The Personalised University

1
The Personalised University

• Clifford Sanders
• Online Projects Manager
• Gareth McAleese
• Web Development Manager

2
Presentation Overview

• Customisation and Personalisation what are they?
• Why Personalise?
• Personalisation Components
• Visitor Relationship Marketing
• Privacy Concerns
• My University of Ulster
• Some Summary Points

3
What is Customisation

• User driven process
• Gives the user the control over the interaction
• Allows the user to change the appearance and
  importance of information
• Allows users to define their interests using a
  questionnaire approach
• Information is remembered between visits
• UU Who am I

4
What is Personalisation?

• Knowledge driven experience
• Behavior based
• Is an ongoing incremental process
• Content tailored to individuals based on
  knowledge about their preferences and behavior
• Enables you to quickly and easily tailor the
  experiences of your visitors and customers across
  all your interaction points
• Customer Profile - Leverage History to Push The
  Right Information at The Right Time

5
Why Personalise?

• Get to know your visitors
• Treat them as individuals
• Deliver more appropriate content
• Provide added value
• Improve your customer service
• Make the site easier to use well tell you what
  you need to know
• Large websites - makes information easier to find
  (or more correctly target information)

6

• Users of personalized sitesview at least 10
  times more pages then the four to five page views
  common on a non-personalized site
• Source Internet.com

7
Sites who fail to provide relevant content and
helpful functionality drive away approximately
40 of repeat trafficSource Forrester
Research
8
Personalisation Requires

• A different approach to website design and
  implementation content separated from design
  and its delivery method/channel
• Content to be tagged at a granular level
• Closer interaction with the complete business
  integration with your offline activity

9
Personalisation Components

• The Key components
• User Profile
• Preferences
• Platforms
• Processes

10
User Profile

• Information on Visitors and customers (e.g.
  registration data)
• Information on their browsing behaviour and
  purchases (e.g. click streams)
• Events (searches and data/form feedback)
• Use of Data Mining / Artificial Intelligence to
  deduce new rules
• A rich profile is The Key to personalisation

11
Platforms

• Information on delivery channels, www, wap, call
  center (call me) etc
• User preferences for each channel (call work
  number during day, home in evenings)

12
Business Rules

• Explicitly defined rules
• Constantly evolving (or should be)
• Can sometimes be hard to express electronically

13
Rules Engine

• A system for applying the rules either online or
  offline
• Adaptive, using Data-Mining/AI techniques to
  deduce new rules based on other visitor patterns

14
Visitor Relationship Marketing

• Establishing relationships
• Two way information flow - feedback on product
  range
• Enhanced service elements/response times/
  one-to-one contact with customers
• Mutual rewards and commitment (loyalty scheme)
• Customer Retention
• Less running costs once established

15
Privacy Issues

• Key principles of consent, fairness and
  transparency
• Shopping with a ski mask on
• Driving without license plates
• Big Brother is watching you
• Data Protection / Freedom of Information Acts
• When it goes wrong
• Intel, DoubleClick, Amazon buying circles...
• The Key is to Remember information for people,
  not about them

16
Some Example Sites

• www.amazon.com
• www.blackstar.co.uk
• www.bbc.co.uk

17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
My University of Ulster

• Driven From Marketing Perspective
• User Portals
• My Intranet
• My StudentWeb
• My Visitor
• Implementation of a Content Management System
  (probably Zope)
• Data Warehouse User Profile
• Rules Engine

30
(No Transcript)
31
My University of Ulster

• All courses held in a central database
• Searchable by selecting options
• Response given on screen, sent by email or
  printed
• University gathers information on customer
  preferences
• Register for updates / new course info etc
• Problem will service element be matched by
  conventional approach?

32
My University of Ulster

• Campaign Management
• Integrating offline marketing activities
• News and Events
• Integration of email with website (weekly update)
• Alumni Portal
• Student Recruitment Portal

33
My University of Ulster

• Customisation (done)
• Content Management System (done)
• Custom DB (done)
• Moving towards ZOPE (next 12 months)
• Profile Data Warehouse (50)
• Simple profiles developed will develop as
  personalisation system develops
• Personalisation (next big step)

34
Summary

• Requires
• a clearly thought out Internet policy
• Highly competent technical team
• Benefits (Visitor)
• Saves Time Money
• Better Information

35
The Future

• Integration of other mediums Call Centre, WAP,
  Digital Televisions etc.
• Delivery of mass open and distance learning
  programs
• Technology watch what's around the corner