The Personalised UniversityThe Personalised University

Clifford SandersClifford SandersOnline Projects ManagerOnline Projects Manager

Gareth McAleeseGareth McAleeseWeb Development ManagerWeb Development Manager

Presentation OverviewPresentation Overview Customisation and Personalisation what are Customisation and Personalisation what are

they?they? Why Personalise?Why Personalise? Personalisation ComponentsPersonalisation Components Visitor Relationship MarketingVisitor Relationship Marketing Privacy ConcernsPrivacy Concerns My University of UlsterMy University of Ulster Some Summary PointsSome Summary Points

What is CustomisationWhat is Customisation User driven processUser driven process Gives the user the control over the Gives the user the control over the

interactioninteraction Allows the user to change the appearance Allows the user to change the appearance

and importance of informationand importance of information Allows users to define their interests using a Allows users to define their interests using a

questionnaire approachquestionnaire approach Information is ‘Information is ‘rememberedremembered’ between visits’ between visits UU ‘Who am I’UU ‘Who am I’

What is Personalisation?What is Personalisation? Knowledge driven experienceKnowledge driven experience Behavior – basedBehavior – based Is an ongoing incremental processIs an ongoing incremental process Content tailored to individuals based on Content tailored to individuals based on

knowledge about their preferences and knowledge about their preferences and behaviorbehavior

Enables you to quickly and easily tailor the Enables you to quickly and easily tailor the experiences of your visitors and customers experiences of your visitors and customers across all your interaction pointsacross all your interaction points

Customer Profile - Customer Profile - Leverage History to Push Leverage History to Push “The Right Information at The Right Time”“The Right Information at The Right Time”

Why Personalise?Why Personalise? Get to know your visitorsGet to know your visitors Treat them as individualsTreat them as individuals Deliver more appropriate contentDeliver more appropriate content Provide added valueProvide added value Improve your customer serviceImprove your customer service Make the site easier to use – we’ll tell you Make the site easier to use – we’ll tell you

what you need to knowwhat you need to know Large websites - makes information easier Large websites - makes information easier

to find (or more correctly target information)to find (or more correctly target information)

““Users of personalized sitesUsers of personalized sitesview at least 10 times more view at least 10 times more pages then the four to five pages then the four to five page views common on page views common on a non-personalized site”a non-personalized site”

Source: Internet.comSource: Internet.com

““Sites who fail to provide Sites who fail to provide relevant content and helpful relevant content and helpful

functionality drive away functionality drive away approximately 40% of repeat approximately 40% of repeat

traffic”traffic”Source: Forrester ResearchSource: Forrester Research

Personalisation RequiresPersonalisation Requires A different approach to website design and A different approach to website design and

implementation – content separated from implementation – content separated from design and its delivery method/channeldesign and its delivery method/channel

Content to be tagged at a granular levelContent to be tagged at a granular level Closer interaction with the complete Closer interaction with the complete

business – integration with your offline business – integration with your offline activityactivity

Personalisation ComponentsPersonalisation Components The Key componentsThe Key components

User ProfileUser Profile PreferencesPreferences PlatformsPlatforms ProcessesProcesses

User ProfileUser Profile Information on Visitors and customers (e.g. Information on Visitors and customers (e.g.

registration data)registration data) Information on their browsing behaviour and Information on their browsing behaviour and

purchases (e.g. click streams)purchases (e.g. click streams) Events (searches and data/form feedback)Events (searches and data/form feedback) Use of Data Mining / Artificial Intelligence to Use of Data Mining / Artificial Intelligence to

deduce new rulesdeduce new rules A rich profile is A rich profile is The KeyThe Key to personalisation to personalisation

PlatformsPlatforms Information on delivery channels, www, wap, Information on delivery channels, www, wap,

call center (call me) etccall center (call me) etc User preferences for each channel (call work User preferences for each channel (call work

number during day, home in evenings)number during day, home in evenings)

Business RulesBusiness Rules Explicitly defined rulesExplicitly defined rules Constantly evolving (or should be)Constantly evolving (or should be) Can sometimes be hard to express Can sometimes be hard to express

electronicallyelectronically

Rules EngineRules Engine A system for applying the rules either online A system for applying the rules either online

or offlineor offline Adaptive, using Data-Mining/AI techniques Adaptive, using Data-Mining/AI techniques

to deduce new rules based on other visitor to deduce new rules based on other visitor patternspatterns

Visitor Relationship MarketingVisitor Relationship Marketing Establishing relationshipsEstablishing relationships Two way information flow - feedback on Two way information flow - feedback on

product rangeproduct range Enhanced service elements/response times/ Enhanced service elements/response times/

one-to-one contact with customersone-to-one contact with customers Mutual rewards and commitment (loyalty Mutual rewards and commitment (loyalty

scheme)scheme) Customer RetentionCustomer Retention Less running costs once establishedLess running costs once established

Privacy IssuesPrivacy Issues Key principles of consent, fairness and Key principles of consent, fairness and

transparencytransparency Shopping with a ski mask onShopping with a ski mask on Driving without license platesDriving without license plates Big Brother is watching youBig Brother is watching you

Data Protection / Freedom of Information ActsData Protection / Freedom of Information Acts When it goes wrongWhen it goes wrong

Intel, DoubleClick, Amazon buying circles...Intel, DoubleClick, Amazon buying circles... The Key is to The Key is to “Remember information for people, “Remember information for people,

not about them”not about them”

Some Example SitesSome Example Sites www.amazon.comwww.amazon.com www.blackstar.co.ukwww.blackstar.co.uk www.bbc.co.ukwww.bbc.co.uk

My University of UlsterMy University of Ulster Driven From Marketing PerspectiveDriven From Marketing Perspective User ‘Portals’User ‘Portals’

My IntranetMy Intranet My StudentWebMy StudentWeb My VisitorMy Visitor

Implementation of a Content Management Implementation of a Content Management System (probably Zope)System (probably Zope)

Data Warehouse – User ProfileData Warehouse – User Profile Rules EngineRules Engine

My University of Ulster…My University of Ulster… All courses held in a central databaseAll courses held in a central database Searchable by selecting optionsSearchable by selecting options Response given on screen, sent by email or Response given on screen, sent by email or

printedprinted University gathers information on customer University gathers information on customer

preferencespreferences Register for updates / new course info etcRegister for updates / new course info etc Problem: will service element be matched Problem: will service element be matched

by conventional approach?by conventional approach?

My University of Ulster…My University of Ulster… Campaign ManagementCampaign Management

Integrating offline marketing activitiesIntegrating offline marketing activities

News and Events News and Events Integration of email with website (weekly Integration of email with website (weekly

update)update) Alumni PortalAlumni Portal Student Recruitment PortalStudent Recruitment Portal

My University of Ulster…My University of Ulster… Customisation (Customisation (donedone)) Content Management System (Content Management System (donedone))

Custom DB (Custom DB (donedone)) Moving towards ZOPE (Moving towards ZOPE (next 12 monthsnext 12 months))

Profile Data Warehouse (Profile Data Warehouse (50%50%)) Simple profiles developed – will develop as Simple profiles developed – will develop as

personalisation system developspersonalisation system develops

Personalisation (Personalisation (next big stepnext big step))

SummarySummary Requires Requires

a clearly thought out Internet policya clearly thought out Internet policy Highly competent technical teamHighly competent technical team

Benefits (Visitor)Benefits (Visitor) Saves Time & MoneySaves Time & Money Better InformationBetter Information

The FutureThe Future Integration of other mediums – Call Centre, Integration of other mediums – Call Centre,

WAP, Digital Televisions etc.WAP, Digital Televisions etc. Delivery of mass open and distance learning Delivery of mass open and distance learning

programsprograms Technology watch – what's around the Technology watch – what's around the

cornercorner