all right good afternoon everyone and welcome to today's webinar hosted by Magnolia today we'll talk about next level personalization but before we finally start let's talk about how we deal with a technical part and of course your questions so this webinar is being recorded and will be emailed to you in a few days and your questions you can already start sending them in while the presentation is ongoing via the Q&A window of zoom so make sure to familiarize yourself so that you can send in the questions my name is Cass and I will help you or I will guide you all throughout the presentation or today's webinar I will also assist you during the Q&A session yes and my name is Jung shorter I'm your senior solution architect at Magnolia typically I help clients to succeed with certitude Nova content management and digital experience initiatives besides that I am evolved a lot in pitching and in client support and I do write some of the Magnolia extensions as well so in summary what we are going to talk about today is we are going to talk about next-level personalization so what to do what you need to do to have successful one to one person is Asian we are going to see a nice demo how to actually deliver one to 1,000 ization and finally Q&A we want to know or we are interested in talking about your challenges and probably you know discuss it maybe Yan can help yes for sure again all right so what exactly is the problem now we know that personalization is not easy but we also like to think that it's just a battle of tools but what is what is it really yep good questions oh as you search pollenization is not easy it's interesting part here is its most of time not even so much about the tools it's also about the techniques that you need to apply to come up with successful person ization strategy and obviously it's also about having a little bit of help from the tool side to come up with efficient solutions in a nutshell what you're going to walk away with today after this maybe not as um you will know how to frame your audience strategy and how to define actionable goals you will know how to build and reassess and successful content pool we're going to talk about the right delivery mechanism for your personalized content and we are going to take in that look on personalized multi-channel campaigns Wow all these four I cannot wait to apply in my impersonal ization journey perfect it is okay first of all let's start with obvious what is one to one person is Asian basically it's about listening to your audience listening to the visitors and see how they interact with your content and with those learnings you can automatically derive intent and interest in certain topics and then you're going to deliver content based on the intent in real time before we going to start about this in deeper look first of all let's start with a small pause yes we're interested in knowing where you are actually in your personalization efforts now it doesn't matter if you don't have any because if you're gonna change that right yeah absolutely no now how about you tell is these four efforts or these four levels that I see yes so in general if you look at clients out there then we see four tiers of four levels of practitioners we have quite a few I've seen quite a few that have no person is Asian at all then there are some beginners they have very large customer segments they just personalized on very basic data points like just at your location for sample because it makes a big difference if you come from the north of Germany also solve Germany for example you yep then we have the tier where you see advanced personalization typically the order history is used a little bit on the browser browsing patterns is done and then there's also the master Chia where really everything clicks together oh they have we defined when you lower customer segments since I use all the data points that are available out there so now that we we have an overview of what these four tiers or level levels are it's time for you to give it a book okay and let's see ah okay that's interesting so what we see here is we have quite a lot that don't do presentation at all and we have a bigger tier with some basic segmentation and it's getting sinner in the advanced here and on the full-fledged level how many others okay for participants okay that's good so let's make sure that it's enough soup maybe not everyone is ready for a lot more yes that's right now before we move on I want to ask why actually invest in personalization why invest further if you already have existing personalization effort yep that's actually a right question why should I spend my precious time on working on personalization in a nutshell it's about driving your conversions and lower your bounce rates no it's really about making sure that your visitors and clients going to stay longer on your site and that they get more out of it in the end buy more but how is that game changer yep out of the game changer well in the end it's all about boosting the content consumption but as a key here is it's not about the general content consumption it's about the really relevant content consumption so you don't get fucked by too many information too much information okay now we talked about that how do actually do it now I remember earlier we said that personalization is a game of strategy and goals and not just tools so so how do we start with the right strategy yep good questions so in the end it all boils down to segmentation and the right targeting strategy before we talk about segmentation let's have a look on the fundamentals in the end if you look at the client base visitors or the market as its own before they just see ok it's just a big bunch of visitors what you have to do to be successful is to really create segments so he can target those segments individually and once you have identified your segments then it's about serving the relevant content to those segments however that looks simple there's a little bit more behind it let's have a look on how you create meaningful segments let's see ok so what we have here are the typical data points that I use to identify a segment so very obvious one is geographic so it's really measuring if you come from the it's really measuring where you actually come from let's say we're in the business of selling sports goods so obviously it's not a very good idea to sell XI equipment to people from let's say Mexico ok that's not going to convert so good then the country is a language the climate is very helpful sometimes really based on the business where you are and then it's about systemic demographics so it's also age it makes a big difference if you bring your content to someone who is 15 or 50 the gender is relevant especially in fashion the income obviously matters the education the occupation the industry where visitors come from then it's about behavioural patterns this is something that we're going to see today in detail so it's really really an official to get the intent from your users and typically you see this by the frequency and the recency of the interactions on certain content types it was going something that we're going to see an act in a few minutes and it's about the engagement the sauce where your clients come from the bias stage the way on your funnel there is also parts of psychometric so that interest in the preference preferences in general so if you look at all those data points obviously if we multiply them out then we can come up with a very very high number of segments and therefore it's all about priority so when we creates all segments it's about potential that's all segments have it's about the value that's all segments could bring to your bottom line and obviously also about the effort how many men also we really need to create this targeted content okay so I just want to reiterate here that it's not just about segmentation of variables but also priority actually I mean you have to look look at the potential the value and of course the effort that you need to put into it right yes absolutely okay because it's it's easy to overdo it and to get lost by so many different segments it's really about focus therefore about effort potential okay good let's have a look on where we can get the data for all those data points oh that's me right there yep looking good as always all right so if you start you're basically if you start with your segmentation then it really makes sense they have to look on your analytics tools because this is we need a goldmine for sure you're going to see already the industries where your clients come from you see a little bit about the interest so this is a strong data point if you have some marketing automation then this is also above I'm having a look so it can really see if you send out those emails campaigns what are the different data points where your audience is typically reacting on CRM obviously this is we have a lot of valuable information in their account based marketing tools are really really helpful if you have some social media endeavors then that can be also can bring also good insights so I'll be tools obviously as well so if you have some service in the past really have a look on this data and then in an ideal world you can take all those data points together and brings us to a single system of record that means can we connect them to your text stack and take those data points to personalize on it no what I was interested here is that all of these you can actually integrate to magnolia right that's right yeah sounds great this is really where I can all your shines all right we talked a lot about priority so how can you find out what a good priority is and handy tool for this is typically on table it can be even a simple XO table so if you look and this years and we just have three segments for standard ecommerce shopping case we have three segments just explore our groups of first visitors so first-time buyer and customers then we clearly specified okay what does our was intent for those segments then we specified our marketing goals we know what we are going to create for that based on this we also specify the desired action on this and then yeah it's getting really interesting here we have the potential the value and the ease of person is Asian and what we did here we just won the math and based on the scores we just found out okay the customer segment and the first time buyer segment those are the most important ones for us let's have a look on how the first time buyer user journey could look like all right so I user journey looks familiar what makes this different to a traditional one good question let's say we have an anonymous visitor here typically on the first interaction Yugi's going to land on your landing site typically by a Google web search or maybe from a referral from another site or maybe from a campaign mm-hmm then on the next step is going to start to browse a little bit maybe on your homepage and then you can already start based on the location or your marketing automation to come up with some personalized content that is getting interesting because once used to browse the site more and more you can start automatically captures the intent by applied scoring models so you can really see what kind of products are interesting and which ones are not consumed at all and then based on this you can automatically create personalized promotions based on this intent scoring this really helps you to increase the chance that you get your visit or finally to the buying stage mm-hmm but obviously we want more than just a one-time sale what's about keeping your clients engaged and this is where marketing automation again can be really really handy just to drive your clients back to your site we can actually offer more yes because we want that so I would look at this as a personalized user journey right yogi from being a simple anonymous visitor to actually be kind becoming rather an actual buyer like like all goals that we have yeah so true let's talk about the key discipline let's talk about understanding the intent yes I always heard you mentioned intent intent tell us more about it yep so Magnolia has a brand new feature the Magnolia scoring module and let's have a look on how that thing works what we see here is just one screen from the Magnolia scoring module and as you can only see here on the user journeys use at your unease cart app is that you have various options to automatically apply interest points on content for example here each single times that visitor is going to click on a certain product is going to get three points and then we can fine-tune the score assignment based on the frequency and the frequency that means like if you're going to interact three times within the last two days and we're just going to get five points and the recency if it's long ago then we can also find you own this and based on those scores that are collected you intend to action you can very easily just deliver personalized content for that so summarized you can track content you can track page visits and you can track element interactions so it really allows you to come up with fine granular and ten scoring based on the user interactions that sounds very very interesting I mean I am always aware that you can track visitors how many times you know they or revisit a page but I did not realize that you can actually assign scores to them and then personalize whatever content he or she sees yep very interesting and young as we all know when you work with Magnolia with Magnolia pages app and then you can just create different variants where everything a component however we want more we want to reuse our content and all different touch points that we have we don't want to do this manually and this is where the content pool really shines so content pool from Magnolia five you already know the content apps we can or take all the content from your content apps to craft a very powerful content pool the good thing is Magnolia six as you maybe know it's going to launch soon and in Magnolia six the content pool concepts are become way stronger than they are right now but before before we see this in detail let's have a look on the content types that you can typically use good side and I just want to add in something regarding Magnolia six now if you haven't already make sure to register for our developer days this year that will be on the fourth and fifth of December there we will get to try or first try Magnolia six sounds good right yep what no six is indeed really good sweetie milestone let's have a look on the typical content types that you can reuse in Magnolia if you look at the top of the funnels and we have our articles that we're going to solve videos maybe we have how-to guides or maybe not like today's webinar yeah then in the middle of the funnel we have our product pages where we have all the different products that come and come from our content pricing is a big topic maybe some demos for products can be soft and then it's a bottom of the funnel when your clients are close to actually hit that order button you can also bring case studies reviews on those products and services maybe some events or calculators and all this can be managed in Magnolia let's have a look on how that looks like with Magnolia six there you have it there you have it that's Magnolia six if we look at it then we see that the search is now a lot different than it was with Magnolia five so with Magnolia five you just have in your content app at the top right corner the search bar right here we have our fine bar it's a very top of that page and what we see here is that I searched for a code and what Magnolia tells me here is a I have four products that are actually code related it tells me okay there's a tour for the codes are relevant we have a story about this where codes play a role and we have even a campaign for winter's coming and the good thing the good thing is basically it doesn't matter what kind of content it is where it comes from it is going to be displayed in the Magnolia sort so we can actually utilize it so it doesn't matter where they live you can actually see as a part of the results yep that's absolutely right so if you have if you have a third party system yeah for example and it has a good API and then this data can be indexed and it will appear here the search as well mm-hm and another highlighters if you look here at the top hits then Magnolia is going to have a new real network and actually for every single author it's going to learn what kind of content this author typically interacts with and therefore you're going to get really relevant top hits that are useful on your day to day work with content and also with presentation of obviously so yeah in the end the content hub concept is not really really strong with Mike no six and I just like to repeat here as well that you can bring in content from other systems2win olya yep let us really something completely new and game-changing that sounds awesome yep it is um let's have a look on the next topic for the demo it is multi-channel delivery so what channel delivery sounds big right yes alright um we have also rent you tool it's called the Magnolia campaign manager let's have a look at it so this is the Magnolia campaign manager what we see here is that you can basically automatically schedule campaigns in the campaign manager but on top it's really giving you a very rich visual editing experience that means it's not like a structured form content app as you know it it's really likes pages there and that means that you can come up with multiple elements you can match them up you get a good preview for the different channels you can do the multi-language translation workflows all in a single place the cool thing is you just have to manage your campaigns in the Magnolia campaign manager and then those campaigns are automatically distributed for all the different touch points so having said all that for example I have one campaign as you can see in the flyer I have one campaign for markets for themes for languages and for channels it means that I can actually have 256 their experiences in total yep totally right let's have a look here on this example let's say we have for our fashion shop for Eduardo one sailor campaign then we are going to fine-tune this campaign for four different markets so already four different experiences right then we are going to have four different themes for that this already gives us 16 yep then maybe we are going to have four languages so we just already end up with 64 and then we have four different channels maybe so we just have our standard laptop with our tablet our mobile and then we have maybe also a digital kiosk system and there you have a 255 6 experiences managed in one place well managed in one place wow that sounds a lot and it's actually doable it's doable and it's really really fast and efficient I would say we talked a lot about this how about to see this actually live yes I'm interested in that definitely let me show you its features so what we have here is a ecommerce site in this case we have models products in markovia content apps for the targeting we have the scoring models something that we're going to see in detail in a minute and we have the campaign manager but the first before we just do this let's have a look on the actual content of this page so it's a fashion shop and there's a country fashion shop for Asia if I open this up then we have here's a classical mixture between a slider we have different products and we have all kind of different blog posts that can be consumed to actually spark interest in certain topics and generate more interest in Iruvar in general so if someone is browsing through the page how can I actually capture the interest and how can I actually personalize on it well let's start with the scoring models in scoring models in this case we just separated it into male and into a female basically when we just looked at different segments in how to cut some dough in this case we just went the obvious route and just segmented based on the gender and then as a drill down on the different product groups on the different yeah product segments that we have you have example for female we have just a very general segment on females in general and then Johnny we can drill down further on the interest and let's say ssoi vós dresses blouses or Bridal if we look here on the female fashion then sure first of all we give it a name so we can find it in our list let me give it a description so that we have a good idea ok what do we exactly track moves this one and then we have to use a tranny squat what we do here basically was just each time or just the first time we can assign points then obviously we can fine-tune the assignment of those points for example frequency if there's a high rate of interaction then obviously it's really serious or we are really relevant for the visitor and this case if someone visits three times within the last two days this kind of element then we just going to assign five points recency is also highly relevant something that I haven't shown yet this interest lock so basically it was an interest lock you can lock down the interest in a certain topic why should I do this well think about this like this if someone is browsing your page and clicking on all kind of different contents that could mean that the interest in the for the different scoring models fluctuates quite fast that can lead to changing causation elements too fast changing personalized elements quite often that is absolutely okay and even desired but sometimes in certain cases you want to have a more stable personalized experience and to allow this you can basically freeze the interest on certain topic once you just reach the interest score off in this case 250 points for let's say 20 hours so is that this feature allows you to come up with a more stable experience you can basically here activated or deactivated with a single click and last not but at least you obviously want to know where this model is actually in place and then here in the dependencies you see where on this coin model tree activated okay we have a scoring model what to do with it let's go to the pages and hear this again here's our page what we can do is we can just let's take this element here as an example we can if we edit the element versus score model assignment tab so what we do here is we just select the male fashion category because we know if someone is clicking on that element for very sure he is interested in male fashion and in this case we're just going to use a priya science for us so that means if i just browse through this page if i click on this one my interest in male fashion is going to rise okay but what do i do is this course let's think about this in that way if there's a strong interest in female fashion probably this product is not so relevant at all and therefore i can just create here another variant for female fashion and all i have to do is now just to choose the audience i'm going to say okay if there's interest in female fashion and the interest is above 20 50 points then i want to have this variant here and what you can do as well as a marketeer is if you preview your page as a visitor you can say okay yeah pay attention if someone has a interest in female fashion and their interest is let's say at size and importance thank then I'm just going to get content that is tailored around this topic okay we've talked a lot about the content tool and how's that helping you to boost the reuse of content as an example let's have a look here at our standard products content tab so this products content at all kind of the products again here just cut for Chandler and then for food stops check jackets and so on let's go for example for a random product like this one here if I look at this product and we just have years then a Content app structured data dimensions additional data categories this year that's interesting the Squa model assignment I can also take content from the content pool and this means that now automatically if someone's browsing the catalogue and clicking on this product then automatically also the interest score in this product is accounted for the next personalized variant that is sent out good I guess this gave already a good idea what could be all done with if your content pool was the pages app and for scoring models let's talk a little bit about the campaign manager or that one could help us so this is a campaign manager how was it different from a normal contour Deb well you can specify on centralized campaigns that are delivered to the right slot it's the right time for example here we have a summer campaign if we look at the summer campaign then we see that the summer campaign starts this date and ends at the state that means Ewing that time period the contents from this summer campaign is automatically and deliver to the right slots and I don't have to find you in the content at the site anymore manually and if I look at the actual contents here for example here I have a banner if I look at the campaign item and there's even more because I can even select the template that is going to be used to render the actual content so after a lot of flexibility on the type of templates that are used to randomize on different digital experiences and this isn't secrets during the text I can actually specify where those campaigns are going to be placed how that works in detail that is going to said we're going to see life in like three minutes but first of all let's have a look on the editorial experience so as we can see here that's not a standard content app this is a Content fragment and here I just have this one banner component but as you know from the Pages app you can also come up with all kind of additional components that can be placed here is this example of components can be they can then be automatically placed on the page well obviously is this one year that's a summer campaign related item and as we have seen the date is not and we not in sync with the current date therefore let's see what we have on this side if we go now to the online shop then we see that we have something completely different and that is because there's also a second campaign running tailored around winter as we can see here as well this one is managed by the campaign manager obviously this Texas justice played on the offering interface not on the live experience and to place a campaign if we look at this component it's fairly simple all I have to do is just to say okay I want to have here a banner and just for the case that something there's just a blank spot between your different campaigns you can even come up with a default campaign or if you don't want to have anything there in case you just leave a blank on that no components right not at all and obviously you can also assign scoring models if I interact results campaigns like with every single element in Magnolia then what can I do with the personalization on this one well I can create a second variant let's say if we come back to the example from 15 minutes ago let's say that we detected that we have a reoccurring visitor and this recurring visitor is already a buyer and he already bought some dresses what about this this is just another tech and all I have to do is just I have to connect this tech with the audience and then the system is going to automatically going to deliver this campaign for the matching interest okay perfect I think that was already good overview what you can do as a campaign manager with the scoring models if your products and therefore it's probably the perfect place to start with a Q&A session to see if there are more questions about some details here all right thank you for your very informative presentation yun and of course the demo where we actually got to see how everything works and not just stick to the theories now for the Q&A i got several questions here one from our internal cuy so what if my my products for example live in an external or another ecommerce system how am i able to apply user scoring directly to the products oh that's a very good questions or someone will you pay close attention actually yes yeah um basically we have two options here so if our external system is bi-directional that means when muda can also send data to that system then we can set our scoring models straight what is external system if the system is not able to do so then it's also quite easy because what you can do is you can just basically sync those data points to Magnolia not going to soon as a full data just the name of the record maybe a small preview and that's and you can still then apply your scoring models and that works yeah like a like a charm okay perfect now I got one here it's about gdpr yes oh yeah GDP oh that's a very big topic isn't it yeah well good news is basically it's fully covered because the personalization itself is totally built on Java script this javascript is basically applying cookies to the browser session in those cookies you have all your scoring models and then in the browser store you have supporting tools that you own is stored and because Magnolia has already quite powerful GDP our consumption or functions you can basically configure new technology DPR settings if those cookies should be served if they also consent or not yeah and therefore it's totally covered all right perfect that sounds good I mean especially nowadays we always hear GDP our so that's good that it is actually compliant to it finally about headless approach so how how can this be handled if you have your pushing towards headless approach yep and here the good news is based on Magnolias flexible architecture headless there's no problem whatsoever because you can consume those campaigns in real time either with magnolias Reston points where it can even get Cyprian at HTML mm-hm so that is working absolutely flawless if you do the user journey scoring in a headless system all you have to do is just really to integrate this javascript in your headless renderings and that's it so it's really simple great simple that's the keyword right there all right so thank you very much for your questions now just a quick recap before we finally wrap this up what can actually Magnolia do for you so first it delivers personalized content to define segments second tracks user behavior tags and recommends content it finally delivers the right content to the right visitor at the right time in their journey yep sounds good yes now once again we would like to thank you for attending the webinar and participating to those who sent in their questions just some more information so users scoring and campaign manager actually part of module II extensions if you want to use them please contact your account and of course the developer days that will be soon that's December 4 and 5 so yeah this has been cast Weber and Jung shoulder from Magnolia thank you and have a nice day bye bye