're going to be Interested in this And you're a nurse So you'll be interested In that When we let People choose We would have been Wrong About 48% Of the time Meaning that If we had Come back for An AB test We would have Picked the right one Technically We would have Been Presenting Wrong tracks And so By kind of That in We're able to See Super many things And again It's around This More For Looking at behaviors Over time This next one Is Protective And predictive I don't think Is It's marketed A lot I don't think It's realized Very Effectively But I'm going to Talk a little bit About what we can To start Getting there Because the principle Here is Basically Inferring Things Of things You haven't done yet Right It's easy to Infer what Your need is Based on Things you have done But Pulling in What We would need to Know Or what We don't know To make That gas Of Where You say It's a little greedy Because it means I have to Have data From somewhere else Meaning That you haven't necessarily Given me a Partition Of that And so I'm taking things That The first one Is a Testing How do we Go about Testing Whether or not We really Want to get into Some kind of Predictive Kind of thing Instead of Going somewhere What is that engagement Look like And then I'll have an evaluation Staff And an investment Staff So Meaning That I'm going to deploy Something We're going to measure How it goes And then We're going to figure out On a user by user Or company by company Paces Whether or not It's worth Investing Further And then We can kind of Start working Through that But the biggest Really need Predictive Predictability Or kind of really For a user By user bases Of From what they need And so As we're looking On applying this Level It looks at How do I help them Discover Something How do I help them Learn more about it How do I help them Investigate For it Engage With Or kind of Complete that Staff And then We'll kind of Decide To talk about timing Isn't necessarily Timing You know Today versus Tomorrow But it's timing along A different path And so We can start Looking at those Predictive And inferred Is really How we're working Through The different elements And what our traders are So these can be Things like What have you done But also Whether or not Use the right messages Whether or not Their actionable messages Whether or not We're integrating Across channels Whether or not We're personalization We want Or whether We're really Just created For our customers Again Basically The last thing Is that Every campaign That we do Every website That we create Every page That we put up Ultimately is People-based And so What we're really Trying to do Is make A better experience For that user By understanding What they need And then What they need Because it's something To try to achieve But it definitely doesn't Require that we Immediately go All the way To the top right And do everything But it's really looking At how we implement Little steps To make that person's Journey For themselves A little bit better And that's what What I really want to Do And so With that up close And little slides today You know I made back a slide If you have done those You're a designer So That's amazing That's the audience Have Questions Now it's time Time to go I've got this Instruct A service Of moving Updating to Use The WordPress To do the AD testing What service Do I use for the AD testing? For me I've definitely done A lot in WordPress I've worked in Other systems For me The most important thing Is to have The analytics integration So you can tell Whether or not To go on And so Something like an example I showed Just having Google analytics Or WM analytics Or anything else In there To say Of all sessions What proportion Click this Versus what proportion Click that The nice thing About Google analytics Is then Break down my segment As was mentioned earlier And you can see Start seeing What those differences are And then you can also Apply it to the journey As you can say Of the people Who click this And sign up What else do they do? Do they help them With the goal Or did they kind of stop In there With that newsletter sign up And so Again Definitely do There are some plugins That I can use But we're questionable That kind of things I've part coded things In on this page Versus that page And so Your mileage may vary With either that Good for Developers From the business point Of view What are we Hanging on What we're doing I was wondering When you start The process for me To stop Having a user Story What does the user Want to do And you have A lot of stuff You know Like a language And so How would you Start when you have Like a Some new thing How do you Stop Stop the user's story When you go Through it And analyze That Like you see The story And how you go With that Because if you may Realize What you ask As to how Specific Distracted from you That's like Customer experience.com It's by Adobe Or not It's by Oracle Eliquid It's a site It has a bunch of Really great content And that's a big thing Because as a business We always go through And say Hey My customer Is going to come to my site They're going to see The awesome clothes That I'm selling And they're just Going to buy it And that's it You know And that's how We map out the customer Journey So I do the landing page And then Necessarily map out Is what concerns Are they going to have What else do they want Do they need to Reviews on there Are they going to bounce Around the site Look at similar products And that's The hard part of mapping A customer journey Isn't the ideal path But it's the And so I do like the way The materials that Design CX has They're all free I'm not selling And you can Go on and down With them It's the biggest piece And that's where I Get from Data side of my Data heap I love looking How does a person Look at the path What is the multi-tap You got to Meet the lines Sometimes the line You have to You got to I'm the support To track some But you Still do that Because If you may not be Saving them Right I think the very Like Let's look like Who kind of Comes into And there's Benefit And sometimes I think There is Let's Tell that to the user And let's get away that says, we trapped you to say, here's the benefits of that. I'm part of this family more than we want your data, right? And so that's the difference. And as we talked about, some of those personalizations you can do is basically how you have them. You can have more compelling or more interesting offer or give user more information on them. And you can't even say, hey, let me trap your experience on the site in this session. And if they don't trust you, that's where we would really relationship a little bit. Let's do a little bit better on how we, our standards, scare and work to track the data itself to everybody. We're going to know who you are, and you're going to see ads, and it's going to be terrible. We can do that.