Personalizing the Digital Experience Using Simple Taxonomy
by John Carione
(Part 2 of the Exploring Personalization Blog Series)
There aren’t a shortage of tools and techniques surrounding successful personalization as I discussed in my last blog post. But with that being said, executing through precise, innovative taxonomy needs to be done effectively in order to turn viewers into returning visitors.
President Obama’s donation page surrounding his presidential campaign last fall is a great example of this. This page was able to tell if you had been to the site previously, and if you had, it recommended you show your support through a donation of your choice. This brilliant use of personalization led to successful campaigning because of the sufficient funding his team received by this site’s clear execution of simple taxonomy.
This blog series will explore various of levels of personalization, with today's blog discussing: Simple Taxonomy Based Personalization in Drupal.
If your organization is just starting to dip your toe in the water on personalization in Drupal, one way to get started is by simply leveraging metadata about a particular user to deliver the right content to the right person at the right time. By tapping into a user’s stated personal attributes (their interests, skills, etc.), digital marketers can decide what content should be shown and increase online engagement.
Let’s take a look at a fictitious travel interest community, World Travel Nexus. WTN is a site that uses community and rich content to drive travel package sales. Below is the default view of the homepage from someone arriving at the site for the first time.
Next, if we login as an authenticated travel site member, we see below that the layout and content mix of banner ads changes on the page. This page is now tailored to a particular user who has offered explicit attributes about themselves while filling out their user profile. In this case, they prefer travel to warmer climates, so the items about Europe have been removed and replaced with more engaging content. The result is that this visitor will be more likely to take action (watch a video, fill out a form, make an online purchase, etc.). Drupal automatically reacts to this contextual information and presents the optimized content to the user.
Since “Jennifer” has listed ‘tropical’ as one of her areas of interest below, her experience on the site reflects that preference. This is considered “explicit” personalization, which uses what the user tells the organization about him or herself, in this case a particular travel interest. Drupal, with it’s node based architecture, is a great system for delivering dynamic, personalized content that allows brands to generate new demand for their product and services by serving up highly-targeted content to individuals.
Drupal has also automatically displayed a contest promotion on the page based on the personal interests she has expressed explicitly. In this case, the promotion is for a featured vacation package. Once Jennifer clicks on the contest and fills out the form, that list can be used as a segmented group for targeted messaging, specific content, or other promotions.
This was a very simple example, but sometimes that is the key to success. Overall, for some organizations, the simple taxonomy based personalization shown here may be enough as a first step into the world of improved engagement. In this series I will discuss three other ways to offer personalized experiences in Drupal. Stay tuned for the next blog, and be sure to Register for the Webinar, How to Personalize Content to Drive Customer Action, Tuesday, September 24, 2013 at 1 PM EDT.