Introductory workshop to content modelling and personalisation. Learn how to design content for deliver contextually relevant, personalised experiences.
1. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling:
For Personalisation
Cleve Gibbon @cleveg / Kate Kenyon @kate-kenyon
Confab Intensive, Sep 2015
2. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction
3. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction
Content
Modelling 101
Content Modelling
Exercise
Caffeine
break
Personalisation
101
Personalisation
Exercise
Discussion
15 mins
30 mins
30 mins
15 mins
30 mins
30 mins
30 mins
Thank you Shutterstock
4. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Use the Parking Lot
5. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Workshop Description
Today, personalised experiences are cursed by the digital three wise monkeys.
• We hear this: personalisation helps us win and retain customers.
• We see this: poor, inconsistent and non-personalised customer experiences.
• We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience.
How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved?
What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are
approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common
content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content
modelling for personalisation brings.
• Learn how to approach personalisation conversations around content.
• Understand how to evaluate and critique content models for personalisation.
• Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences.
• Work with your industry peers to self-organise and work in cross-disciplinary teams.
6. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
To better understand how to approach to designing structured content
for personalisation.
7. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Who am I?
• ‘70s – hyperactive child to nightshift nurses
• ‘80s – designer, come gamer, and console hacker
• ‘90s – student, lecturer, modeler and UI developer
• ‘00s – platform developer / architect building trading &
platforms
• ‘10s – consultant in content, platforms, experience
management to operationalise client promises
I work equally across the business, content and technology to
create engaging platforms to better serve our customers
8. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Who am I?
• ‘80s – bookish child of an IT dev and a PM
• ‘90s – linguist, magazine writer
• ‘00s – marketer, journalist, CMS wrangler,
technologist, content strategist
Today, I work across content and technology to
help businesses make content a genuine asset.
9. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Say
hello!
10. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Why did you choose our workshop?
11. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
What issues or challenges have you had with
personalised content or content modelling?
12. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
What is the one thing you want to take away from our
workshop?
13. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling 101
14. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Why content model?
enhance
author experience
shared
language
content
modelling
build
x-discipline teams
APIs
for access
define
structure
add
meaning
Align
Thinking
http://www.slideshare.net/cleveg/why-content-model
better manage
content
(CMS)
…
15. The future of digital marketing. London . Poznań, New York
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Content Architecture
Content
Context Users
Content
Wireframes, Blueprints
Metadata, Taxonomy, Thesauri
Labelling, Navigation, Search
Content Inventories & Mapping
Content Models, Author Experience, Workflow
Structured, Reusable & Personalised Content
Content Administration, Asset Organisation
Role-Based Content, Permissions
Content Scale, Storage, Analytics
MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE
Information
Architecture
Content
Architecture
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Deliver Content-Driven Experiences
Plan, manage, publish and optimise content
in a predictable, repeatable and scalable manner
to deliver contextually relevant, personalised experiences.
WhatHow
Why
17. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Context
Personalised Experience
Content Services
Content Personalised
Experience
Content
Engine
Intelligent Content
Plan, manage,
publish and
optimise content
in a predictable,
repeatable and
scalable manner
Please
Model Your Content
Here!
18. The future of digital marketing. London . Poznań, New York
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http://www.markboulton.co.uk/journal/structure-first-content-always
You can create good experiences without knowing the content.
What you can’t do is create good experiences,
without knowing your content structure.
19. The future of digital marketing. London . Poznań, New York
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Content Modelling Benefits: A few
1. Adaptive Content – to enhance the “flow” of content.
2. Responsive Design – to display content across multiple devices.
3. Author Experience – to create smart, author friendly, interfaces.
20. The future of digital marketing. London . Poznań, New York
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Adaptive content
Don't get set into one form.
Adapt it and build your own, and let it grow, be like water.
Empty your mind, be formless, shapeless — like water.
Now you put water in a cup, it becomes the cup;
You put water into a bottle it becomes the bottle;
You put it in a teapot it becomes the teapot.
Now water can flow or it can crash.
Be water, my friend.
Bruce Lee: A Warrior’s Journey (2000)
21. The future of digital marketing. London . Poznań, New York
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Raw
Self
Describing
Modular
Content modelling enables adaptive content to transform and
transport everywhere it needs to be.
22. The future of digital marketing. London . Poznań, New York
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Responsive Design
http://mediaqueri.es/
23. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content modelling is critical to continuously communicating
the structure and meaning of content to and from designers.
Content
Model
Web
Developer
Content
Modeller
Visual
Designer
CMS
Engineer
24. The future of digital marketing. London . Poznań, New York
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Author Experience
Give authors rich experiences for producing content.
25. The future of digital marketing. London . Poznań, New York
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Content modelling provides early and continuous access
to content structure to define and design
the best experience for authors to create great content.
Structured
Content
Content
Model
Authoring
Interfaces
understands creates
28. The future of digital marketing. London . Poznań, New York
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Summary of benefits
• Adaptive content uses the model to make content flow like water.
• Responsive design uses it to best display within multiple devices.
• Author enhanced interfaces use it to produce intelligent content.
• All these benefit Personalisation too.
29. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Discussion
How does this fit within
your part of the world?
30. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The Content Model
31. The future of digital marketing. London . Poznań, New York
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A content model is a formal representation of
structured content as a collection of content types
and their inter-relationships.
32. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Chart Song
Album Page
Artist Profile
33. The future of digital marketing. London . Poznań, New York
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34. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
35. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
36. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Design-Time: Type, Attributes and Relationships
A content type is an information asset. It is an abstraction that
captures the essential characteristics (attributes) of content that
distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the
content type Person may have three attributes, age, name, and
title. Collectively, the attributes define what a content type is.
A relationship defines how one content type relates to another.
There are many different types of relationship, e.g. whole-part,
inheritance, association, depending on the level of detail.
Event
Venue
name
logo
description
address
capacity
cost
name
logo
summary
organiser
start date
end date
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Run-Time: Content Items
Event
name
logo
organiser
start date
end date
Content ItemContent Type
Instantiate
Event
name
logo
organiser
start date
end date
Copy
Structure
Event
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Values
Event: Summer Olympics
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Name
38. The future of digital marketing. London . Poznań, New York
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Content Packages
39. The future of digital marketing. London . Poznań, New York
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Summary
• Content models are formal representations of structured content.
• Content models should be simple, clear and relevant.
• Content models are the result of content modelling.
40. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling
By Example
41. The future of digital marketing. London . Poznań, New York
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Content modelling is the process of creating a content
model to add structure and meaning to information.
42. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling: 3 Simple Steps
1 2 3
Define each content
type and their attributes.
Refine how content types
relate to one another.
Mine all the different
types of content.
43. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Remember to…
…value content
modelling over the
content model.
44. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Group Content Modelling Session 30
Mins
45. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
46. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Movie Series
Episode MemberReview
title
duration
synopsis
cast
director
starring
genres
moods
keywords
longDescription
audio
subtitles
movieReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
cast
director
starring
genres
moods
keywords
longDescription
seriesEpisodes
audio
subtitles
seriesReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
season
sequence
imageTeaser
rating
description
reviewAsset
feedback
47. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Our ‘Netflix’ Content Model
• Mined out the content types.
• Defined attributes for content types.
• Refined relationships between content types.
Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
Now think…
• Author Experience
• Adaptive Content
• Responsive Design
• Content APIs
• Personalisation
48. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
And remember…
…No model survives first contact with real content.
http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
49. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation 101
50. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Mutually beneficial connections
51. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation: an invitation to connect, not a demand
52. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation isn’t about abuse of information
(Not a strictly accurate headline, but you get the point…)
53. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Reasons to do personalisation
There is a clear, identified need amongst users for it
• Diverse audiences with distinct content needs
• Large number of similar products/content elements
• Repeat customers who need to see their history
• When recognition and loyalty is a clear part of the customer
experience
54. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Clues to identify those needs
• Persona approach
Where two or more audience personas are accessing the same
piece of content, looking for difference elements of information
• Top Tasks approach
Where a key customer task has an outcome that is subject to their
own personal taste or preference
55. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation
How much can you do?
56. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
How much personalisation can you do?
received data
collected data
given
data
ANYONE
JUST YOU
CONTEXT
PERSONALISATION
GENERAL
SPECIFIC TO
YOU
57. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Received data
http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
58. The future of digital marketing. London . Poznań, New York
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Collected data
59. The future of digital marketing. London . Poznań, New York
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Given Data
60. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation
How much can you do: Netflix
61. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Top Task – the personalisation rationale
“I want to find a film or TV show
that I will enjoy watching right now”
62. The future of digital marketing. London . Poznań, New York
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Netflix Received Data
63. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Collected Data
• Personal details: name, address, billing details
• Account details:
– length of membership
– frequency of use
– what you watched
– what day and time you watched
– how much of it you watched
– device(s) used
64. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Given Data
65. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Given Data
66. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Given Data
67. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
68. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
69. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
70. The future of digital marketing. London . Poznań, New York
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…but not everywhere
71. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
…but not everywhere
72. The future of digital marketing. London . Poznań, New York
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Exercise!
Use the data sets to extend the
content model, so that users can
more confidently choose a film
they like.
Work as a table group, and
report back
30
Mins
73. The future of digital marketing. London . Poznań, New York
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Wrap Up
74. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Parting Thoughts
• Content modelling enables you to do as much personalization
as your users need
• Content modelling and personalization are continuous
activities, not ‘fire and forget’
• Content strategists are the best people to design content with
personal data. If not you, then who?
75. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The Parking Lot
Did we miss
anything?
5
Mins
76. The future of digital marketing. London . Poznań, New York
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77. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Resources
• http://www.clevegibbon.com/content-modeling
• http://www.slideshare.net/cleveg/why-content-model
• http://www.slideshare.net/cleveg/content-modelling-2013-lite
78. The future of digital marketing. London . Poznań, New York
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Advise. Deliver. Support.
cleve.gibbon@cognifide.com | kate.kenyon@cognifide.com