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by John Carione
If you’ve already taken advantage of Drupal taxonomy terms to increase engagement on your website, you may be ready for the next step of more advanced targeting and segmentation using personalization modules.
In this blog, I’d like to discuss two examples of how large organizations have used Drupal modules to identify “like” users and then present them with targeted content. These customers have also integrated with best of breed technologies such as Google Analytics for web tracking and email automation to send targeted email correspondence.
Humana, a Fortune 500 healthcare company, contracted with Digital Bungalow to deliver a personalized Drupal microsite for their customer base at MyWell-Being.com to personalize content . The website goals were to self target content that would bubble up to users on the site and find them, based on their interests. The first level is with registration of users and their profiles, the second is with an interactive assessment to find the member’s interests. The third level captures how the registrant interacts with content: reading, bookmarking, sharing etc.
Based on prior research, Humana believed that members of the site were much more likely to become and stay Humana subscribers. Deeper analysis showed us that a number of distinct user groups were coming to the website, each with their own needs and interests. The existing website and content marketing strategy were tailored to the “average” user.
Humana hypothesized that personalizing website content for users based upon both demographic and click data would enable them to increase website relevance, user engagement, and frequency of visit.
To execute website personalization, Humana drove existing users to a personal wellness assessment which gave them information on their needs and interests.
When users register for the site, their demographic data is used to predict what their interests will be. Finally, users can manually edit their settings through a series of sliders to change the type of content they see on the site.
Ultimately, this enables Humana to map users to others with similar demographics and behavioral profiles.
The Drupal “WEM” module built by Digital Bungalow offers personalization controls are present throughout the site, not buried in a user profile page. Each personalization component is a configurable block and can be rearranged based on context.
As Humana creates segments, with the segment builder, users are identified within raw segments such as Health, Finance, Retirement Activities, etc. Initially visitors are given the default content, which targets new visitors to the site with no click activity or users who have yet to be modeled.
Next, once they have been part of a predetermined segment, such as Healthcare, based on segments attributes such as:
-Demographics: Male or Female, Under 60
-Tracked Site Activity: Users who have predominantly clicked on health related content.
Both web and email (via Mailchimp integration) featured content is weighted toward new health content. Drupal is an excellent system for integrating solution completer technology for personalization, such as marketing automation, email campaigns management, or web analytics.
This type of segment building personalization is a good next step for those looking to create segments based on rules and then map specific content to those segments returning to the site.
In my next blog, I’ll talk about additional methods of personalization that leverage machine learning to automate the process of deciding which users/segments receive what targeted content based on iterative testing.