Content Management Systems and Personalization

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Keynote gt CMS Personalization
Content Management Systems and Personalization
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Warning

• This presentation is a polemic
• Personalization is a waste of resources.

You can still get people the content they truly
want
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About CMS Watch
Industry portal reviews content management
products practices. (www.cmswatch.com)
Enterprise Search Report evaluates 28 Search
vendors.
CMS Report evaluates 31 Web CMS packages.
Records Management Report evaluates 23 RM vendors
Coming Soon ECM Suites and Enterprise Portals
Reports
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Personalization Hype Curve
Personalization Hype Curve
Personalization
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Jupiter Findings (via CNet)
Content Mgmt vs. Site Mgmt
Operating the personalized Web site cost more
than four times what operating a "comparable
dynamic site," Jupiter found. The report said
costs came primarily from the human effort needed
to measure results, manage rules and optimize the
system, on top of the licensing costs for
personalization software
Financially Costly
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People-Intensive
"One health care site spent five months weaving
scenario management through its entire site, only
to realize too late that maintaining the staff
required to manage campaigns, scenarios and rules
was prohibitively expensive," the report said.
"In another case, a travel provider spent upwards
of one year rebuilding its site on a new,
personalization-driven architecture, only to
quickly--and painfully--conclude that matching
profiles to content or offers had no impact on
visitors who only want to check miles, compare
flights, and book passage."
Non-Impactful
Fix the Basics
Instead of implementing personalization
strategies, the report suggests, companies should
concentrate on the basics, such as making their
sites easy to search and navigate.
Source http//news.com.com/2100-1038_3-5090716.ht
m
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Issues to Consider
CMS and Personalization
What type(s) or personalization? Who will tag
the content?And at what level?And do you have
the right content? How can authors preview? How
can you test? Impact on performance? CMS or
AppServer or Portal?
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Different Types of Personalization
Different Types
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Profile-based Preferences-based Behavioral /
Rules-based Collaborative Filtering Privileges
Management ? Personalization
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Creating a Profile in FatWire
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Picking my state in MyGSA Portal
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Business.gov Portal
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Preview in Ingeniux
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Profiles and Preview in Tridion
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Coupled vs. Decoupled Delivery
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Baking vs. Frying
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Advice on serving individual visitors
Advice on how to serve visitors
Do recognize who they are when providing
services.(including information around
services) Dont presume what they want -- when
providing content. Let them drive the bus.
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Enterprise Search Feed on CMS Watch
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Syndicate Search Results
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Yahoo Research Findings
Content Mgmt vs. Site Mgmt
Key Findings Awareness of RSS is quite low
among Internet users. 12 of users are aware of
RSS, and 4 have knowingly used RSS.
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27 of Internet users consume RSS syndicated
content on personalized start pages (e.g., My
Yahoo!, My MSN) without knowing that RSS is the
enabling technology.
Source RSSCrossing into the Mainstream -- Yahoo
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RSS for the Rest of Us
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Syndication doesnt make all problems go away
Advice on how to serve visitors
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Still need to tag? No intra-page
customization Performance challenges? If theres
no content, theres no content.
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Content Mgmt vs. Site Mgmt
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Future of Personal Info Management?
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Before you consider personalization
Final Thoughts
Consider what lies behind the impulse to
personalization. Review your navigation and
search. Start small. Focus on group segmentation
first? Understand editorial, financial,
infrastructure requirements.
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